As any modern marketer knows, we are on the verge of a very significant shift in how we need to meet consumers online. The amount of data available about our customers and prospects’ search behaviors, product affinities, and placement in the buying cycle lets us be proactive, not reactive, in our marketing programs. We are able to design, develop, and deploy marketing campaigns across channels that deliver the right message at the right time to our expansive global audiences.
For the last 10 years or so, though, this ability to send real-time personalization to our customers primarily has lived within the email channel. Using a real-time website personalization engine like Interaction Studio, we go beyond analyzing website engagement, behavior, and performance outside of the default Google Analytics Audience segment break-outs.
AUDIENCE-FIRST SEGMENTATION STRATEGY
Interaction Studio lets us apply an audience-first segmentation strategy and develop action-oriented, on-site experiences. These experiences effectively nurture both leads and customers alike to take the next best action when they are visiting or browsing a website. Simultaneously, Interaction Studio provides a unique, personalized experience for every visitor thus increasing key on-site conversion rates.
With an audience-first approach, we develop a framework for analyzing site performance with a clearer lens into understanding visitor behaviors and engagement. Instead of looking at how variables affect conversions, we can collect data to better understand how personalization affects specific audience groups. That kind of granular insight into our audiences allows us to make better observations, to develop better tests, and see big results.
In addition to an audience-first strategy, Interaction Studio becomes a powerful lead and window shopper nurturing powerhouse. Looking at a variety of personalization pillars that are unique to each and every business and website, Interaction Studio lets you better understand where website visitors are in the buying and/or customer journey based on their interactions with certain pages, tools, or information.
Interaction Studio’s real-time personalization based on source is also affecting how modern marketers leverage unique landing pages. Often, we see acquisition or remarketing advertising campaigns use audience-specific content and landing pages to increase opt-in conversions. This approach works well, especially in B2B organizations, where you sell the same product, but how it is used depends on the industry. However, the downfall of this approach leaves you directing unknown visitors to unique landing pages, which disrupts the overall online experience.
Possibly the most powerful functionality within Interaction Studio is the ability to personalize the website experience based on visitor source. This lets you avoid sending new or unknown visitors off onto a landing page island. Instead, you can create a personalized experience for these critical top-of-the-funnel visitors that inspire and encourage the next best action. Depending on your business, you can encourage these visitors to sign up for your emails, to view a specific product based on the advertising campaign they engaged with, or provide a special coupon or promotion for those who have yet to make a purchase.
Personalization-at-scale is an extremely exciting concept for many businesses and marketing teams alike. The ability to understand who is visiting your website and what those visitors are doing during those visits provides so much valuable insight and data. Additionally, the ability to leverage real-time personalization based on visitor behaviors allows for increased engagement and the ability to move website visitors further down the funnel.
About the Author
Julia Gandy is a Strategic Consultant helping Lev clients take their existing marketing program and elevate it to the next Lev-el. A passionate writer, Julia studied Journalism in college. A brief stint as a reporter, Julia quickly realized she’s a better storyteller than a facts reporter. She went on to receive a Master’s degree in Public Communication. Julia has spent her career experimenting with digital marketing tactics and executing data-driven multi-channel campaigns. She is passionate about creating one-to-one online experiences to help deliver results for brands and businesses.