You can use website personalization to deliver customized experiences to visitors based on user and behavioral data. Provide visitors with unique experiences tailored to their needs and desires, rather than a static, broadly focused experience.
Although you understand the value of website personalization, challenges could prevent you from successful implementation.
Lack of suitable personalization technology.
Measurement of personalization impact.
Scattered data.
Siloed content and channel management.
Despite personalization challenges, you can implement a website personalization strategy that leads to multiple benefits for your enterprise and audiences.
Website users are more likely to engage faster and more sustainably when presented with personalized content and offers. As engagement improves, you have better data to inform deeper personalization.
Personalized content and offers are more appealing to consumers, providing a better experience, which leads to lower bounce and exit rates — and more time on site.
Personalized site experiences turn leads into customers sooner with content that drives higher conversion rates than those who deliver a common experience.
By personalizing the website experience, you can deliver better customer satisfaction, gaining trust and boosting lifetime value.
Adobe Target lets you test, target, measure, and optimize personalized web experiences. It also lets you deliver to desktop and mobile devices, leading to higher ROI, better engagement metrics, and more value throughout the customer lifecycle.
Learn how Adobe helps today's brands build complete personalized experiences.
“We’ve been able to spot problems that customers have been dealing with and fix them using Adobe Target.”
- Giles Richardson,
Head of Analytics at the Direct Bank, Royal Bank of Scotland
“For conversions, we’ve seen increases from 17 to 200 percent.”
- Trisha Martinez,
Manager of Digital Marketing Operations, Ford
Why is website personalization important?
Consumers expect to receive personalized experiences from news feeds, social networks, and video channels. You must meet those same expectations everywhere to maintain customer satisfaction and reduce churn.
How does website personalization work?
Using integrated marketing tools, you deliver targeted, unique content to your customers. You do this by using rules-based or automated methods based on analytics-driven metrics and audience profiles.
Can personalization be automated?
Yes. Adobe Target provides automated, self-learned testing and targeting capabilities that seamlessly run A/B tests, search-driven merchandising, and mobile experience optimization.
What makes personalization work?
Successful personalization campaigns rely on anonymous and verified data pulled from analytics or optimization tools, partner databases, and third-party data providers.
How do I know personalization is successful?
Typically, you can use metrics such as conversion, cart abandonment, bounce, and click-through rates to evaluate personalization campaign success. Brands may also choose to rely on key performance indicators that fit unique business needs.
How do I personalize experiences for anonymous visitors?
You can use contextual data such as search engine, referral source, IP address, and device to customize experiences. Leading solutions can create anonymous user profiles from first touch to all subsequent digital interactions.