Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!
In the last post, we determined which data sources feed personalization plays. Next, we’ll describe how to develop personalization tactics that best engage your prospects.
Personalization tactics are simply the delivery vehicles for your personalization messages. The three main categories of tactics are embedded, overlay, and redirect.
Embedded tactics are the subtlest delivery of personalization. These tactics, including text modification and graphic replacement, present your webpage with more tailored text or relevant images. Personalization with embedded tactics will feel most natural to your visitor – like your product or service was built for them.
Overlay tactics are the most attention-getting delivery of personalization. These tactics, including fly-ins, banners, and modals, are served on top of the webpage, in addition to on-page messaging. Personalization with overlay tactics is most effective for prompting action from a visitor.
Redirects are the most assertive delivery of personalization. This tactic confidently declares, “We know who you are and what you need.” Personalization with redirects is excellent for directing visitors to account hubs, microsites, and webpages for well-defined lines of business.
How will you deliver the perfect message when your target audience visits your site?
Congratulations, you’ve finally built a personalization strategy! Are you ready to begin executing? Hang on. There’s one final step in evaluating your results and iterating towards success which we’ll address in the next post!
In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through how to optimize the results of your personalization efforts to hit your business goals. Subscribe here to find out when the next post goes live.