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The Fundamentals of Website Personalization Strategy [Part 5 of 6]

Picture of the author, Mary Clare Davis
By Mary Clare Davis
M02 5, 2018

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?

Personalization Tactics

  • Text modification – Tailor text on your website including copy, headlines, and buttons. For example, show a light CTA for a first-time visitor and a more aggressive CTA for a repeat visitor.
  • Graphic replacement – Swap out one or more graphics on a page to help engage a visitor. For example, change the hero image to a factory when manufacturing visitors arrive on the homepage.
  • Fly-ins – Slide in a small content block with an image, text and/or CTA. For example, serve a link to the next piece of content in that buyer’s journey.
  • Banners – Drop down a full-page-width bar with informative or time-sensitive text. For example, remind webinar registrants of the upcoming webinar.
  • Modals – Interrupt a visitor with centralized window that requires an action or acknowledgement before continuing. For example, deliver an important product alert only to product users.
  • Redirect – Simply redirect the web visitor to a more relevant webpage. For example, redirect automotive homepage visitors to your existing automotive solutions page.
  • Triggered Live Chat – An interactive chat session triggered for a specific audience with a tailored message. For example, “Would you like to speak with our Healthcare IT experts?”

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!

Tactics for website personalization

About the personalization strategy series

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 determining which personalization tactics are right for your business challenges.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

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