DataSentics

Website personalization

Introduction

Providing a single website experience to all visitors used to be the "marketing-standard" approach. Nowadays, website personalization allows companies to know their customers and present them with unique personalized experiences based on visitors' behavior.

Business case

The considerable challenges in web personalization are connected first with the lack of adoption of technology and scalability issues such as an increase in traffic and the number of personas, which leads to the problems related to gathering data and the inability of the website to identify users as it must adjust to every user leaning on personalization. As a result, it drives privacy challenges as the system demands users' agreement with sharing their data for personalization.
It may be hard to create personalized content for campaigns due to a limited understanding of the customer's characteristics (the unique interests, needs, intents, behavior, preferences).

Solution

Our solution helps identify visitors with high potential to make a digital conversion using modern data techniques, find their typical characteristics, and use them as rules for web personalization. Then, the model using ML/AI techniques, NLP, and big data approach will generate personalized content for those high potential visitors in the form of a personalized banner on a landing page or make CTA elements more available for them. All these actions will contribute to the further engagement of visitors and make them convert quicker by increasing their conversion rates.
Furthermore, the way you learn insights from the data can be automated and moved from rule-driven segmentations to AI-driven models.

Benefits

  • Empowering campaign managers to create interesting content to engage with relevant customers
  • Targeting high potential visitors to make a conversion
  • Successful personalization brings a 15-20 % increase in sales conversion rates
  • More relevant product recommendations
  • Improved customer loyalty
  • Visitors spent more time on a website than previously