Define the target group based on data from Google Analytics, the CRM system, conversations with sales, internal departments and other data sources. Ask yourself or the team the following questions: does website personalization provide a clear advantage in experience for this target group? And, does website personalization help the organization move forward in achieving its goals?
Step 2. Brainstorming & Prioritizing Ideas
Once the target group is clear, you can start brainstorming. Start by writing down all the ideas and make sure you do not judge yet. After various ideas have been named, it is important to assess them for complexity and feasibility. Below you see a completed matrix on which ideas have been plotted. Do you want to use this matrix yourself to structure the ideas? Then check the empty version of the matrix here .
Also read: 5x the impact of personalization for B2B websites
Website personalization ideas plotted in a model.
When prioritising ideas, pay close attention to the expected complexity and execution. A small adjustment to the header text will of course have much less impact than personalising entire content blocks and images. What is feasible and what is not?
The first two steps are the ingredients for the third step: defining experiments. Combine the target group with a personalization idea and form an experiment. When defining, it is important to adopt an underlying assumption. This way, you actually test principles of personalization.
For example: personalized references are switzerland telegram data more relevant, allowing people to better identify with our product. Or: website personalization has an impact on loyalty, which makes visitors return more often and there is more engagement with the content.
Examples of SMART formulated hypotheses (with underlying assumption):
For visitors from the healthcare sector, we will show references from other healthcare professionals in the coming month, where they share their experience about [product x]. We expect 20 percent more clicks on the reference page of the website by this target group due to the increase in relevance.
By personalizing blog recommendations based on behavior (pages visited and session duration), we increase average session duration of visits by 10 percent, increase returning visitors by 15 percent, and increase newsletter signups by 20 percent.
Personalizing the call-to-action (from try for free to request a demo) for organizations with more than 50 employees results in 30 percent more requests from this target group in a period of six weeks.
By making experiments specific with SMART, the result is clear. Is a hypothesis confirmed or not? It can be difficult to set the right quantitative goals (increase of x%). Especially if it is the first time that website personalization is used. Note: start with small goals. This allows you to meet expectations in a new field.
