In order to initiate your personalisation project, start with the following 3 steps :
The CRO (Conversion Rate Optimisation) tools usually offer native features, you can easily activate these when defining your targeting plan. Here are a few use cases:
Returning and new visitors have different expectations when coming on your website; personalisation can help you meet their needs.
Depending on the traffic source or campaign, you can personalise the wording and visual content to reassure the user.
According to the user’s geolocation you can personalise the experience.
Most of the time marketers already own customised information, that can be very useful for your personalisation project.
With a datalayer, you can get specific information about users. Some marketers use it to enrich their data and media tags. I recommend using the data to enhance your personalisation project.
Your web pages are a great source of content, which can be leveraged to activate personalisation.
Several solutions on the market provide advanced tools to create segments or product recommendations.
Marketers use it in the field of acquisition campaigns, to create enhanced user segments. I recommend activating these segments to personalise user experience.
These solutions provide self learning tools which are able to analyse purchase history, in order to offer the most relevant products.
Website personalisation is a broad subject, however, keep in mind that it is accessible to all. You can succeed by focusing on key questions, defining the right segments, and going step by step.