As with other adjustments with an impact on the website, we start with a strategy: the personalisation strategy. This includes some crucial aspects.
Just like with a general digital strategy, we start with the review of the KPIs. What do you want to achieve? More sales or a better experience? Do you want more leads, or less contact with the helpdesk? Every company has different needs: our strategists make your specific KPI's concrete by means of workshops. Next, we ask a few simple questions:
What am I going to personalize? Which content on the website is best suited to personalize? How can the marketing team produce enough relevant content and does this fit within my marketing budget?
How am I going to personalize? The choice of parameters for personalized content is crucial. These parameters determine the choice of the platform that will take care of the personalization. On the basis of the "What?" question, it is now also determined whether the necessary data (to control the personalization) is present and how it can be linked.
When should my personalization scenarios take effect? At the beginning of the process, marketers will focus on the quick-wins: things that are obvious and yield the fastest profits. Afterwards, personalization is a matter of thinking up, trying, optimizing, repeat...
These three pillars are further elaborated in an overall strategy and form the basis for the choice of implementation, the production of content and of course the marketing plan.