While website personalisation is by no means a new concept, many sources such as McKinsey claim that ‘the exciting promise of personalisation is not here yet”. This is because there is still so much in terms of technology, data and analytics that we have yet to delve into. It has – however – becoming a very trending topic over the last few years seeing as how it is an item on just about every digital customer experience trends list this year. So we thought why not give you some tips on which website personalisation tools you might want to consider.
In this article, we will take a closer look at website personalisation, what this means for digital-first companies, and which website personalisation tools will help you keep up with your competitors and increase conversion.
Source: State of Digital
What is website personalisation?
Website personalisation is essentially the process of creating customised experiences for website visitors. In other words, rather than offering a one-size-fits-all experience, a personalised website will cater to the visitor’s characteristics or needs and supply a unique experience.
Personal data has long been the fuel that fires marketing at every stage of the customer journey, and the drive to find new forms of fuel and devise new ways to leverage them seems to be boundless.Charles Golvin, Senior Director Analyst in the Gartner for Marketers practice
Free White Paper: A Digital Feedback-Fueled Approach to Personalisation
A guide to Personalising the Digital Customer Experience (CX) with Online Feedback.
Why is Website Personalisation Important?
Many customers have grown accustomed to receiving personalised experiences. Whether that includes online shopping experiences, their news feed, or on social networks, it has become an expectation.
Personalisation has become so important that 41% of customers are now switching companies due to poor online personalisation. This is huge. To give you an idea: in the ecommerce industry, this poor personalisation amounts to a loss of nearly $756 billion a year.
With the surging amount of online content competing for the attention of customers, many organisations nowadays are relying on personalisation as a way of differentiating themselves from competitors. Achievable only if you have in-depth data about your customers, this practice not only captivates the minds of customers but keeps communications between the organisation and the customer relevant.
Luckily, we now have the data, tools, and the know-how to provide a personalised experience and to make each visitor’s trip around a website uniquely tailored to their preferences and needs.
What are the benefits of website personalisation?
Enables you to offer more relevant product information. Use the data you collect to provide content that is fresh and relevant to your visitors.
- Helps better understand your customers. Once you know who your visitors are, you can segment them into groups and provide them with web pages that meet their needs.
- Increases the amount of time on your website. Showing your audience content and information that they want to see will encourage them to stick around for longer.
- Saves time in the Sales department. Create marketing campaign flows that segment the audience for the sales team & get more qualified leads.
There are plenty more benefits that are not included in this list. Need more proof that you need a website personalisation tool? Check out this article.
Personalisation increases conversions
The best benefit of all? Personalization demonstrably increases conversions. From more relevant CTAs and segmented target groups to personalised visuals, says 56% of consumers are more likely to shop with retailers who offer personalisation. It works because it serves up “the next step” to known visitors and capitalises on a top-performing offer for strangers.
Now that we see the value of website personalisation, let’s take a look at some of the top website personalisation tools on the market:
1. Adobe Target
Adobe Target is a personalisation suite within Adobe that enables users to optimise and automate testing on their websites. Target has four key features including: multivariate testing, automated personalisation, mobile app optimisation, and recommendations. The automated personalisation feature lets users automate the targeting process and deliver personalised content based on real-time data.
2. Dynamic Yield
Dynamic Yield is an AI-powered personalisation and engagement tool that delivers individualised experiences at various touchpoints including web, apps, email, kiosks, IoT, and call centers. With Dynamic Yields users can personalise their messages, marketing content, and other materials – all in real-time. Additionally, the platform allows for rapid and scalable creation of highly targeted digital interactions, including omnichannel personalisation campaigns, A/B tests, triggered messages and more.
3. Google Optimize
Google Optimize is a website personalisation andA/B testing suite from Google. Optimize enables users to run various website experiments to determine what converts best with their audience. Once you have discovered what’s relevant to your visitors’ interests Google Optimize can provide personalised experiences that promote engagement and improve conversions.
Cxense is an interesting website personalisation tool in that it shows you how your website visitors consume your online content in real time. The tool also collects data on all relevant traffic and events across your website, which can be analysed in their dashboard. The important business information that you need will be presented in a very visually compelling manner, enabling you and your team to monitor results and take action.
Initially a social proof notification software, Proof later developed the software Experiences.
Proof Experiences is a marketer-friendly tool catered towards fast-growing SaaS companies that enables its users to personalise their websites for every visitor (without coding!). The software easily lets you easily adapt your site’s text, images, and CTAs for each visitor without writing a single line of code.
Intellimize is a website personalisation tool that offers what is called predictive personalisation. The tool leverages machine learning to test and personalise websites automatically. Intellimize works by modifying your existing website as it is rendering for each visitor, after predicting the best version of your page to show this visitor at this moment in time.
Personyze is a comprehensive website personalisation tool that leverages both human and machine intelligence. With this tool, users can display targeted content such as pop-ups, images, text, banners and more to certain user segments. You can also show AI-generated recommendations that are unique to each of your visitors. Personyze works on any website, and is made to be able to integrate with any CRM/user database, product database, and analytics platform.
Barilliance is a website personalisation tool specifically for ecommerce websites. The tool gathers individualised information from your visitors over time and builds an in-depth consumer profile. This data then serves as a basis for the content you leverage, such as product recommendations, behaviour-triggered emails, onsite personalisation and more.
PureClarity is another website personalisation tool catered to ecommerce websites. With PureClarity all features are included, and you can choose to leave the system to run itself and manually and enrich with personalized marketing campaigns where needed. Interesting features include: Abandoned Cart Saver, Content Analytics, Contextual Targeting, Recommendation Engine and Experience Management. PureClarity is easily implemented on all Ecommerce Platforms including Magento, Shopify and WooCommerce.
10. Rich Relevance
RichRelevance is an experience personalisation software that leverages advanced AI technologies to bridge the experience gap between marketing and commerce. This software aggregates key data such as behaviour, content, context and product information so that users can offer more relevant experiences to their visitors. RichRelevance also offers a single, centralised dashboard where users can create and manage personalised campaigns.
Certona is a real-time, omnichannel personalisation tool that augments behavioural profiles with every interaction. The software continuously ingests and profiles all kinds of customer data such as attributes, demographics, social graph, browsing & purchase history and more.
Qubit is a digital experience delivery platform and website personalisation tool that helps its users understand visitor behaviour while personalising the user journey across all channels. What’s great about this tool is that data can be added to or extracted from the tool for improved analytics and business intelligence. Data Management features include: real-time data segmentation for up-to-date information, tag management, and visitor cloud data.
13. Salesforce Interaction Studio
Salesforce Interaction Studio, formerly Evergage, is a personalisation platform catered to big and small business websites. Salesforce Interaction Studio analyses customer behavior on your site giving them the most relevant and dedicated platforms. WIth this tool users can deliver ‘segment-based and 1:1 personalized experiences in true real time’. Alternatively you can run A/B and multivariate tests of experiences and algorithms to optimise success.
Omniconvert is a suite that integrates three conversion features: website personalisation, surveys, and A/B testing – into one solution. This software is really intuitive, easy-to-use, and great for at-a-glance performance. It’s personalisation features include advanced segmentation, A/B testing, dynamic content replacement, website overlays, branching logic surveys and more
Kameleoon is an AI-driven personalisation technology platform for real time omnichannel optimisation and conversion. With features including user segmentation, customer behavior tracking, A/B testing and real time data, Kameleoon is really easy to use. With this tool, users can learn from customer behavior and personalize their offers, interactions, navigation, content and messages on all channels.
VWO is an all-in-one platform where users can conduct research on website visitors with built-in heatmap tool, optimise & personalise websites for conversion, and continuously experiment various versions based on real-time insights. Visual-driven to its core, VWO enables users to easily build campaigns with a visual editor without coding and visualise visitor behavior.
ABTasty offers an impressive range of testing capabilities as well as website personalisation tools. The software offers robust targeting capabilities to serve tests, content and experiences to the right audience, at the right time. ABTasty also has well over 200+ website metrics that can be used to deliver meaningful insights into user behaviour.
Optimizely is a popular experimentation and website personalisation tool designed for product as well as marketing teams. It’s easy to use, suitable for any company size, and supports multiple mobile and desktop platforms (iOS, Android, Windows, and so on). Marketers can experiment and implement different variations visually and get real-time results, all without coding. On the other hand, product teams can take advantage of its full stack support.
19. Oracle Maximiser
The Oracle Maxymiser optimization suite is a fully-featured set of solutions that lines up all of your customer data, discovers beneficial opportunities for A/B testing, and delivers personalised experiences across entire journeys. This solution has an easy-to-use import tool which enables users to take data from just about any source and build rich, customer profiles for precise targeting and recommendations.
Convert is a platform that offers A/B testing as well as website personalisation. Its A/B testing tool, comes with a WYSIWYG editor, lets users conduct A/B testing, multivariate experiments, split URL, and multipage experiments. It’s suitable for small and medium sized enterprises and boasts seamless third party data integration from platforms such as Shopify, Hubspot, and Google Analytics. Users can easily seek assistance from its live chat customer support.
Start personalising your customer journey today!
As marketing continues to improve and get more efficient every year, competition is rising as well. As a result, this influx in competition has definitely crowded the space, which is why it’s now more important than ever to make sure your business stands out. Thanks to website personalisation tools that goal is easily achievable. All you need to do is know which website personalisation tool is right for your business and your goals. Because once your customers are happy, your revenue will grow which is an honest win-win situation!
We hope this overview of website personalisation tools helps guide you in your search!
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