Personalization is one of those buzzwords that you may not fully understand, but if your customers are anything like mine they want personalization.
The problem is that personalization can be difficult to achieve – it’s time-consuming and expensive to create content for every single customer, but it doesn’t have to be!
There are a few personalization trends that you can follow in order to make your customers feel valued and get them coming back for more.
The 7 personalization trends we will discuss today are:
How do you Personalized website content?
The personalization trend that I’m going to focus on first is personalized content.
Personalizing your content for customers can be done by personalizing the language and information you give them in order to make each customer feel like their individual needs are being met.
When it comes to personalized messages, email marketing campaigns, or social media posts it’s important not only what words you use but where you place those words as well.
It might seem obvious that if a customer has purchased a product from your ecommerce site then they would want promotional offers about similar products when they open an email from your company, but this isn’t always the case!
What are Personas and Segmentation?
Using personalization customer data to segment your audiences, create personas and serve personalized website content has show to more than double conversion rates.
Creating a personalized customer journey is a good use of your personalization efforts , and personalization on your website should be done in two ways.
First, personalize the user experience for each persona by presenting them with content most relevant to their needs. Second, personalize messaging as you go deeper into the customer journey.
Let’s look at some examples! We’ll see how well they adhere to our tips from earlier: Where is it necessary? What do these brands have in common?
Segmenting your personalization customer data is the first step to personalizing content for specific user groups which can then be used to create personas and produce personalized website content that will resonate with these customer segments. Personas are fictional representations of your customers, based on personal information like their age, gender or location. They help you understand what motivates them when they make decisions so you can better meet their needs in a way that feels natural to them!
To segment personalization customer data: You’ll need an understanding of what personalization metrics work best for this desired purpose – e.g., purchase history vs product preferences; interests vs behaviors etc… Once you know what type of personalization metric works best, use it to create personas for each of your ICP (Ideal Customer Profile).
Products like Hyperise enable you to define website personalization based on firmographic data such as industry, job title or company size.
This personalization trend is a great way to offer personalization efforts without overwhelming your customers with options that they may not care about!
Examples of personalisation trends include: Targeted ads based on past browsing behavior; generating content like articles and blog posts for specific customer segments (i.e., “female entrepreneurs who live in the U.S.”) so they have something relevant too read; serving up an article on how to choose the right water bottle for runners after finding out someone’s favorite activity from their email preferences.”
Personalizing your site does more than just send personalized promotions – it also improves user experience and increases conversion rates by catering to individual needs.
How to create Outreach image personalization
Using personalized images in your outreach, in channels like LinkedIn and email is a good way to personalize your approach and get noticed by prospects.
Personalized images are one of the best ways to personalize an email marketing campaign because they have higher rates of click-throughs than text-only emails.
It can be as simple as using a specific image for recipients based on information like location or gender in order to increase engagement from potential buyers.
Having personalized images increases click through rates (400%!) by providing some stats showing A/B tests withoved with ease.
But personalization doesn’t have to stop at emails, there are other ways you can use personalize your outreach and make it stand out from the crowd:
– Customer specific content on your blog or website that is completely personalized for each person who visits; this could be a personal message, information about their account status or anything else you might deem relevant.
Here is an example of how we do customer personalisation on our website – [hyperlink]
Tips for personalizing email copy:
- Personalized messages help build rapport by talking directly to prospects as if they were customers already.
- To help build customer relationships, offering a personalized service over multiple channels can lead to a great digital customer experience, but knowing what personalization tools to use can be quite the headache.
But don’t worry, with Hyperise your personalization strategy is solved! Hyperise integrates with 100s and customer data platforms, email and linkedin automation solutions. Meaning your digital personalization efforts can be achieved using your existing tools, by just adding Hyperise.
Hyperise personalizes images for 100s of companies, so it knows the best personalization tools to use. Hyperise also helps you extract insights from your customer data and takes care of scale by doing personalization on behalf of other platforms too. For example, we can personalize emails that are sent out via Salesforce or Zoho CRM with a push-button interface – all without having to write any code.
How to use Artificial intelligence in personalization
As personalization trends go, using Artificial intelligence is as hot as it gets . The personalization trend has been going for a while now and it’s really just one of the most important elements to create successful customer experiences.
But like all trends, personalisation is evolving and as technology changes so does personalisation needs – often times drastically.
Artificial intelligence offers an exciting opportunity in this regard because by we can personalize messages based on individual behaviour or choices without having much interaction with that person at all!
This could result in personalized content being created more quickly than ever before possible.
To create truly personalized 1:1 content used to take time.
For example to send out a personalised connection note in LinkedIn would take a few minutes per prospect to read their profile, understand and then compose a relevant and compelling note.
Now using artificial intelligence solutions such as Lyne.ai enable us to create these at scale, without breaking a sweat.
A recent case-study carried out by linkedin automation platform Expandi, found a massive uplift when using this solution, booking 14 demos per week from LinkedIn outreach messages.
This personalisation results in better engagement and conversion rates, with customers feeling valued when they receive this personalised content from a company that understands them deeply as an individual.
The benefits of personalizing your customer interactions are numerous: it can provide heightened levels of insight into their needs and wants by offering relevant products or services; increase sales conversions through the personalization touch point on all marketing activities including digital ads, emails and social media; build relationships by showing you care enough to tailor messages for each person individually – these are just some examples!
This is why today more than ever before companies need to be focused on personalising every aspect of the customer experience strategy if they want to stay competitive.
What is Machine learning?
Machine learning is another interesting digital personalization trend that aids in the customer experience. With so much data available, it leads to the possibility of predictive personalization, being able to use the data from millions of online users, to predict their intent.
Understanding the users intent enables a better customer experience, which leads to increased engagement and more of your CTA being taken.
Of course using predictive personalization there needs to be a balance, taking in data privacy and the digital customer experience, thankfully there is iiintent.io who make this process super simple.
iiintent.io personalization algorithm analyzes the customer’s past browsing history to learn their unique preferences and provides them with more personalized products, offers or suggestions next time they visit your website.
Once personalization is implemented for each individual user it helps create a better experience of recognizing what the user might be interested in when visiting certain pages on your site.
This means that you will see an increase in conversions as well as engagement due to personalizing content based off of analytics data.
The personalization trend has been growing over recent years thanks to advancements in technology we are now able to provide customers with even more information about themselves which then leads into what they’re likely looking for online at any given moment!
Machine Learning has become a staple in the customer experience strategy for many business owners. With so much data available it leads to the possibility of predictive personalization which allows you take into account millions of users intent online based on their browsing history or activity data from monitoring what they have clicked on before.
Chatbots hyper-personalization
Chatbots themselves aren’t a new digital customer experience trend in personalization, but conversational commerce is a great channel to deliver customer experiences that will delight in your customer journeys.
Combining Chatbots with some of the other up and coming trends, such as AI and image personalization can help deliver a personalization strategy that will personalize the customer journey to each individual.
Goal: personalization trends – personalizing content based on an individuals browsing history or shopping patterns, in order to personalize it for them
– chatbots are a form of digital experience which can be personalized by combining with other up and coming technologies like AI and image personalization; this is done in order to deliver a personalized customer experience that will delight customers in their journeys.
Tip ) Use A/B testing as part of your personalisation strategy. This allows you take into account many factors such as what time people visit your website, how often they purchase things from you, where they live (different cultures may prefer different designs), hobbies etc., all these aspects
Chatbots personalize a customer experience based on the AI understanding of your customers’ intent, behavior and preferences. It provides an opportunity to make individualized offers that are tailored for each user’s needs. Chatbot personalization can be achieved by:
– Machine learning personalization – this technique allows chatbots to learn from previous interactions with users, which in turn helps them tailor future messages or product recommendations accordingly (just like we do when we interact with our friends)
– Collaborative filtering personalization – is a method used to predict what products are likely needed as per person’s tastes and interests if they were similar people who have already made purchases online. This type of personalisation relies heavily on data mining techniques.
What is Video personalization at scale?
Its predicted that 82% of internet traffic will come from video by 2022, so we know the majority of us are consuming most of our content in this way.
To personalize video content for each user, you need to be able to identify them and make decisions based on their preferences. This can either happen with a cookie that is set in the browser or by asking users what they want from your videos before viewing starts.
Its an important step as it will allow you to personalise not just the type of information shown but also how its displayed (e.g., in subtitles).
Personalizing video content has been proven to boost customer engagement rates, so this tactic could help increase conversions too – especially since 63% of consumers said personalisation made them more likely purchase online.
As well as personalizing text and images in the video, recent improvements in AI has enabled dynamic personalized voiceovers to be added to your videos.
Conclusion
Increasingly, businesses are looking to tailor their interactions with customers in a way that is more reflective of each individual’s needs and seeking a personalization solution that matches those needs.
Online retail and ecommerce companies are leaning on software tools to reinforce customer trust.
Using personalization throughout the sales funnel, to create true hyper-personalization, can be a profitable investment for any business and help drive loyal customers.
Personalized customer experiences have been proven to boost conversion rates, so this tactic could help increase conversions too — especially since customers are more likely to purchase after experiencing personalization in action.
Recent improvements in AI now enable dynamic personalized to be leveraged, without resource constraint, enabling relevant customer experience and a boost to your personalization strategy.
Of course like with all strategies we need to make sure we’re balancing personalization with data privacy. Data privacy is a key concern for customers and business alike, so one to pay attention to and keep on the right side of.
We hope you enjoyed reading about personalization trends and that these seven tips will help make your customers feel valued!
Personalizing a service for each customer is not only beneficial to them but also the company.
For more personalization advice, we recommend checking out our personalization services.