{"id":61695,"date":"2020-08-07T13:33:24","date_gmt":"2020-08-07T17:33:24","guid":{"rendered":"https:\/\/zetaglobal.com\/?p=61695"},"modified":"2025-03-05T11:45:50","modified_gmt":"2025-03-05T19:45:50","slug":"the-opportunity-for-personalization","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/whitepapers\/the-opportunity-for-personalization\/","title":{"rendered":"How Website Personalization Improves Your Brand"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"61695\" class=\"elementor elementor-61695\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-af9ee44 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"af9ee44\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-16a916f\" data-id=\"16a916f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-74100a9 elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"74100a9\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-1  article-hero--has-image\">\n\t\t<div class=\"article-hero__wrapper\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"article-hero__image\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2020\/04\/Data.jpg\" alt=\"Searching for the opportunity for personalization\">\n\t\t\t\t\n\t\t\t<div class=\"content-eyebrow\">\n\t\t\t\t<div class=\"content-eyebrow__metadata\">September 27, 2023&nbsp;|&nbsp;<span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> &lt; 1<\/span> <span class=\"rt-label rt-postfix\">min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t<h1 >\n\t\t\t\tHow Website Personalization Improves Your Brand\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b88fcd1 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"b88fcd1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f81f21f\" data-id=\"f81f21f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bfc970e zeta-content elementor-widget elementor-widget-text-editor\" data-id=\"bfc970e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>How your website looks, how it navigates, and how it makes people feel can determine whether or not a digital visitor becomes a paying customer. Therefore, <b><i>website<\/i><\/b> <b><i>personalization<\/i><\/b> is an indispensable part of a complete omnichannel marketing strategy.<br \/><br \/><\/p><div><br \/><h2>Leveraging website personalization to create the optimal customer experience<\/h2><p>\u00a0<\/p><p>For the consumer, your site must be a source of stability; each visit shouldn\u2019t be a reinvention of the wheel. Whether visitors arrive via organic, paid, or referral-based channels\u2014whether those visitors are at the very top or the very bottom of your funnel\u2014your site needs to deliver continuity in its experience.<\/p><p>\u00a0<\/p><p>Website personalization ensures consistency across all touchpoints for both known and unknown visitors, and it gives brands the ability to engage in 1:1 interactions with visitors across the buyer\u2019s journey. But, more importantly, personalization allows marketers to maximize the impact of their paid and owned media efforts. (In other words, any media effort that isn\u2019t paired with a personalized site should be considered incomplete.)<\/p><p><br \/><br \/><\/p><h2>Consider this&#8230;<\/h2><p>\u00a0<\/p><br \/><ul><li style=\"list-style-type: none;\"><ul><li>78% of consumers will engage with a brand\u2019s offer IF AND ONLY IF that offer has been personalized based on a previous brand engagement.\u00a0<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/personalization-at-scale-first-steps\">59% of consumers<\/a> say personalization plays a major role in shaping their buying decisions, and industry experts believe that influence can drive a <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/personalization-at-scale-first-steps\">30% uplift in revenue and retention<\/a>.\u00a0<\/li><\/ul><p>\u00a0<\/p><h2>What kind of results will your brand see from website personalization?<\/h2><p>\u00a0<\/p><p><strong>Increased customer acquisition and conversion<\/strong><\/p><p>\u00a0<\/p><p>HubSpot found personalized calls-to-action outperformed non-personalized CTAs by <a href=\"https:\/\/blog.hubspot.com\/marketing\/personalized-calls-to-action-convert-better-data\">+200%<\/a>.<\/p><p><br \/><img fetchpriority=\"high\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image10.png\" alt=\"customer acquisition\" width=\"1612\" height=\"823\" \/><br \/><br \/><\/p><p><strong>ABOVE: <\/strong>What a visitor sees on their very first arrival to the HubSpot homepage (During our first visit, we researched &#8220;CMS software&#8221;).<\/p><p>\u00a0<\/p><p><strong>BELOW: <\/strong>On our next visit to the HubSpot homepage, we were exposed to personalized homepage creative related to CMS software due to our behavior during the previous visit.<\/p><p><br \/><img decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image3-2.png\" alt=\"personalized homepage\" width=\"1704\" height=\"860\" \/><br \/><br \/><\/p><h2>Decreased cart abandonment<\/h2><p>\u00a0<\/p><p>In an industry that sees an <a href=\"https:\/\/www.statista.com\/statistics\/457078\/category-cart-abandonment-rate-worldwide\/\">82% cart abandonment rate<\/a>, travel brands like Orbitz are using site personalization to increase their bookings by as much as 130%.<\/p><p><br \/><img decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image1-2.png\" alt=\"personalized recommendations\" width=\"1257\" height=\"502\" \/><br \/><br \/><\/p><p><strong>ABOVE:<\/strong> Homepage travel recommendation to an unknown visitor upon first arrival to Orbitz.com.<\/p><p>\u00a0<\/p><p><strong>BELOW:<\/strong> Homepage travel recommendation to an unknown visitor after they\u2019ve added a beach-resort booking to their cart.<\/p><p><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image6-2.png\" alt=\"travel recommendation\" width=\"1399\" height=\"529\" \/><br \/><br \/><\/p><h2>Auxiliary sales<\/h2><p>\u00a0<\/p><p>Amazon uses personalized suggestions (e.g. \u201ccustomers who bought this item also bought these items\u201d) to increase auxiliary purchases by <a href=\"https:\/\/www.forbes.com\/sites\/lilachbullock\/2018\/12\/28\/5-brands-taking-personalized-marketing-to-the-next-level\/#787a2c0b3c8f\">44%<\/a>.<\/p><p><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image12.png\" alt=\"auxiliary sales\" width=\"1586\" height=\"809\" \/><br \/><br \/><br \/><strong>ABOVE: <\/strong>A consumer product we researched on Amazon.<br \/><br \/><br \/><strong>BELOW:\u00a0<\/strong>On the same page, Amazon displays a personalized list of similar consumer products they believe we\u2019ll be interested in based on our previous behavior.<br \/><br \/><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image2-2.png\" alt=\"personalized product recommendations \" width=\"1566\" height=\"393\" \/><br \/><br \/><\/p><h2>Higher growth<\/h2><p><br \/>Walmart used personalization to increase unique traffic to their site by <a href=\"https:\/\/venturebeat.com\/2016\/06\/29\/personalization-works-its-how-walmart-com-increased-sales-by-billions-vb-live\/\">55%<\/a> and sales by billions.<br \/><br \/><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image4-2.png\" alt=\"site personalization\" width=\"1581\" height=\"826\" \/><br \/><br \/><br \/><strong>ABOVE: <\/strong>The Walmart homepage during our first visit to the website.<br \/><br \/><br \/><strong>BELOW: <\/strong>Recommended products on the Walmart homepage during our first visit to the website (during this first visit, we searched for\u2014and added\u2014baby clothes to our shopping cart).<br \/><br \/><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image11.png\" alt=\"Recommended products\" width=\"1503\" height=\"493\" \/><br \/><br \/><br \/>\u00a0<br \/><br \/><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image9.png\" alt=\"online shopping\" width=\"1585\" height=\"756\" \/><br \/><br \/><br \/><strong>BELOW:<\/strong> The Walmart homepage during our next visit to the website, featuring recommended products related to our previous shopping behavior.<br \/><br \/><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image8.png\" alt=\"personalized homepage\" width=\"1532\" height=\"711\" \/><br \/><br \/><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image5-2.png\" alt=\"recommended products\" width=\"1554\" height=\"487\" \/><br \/><br \/><\/p><h2>Improved brand loyalty<\/h2><p>\u00a0<\/p><p>In most businesses, <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2018\/06\/21\/personalization-matters-12-ways-for-brands-to-increase-customer-loyalty\/#bc5997311d7e\">15% of customers account for 55% of sales<\/a> which means maximizing loyalty is essential. One of the best ways to establish loyalty is through personalized promotions that cater to first-time site visitors.<\/p><p><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image13.png\" alt=\"brand loyalty promotion\" width=\"1854\" height=\"755\" \/><br \/><br \/><\/p><p><strong>ABOVE: <\/strong>To encourage brand loyalty, Everlane offers a pop-up promotion to first-time website visitors.<\/p><p><br \/><strong>BELOW:\u00a0<\/strong>On subsequent visits to Everlane\u2019s website, the pop-up is no longer shown. However, because we have yet to make a purchase, the site still delivers a personalized, unobtrusive reminder of the promotion via the slender black banner at the top of the screen.<br \/><br \/><br \/><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2020\/04\/image7.png\" alt=\"personalized reminder of promotion\" width=\"1838\" height=\"802\" \/><br \/><br \/><\/p><h2>How to do website personalization the right way<\/h2><p>\u00a0<\/p><p>If site personalization is something you\u2019re ready to consider for your business, know that there\u2019s a right way and a wrong way to do it. <b>To properly personalize your website, you first need to obtain a 360-degree view of the visitor through&#8230;<\/b><\/p><p><br \/><br \/><\/p><h2>Identification<\/h2><p>\u00a0<\/p><p>Most people want a custom experience when they visit a website, but they also don\u2019t want to self-identify. In fact, 98% of website visitors don\u2019t identify themselves. Taking this into consideration, how can you hope to personalize your brand\u2019s site? You can do it by aggregating that visitor\u2019s previous online behavior (sites visited, shopping preferences, intent signals, etc.). Compiling that information takes a partner with a strong identity graph to match the unknown visitor to a known profile (or known audience) to make informed targeting decisions.<\/p><p><br \/><br \/><\/p><h2>First-party data enrichment<\/h2><p>\u00a0<\/p><p>Augmenting your customer data with first-party data enrichment (combined with ID resolution services) will vastly improve the range and depth of your site personalization.\u00a0Moreover, first-party data enrichment allows for more effective omnichannel deployment. By offering a more complete understanding of the visitor, first-party data enrichment ensures the same decision logic is deployed in all channels (email, programmatic, push, etc.).<\/p><p>\u00a0<\/p><p><b>Once you have that 360-degree view, you can start deploying site personalization features like&#8230;<\/b><\/p><p><br \/><br \/><\/p><h2>Artificial intelligence<\/h2><p>\u00a0<\/p><p>Artificial intelligence should be deployed to drive product and content recommendations on the dynamic modules of your site. Not only does AI automate the process of populating dynamic modules at scale, but it curates the modules shown to the visitor with unparalleled precision. This, in turn, optimizes website efficiency, and powers a continuous feedback loop that makes it easier to meet (and exceed) marketing goals.<\/p><p><br \/><br \/><\/p><h2>Website personalization<\/h2><p>\u00a0<\/p><p>Impactful, customized overlays that help create a personalized, customer experience based on a visitor\u2019s behavior, history, and engagement with your site. Website personalization can generate a number of positive outcomes, including:<\/p><p><br \/><br \/><\/p><br \/><ul><li style=\"list-style-type: none;\"><ul><li>Improved customer acquisition<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Increased email signups<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Lower cart abandonment<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li style=\"list-style-type: none;\"><ul><li>Greater interest in brand-loyalty programs<\/li><\/ul><\/li><\/ul><p>\u00a0<\/p><ul><li>Extra attention for critical announcements or promotions<\/li><\/ul><p>\u00a0<\/p><h2>On-site recommendations<\/h2><p>\u00a0<\/p><p>On-site recommendations are an ideal means of putting curated, highly relevant, and personalized content in front of your site visitors. Using powerful AI and a centralized real-time personalization engine, you can seamlessly guide a customer using tailored messaging throughout their journey, all the way from paid media to your most important \u2018owned\u2019 channel (your site).<\/p><p>\u00a0<\/p><p><b>If you don\u2019t stop at the inbox, you shouldn\u2019t stop at your website<\/b><\/p><p>\u00a0<\/p><p>Website personalization is but one of many touchpoints along the customer journey. For your brand to achieve optimal success, it\u2019s imperative you personalize the experience across all the channels your customers live on. The brands that do this see an average <a href=\"https:\/\/instapage.com\/blog\/personalization-statistics\">19% lift<\/a> in conversions.<\/p><p>\u00a0<\/p><p>To learn more about the importance of site personalization, <a href=\"\/about\/#contact-us\">please contact Zeta here<\/a>.<\/p><p><br \/><br \/><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Creating a positive digital customer experience can help turn prospects into customers. Learn how to leverage website personalization in this article.<\/p>\n","protected":false},"author":1,"featured_media":58707,"menu_order":0,"template":"","tags":[119,131,341,342,343,344,345],"insight-category":[26],"class_list":["post-61695","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-customer-acquisition","tag-retention","tag-site-personalization","tag-brand-loyalty","tag-conversions","tag-growth","tag-revenue-growth","insight-category-articles","topic-omnichannel-marketing"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"","_yoast_wpseo_primary_category":7,"_wpml_media_has_media":"1","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Website Personalization Improves Your Brand<\/title>\n<meta name=\"description\" content=\"Creating a positive digital customer experience can help turn prospects into customers. 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