{"id":61766,"date":"2021-01-21T06:14:38","date_gmt":"2021-01-21T11:14:38","guid":{"rendered":"https:\/\/zetaglobal.com\/?p=61766"},"modified":"2025-08-26T07:38:18","modified_gmt":"2025-08-26T14:38:18","slug":"what-is-zetas-approach-to-website-personalization","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/articles\/what-is-zetas-approach-to-website-personalization\/","title":{"rendered":"What Is Zeta\u2019s Approach to Website Personalization?"},"content":{"rendered":"\t\t
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September 27, 2023 | <\/span> < 1<\/span> min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t

\n\t\t\t\tWhat Is Zeta\u2019s Approach to Website Personalization?\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
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Here\u2019s something important to note: 80% of consumers<\/a> are more likely to make a purchase from a brand that provides personalized experiences. That\u2019s why the implementation of any omnichannel marketing plan must place emphasis on website personalization. Doing so will maximize the impact of both your paid and owned media efforts. Translation? It will make it easier for you to turn website visitors into paying customers. So, how does Zeta\u2019s approach to website personalization create the optimal customer experience? This blog will dive into our comprehensive data-backed suite of solutions that can help enhance engagement across the customer lifecycle.<\/p>

A data-driven approach to website personalization<\/h2>

Everything we do at Zeta is backed by data (including our approach to website personalization). Leveraging our Data Cloud<\/a> within the Zeta Marketing Platform, marketers are able to derive key insights (including website content consumption and behavioral signals) from over 200MM U.S.-based consumers. This data provides a 360-degree view of each website visitor and is then activated to properly personalize your website.\u00a0<\/p>

There are two steps to successfully obtaining a holistic visitor view…<\/p>

  1. Identify and understand your customer<\/li><\/ol>

    This can be aggregated transactional and behavioral data including sites visited, past purchases, shopping preferences, intent signals, and more.<\/p>

    1. Enrich customer data with third-party data<\/li><\/ol>

      This is what powers successful website personalization. Leverage a variety of first-party data including site data (page, frequency, recency, context), customer\/CRM data (loyalty, value, purchase history), Zeta intent data (intender audiences, sentiment, consumption), and Zeta identity data (email, deterministic identities, location).<\/p>

      Zeta’s solutions to website personalization<\/h2>

      Once you understand your customer, you can start activating website personalization features. At Zeta, we offer a wide variety of features depending on your brand-specific goals.<\/p>

      Overlay<\/h3>

      These are interactions above a website in pop-up form. Overlays provide flexible creation options and support various stages of the customer journey and business use cases. A great example of this can be seen with Everlane<\/a>, which uses an overlay to offer new customers 10% off their first purchase if they provide an email address.<\/p>

      \"Website
      Via Everlane<\/figcaption><\/figure>

      In-page<\/h3>

      Better know as onsite recommendations, these are in-line offerings such as \u201cyou may be interested in.\u201d These are typically a pre-defined size and placed in a specific position on page (e.g. when viewing a cart).<\/p>

      \"Websiter
      Via Boy Smells Candles<\/figcaption><\/figure>

      Site optimization<\/h3>

      This feature is integrated with the structure of your website and organizes content on parts of the page to personalize the experience. This feature allows for custom integrations but requires heavier implementation.<\/p>

      Landing page optimization<\/h3>

      These are custom landing pages meant to drive traffic and are optimized based on conversion metrics (towards best converting). Similar to site optimization, LPO allows for custom templates but requires heavier implementation.<\/p>

      Key use cases to deepen engagement on your website<\/h2>

      Since overlays and in-page are the easiest website personalization features to implement, let\u2019s unpack some of their fundamental use cases.<\/p>

      Overlay use cases<\/h3>

      The number one use case for overlays is acquiring new customers<\/b>. This can be done through lead generation (quote requests and scheduling a consultation\/visit), promotions (discounts and sales, or personalized messaging tied to paid media). To strategically acquire new customers through this feature, consider suppressing existing customers and engaging new visitors at the optimal time\u2014not at the initial time of site visit.<\/p>

      Another use case for overlays is to drive conversion or avoid abandonmen<\/b>t. Use product recommendations with a variation of sizes, colors, and styles as well as related products to grab attention. Moreso, implement incentivized messaging such as alternate styles\/sizes, promotional discounts, or a countdown clock. Be sure to interact at the point of abandonment and re-engage on revisit for the best customer experience.<\/p>

      Lastly, overlays can be used to increase retention<\/b>. Prompt returning customers to review or rate their last purchases, implement an onsite chat, and facilitate in-store returns. These strategies are all proven ways to encourage repeat purchases and drive lifetime value.<\/p>

      In-page use cases<\/h3>

      In-Page features are best used for product recommendations<\/b> and content recommendations<\/b>.\u00a0<\/p>

      For product recommendations, consider leveraging promotional discounts and be sure to show a variation in sizes, colors, styles, locations, and categories (i.e. Recommended For You\u2019). Personalized offers are also a great in-page tactic, and Zeta\u2019s AI can determine the optimal product selection for each customer. In general, 70% of companies that use personalization<\/a> involving AI see a 200% ROI or more.<\/p>

      \"\"
      Via Uniqlo<\/figcaption><\/figure>

      For content recommendations, be sure to include a variety of images, messaging, and order (i.e. \u2018Curated for You\u2019 and \u2018Top Stories\u2019).<\/p>

      The benefits of working with Zeta for website personalization<\/h2>

      Zeta website personalization tracks individuals\u2019 real-time activity on your website and enables rich personalization to boost conversion, increase order value, and enhance the overall customer experience. With our wide range of features you can…<\/p>

      Uncover real-time insights of each consumer on your website<\/h3>

      Through accumulated website activity on the individual level, you can continuously enrich data to enable 1:1 personalization on your website.<\/p>