Personalization tactics and strategies
Personalization tactics and strategies have been around for some time but there continues to be confusion around what it is, what the benefits are and what technologies are available.
What is Personalized Search?
Personalized Search is giving search results tailored specifically to a user based on information available about that specific user. The largest example that you may be familiar is with Google. You may have realized that when you use Google’s search engine that the results you are seeing are tailored to you in some way. The most noticeable is seeing information based on your location when you search for restaurants or other businesses. That personalized experience is one we all benefit and enjoy as who wants to see restaurants that are not near us when trying to plan dinner. Let’s explore some of the benefits behind personalization.
Benefits of Personalized Search
Providing a personalized approach is beneficial not just for the customer by giving them the most relevant information, but in doing so your business benefits from increases in engagement and conversions. In fact, Epsilon found 80% of their survey respondents indicated they are more likely to do business with a company if it offers a personalized experience. Monetate found that in house marketers reported 19% sales increase after establishing a personalization strategy. With these benefits why have more companies not adopted a personalization strategy? Let’s explore the technology to find out why.
Personalized Search Technologies
Technology has been a large sticking point in the past in adopting a personalization strategy. There are a variety of technologies available in the marketplace, but historically being able to implement and maintain has been time consuming and costly. Due to this friction point and understanding the value personalization can bring Mezereon crafted their search solution to involve two major ways to implement personalization. For those that have limited time to manage, features exist that can be setup and automated such as setting a personalization strategy based on popularity of items so your best sellers are always in front of all your customers for increased conversions. Those that may have a bit more time to customize, features exist to get as granular as desired. This could be in the form of setting different conditions such as demoting products that you may sell, but perhaps don’t make as high as a profit margin on. This is just one of many examples of ways you can boost, demote, or even hide results based on data. Even better, your personalized strategies can be intermixed and used together and because of this reporting is available so that you can test and see easily why different search results exist when running multiple strategies. It is important to know that this personalized experience using Mezereon technologies is not just for the search landing pages, but also for the isntant search results (aka autocomplete). This feature can set your site apart as by giving the most relevant search results instantly in the drop down and it can save your customers a click by them getting directly to the most relevant product increasing your chance for a sale!
Going Further with Personalization Strategy
Personalization is not just limited to the product results shown on a search page or within the dropdown search results. Mezeron offers the ability to use those same personalization features for crafting category landing pages, ad landing pages and even website banners. Now how powerful is that!
Next Steps
Try Mezereon's free trial and see the benefits of a personalization strategy that is easy to implement to drive more business through your digital channel.