Right message, right time
Break your visitors into groups of any size (1-1,000,000) and serve them their own version of the web-experience, now and every time they visit. Personalised calls-to-action (CTA), web 2.0 functions, layout, navigation, content and design. Automatically move your visitors from group to group using simple rules. Restrict what the groups see and can do. Communicate via email, ICQ, dmail & social networking according to the needs of their group.
End of the “one-size fits-all” web?
The “one-size fits all” web is a compromise, a general-purpose attempt to deal with all the potential combinations of types of visitors. By way of example, the benefits of creating creating custom landing pages by simple keyword groups is widely documented as hugely improving online conversion rates. Despite this, even the most savvy organisations don’t carry this any further than the first landing page and certainly look to learn from this when the visitor returns to the site. This represents a huge loss in conversion rates.
Compounding this loss is the increase in visitor expectation. No two people have the same needs and need to be dealt with in an intelligent manner or they well simply go somewhere else.
Web III? (sic)
Personalised, adaptive and tailored content goes a long way to answer the need of this new breed of customers and the results speak for themselves. For most organisations this means that they can successfully dominate their Internet marketplace with a reduced cost of marketing and increased visitor value.
An organisation showing a 20% reduction in cost per enquiry could use the marketing spend to fund the driving of an additional 30% of revenue, this is a powerful reason to chase the goal. This is not chump change, this is a seriously attractive and compelling goal.
Web plus (sic)
Interactions don’t just exist in a single online space anymore, other mediums are frequently used to talk and drive the site visitors (call centres, direct mail, physical meetings, email, ICQ, social networking, off-site interaction). These are all source of intelligence and information [and covered in-depth here] and can be used to either feed to personalisation engine or be fed by the engine. The relationship is bi-directional and so it should.
The sky’s the limit
When considering tailored or personalised content there is really no end to it’s uses; it really is a marketers dream tool. Any item of information available anywhere can influence what a visitor is shown. Some examples of the triggers for content change are shown below:
- Macro environment. Time of day, day of week, season, weather, public holiday, event, share price of BP, lead news story.
- Visitor environment. Geo location, browser, operating system, ISP, IP address, iphone.
- Visitor history. Last visit, first visit, frequency, pattern, number, relationship period.
- Visitor engagement level. Place in sales cycle, previous actions completed, next planned actions, off-site interactions, email interactions, telephone, face-to-face
- Source. Ad type, keywords used, product/service interest, ad network, demographics learning
- Demographics. ACORN type, income, peer-group learning
If you want to learn more about how you can utilise this element of the VITES™ platform then contact Liam, Nick or Martin or you can learn more about the other 4 key functions and benefits of VITES™.