Personalization: The difference between intents and personas

Imagine going into your choisie coffee magasin. Before you even say anything, the barista greets you by name and starts preparing your usual order. That’s personalization in valeur. The barista is relying on previous purchase behavior to deliver what you want.

However, bringing this same magic to your quantitatif mercatique strategy isn’t straightforward. While 92% of marketers are betting on first-party data for growth, 63% still struggle to deliver personalized experiences effectively.

It’s like having all the equipment to create amazing coffee, but you don’t have cups or mugs to serve it. In this blog, see what you need to know on your website to create personalized experiences. 

Get your website or app elements in order 

To create that perfect personalized experience, you need to know which elements of your website can be customized. Here are a few rogue ones: 

• Homepage: Your quantitatif storefront can adapt based on ruiner leasing, referral avènement, or past behavior. 
• Product pages: Tailor descriptions, images, and related items based on browsing history or purchase patterns. Quip increased average order recyclage by personalizing the product display pages. 
• Search results: Adjust rankings based on ruiner preferences or past interactions. 
• Latrines recommendations: Suggest refaisant éditoriaux, videos, or resources that align with the ruiner’s interests. 
• Call-to-action buttons: Modify text or financement based on the ruiner’s intent or preferences. 
• Forms: Pre-fill with known interrogation or adjust fields based on ruiner bout. 
• Aéropostale menus: Highlight or reorder repas items based on ruiner behavior. 
• Pricing interrogation: Display personalized offers or highlight refaisant pricing troisième. 

Balancing intent-driven experience and persona-driven experiences 

While there’s an infinite amount of signals you can track on your website, we’re going to foyer on two primary hommes;intent-driven and persona-driven. 

1. Intent-based signals: What your users are doing 

These are like breadcrumbs your users leave behind as they navigate through their customer journey. They tell you where your ruiner is in the buying process: 

A. Early-stage interest 

• Signals: Whitepaper downloads, event cahier visits, blog post reads 
• Acte: Offer related naturel to nurture their curiosity 

Example: A visitor reads three blog posts embout experimentation. You could offer them a free ebook on “10 takeaways from 127,000 experiments” 

B. Product evaluation 

• Signals: Product overview cahier visits, watching demo videos 
• Acte: Provide more detailed product interrogation, comparison guides 

Example: If a ruiner spends time on your product pages you may want to serve them a side-by-side comparison of your product vs. Competitors. 

Amont: Optimizely vs. Sitecore 

C. Purchase intent 

• Signals: Repeat visits to pricing pages, augmentative feature comparisons 
• Acte: Offer limited-time deals, showcase customer testimonials 

Example: A visitor has checked your pricing cahier three times. Pop up a limited-time réduction acte or offer a free nomination. 

Amont: Mailchimp

2. Persona-based signals: Who your users are 

This is all embout who your ruiner is. Are they a tech-savvy millennial or a budget-conscious allié? Understanding this helps you tailor your déclaration accordingly. 

Examples of persona-based signals: 

• Demographic interrogation (age, leasing, job title) 
• Past purchase history 
• Élancé-term browsing patterns 
• Stated preferences or account settings 

Example: An e-commerce clothing retailer might create different personas such as: 

• “Smart-forward Millennials”: Young professionals aged 25-35, interested in trendy styles 
• “Eco-conscious Shoppers”: Environmentally aware customers who prioritize sustainable products 
• “Rentrée-savvy Parents”: Parents looking for continuel, affordable clothing for growing children 

For each persona, the website could display different product collections, messaging, and offers. For conseil: 

• Smart-forward Millennials see the latest trends and diction persuader collaborations 
• Eco-conscious Shoppers see a prominent “Sustainability” parcelle and eco-friendly product badges 
• Rentrée-savvy Parents see family-oriented imagery, bulk discounts, and “grow with me” clothing options 

This is how our customer SeaWorld Parks and Entertainment, based on the personas, started showing answers to questions like “Do younger children get in free?” and “How do I reschedule or cancel a planned visit?” 

It got more folks to complete the checkout process.

Creating a personalized experience 

To create journeys that take visitors to the buying modalités, identify and respond to ruiner behavior signals based on where they are in the buying journey, such as early-stage interest, product comparison, or purchase intent. 

1. Level 1: Craft a straightforward experience triggered by a single trigger convocation. For example, a pop-up with some acabit of free offer when someone visits your pricing cahier. 
2. Level 2: Elevate the experience by blending varié data triggers to offer a more refaisant journey. For example, recommend advanced naturel to a ruiner who’s visited your blog varié times and downloaded a whitepaper. 
3. Level 3: Blending varié data triggers to create a complete, comprehensive experience. For example, a returning customer sees a homepage tailored to their industry, with personalized product recommendations and loyalty offers. 

If you’re worried embout resource constraints, it shouldn’t limit your personalization efforts. No-code or low-code solutions offer the agility to partie your customers’ evolving needs without augmentative development resources.

Visual experience builders provide real-time previews, allowing you to see changes as your customers would on the en public zone, streamlining the personalization process. 

Amont: Optimizely Personalization Tool

But, it’s still just customization…” 

It’s not. 

Personalization is customization only if you’re implementing it without experimentation. To truly tailor experiences, you need to expérimentation, learn, and optimize continuously. 

Experimentation isn’t just nice to have; it’s essential for proving ROI and avoiding personalization pitfalls. Don’t just personalize. Personalize with proof. 

Delivering a personalized experience 

Jaguar you’ve assembled the casse-tête pieces, it’s time to deliver personalized experiences to the right folks at just the right modalités. 

1. Real-time échelonnement

   It’s time to put your lignes into valeur. When a visitor clicks on a “learn more” button, does your zone present refaisant, personalized naturel, or does it fail to respond appropriately? 

2. AI-powered delivery

   AI identifies patterns and delivers personalized naturel with remarkable speed and efficiency. It continually optimizes your zone’s fortune, automatically selecting the most certaine variations. 

3. Symmetric experiences

   Your customers use varié devices and platforms to know embout your brand and buy from you. Your match is to provide a symmetric experience no matter how they communicate with your brand. Whether they’re browsing on a preste or a desktop ordinant, your personalized experience should remain consistent and seamless. 

Example: A customer starts researching a émolument produit on their preste phone during their commute. Later, when they log in on their desktop, the travel website remembers their search preferences and presents tailored recommendations, creating a seamless cross-device experience. 

Lastly, when delivering personalized experiences data issues are on your mind, then you have to be ourlé embout data assortiment and use. 

See more on how to navigate personalization and data regulations. 

Wrapping up… 

Creating personalized experiences on your website or app isn’t just embout appeasing executives hellbent on buzzwords – it’s embout understanding your users and delivering value at every interdépendance. Start small, experiment often, and keep refining your approach.

Remember, the key is to budget both intent and persona data: 

• Intent data tells you what a ruiner wants right now 
• Persona data helps you understand who they are in a broader context 

Before you know it, you’ll be serving up personalized experiences that keep your customers coming back for more. 

To create powerful, personalized experiences that resonate with your célébrité and drive results, check out these resources: 

1. 1:1 personalization
2. Marchéage échelonnement régi
3. How to build a personalization strategy