The social media revolution of the past few years completely changed the way we use and experience the web. Now we are currently on the brink of a new web transformation: dynamic website personalization.
Until now, unless you are a monster organization, the experience someone has with your website is the same no matter how many times they've visited and what their needs are. Although we've accepted this as the norm, it is obviously not an ideal situation.
Dynamic website personalization (DWP) is the ability to dynamically change the content, messaging and offers displayed to a select visitor based on a set criteria. The criteria can be designed in almost any way imaginable: website behavior, actions, stage of the buying process, content interests, etc.
Why is this so revolutionary? Marketers can now segment and target their website visitors and display messaging that is extremely relevant to that individual's needs, wants and desires. Communicating in this targeted way forms a deeper connection with the visitor, which in turn boosts sales.
As impressive as this sounds, personalizing an individual's marketing experience is nothing new. It was not too long ago when personalization revolutionized email marketing. In the early days of email marketing, marketers would create one email to send out to an entire list with mixed results. Then marketers got smarter and started segmenting lists based on interests, personas, industries, etc., and tailored emails to that particular list. This resulted in huge increases in email performance. Certain email marketing companies reviewed their entire user bases and found that emails that are segmented receive a 14.4 percent increase in open rates and a 14.9 percent increase in click-through rate than the list average.
With very few web platforms offering DWP, the marketing world is on the “tip of the iceberg" of the dynamic web personalization internet experience revolution. However, I predict that in the next few years we will see all majority web platforms integrating dynamic web personalization technology into their functionality.
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