Today, personalisation is not just a nice-to-have for organisations looking to provide a better customer experience – it’s a must.
And this goes for B2C brands as well as B2B brands.
Consumers are demanding personalisation. People searching for your services expect it. And if you’re not doing it, they will go to a competitor who can.
Not only that, but it has a clear impact on conversions.
Research has shown that organisations that personalise the digital experience see a 19% increase in their key digital conversions.
Sitecore is a powerful website content management system (CMS) that combines content, commerce, and personalisation to help B2C and B2B organisations create and deliver the most relevant, individual, personalised experiences possible.
The Sitecore Experience Platform comes with a raft of marketing features designed to solve your digital challenges, and it gives you a number of different approaches to personalisation:
- Rules-based personalisation
- Adaptive personalisation
- Historical personalisation
- Journey-based personalisation
With rules-based personalisation in Sitecore, you can state the conditions under which content on your website is delivered to a visitor.
For example, you can choose to display different pieces of content and set rules based on the keywords people used in Google to find and reach your website, their physical location, the device they are using, or the goals they achieve on your website, such as downloading a brochure or contacting you.
With adaptive personalisation in Sitecore, you can see and use visitor profiles and pattern-card matching to dynamically adapt the content shown to website visitors, in real time.
For example, what are people doing right now on your website? What pages are they looking at? What have they downloaded? Have they just signed up for your email newsletter?
You can use all these things as trigger points to improve the visitor experience and show people content relevant to the action they have taken on your website.
As the name suggests, historical personalisation in Sitecore allows you to set rules based on a visitor’s past behaviour on your website, rather than what is happening right now.
With Sitecore, you can design user journeys, assess where people are in those user journeys, and then use triggers to move them through that journey based on where they are at the moment – this is journey-based personalisation.
For example, in Sitecore, you can use explicit data to target specific content to specific visitor segments, people who may well change segment along their user journey with you, thereby providing visitors with a more relevant, personalised experience.
Want to talk Sitecore personalisation?
We’ve been working with Sitecore since its beginnings.
We’ve designed and built websites on Sitecore across a variety of industries including financial services, retail, leisure and travel, education, health and pharmaceutical, food and drink, membership organisations, IT and technology, and companies selling B2B, using Sitecore personalisation to drive improved customer experiences and increases in conversions and revenue.
And we don’t just build you a Sitecore website and run away, we’ll hold your hand and support you through the lifetime of your website, helping you to continually optimise customer journeys for better results, and getting under the skin of Sitecore’s powerful marketing features.
If your organisation is interested in personalisation and thinking about Sitecore for your website, or if you already have a Sitecore website and you’re having trouble setting up and using its personalisation tools, then we’re here to help.