Many companies – both B2C and B2B – choose Sitecore as their content management system, and ecommerce and digital experience platform, for its advanced personalisation capabilities – rules-based personalisation is just one approach amongst many.
Check out our previous articles on Sitecore personalisation to learn more some of the different approaches:
75% of consumers are more likely to buy from a retailer that recognises them by name, recommends options based on past purchases, or knows their purchase history (Accenture)
How does rules-based personalisation work?
Personalisation relies on data.
Sitecore allows you to pull data in from various sources to help you understand your website visitor’s intent, and set up rules to provide them with the content they need, when they need it.
You can set up rules based on various attributes and data-points, including:
- Inbound source – Where did the visitor come from to get to your website? Was it a Google search? Was it a click on one of your online advertising campaigns? Was it an email you sent out to your prospect database?
- Digital fingerprint – Where is the visitor physically located? Is it in your country? Is it overseas but where the same language is spoken? Is it somewhere hot, or somewhere cold? All these things give you information to set up rules to serve appropriate content.
- Website activity – What pages have they visited? Where did they start their journey? What content have they viewed or engaged with? With Sitecore, you can see this information historically or in real-time.
- Other systems – If your website is integrated with your CRM system, your call centre system, or your data management platform, to name but a few, you can get even more data and an even deeper insight into your website visitors.
Sitecore can use data from all these sources to create a visitor profile that you can use as the basis for relevant, powerful personalisation that drives better conversions and increased revenue.
Here’s just a couple of examples of rules-based personalisation in Sitecore.
Setting up Sitecore personalisation based on inbound source
When someone arrives at your website from one of the multitude of marketing channels at your fingertips to promote and persuade people to consider your brand and visit your website to check our your products or services – search advertising, display ads, social media (organic and ads), email, etc. – they will display some kind of intent or purpose, depending on the link or campaign they will have clicked on.
To map the inbound source in Sitecore, you will need to set up a Sitecore token, or Campaign ID.
You can then append this Campaign ID to the URL you add to your search or display ads, your Facebook posts or ads, your LinkedIn posts and ads, and your email campaigns.
Sitecore then uses this data to personalise the experience for the website visitor, based on the inbound source / marketing campaign.
For example, you could set up a rule in Sitecore to say: Where Campaign ID equals ABC, show the ABC banner on the home page.
Setting up Sitecore personalisation based on geo-location
Geo-location will give you data such as a person’s country, state, city, or even – in the case of their using their mobile phone and if you’re a retailer with physical shops – whether they are close, and how close they are, to one of your stores.
You can use this data to decide and deliver content that is specific to the country or area they are in, or even provide them with directions to your nearest shop location and a discount offer if they visit today.
The opportunities with geo-location personalisation in Sitecore are endless.
To do this in Sitecore, you just need to enable personalisation based on geo-location, which is even easier if you have bought the Sitecore IP Geo-location Service, and create an appropriate rule in order to personalise a page or a component.
Brands who create personalised experiences achieve revenue increases of between 6-10 percent (Qubit)
Want to know more about Sitecore personalisation?
Sitecore is a powerful digital experience platform that combines content, commerce, and digital marketing tools that helps you to deliver highly-optimised, personalised experiences for your customers that means a better experience and better marketing and business results.
If you’re thinking about Sitecore as your website platform and you’d like to know more about it, or if you already have a Sitecore website and you’re having trouble using or optimising its marketing features and tool-set, including personalisation, we can help.