Content based personalisation

KMP build relationships with clients, and we understand that building a relationship or an understanding of a customer is vital to building a successful business. To gain this familiarity and trust with a person can obviously take a lot of time and hard work, however we would like to show you how determining what a customer requires from you or your service can be quite easy online, and much less complicated than establishing connections in the offline world.

As an online business, you will often never meet or even speak to the customer, therefore you would think that getting to know their habits, trends and interests would be a difficult task. Nevertheless, in the modern world and the online community, there are many ways in which we can discover this information quickly and at just one click of a mouse.

Adapting a website to deliver a more personal user experience is a proven method of increasing sales as the customer feels he/she is deemed an important visitor due to the specialised service tailored for their needs. Receiving more information regarding what they wish to and less of the ‘spammy’ information they are not necessarily in search of, ensures the customer enjoys their visit much more than a less bespoke service.

Here’s a variety of ways in which KMP help clients gather this data and improve customer relationships:

Visitor Information

The simplest form of personalising the user experience is without determining an actual persona, but rather looking at the most minimal data such as how many times they have visited your site. Knowing this can be quite useful, as a first time visitor will often need more basic information than someone who has visited the site a handful of times. Dependent on whether the user has typed in the website URL or landed on your site from another site, ad or social account can also determine what information you could potentially display on the page.

Landing Page Optimisation

When a customer first arrives onto your site, the page in which they land on can be adjusted to compliment the past behaviour of the person depending on where they came from originally. For example, if the page content is tailored to suit the ad/marketing campaign they clicked on from outside your website, you can be sure that what they then view will be of interest to the customer and therefore improve ad conversion rates as well as reduce bounce rate. If this ad contained the opportunity to enter a website competition, the user will want to be led towards the entry submission page and not the website homepage. Having to navigate their own way around the site having to find the desired page may prove too time consuming

Location

I.P addresses let a website know where the person viewing your page is located. This enables a site to adapt to the customer dependent on their physical location in ways such as suggesting translation of language, currency or even giving you the ability to market certain products or services that are dependent on the weather in the known location.

Behavioral Segmentation

Behavioral segmentation also works on the basis of understanding the browsing history of the customer. Depending on what they have been searching for previously, you can get an understanding of the content they are wanting to discover when visiting your site and can therefore tailor your content to their needs. Patterns in making purchasing decisions, spending habits, and lifestyle can all be recognised in order to for you to focus what you offer on a product/service they are familiar with.

Industry/Company

IP address allows you to establish which company the visitor belongs to and therefore the industry in which they work. Understanding which industry an individual is working/interested in can determine the content, images and information you utilise on a page. Knowing the specific company opens a whole lot of opportunities, enabling you to even welcome them by name or business name, and connecting them with highly personalised data which can potentially lead to a sale.

Marketing Automation Integration

Marketing Automation Integration allows you to find out where in the buying cycle your visitor has landed on your website from. This is turn allows you to customise your call to action. Knowing whether the person visiting your site is a previous customer, a customer who has already been contacted regarding your product/service and is therefore showing interest, or a customer who requires information in order to then become interested in what you have to offer, will obviously require a very different source.