How to Personalize Customer Experience for Engaged Users
In today’s competitive digital marketing ecosystem, providing personalized messages, offers and experiences for your users is not only essential but expected as standard. More than two thirds of customers expect that companies understand their unique needs —and over 90% say they prefer to shop with brands that offer relevant, personal recommendations rather than a static/standard offering.
Customer behavior data gives you the power to considerably improve your onsite offers and experiences. Activating this data to serve your users the most relevant content to them can go a long way in building loyalty and habits.
Here are three tactics that can be used to help personalize digital experiences for engaged users.
Create personalized onsite experiences
1. Customize content recommendations
On-site content recommendations help drive engagement by increasing the number of articles a visitor reads, and in turn, their active time and the variation of articles a visitor is exposed to.
Personalizing that content through onsite content recommendations takes it a step further. By serving users content that interests them, you keep readers engaged and on-site longer.
If a user routinely visits your site to read about weekend events and entertainment guides, tuning your auto-recommendation modules to display this dynamic content for your user will help them find the content they enjoy and in turn, keep them engaged with your site content.
Serving readers personalized, relevant content that keeps them locked in not only boosts Customer Lifetime Value (CLV) but builds recurring value for your audience.
Content Recommendations in action: Winnipeg Free Press realized a 40% year-over-year increase in digital subscriptions and five times more trial sign-ups per month through data-driven personalized content recommendations, powered by Piano. After introducing personalized content recommendations, readers spent three times as long on site and the number of pages they viewed per visit doubled from five to ten. Read here to find out more.
2. Connect audiences with offsite benefits
Media companies are increasingly utilizing their online properties to connect paying audiences with added offsite benefits. This might apply to different marketing initiatives you are running such as events, conferences, exclusive deals, coupons, or other entitlements.
If you provide your users with a range of promotions such as reduced-offer trial periods and other discount incentives, they are far more likely to register.
Based on their interests and onsite activities, you can then target these engaged users with relevant and timely messaging for future offsite benefits, encouraging them to convert and become known users.
Unlocking Offsite Benefits: Read here to find out how Golf Digest increased All Access revenue by 400% in the week prior to the Masters by testing and executing timely promos, gifting offers, and discounted trial periods–all built in Piano.
3. Scale experiences across other sites
The ability to personalize individual pages of areas of your site is equally important when creating user experiences for different audiences.
By creating predefined virtual paths, or user experiences, you can direct them at particular audience segments. This then enables you to target specific groups of your audience on specific pages or sections of your site with an experience or offer tailored just for them.
Tailoring multi-site experiences: Learn how Business Insider applied Piano software to boost its conversion rate for their engaged users by targeting specific audience segments with freemium paywalls, registration offers, and personalized promotions.
With its purpose-built experience management, Piano makes it incredibly easy to scale your user experiences across sites, all without writing a line of code. You can create an Experience, customize elements to be brand-specific and deploy across multiple applications from a centralized view. This means you can work more efficiently across applications, turning your experiences into modular, customizable units that can be used seamlessly across all applications.
Keen to find out more about personalizing your experiences for engaged users? Get in touch to request a demo and we’ll show you how Piano can transform your content businesses.