Create filters that help visitors navigate
One easy way to start personalizing experiences is with a site design that helps guide visitors to the right content. For example, you can use Episerver’s platform to create a filter or category that lets visitors select which type of customer or persona they are. They are then only shown tagged content relevant to them.
Personalization can also be as simple as greeting customers by name once they have logged in, based on their user profile and time of day, or by showing them shirts in their size, based on order history.
Another easy way to personalize is by adapting your content to a visitor’s device. This Episerver feature enables you to show different content based on mobile or desktop visits. Mobile visitors, for example, may be more interested in contact information or store locations.
Use data and rules to personalize experiences
With rules-based personalization, you use visitor data to target personas or segments. With Episerver, you can use data from online behavior and email campaigns. For example, you can collect data about which visitors have been to a certain category on your website, then create a rule where these visitors are only shown content from this category.
Yamaha WaveRunners, for example, uses Episerver’s rules-based personalization to target content based on location and personas. Showing visitors nearby dealers and persona-based products has increased the company’s pageviews by 104%.
Automatically show the best experience with machine learning
Machine learning is the most advanced kind of personalization, while still being easy to implement. Episerver Personalization automatically collects data about every site visit, analyzes the data using algorithms, then displays the best possible content. The solution uses predictive analytics that determine which experiences are mostly likely to lead to the conversion you want.
Using our Product Recommendations you can easily create blocks that automatically show relevant products on product detail pages. For example, when Topshop added a “You might also like” feature to its cart page, the company saw a 65% increase in units per order, and a 7% overall increase in revenue.
With Episerver Personalization, you can deliver personalized content in any channel. For example you can send personalized product recommendations and triggered emails using our Triggered Messages. And with Content Recommendations you can automatically personalize all of your website content, including landing pages, content listings and home pages.
Combine all three types of personalization
To create the most relevant experiences, you can use all three types of personalization at once. A good example of this is Episerver customer Lyko, a haircare and beauty product retailer. First Lyko personalizes experiences based on device and location, so mobile visitors can find information fast.
Next the company uses rules to personalize content based on first-time or returning visitors. First-time visitors receive a discount, while returning visitors see curated products. Finally, Lyko uses Episerver Product Recommendations to automatically show its most popular products on the homepage.
Using these individualized experiences, Lyko saw a 200% increase in its conversion rate for the 2016 holiday period.
