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4 website personalization trends, tips, and tricks for 2021

4 website personalization trends, tips, and tricks for 2021

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With the surge of ecommerce in 2020, brands are forced to rely mostly on their online stores. The days of bland, generic messaging and segmenting customers into one bucket are finally done. The market is fiercer than ever. To truly stand out and win, brands need to supercharge and catch up in the ways they communicate with their customers. What started as small increments and changes across multiple channels and mediums are now on a large scale. Brands are utilizing personalization more than ever to lead the way across the customer journey, influence brand awareness, improve brand loyalty, and increase lead generation.

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.
– Jeff Bezos, CEO, Amazon

The rise of prominent platforms and apps also paved the way for a different kind of messaging: how to balance between the customer and the business needs. Brands began creating a different approach to marketing that not only focuses on the customer journey but also caters to the needs of the company. Customers aim for smoother buying processes so brands continue to create enticing omnichannel journeys with consistency and innovation at speed. Here are some personalization trends, tips, and tricks to stay ahead of the curve.

Embracing consent and privacy breathes new life into marketing

Did the GDPR really kill personalization? To truly personalize an experience in any channel, you need to know something about the person, and to do that, you need to collect data. Now with tightened restrictions and privacy measures over data collection and usage, marketers at first thought that the GDPR was the doomsday to data-driven marketing and a threat to their most valuable tactic: personalization.

But the important thing to remember about GDPR is that it doesn’t prohibit you from collecting any data on customers and prospects. It just gives individuals more control over who can collect and store their data. Many brands have embraced the GDPR world and leveraged it for competitive advantage. Instead of treating it as a potential setback, they realized that improving privacy measures enables them to build trust and differentiate through personalized customer experiences. 

Yes, the key is trust. Studies have shown that over 75% of customers are happy to share their details with brands they trust to improve their experiences. Make it clear to customers that their data is in safe hands and provide options for them to choose what data they can share. GDPR shouldn’t be a personalization killer for you as it opens up opportunities for improving personalization efforts and generating qualified leads.

Three ways to leverage GDPR in personalization:

GDPR empowers responsive personalization

Marketers are increasingly adopting a responsive personalization strategy – one that allows them to deliver a single message that serves all possible outcomes. Responsive personalization enables brands to combine the available customer data, the customer’s consent for data usage, and the responsive design to fit a number of screen sizes, thus instantly generating messages that are relevant and appropriate for the customer.

With responsive personalization, marketers become more efficient as they can focus on more valuable work towards building intelligent content. Benefits include building unique relationships with each individual customer, helping customers understand and give consent, and using responsive content and design to differentiate further from competitors.

GDPR promotes targeted marketing and good UX

The GDPR introduces several individual rights, which encourages a more customer-centered approach to marketing. It is an opportunity to make the marketing efforts increasingly targeted to each individual and tuned in to the type of content that the customer best engages with and the one that adds the most value to their experience.

Marketers need to consider the needs and wants of customers to be seen as relevant and not as careless spam. Having a narrow target market enables brands to tailor marketing campaigns that will appeal to the audience. Using only authorized customers enhances the performance of digital marketing, generating more interest and resulting in better conversions.

GDPR allows leveraging customer data to deliver real value

Getting consent makes or breaks personalization. Focus on delivering real value with each interaction that clearly benefits customers so that they share more information with you. If they appreciate the service and benefits they get, you foster loyalty, build trust, and that’s how you rise above your competitors. Loyalty drives customers to share more data. Better data gives way for more relevant customer experiences. You will end up with highly qualified leads who value their personalized experiences and create better customer relationships based on transparency and trust.

AI-driven product and content recommendations drive personalization

Predictive analytics will continue to rise, powered by previous customer data and sophisticated algorithms related to browsing patterns. More and more brands will realize that by pointing people at more things they might want to buy, they not only curate a more personalized customer experience but also positively impact their revenues.

Running an ecommerce business is a constant struggle with priorities. Recommendations have remained one of the most overlooked features of most websites. For 2021 and beyond, more brands will start to take advantage of AI-powered recommendation engines that let them deliver product and content recommendations based on audiences, their intents, and their interests.

In the crucial 60-90 seconds that customers spend on browsing the site before leaving, brands should show contextually-aware recommendations that are most likely to appeal. And it works: according to a Forrester report, personalization can improve average order values by 40% and conversion rates by 600%.

Big brands like Amazon and Netflix have made fortunes by matching the right products and content with the right customer. But what if you’re not a big brand? The good news is that smaller brands can now take advantage of AI-powered recommendation engines on a more affordable scale. These are not only exclusive to developers but also available to marketers to deliver effective and smart product and content recommendations. By automating the content selection, the marketing team can drastically reduce the time spent on manually selecting the content shown in each market. You can automatically get more revenue without any additional work, improve customer satisfaction, and enhance the customer experience.

Hyper-personalization is the new norm

With the emergence of big data, the customer experience is no longer just personalized – it has to be hyper-personalized. Hyper-personalization is a personalization approach that utilizes real-time customer behavioral data, artificial intelligence (AI), and automation to deliver the most relevant and specially curated content, products, and services to every customer. This type of personalization aims to reach a high level of granularity to allow brands to easily capture the customer’s attention.

Hyper-personalization goes beyond showing the right product at the right time. Brands customize the content strategy by identifying the customer’s needs and interests within the right context. To effectively do that, brands need to have a thorough understanding of their products and customers. They should leverage the customer data, such as location, online behavior, and customer preferences, in order to serve a combination of relevant content and customized messaging that will effectively compel the customer.

Hyper-personalization is the new norm

Ecommerce brands can analyze the previous interactions of a customer with their brand and from there, create a multi-channel shopping experience, both online and offline. In today’s digital marketplace, emerging technologies have made it possible for brands to carry out this modern infrastructure, thus giving marketing the power to affect customer behavior online on a whole new level.

Benefits of hyper-personalization:

  1. It allows a more seamless shopping experience as it removes the obstacles in the sales funnel that may prevent the customers from getting what they’re looking for.
  2. It solves the problem of customers leaving the website after being drowned with a large selection of products because it provides them with only the options they actually need.
  3. It quickly attracts and keeps the customer’s attention by recognizing and addressing their pain points to save them time by offering the best solutions.

Adopting an omnichannel strategy

To deliver a hyper-personalized customer experience, the first step is embracing an omnichannel strategy. Implementing an omnichannel engagement strategy will be a top priority for retailers in the next years to come. According to a report by Deloitte, brands with an omnichannel engagement strategy enjoy an average customer retention rate of 89% while a 33% retention rate for brands that lack one.

Everyone knows that the purchase journey is no longer linear. Providing seamless personalized services across a growing number of digital channels requires a customer experience platform that supports omnichannel journeys. The winning strategy is for brands to be able to provide each customer with a unique experience across all the marketing touchpoints – email, social, web, and a growing list of IoT devices.

Adopting an omnichannel strategy

But omnichannel engagement is not just seamlessly switching between websites, tablets, and mobile channels anymore. It now encompasses wearables, chatbots, voice assistants (like Siri, Google Assistant, and Alexa), augmented reality, and a growing list of IoT devices as well. These days, your content management system (CMS) needs to be able to drive an omnichannel engagement strategy. You need a headless CMS to enable content delivery across a range of channels – web, mobile apps, digital assistants, chatbots, wearables, IoT devices, augmented and virtual reality (AR/VR), and much more.

The big promise of headless CMS is to enable you to reuse the same content delivered through different channels. The content is not restricted to just one form of presentation. Headless CMS is a good solution for seamless digital experiences in this fast-paced omnichannel world. You can manage all of your content channels from a single location, measure customer engagement, run updates, and adapt campaigns in real-time without downtime.


The future of personalization – are you ready for it?

Personalization will continue to gain traction in 2021 and will keep revolutionizing the way content is produced, managed, and deployed across channels. It will continue to be the secret powerful weapon for engaging, converting, and building relationships with customers. Marketing strategies will continue to extend far beyond conventional use cases and marketers will come up with more innovative ways to tailor online experiences.

With the current pandemic and overall world situation, the importance of social responsibility and authenticity for effective branding is now indisputable. The winners will be the brands that can continuously transform and improve their entire ecosystem into a seamless journey for their customers. More brands will shift from customer demographics to individually-personalized experiences. The brands that utilize personalization will be ahead of the curve, and those that push it aside will be left behind.

Frosmo has won 100% in split tests against any other personalization vendor. Our winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: back-office customer interface for marketers to change recommendation titles and algorithms, algorithms that change automatically according to customer behavior, you can set schedules, create sponsored recommendations, recommend at the category page and in the cart, target recommendations to specific customers, launch more recommendations on additional visits, and many more.

Download these ebooks and learn from loads of examples, know the practical tips, and get the standard best practices for different industries, such as retail, media, and iGaming.

 Personalization on different web pages           The power of personalization.    A guide to product recommendations


Ready to start your personalization journey?

About the writer: 

Mikael GummerusMikael Gummerus is the founder and CEO of Frosmo. He’s a visionary and a firm believer in the adoption of microservices architecture, headless ecommerce, and CMS. With more than a decade of experience as a web entrepreneur, he’s passionate about growing consumer expectations of superior digital experiences.


Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

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9 personalization trends to keep an eye on in 2020

9 personalization trends to keep an eye on in 2020

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Growing your ecommerce business faster than the market is not an easy feat. Heavy investments in customer acquisition might be irrelevant if your service is not living up to the promises and standards that are set by the best in the market. However, the opportunities are out there: the internet is full of ecommerce sites that are just simply bad or close to horrible. Either there’s a new site with a “fantastic” fresh look that is missing key usability features or there’s an old-school site that makes you almost sick just by looking at it.

This is the opportunity to grow your market share. Simply put: the better your service delivers, the more you can also invest in customer acquisition. The fastest and most effective marketing investment is to invest in personalization. With personalization, you’ll grow your service revenue and customer lifetime value. That is because, with personalization, you can drastically improve your site usability for each and every customer.

Here are some personalization tips and trends in 2020 to help you stay ahead of the competition:

1. Balancing personalization with data privacy
Although more and more customers are willing to exchange data for convenience and more differentiated experiences, organizations will need to start finding the balance between personalization and privacy. Making the most of personalization doesn’t only entail serving compelling and relevant content. The key is to create great customer experiences through the customers’ shared preferences while still respecting data privacy regulations, safeguarding customer data beyond mere compliance, and ensuring that processes are more transparent.

2. Marketing teams will evolve and will start innovating customer journeys across all touchpoints
As customer experience overtakes price and product as the key brand differentiator, companies expect CMO’s (Chief Marketing Officers) to take advantage of new technologies to drive growth. Because of this, marketing teams will continue to evolve toward delivering world-class customer experiences.

Personalization continues to dominate the ecommerce industry so the marketing roles will become the key to creating innovative customer experiences to pave the way to driving and growing revenue streams. To achieve this goal, marketers and data scientists will collaborate and form a cohesive data-empowered team to innovate customer journeys and orchestrate engagement across all touchpoints.

3. Irrelevant digital advertising will decline
Gone are the days of irrelevant, annoying, and intrusive digital ads. Customers become more engaged with brands through a multitude of channels so they prefer ads custom-made to their interests and tailored to their preferences and recent behaviors.

More than ever, the pressure is on for marketers to truly innovate customer experiences even for first-time website visitors. Relevant and personal messages that cater to customer needs must be consistently delivered across the entire customer journey. Companies are re-engaging their potential customers with smarter product recommendations through showcasing ads with highly relevant products instead of posting generic social ads. Context-based personalization allows immediate benefits.

4. Predictive personalization will continue to prevail and AI is no longer just a hype
AI and machine learning are no longer merely buzzwords and trends. There will be lesser one-time or one-dimensional projects as the analytics models will be embedded behind the scenes to drive personalized engagement with customers and to fully transform an organization by positively impacting revenue. Brands will place a far greater emphasis on having more quality data as personalization efforts will become more highly detailed.

In 2020 and beyond, brands will continue to invest in predictive analytics and leverage a powerful platform to fuel personalization. Many brands are already using it, with Netflix and Spotify leading the way. Using previous consumer data and algorithms related to browsing patterns, predictive analytics plays a crucial role in optimizing marketing campaigns and helping brands determine customer responses.Building and releasing predictive models from many years of historical data can be an overwhelming project that might never see daylight. The key is to start small and release often.

5. Loyalty is shifting and directed now towards relevance
Personalization may be a future-proof way for brands to understand customers and retain them, but the digitization of everything and today’s advances in technology push brands to go even further. The best use cases of personalization show delivering customer engagement not just at the end of the shopping funnel, but throughout the customer journey. So even first-time website visitors will discover increasingly relevant experiences.

Loyalty still matters, but it will no longer be achieved only through rewards, discounts, and other offers. Technology has now evolved to let brands listen to the likes and dislikes of their customers and serve them accordingly. And with their demands and expectations swiftly rising all the time, digital marketers and ecommerce managers should customize and deliver a one-to-one digital interaction to reach their customers in a more relevant and engaging manner.

6. Push for hyper-personalized customer experiences
With the growth of online content and access to unlimited information, customers have more freedom to move between brands. They now have the power to let brands know what they truly want to win them over. They no longer wait for brands to tell them why their products are great, instead, they research and learn on their own.

With that said, great customer experience will no longer spell out only efficiency and convenience but will also demand extreme personalization. Improvements in technology have made it possible to learn more about their customers and make it easy to enable hyper-personalization from content to ads to design to product recommendations and everything in-between.

By aggregating the data into detailed and accurate segmentation such as device type, time, geo-location, and many more, the goal is to achieve a 1-to-1 message. This means that content – everything from brand offers and messages to product recommendations – can be served to specific customer types based on a specific context, giving marketing the power to affect customer behavior online on a whole new level.

7. More focus on omnichannel delivery
Features in movie streaming apps such as ‘continue watching’ and ‘watch from the beginning’ have revolutionized personalization. This approach is also being leveraged in ecommerce to enhance the experience of returning customers. For example, if a customer started their interaction with a brand on a mobile app, this experience would continue as the customer moves onto the website. By remembering the preferences of shoppers based on their previous sessions, brands allow customers to pick up exactly where they left off when they return.

In 2020, having a headless CMS in place to enable you to reuse the same content delivered through different channels will be more vital than ever before. It makes creating effective personalization easier. With smart TVs, mobiles, laptops, etc., customers are now more connected than ever, and they expect a consistent experience and high-quality content across all digital channels.

Omnichannel personalization allows brands to combine offline and online data to create customer profiles that deliver more tailored experiences across all customer touchpoints and more consistent relationships across all channels.

8. Technology consolidation into a single platform
The challenge of personalization becomes more complex because of the massive amount of data available on just one single person. Solving this requires moving a lot of the acquired information, collecting, tracking and data interpreting data. Marketing teams will now seek to find solutions that can integrate targeting requirements into a single yet comprehensive platform.

With the high volume of marketing technology acquisitions for the past years, along with new integrations across martech systems, a more consolidated solution with integrated capabilities will be more beneficial to marketers in the long run.For example, media company A-lehdet had more than a dozen websites with various technical solutions, but simplified it and came up with a technical solution flexible enough to meet the ever-changing demands and desires of its audience.

9. Creating trust to increase loyalty and drive growth
Trust will be an all-powerful commodity. So seeing personalization as a ‘quick fix’ for brands to solve conversion problems and improve revenues is a losing battle. As concerns about data use and general skepticism about how brands operate continue to grow, brands need to be extremely careful about how they use personalization. By doing this, an organization can demonstrate it is trustworthy and make consumers feel valued as individuals.

Delivering highly relevant messages is a golden ticket to creating long-lasting customer relationships, which ultimately drives loyalty and sales. But not at the risk of misusing data, which could not only spell disaster for an organization but also run the risk of irritating and losing customers.

Personalization will prove as a powerful investment and will gain a distinctive edge in the new decade. However, it will have to be accepted as a long-term strategy to increase brand loyalty and drive growth in the company. More and more brands will offer hyper-personalized recommendations and shopping experiences on multiple channels and at every customer touchpoint.

Ecommerce companies who take advantage of machine learning technology will see significant improvements in their personalization efforts. With all of the above tips and trends, the “Roaring ‘20s” nickname for the decade will surely hold true. Marketers will surely have their hands full as they strive to deliver on the promise of personalized customer experiences and aim for a narrowed gap between what customers expect and what marketers are able to deliver.

Download these ebooks and learn from loads of examples, know the practical tips, and get the standard best practices for different industries, such as retail, media, and iGaming.

Personalization on different web pages      The power of personalization.    A guide to product recommendations

Ready to start your personalization journey?

About the writer: 

Mikael GummerusMikael Gummerus is the founder and CEO of Frosmo. He’s a visionary and a firm believer in the adoption of microservices architecture, headless ecommerce, and CMS. With more than a decade of experience as a web entrepreneur, he’s passionate about growing consumer expectations of superior digital experiences.


Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

Recommended for you