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3 iGaming CMO challenges and how to overcome them through personalization

Our world is rapidly becoming a customer’s paradise. The iGaming industry has become even more crowded, competitive, and has totally exploded, reaching a total worth of about $45 billion across all existing businesses – and expected to reach $60 billion by 2022. Estimates indicate that the online betting and iGaming industry will more than double in size from the period of 2017-2024, with all online gambling-related activities almost reaching the $100 billion mark globally 2025.

As one of the most profitable industries worldwide, the estimated growth in the iGaming industry is predicted to be improving by 14% every year. This incredible growth is a reason to celebrate but in the world of iGaming, everything moves quickly: players seek new experiences, regulations change, new markets open, and the pressure increases in more established iGaming markets.

For years, the gaming industry covers a niche space that many marketers think of as an unpredictable, frustrating venture. There are challenges to marketing teams of iGaming operators. We look at some of those below.


Expensive traffic acquisition costs due to a competitive landscape

The first challenge faced by chief marketing officers is deciding which games to promote and selecting which games to put marketing bucks on. Acquiring traffic and promoting new games have become increasingly expensive and complex, forcing marketers to contend with an ever-increasing range of titles in a very competitive landscape. 

Six years ago, there were just a handful of studios producing games, today there are more than 250. New games are released every week which means there are hundreds of new slots and casino games rolling off the production line every year. This is undoubtedly a big win for players. Now with such unsustainably high traffic acquisition costs, it’s almost impossible to monetize efficiently. It is essential to promote games that will convert and ultimately deliver the best return on investment. If the budget is limited, marketers have a tough task of picking and choosing very few games that work best for them, their brand, and their players.


Larger competitors can better monetize traffic due to advanced technology

Larger competitors in the iGaming industry continue to dominate online advertising, search, and traffic. It seems like an impossible uphill battle to compete with massive sites that can better monetize their traffic due to their advanced stack, platforms with more advanced innovation, and CRM. These businesses have a wealth of knowledge in the industry, and with revenues running in billions, dollars to spare. The bigger these operators get, the more efficient they become in monetizing their players and the better the ROI on each player they buy.

With all the major operators backing chart-toppers with big-budget campaigns, it can be tough for those without hefty marketing budgets to be heard above the noise. The lack of online visibility combined with not having a competitive product is a challenge felt by many mid-sized operators. The smaller in-house IT team is often required to complete ad-hoc changes driven by regulatory requirements. Making necessary improvements to the product to try to make it more competitive with projects like personalization can be sidelined.

The high cost of traffic with a solution that does not efficiently monetize the traffic

To say that the iGaming landscape is hypercompetitive is an understatement, with up to $55 per click! With such skyrocketing CPC’s (cost per click), the competition gets even fiercer and conversion rate becomes absolutely crucial. Squeezing out margins of efficiency becomes riskier so you need to have a close eye on the budget if you want to succeed. 

The bigger the budget, the higher the expectation on business value. The return on traffic acquisition costs remains hard to achieve for marketeers. With focused attribution, a digital campaign’s success is under the spotlight and easy to quantify. When a positive return on investment is not achieved, sustainable growth is not possible – therefore iGaming marketers need to be smarter than ever with user acquisition, selecting the right sources for their brand, and ensuring that conversion and monetization are maximized by utilizing the right technology.



Overcoming the challenges

The big question for marketers is: how can you maximize your own brand’s visibility and tap into the uber-competitive iGaming industry? How can CMOs turn the tables upside down and overcome these challenges?

From dynamic creative optimization through to AI-driven personalization, ensure that you’re targeting the right people, with the right message, using the right channel, at the right time. The CMO sits atop of the marketing machine, but to make the whole process effective and efficient they need to work with the entire team and obtain a good personalization software that should ideally be able to run comparison tests, such as A/B or MAB tests to bring clear business benefits such as bigger returns and reduced time.

Time to zero in on the games that bring real value and convert based on their brand values, target audience, and geographical reach. Here are three ways:


Increasing the relevancy of content through AI-driven recommendations

In the iGaming industry, there’s no doubt that content is king, with a market built on a wide variety of content that aims to provide the best player experience. There are about 30,000 existing games and over 50 more launched every month, so standing out in the crowd becomes increasingly challenging more than ever. Gone are the days that games with only captivating themes, fantastic mechanics, and unique math or reel arrays outperform the rest. So, how can you present games that will surely entice and attract players to click on them?

Easy. Create a unique gaming experience targeted to every player. Offering relevant game recommendations aim to offer content or guidance that is relevant to a player’s situation and individual needs. The relevancy drives the likelihood of conversion rates and transaction value. When you know your players, personalization can be applied dynamically based on a horse race, or game schedules, the player’s channel (e.g. mobile, desktop), geolocation, time of day, or real-time behavior. For example, if a player is behaving in a way that can be interpreted as a high intent to convert and purchase, you might want to promote options such as live games or new bets.

Statistics in iGamingRecommendations are a powerful way to increase conversion rates and the player’s lifetime value. AI-powered recommendations ensure that you’re harnessing all of the data available on every touchpoint of your service. You can leverage this data to start predicting what slot/game/market your player would like to see next. This continuous combination of learning from a player’s product interest, their profiles, and the context of their visit, means that you can offer highly targeted, relevant, and engaging content.

Recommendations could reorder your casino lobby by creating an entirely new look and feel, or vary which sports markets are displayed to each user. Doing this provides a relevant and engaging experience that will increase retention. Brands experience a 20% increase in players engaging and viewing casino content when their page has personalized recommendations.

Customer case: 188BET can be sure that they are serving the right content to the right player at the right time to increase engagement rates. Machine learning works to select content based on a deep understanding of the players’ preferences.

Increasing the relevancy of content through AI-driven recommendations


Building trust, increasing customer engagement, and improving retention

Players should always come first and those with software that delivers customized, experiences will survive in the long run. The associated costs of attaining new players and retaining existing ones are increasing, coupled with advertising restrictions, so many operators are facing the challenge to attain new and retain existing players.

To create enhanced, personalized experiences based on their behavior, operators need to fully understand the players’ demographics, psychographics, and playing habits. The iGaming industry is no different when it comes to this because other industries have already proven how personalization significantly enhances relevance.

A good conversion optimization strategy enables your site to gain more visitors and to increase purchase value, and it leads to performance growth. Effective website personalization has indeed grown to be crucial, elevating player experiences above untargeted, one-size-fits-all blasts. Segmenting and understanding players so as not to spam them with sports and game content that they are not interested in is increasingly key.

Personalization in iGaming is an understanding of what segment do your players belong to, what are their tastes and desires in gaming, what is their intention, and why do they value you. With data and technology, you can understand target markets and players’ behavior, thus leading to a stronger backbone for smarter and more effective player acquisition and retention strategies.

Having different platforms for casino and sports betting presents a challenge to gaming operators as they typically don’t share player data and insights. Using personalization software, the behavioral data can be easily shared between the two platforms allowing highly targeted content to be displayed tailored to players’ preferences. This can also create opportunities to cross-sell between the platforms, such as displaying casino games that the player is most likely interested in and showing the content in the most relevant areas when the visitor is most likely to engage.

This approach provides a connection between your two main products, which will increase engagement and conversions. The best practice in successful cross-sell promotions of casino games is to use collaborative filtering combined with player segmentation.

Customer case: Dafabet introduced new hovering menus to their site, where new and old games can be recommended to players in a more personalized and visual way. By suggesting new games according to the players’ tastes, Dafabet has been able to increase its gross sales significantly.

Building trust, increasing customer engagement, and improving retention


Tailoring through technology

The combination of data, AI, and other machine learning techniques will play a huge part from responsible gaming to building recommendation engines and providing players with personalized experiences. Gaming operators can widen their acquisition strategies to an even larger extent by focusing on a more tailored and target level of player experiences. Artificial intelligence (AI) allows companies to offer highly customized content and to market their products based on player preferences. Many operators are currently exploring ways to grow their market share on the basis of content personalization and recommendation engines.

The iGaming CMO should be smarter. More marketing teams should focus on personalization and how players benefit from the convenience and power of the personalization experience pioneered by the likes of Amazon and Netflix. The CMO and the marketing teams will acquire actionable insights to boost acquisition and retention if they have properly digested player data. The goal is to get closer to the ‘holy grail’ of marketing: right customer, right message, right time, right channel. 

Most game operators now have big data solutions in place. It’s almost impossible though for CRM teams to manually process the huge amounts of data that they gather on their players, especially on the legacy marketing platforms that are still prevalent in the iGaming industry. The solution is to automate the process via AI and flexible platforms. This leads us to the importance of ensuring you have the proper and effective personalization software.

In the long run, maintaining and scaling the technologies of an-in house solution becomes a huge undertaking. Investing in marketing leading personalization software can save your team years of development time, freeing them from building basic infrastructure. The extra development time gained can be used to adapt the solution to your particular needs and keep your development team focused on tasks that add value.


Looking forward to the future

The future for the iGaming players looks bright. With so many factors at play and so many influencers shaping this space, the iGaming industry is climbing to thrilling new heights. With constant technological advancements and innovation, the player experience will continue to evolve.

The real challenge for an iGaming CMO is to find the right balance between growth vs profitability and brand building vs marketing. Regulation changes and other controlled market conditions can make forecasting and ROI analysis even more complicated. With this in mind, AI-driven personalization will be one of the most important drivers of growth in mature online gaming markets over the coming years.

Although the iGaming industry remains one of the most challenging markets to influence, let’s not forget that the engine of every business is a customer, and in this case, the player. This belief is as old as time but still works. You need to stay as close to your players as possible and listen to them attentively.

Frosmo SaaS personalization platform provides iGaming companies with complete freedom to offer any type of personalized customer experience, regardless of the operator’s existing technology stack and resources.

The application of AI and machine learning in technology like Frosmo has presented an opportunity to learn the behavioral patterns of players and apply that intelligence in real-time to present timely and relevant proposals. This can include predicting churn, identifying VIPs, or understanding what games are interesting for an individual. The business case is an increase in player lifetime value and reduction in marketing cost, this ultimately drives both the business top and bottom line.


About the writer: 

Matt Buff is a digital customer engagement expert with specialised skills in sales and marketing. Over the last 10 years, Matt has used cutting edge technologies to maximise customer acquisition, retention, and revenues. He enjoys learning about brands and sharing ideas to improve user experience and CRO, and passionate about enabling teams to achieve their individual customer experience goals.

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A marketer’s dilemma: Overcoming the challenge of IT resourcing in iGaming

At Frosmo, we’ve seen how our iGaming customers battle with time management and struggle which of the many tasks should be prioritized, with the IT team usually at the forefront of any project.

The IT team is most likely involved in every project that the company runs, whether it be from GDPR, UI changes, CRM/back-end changes, etc. They work with game providers, banking, KYC, registration flow, and other important tasks that not only keep the site up and running but also compliant with ever-changing local and international laws and requirements.


The real cost of creating an in-house IT team

With the increase in big data and the emergence of AI, cryptocurrency, VR games, and eSports, the workload and strain on the IT department are only set to increase in the coming years.

It’s then no longer a surprise that when a request comes from the marketing team to update the row of the most popular games on the site or change the content of a banner, it is not put on top of the pile. With a huge work backlog, it can actually take months for the simplest changes to be implemented and by then, the campaign has already ended or no longer updated.

These irregular, ad-hoc, more tactical changes should be left in the hands of the team that works closely with them, whilst leaving the more strategic site changes to the IT team.

We’ve also come across other solutions that utilized the IT team in creating personalization platforms from the ground up. Doing an in-house personalization project may seem like a good idea at first because using your available resources looks more practical. But in the long term, the IT team would also need to build a user-interface for the marketing team to change and monitor personalization. The whole process just adds another layer of complexity to the IT team as they need not only to maintain and upgrade the personalization-related code but also the user interface to manage this. Marketing will also require changes to this UI.


Automated testing brings many benefits for iGaming companies

A good personalization solution should ideally be able to run comparison tests, such as A/B or MAB tests that bring clear business benefits such as bigger returns and reduced time. By automating the content selection, the casino manager or the marketing team can drastically reduce the time spent on manually selecting game content shown in each market. But the entire work must maintain a simplified UI if it will be run and analyzed by the marketing team, or else, it will be controlled by the IT team, who will set it aside, as mentioned previously, because it’s not their top priority.

Now isn’t it time we reduce the strain on the heroic IT guys and let them concentrate on the important tasks they were hired for in the first place?

Contact us and let us help you with your personalization journey.

Want to hear more about Frosmo’s personalization for iGaming?

Read about our great success stories and let’s get started!


About the writer: 

David NelsonDavid Nelson works at Frosmo as a Customer Success Director and has many years of experience supporting international clients in a variety of business sectors. He is enthusiastic about helping customers define their business strategies and transforming them into solutions with real-world results. Outside of work, he is a huge football fan!

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4 tips and tricks to deliver smart and effective product recommendations in retail

When trying to sell a product in a department store, you can’t have the same pitch to every potential customer. The same goes for online stores. A one-size-fits-all webstore doesn’t work if you want to get higher conversions and increase brand loyalty.

Your visitors are more likely to spend money and return to a site that makes them feel valued with personalized offers that are tailored to their needs. They will be happy, which also means your conversion rates will soar.

Follow these four tips and trips to deliver personalized customer experiences:

  1. Front page — make sure it’s not static

    The biggest flaw that most online stores share is that they have only one version of the front page catering to all visitors. But every visitor is unique, hence they should be properly segmented into groups based on interests, behavior, and other historical data that you can collect through their repeated visits. Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it to create a more personalized shopping experience.

    When a visitor returns to your site, you should help them pick up where they left off instead of showing the standard home page. To help the second or third-time visitor continue their journey as friction-free as possible, try providing content that is popular among other visitors, currently trending content, or even pieces of content the visitor has previously read.

    Front page — make sure it's not static

  2. Product page — ensure that it’s not a dead end

    Retail website traffic usually lands on product pages from search engines and ads. A visitor often spends a lot of time on this page to take a closer look at the products they want to purchase. But what if the product isn’t available, or it turned out as not exactly what the visitor wanted? The customer journey should not end there.

    To avoid losing potential customers to your competitors, offer them some recommendations or alternative products that might be more suitable. Present options to continue exploring the site such as:

    • Find similar products
    • Most popular from the brand 
    • complementary or optional “You might like these” 

    Product page — ensure that it's not a dead end

  3. Category page — make product discovery as easy as possible

    Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. After the front page, they are usually the very next step in the shopping journey.

    We recommend at least two recommendation strategies to make product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converting or most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.

    Category page — make product discovery as easy as possible

  4. Check-out page — last chance for effective cross-selling and increasing AOV

    Sweeten the deal by offering additional products that complement the item that your customer wants to buy. For example, for a dress, provide options for shoes and other accessories that match the dress.

    Make cart pop-ups for recommendations to include the data about store items in stock. It raises the level of relevancy and encourages effective cross-selling.

    Check-out page — last chance for effective cross-selling and increasing AOV 


Frosmo’s winning formula in personalization

With an AI-powered personalization solution that uses numerous data points, ecommerce businesses can create individualized category pages, learn more about their visitors with each interaction, and improve the customer experience in real time, leading to impressive results. Personalized pages can help you stand out from the competition by capturing the micro-moments of ecommerce shopping

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

Let’s get started within days! 

Let’s get started


You can also download the ebook:

Personalization on different web pages


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Quick personalization fixes to bring better results faster on front and product pages

In this turbulent year, there’s a huge surge in online orders as customers are forced to go digital. With the peak sales season around the corner and retailers moving online, are you prepared to surpass your best sales record?

Customer journeys are not linear and it might take several visits before the conversion is accomplished. For many years now working with numerous ecommerce sites, we’ve seen so many things that you can do on front and product pages to improve conversions.

In this blog post, we introduce the easiest best practices to make your front and product pages convert more while creating loyal happy customers.


Product page – make sure it’s not a dead-end

Product page - make sure it’s not a dead-end

The product page is often the landing page where a potential customer lands after searching and selecting a product for a closer review. But quite often, the customer journey does not end there. What happens if the product is not quite what the visitor wants? Or what if the product isn’t available? 

Most of the time, the product page is a dead-end that doesn’t give the option to continue exploring the site. As a consequence, you lose the buyer to your competitor. Give your visitor some recommendations to find better suitable or alternative products. We always recommend having three sets of recommendation strategies on the product page such as

  • Find similar products
  • Most popular from the brand 
  • complementary or optional “You might like these” 


Best tactic: Give your potential customers options to continue the exploring phase of the customer journey from the product page.


Front page – make sure it’s not static

The biggest mistake that online stores do is showing the same static front page to all visitors without segmenting them into groups based on interest, behavior, and historical data.  

The beauty of the visitor’s repeated visits to your site is that with every visit, you can collect data to create a more personalized shopping experience. 

Our data and experience show that when the visitor returns to the site, the journey usually starts again on the front page. So the question is, how does the front page help the second or third-time visitor continue their journey as friction-free as possible? 

Frontpage - make sure it’s not static

There are several tactics: 

  • Feature the product that highlights the customer’s interest in your hero banner. 
  • Show tailored product offers or CTA’s according to the customer journey phase and product interest. 
  • Use inspirational content according to the product interest, for example, content that needs to be taken into account when choosing the right product.  
  • Deliver product recommendations according to the interest and customer journey phase.


Believe us – it’s fast and easy

To make things easy and fast, let Frosmo’s personalization software do the tricks on your online shop by creating personalized customer journeys.  

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

Read more about our best practices in personalizing the entire customer journey on different web pages as well as our customer cases.

Let’s get started within days! 

Let’s get started

About the writer:

Maija Erkheikki has over 15 years of experience in the international software industry and is driven by a passion to use technology to improve the quality of life. This passion was best exemplified in her role as a consultant for healthcare companies, working on business processes and performance management. This led to a career in the partner-driven software business, where it is critical to build win-win-win models. Currently, she is fascinated by the digitalization of commerce and how artificial intelligence reshapes all industries.

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Best practices on personalizing the entire customer journey on different web pages

You and your customer have the same goal. You both want the customer journey to be easy, intuitive, seamless, and as friction-free as possible. How can you make that happen?

The answer is customer journey orchestration – a smarter way to visualize and optimize customer journeys from start to finish.

Customer journeys are not linear but rather a maze of repeated visits, pieces of consumed content, and other actions. Visitors come from different circumstances and have varying needs for information. To have a meaningful impact on the customer experience, you need to manage the entire customer journey, optimize it, and personalize it accordingly.

Non-linear purchase process
Let’s take a closer look at a typical customer journey in an online retail store, and how to apply personalization in each phase of the journey. We’ll walk you through the best practices and practical examples of how you can deliver smart and effective personalization on different types of web pages.


Personalizing the front page

A great customer journey starts with content that builds credibility. Your front page should have good content and should also showcase available promotions and other interesting offers.  Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it and what you know about them. Personalized recommendations on the front page make the revisiting buyer feel more welcomed and create a smoother buying process.

The front page of Rajala, a Finnish photography specialist retailer in business for 100 years, shows generic content for first-time visitors, and content customized according to the interests and behavior of returning visitors.

Rajala frontpage

Ruka, one of the leading ski resorts in Finland, personalization starts with segmenting visitors: customers who show interest in going to Ruka and travelers who are already in the area. There are two seasons in Ruka, winter, and summer, and they attract very different types of visitors. The customer segmentation data is used to display personalized content to push events, ancillaries, such as ski lift tickets, and accommodation options.

Ruka front page

The strategy of
Power, a leading electronics retailer in the Nordics, is to assist the customer journey for better product discovery and conversion on the front page. Recommendations show the currently most popular products or products recently viewed by the visitor.

Power recently viewed page

Personalizing the category page

The next phase of the customer journey is discovery or decision-making, where the retailer strives to help customers find and select the right product within the group of nearly similar alternatives. It’s also a good opportunity to recommend complementary products for up-sell and cross-sell conversions.

Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. After the front page, they are usually the very next step in the shopping journey.

Power aims to help the visitors find the most relevant product to purchase in the category pages. Two strategies are in place to make product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converting or most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.


Power recommendations- trending products
Power recommendations- popular products

With product recommendation strategies implemented on the pages, the results have been proven strong and effective. Purchase conversion rates have gone up by 170% compared to the group who don’t see recommendations, and average order value has gone up by 41%.

Rajala is also using customer data to experiment with the placing of the product filtering component.

Rajala product filtering


Personalizing the product page

Before the customer actually makes a purchase, you can increase the average order value (AOV) by using effective product recommendations on the product pages. Personalization on product pages enables brands to reach out to customers in a way that directly and precisely meets their needs and desires.

Reima, a global leading brand in functional kids’ wear, boosts sales by providing their customers with personalized product recommendations to find the most suitable items for each customer’s individual needs. Their strategy is to recommend products that other similar customers have bought.

Reima recommendations


Rajala recently tested a feature by Frosmo where visitors can easily see the accessories associated with the product.  In addition to being able to add suitable accessories directly to their cart, the visitors can also see the full price for the combination by hovering over the “Add to cart” option. This feature makes it easy for potential customers to make purchase decisions for the products they need.

Rajala calculator

Accurate and relevant recommendations are key to providing meaningful visitor experiences.
A-lehdet, a Finnish media house, shows personalized recommendations after the visitor has read an article.

A-lehdet recommendations


The product page is all about making sure the conversion happens and that the average order value increases. Traditionally, customers put a lot of effort to choose the product that best suits their needs. To make the choice easier, Power uses recommendation strategies based on relevant products viewed or bought by others as well as historical data of the visitor to recommend related products.

Power recommendation strategies based on relevant related products viewed
Power recommendation strategies based on relevant related products viewed


Personalizing the checkout page

A thank you page is not only good for showing the order information. It is also the perfect place to do upselling. Sweeten the deal by offering additional products that complement the item that your customer wants to buy. For example, for a dress, provide options for shoes and other accessories that match the dress. Personalized recommendations offer a more personalized shopping experience, leaving customers feeling more valued. Optimizing and personalizing your checkout page can bring amazing results.

The delivery calculator has helped Reima boost sales at check-out by reminding customers how much more they need to buy to take advantage of free shipping.

Reima delivery calculator

Power is developing cart pop-ups for recommendations to include the data about store items in stock. It raises the level of relevancy and encourages effective cross-selling.

Power basket pop-up recommendations
Power basket pop-up recommendations


Of course, the customer journey shouldn’t end with a single purchase. With the customer’s consent, welcome them back later on with an email recommending complementary products for the products they already purchased.

Email recommendations


Frosmo’s winning formula in website personalization

When trying to sell a product in a department store, you can’t have the same pitch to every potential customer. The same goes for online stores. A one-size-fits-all webstore doesn’t work if you want to get higher conversions and increase brand loyalty.

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

We identify your visitors’ interests to understand every step on their customer journey. Our powerful personalization engine finds the winning product recommendation algorithm for each visitor on the right page at the exact right moment.

Smart customer journey orchestration is the key to delivering unique customer journeys that build loyalty, retention, and long-term benefits, both for the brands and the customers. And this is what Frosmo does- orchestrating customer journeys and helping brands take control of the entire customer experience through AI-driven personalization.

Contact us now and let’s get started.

Let’s get started


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How website personalization delivers effective communication in the public sector

The concept of personalization has been ongoing in the retail industry for years now. But for the public sector industry, municipal leaders are just starting to realize the potential of crafting customized customer experiences based on user behavior and context.

Many government websites host a vast variety of content, information, and news that is easily comparable to a big corporation operating in various businesses. Even a small local government site might host information about parking permits, daycare services, tourist attractions, and building permits while trying to attract new employees – just to mention a few. An unexpected situation like the COVID-19 crisis adds another layer of complexity for communication. 

Web visitors want to have the information they need without spending any extra time on the site. If the information is difficult to find or not interesting enough, web visitors will end up contacting the call centers which will then add up to the overall costs of the service. 

Personalization helps the users find the information according to their interests thus making the service relevant and more engaging. For citizens, it’s important that the user experience is seamless, regardless of the different administrative boundaries. The visitors seek great usability and the easiness to find information.

The benefits of personalization in the public sector:

  • More relevant messaging saves the resource of call centers and have a direct link to cost savings.
  • Employees are happier due to reduced routine work-load in support.
  • Make all information and content easily accessible across administrational boundaries for all citizens.
  • Better digital services bring more satisfied visitors that engage more with the content.
  • Allow rapid pervasive response to evolving situations by allowing targeting content to certain groups.
  • Achieve all these without expensive systems projects or adding manual labor.

    Personalized content block in public sector
    Personalized content block – Easy way to start providing the content that site visitors want and need

Easy way to start personalization

Personalization can take many forms, but to ease the adoption, we’re recommending to start with the following use cases that are very easy and fast to implement to any public sector site: 

  1. Content recommendations: Frosmo helps site visitors find the correct content by using AI algorithms to recommend relevant content. Recommendation strategies include  ‘Visitors who viewed this article also viewed’ and ‘Trending articles right now’.
  2. Local governments find location-specific personalization interesting as it consists of many geographical areas hosting their own services and events. Site visitors can select their area of interest or the technology can detect their approximate location. This has been popular because otherwise, the local content is buried under the general content or administrative categories. 
  3. Targeted pop-ups or ribbons to communicate urgent information like the COVID-19 related instructions and most recent updates.


Personalization and GDPR

Many are concerned about GDPR. Frosmo is fully GDPR-compliant. Personal data is not needed to provide dynamic and relevant website experiences.

Read more about the solution for the public sector and the privacy policy.


About the writer:

Maija Erkheikki has over 15 years of experience in the international software industry and is driven by a passion to use technology to improve the quality of life. This passion was best exemplified in her role as a consultant for healthcare companies, working on business processes and performance management. This led to a career in the partner-driven software business, where it is critical to build win-win-win models. Currently, she is fascinated by the digitalization of commerce and how artificial intelligence reshapes all industries.

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Better customer experiences through personalization in the travel industry

A holiday is so much more than just being on the actual destination. The customer journey consists of an active pre-travel phase which at times, can be more significant and time-consuming than the actual trip. 

Travel momentsSeveral studies indicate that travelers experience a significant boost in happiness during the planning stages of the trip as they look forward to the holiday experiences ahead of them. The travel customer journey stages include dreaming of the holiday, actively planning and booking the holiday, the actual holiday experience, and lastly, sharing the memories. 

All these micro-moments in the customer journey are important. They give travel providers a golden opportunity to create unforgettable customer experiences that turn website visitors into loyal customers. But during the delicate dreaming and planning phase of the holiday, many things can go wrong if the customer journey is not planned well. 


What is website personalization?

Personalization is a hot trend in the travel industry but it’s often referred to as how to tailor advertising and promotion in third party sites. Website personalization is creating a custom-tailored and seamless customer experience based on what you know about a person’s needs, wants, and preferences. With personalization, you can deepen your relationship with the customer by automating the delivery of relevant content for the right person at the right time.

Website personalization will not only improve customer relationships but also enhance customer retention and boost revenue. With businesses moving away from the one-size-fits-all approach, they can present relevant messages across all touchpoints along the customer journey. A seamless experience that responds to their specific travel needs keeps travelers happy and makes them come back for repeat purchases.

In the dreaming phase, web visits are regular and travelers need to have a variety of options to customize their holidays and enough content to learn more about the destinations available. Product recommendations play a big part to show what options and content are available during the desired timeline. It’s also critical that the web visitors are segmented according to their interests and are shown only personalized dynamic content and activity options that fit their holiday plans. 

The goal behind website personalization in travel is to help customers find what they need in planning the holiday of their lives. They expect a customized itinerary and other tips and tricks on what to do and what to explore while in the chosen travel destination.


Business benefits of personalization in travel

A case study done by Aurinkomatkat, the biggest travel provider in Finland, searched the value of personalization among Finnish travelers. Their findings were: 

66% of consumers say they appreciate individually tailored offers from travel companies

61% of consumers say they would appreciate recommendations in digital services, that are based on their relationship with the company

60% of consumers say it’s important that the company remembers their previous behavior and offer products and services based on that. 

Website personalization is a great way for travel providers to turn the data from customers and vacation dreamers into a great customer journey that will eventually increase conversions, improve ancillary revenue, and drive customer loyalty.

Case study: Aurinkomatkat

Segmenting website visitors is key to personalized customer experiences. Aurinkomatkat has almost 500 different segments based on clicks, searches, device types, geolocation, and booking data. An example of the segment would be families who booked a holiday that starts in less than 30 days — a great segment to start recommending extra activities during the holiday.

Another example of a segment is based on geolocation. Aurinkomatkat targets website visitors who live near the city of Oulu and offers holidays with direct flights from Oulu. This has proven to be a very successful segment with a 498% increase in conversion.

With the gathered data from different segments, Aurinkomatkat can show holiday offers to website visitors according to their interests: from adventurous packages for adrenaline junkies and family deals to travelers with kids. By keeping the content relevant, it becomes easier to find that perfect trip and as a result, conversions go up significantly. For example, by recommending the most viewed hotels, their conversion rates went up to 248%

Overall, 50% of bookings come from clicks through personalized elements. 

Case study: RUKA

Ruka ski resort is one of the leading ski resorts in Finland and the market leader in the ski travel industry with nearly 20% share of ski pass sales. 

For Ruka ski resort, personalization also starts with segmenting visitors: customers who show interest in going to Ruka and travelers who are already in the location. There are two seasons in Ruka, winter, and summer, that attract very different types of visitors. The customer data is then used to show personalized content to push events, ancillaries such as ski lift tickets, and different accommodation options. 

“We’re excited about all the possibilities that personalization brings to us to make the customer experience in all touchpoints of the travel customer journey outstanding — it brings happy customers but also great business results,” Jenni Ihatsu Director, Marketing & E-commerce, Rukakeskus Oy/Pyhätynturi Oy.

The travelers’ interests and needs may also vary based on where they depart. Segments based on geolocation are important to give the right kind of information from different kinds of travel options. The interest is also different in certain scenarios, for example, when the customer is already in the location or when he is still on his way. Mobile users who are already in Ruka receive special content exclusive for travelers such as current events, slope opening times, and snow situations.  


Testing and optimization is part of the customer experience

Testing is always crucial as many improvements can cumulatively turn into big conversion rate generators. Testing helps you gather data to show what should be developed next, reduce risks in costs, understand the audience on a deeper level, and solve the pain points that your visitors might have. Both Ruka and Aurinkomatkat use A/B/n testing to find out which variations of banners, recommendations, navigation, CTA’s, and content perform better. 

About the writer:

Wilfrid Kroath has been in sales for the past 15 years and worked with numerous global brands such as BT, DHL, H&M, Kone, Lego, Nokia, and UPM. He has a solid track record of technology, software, and business development. Besides his current position, he teaches business design and rapid prototyping courses to university students and SMEs.

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Is your marketing automation delivering great customer experiences?

The majority of purchase decisions nowadays are based on customer experiences (CX), not on prices. CX should be on top of every marketer’s agenda so it’s good to see that the importance of CX is finally getting noticed. In the Annual Digital Trends Report by Econsultancy and Adobe, marketers identified ‘optimizing the customer experience’ as the most exciting business opportunity in 2018.

Planning great customer experiences needs a holistic approach with personalized dynamic content to the entire customer journey. Do the tools we use now help us achieve great customer experiences? 

We’ve learned how to use marketing automation tools effectively to design customer journeys with engaging content up to the campaign landing page. If the conversion doesn’t happen at that point, we tend to rely on retargeting advertising to bring the customers back to the campaign site. But to truly transform customer interactions into customized experiences, website personalization is required, and this goes beyond marketing automation. 

In the real world, the customer journey doesn’t end on the campaign landing page but marks the start of the purchasing process. This is where website personalization comes in it helps the customer complete the desired task as efficiently as possible.


Personalization connects the dots for great CX

The exploring and evaluation phases of the customer journey start from the landing pages and this whole process is never linear. In practice, it means going back and forth different pages, exploring the content, and finally, building the confidence of making the right purchase decision. 

How we acknowledge revisiting customers and deliver more information about the products they’ve previously looked at is key to building up their confidence and making their customer journey as friction-free as possible. When effectively done, personalization helps customers progress through the customer journey better and easier. It connects the dots between marketing automation and the purchasing funnel on the website by creating personalized end-to-end customer journeys, thus enabling great customer experiences. 

Although marketing automation enables marketers to make the cross-channel experience a seamless journey for their customers, it shouldn’t stop there. To take marketing automation one step further, marketers should use website personalization to customize and optimize customer experiences. With website personalization and marketing automation, you can make customer experiences even more granular and focused. When combined, it is easier to deliver a full-lifecycle and create a cohesive customer experience across every channel. 

Marketing automation-website personalization


The benefits?

Personalization helps the brand to deliver more emotionally relevant content throughout the customer journey on an individual level. It’s easier to enhance customer satisfaction and drive impact to the bottom line when customer needs are anticipated. Loyalty is among many things that great customer experiences can help achieve. With loyalty comes another good thing, customers tell their amazing experiences to other people which then opens up to opportunities of gaining more customers. Read more about the benefits of personalization.


Interested to learn more?

If you’re interested to learn more about how personalization can help you achieve your customer experience goals, watch this 30-minute webinar with Weld. We’ll discuss the importance of creating meaningful customer journeys that also bring business results. We strongly believe that website personalization with scalable content creation is key to putting customer experience at the center of your digital service.

Webinar: Personalization with scalable content creation

About the writer:

Tanja Säde is the Chief of Marketing at Frosmo. With 20 years of experience in technology marketing, she is always curious about the latest technologies and marketing trends. She is enthusiastic about creating superior digital customer experiences through data, personalization, and AI. Outside of work, she is a yoga addict.

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What is website personalization?

We all know that every web visitor and customer has different individual interests and needs. Every visit they make to your website or online shop is unique. The important question is, how can brands take those differences to make personalized customer experiences that help customers complete the task they need as smooth as possible?

For Gartner, personalization is defined as: 

Software that applies context about individual users to select, tailor and deliver messaging such as content, offers and other interactions through digital channels in support of three use cases: marketing, digital commerce, and customer experience (CX). – Gartner

We, at Frosmo, see personalization as creating a custom-tailored and seamless customer experience while leveraging the data about a person’s needs, wants, and preferences. Personalization enables businesses to move away from the one-size-fits-all approach by presenting the relevant message at the right time across all touchpoints along the customer journey.

It’s not just about brands trying to please the consumers. The demand for better customer experiences also come from consumers regardless of the industry.

Salesforce also found that 80% of customers say the experience a company provides is as important as its products or services. Interestingly, 57% of consumers are willing to share personal data in exchange for personalized offers or discounts. Similarly, 52% of consumers would share personal data in exchange for product recommendations, and 53% would do the same for a personalized shopping experience.


Personalization as a customer service

Think of personalization as a great customer service. Personalization is about helping your customers to complete the actions as smoothly as possible by offering them relevant content, products, or guidance. 

The recent study by Gartner shows that brands generate more help for the customer to make progress on the buying journey with personalization and are likely to see a 16% lift in commercial benefit. The help could be i.e. making it easier to buy, providing assurance about making the purchase, teaching something new about the products or services, messages, or guiding products or services that could solve customers’ problems or rewards with exclusive offers. 

The personalization that helps the customer creates trust. According to a study by Salesforce,  95% of customers say they are more likely to be loyal to a company that they trust. Trust has a great business value as it creates loyalty.


The business value of website personalization

When customer needs can be anticipated, it’s easier to enhance customer satisfaction and drive impact to the bottom line. Personalization establishes the foundation for the ultimate omnichannel experience, paving the way to enhanced customer experience across all channels and devices.

Benefits of website personalization to consumers: 

  • Better overall experience
  • Increased and improved relevancy of content and experiences
  • Reduced clutter when visiting the site, which allows for faster interactions with the brand
  • Easier to find relevant products and services
  • More control over the customer experience 
  • Improved engagement creates brand trust and loyalty

Benefits of website personalization to online businesses:

  • Brand credibility and enhanced authenticity
  • Improved customer insights and data
  • Increased customer satisfaction and more opportunities for customer engagement
  • Improved customer retention and customer acquisition, and better customer support
  • Empowered salespeople
  • Increased conversion rates, revenues, sales order values, and subscriptions
  • More traffic to the site and more customers through referrals
  • Improved brand association and loyalty

In the
Gartner 2018 State of Personalization Survey, 87% of surveyed marketing leaders said that their organization is pursuing personalization. There are many reasons cited but ultimately, most companies aim to drive consumer engagement and completed purchases. Companies also report having to do less front-end development work as it’s easier and quicker to do that with personalization software. Marketers also report a reduction in acquisition costs and improvements in conversion rates from advertising.

It’s important to think of the business value of personalization on two levels; one is about making more conversions and revenues, and the other is reducing the expenses.

Real business value of personalization

Personalization has a positive impact on the conversion rate and average customer value. The customers who complete transactions are more likely to return and share their experiences – and become loyal. The loyalty improvement is the “interest on interest” in personalization ROI.


Where to start the personalization

Before doing a process of change, it’s good to understand the starting point. Personalization is a discipline that requires not only the technology but also processes and skills. 

Personalization shouldn’t be a one-time activity either – leveraging personalization and data-driven service design helps create the best experience and maximize business results. 

Start by completing our personalization maturity assessment and get your personalized report on where to start.  We’ve put this tool together based on our experience with implementing personalization across industries and clients over the last 10 years.


Download the ebook The power of personalization 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.

The power of personalization


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Getting the best out of personalization


Personalization is not an easy journey. And despite its strong business case, positive results, and years of experimentation to further enhance its capabilities, the opportunities for effective personalization strategies remain largely untapped. Because for every success story, there are dozens of weak efforts or failed attempts.

74% of consumers get frustrated when they see website content that has nothing to do with their interests. -KIBO

With customer expectations for personalization and hyper-customization constantly evolving, it’s time for businesses to keep up. But the question is – how? Here are some questions you can start with to have what it takes to win the personalization game.

Is it relevant and compelling?

A good personalization revolves around relevancy and remarkability. It’s all about providing a richer experience by serving the right message on the right channel at the right time. According to an Accenture study, 44% of all customers feel that brands fail to deliver relevant personalized experiences.

If you’re going to suggest a product, get it right. Whether you’re using a recommendation tool or manually selecting the product you’re suggesting, ensure that the recommendations are relevant and appropriate. If the suggested product isn’t what they’re interested in, you have the risk of losing not only a potential upsell but also the customer’s trust in your capability to connect with them.


Is it too much?

While taking personalization to a whole new level sounds promising, it’s crucial not to let it go too far. There’s a thin line between delivering useful recommendations and those that raise a red flag on privacy concerns. When you cross that line, it will be hard to get the trust back. Your customers should feel recognized and understood, not stalked. So, identify the customers personally, but use their data without being too creepy nor invasive. Strong brands are based on trust.

Personalization is not the experience. It’s how you curate meaningful experiences. -ACCENTURE


Is it repetitive and annoying?

Showing the same offers again and again, even when they’re relevant, will eventually tire customers and drive them away. There are retargeting ads and campaign messaging that chase customers all over the page. Personalization aims to engage customers in an authentic and remarkable way that recognizes them and serves their needs.

Though it might be tempting to over-communicate promotions and recommend multitudes of products, remember that less is more. Keep the frequency down as spamming will make customers feel harassed and regret the decision to give you their information. Most customers appreciate a lot less personalization than most marketers believe. Suggest products they love and encourage more engagement quicker and easier with well-crafted campaign messages carefully selected just for them.


Bottom line

Businesses are now expected to deliver perfectly curated customer experiences. It’s not easy to create messages and offers that feel truly personal and relevant to potential customers, but when personalization is done right, it becomes a very powerful marketing tool with many benefits to both customers and businesses

It’s also important not to violate customer trust when implementing personalization strategies. Data may be one of the factors in enabling personalized experiences but transparency and trust are key elements in customer loyalty.

Two-way conversations when interacting with customers allow the brands to effectively listen to the customers. By doing this, customers have the power in their hands to let brands know what they truly want and when they want it. These continuous two-way digital dialogues result in significantly better and more personalized customer experiences for every individual.

Download the personalization ebook for some insights, examples, and practical tips for different industries, such as retail, media, and iGaming.

personalization ebook

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