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Caruna’s personalization use cases to improve customer experience

Caruna’s personalization use cases to improve customer experience

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Personalization has now extended to the entire customer experience. Customers expect personalization throughout their interactions with a certain brand in multiple customized touchpoints that let them allocate their time and money according to their preferences. They respond better to offers and communications that are uniquely relevant to them, hence driving up customer loyalty and allowing brands to gain a sustainable competitive edge.

Aino Salste (Head of Marketing and Digital Customer Experience) from Caruna, Thomas Djupsjö (Head of CRO) from dentsu, and Maija Erkheikki (Chief Channel Officer) from Frosmo had a great discussion about Caruna’s personalization use cases on how to drive customer experience on Frosmo’s LinkedIn Live last April 16.

Aino explains how customers use Caruna’s digital services — that the customers come automatically to Caruna’s electricity customers once they move to Caruna’s electricity network area. Therefore the digital services are not developed for the purpose of acquiring customers but rather helping them as needed in often challenging situations. 

“Because of the nature of our business, our customers need our digital services quite rarely. But when they do, there are a few customer touchpoints such as storms coming up, facing a power cut, questions about invoicing, or the need to get electricity services for a new house.” 

Aino Salste, Head of Marketing and Digital Customer Experience, Caruna

Improving customer experiences in Caruna’s digital services starts with identifying the customer journey and actively gathering user data. The digital services needed to include systematic measuring of the online services and systematic data utilization hence the collaboration with dentsu’s experts. Dentsu started with mapping all the online data and setting up tracking to understand behavior and intentions of site users. To gather the data, dentsu’s experts used heat mapping tools, recording sessions, and A/B testing so that all actions are data-based.

The increasing knowledge of customer behavior in Caruna’s digital services and the desire to serve the customer in a more personal and targeted manner paved the way to use website personalization. According to Aino, personalization is also a great way to save time through automated and scheduled updates on the website.


Personalization use cases

Maija mentioned that the biggest challenge that many customers face is finding out where to focus first with personalization and how to start. To get on the right track, Caruna started the personalization journey with dentsu and Frosmo. The first steps were to categorize three different personalization use cases.

Caruna personalization use cases

1) Rule-based personalization:

A segment of users is specified according to their behavior on the site. Specified rules are set to change the front page according to the behavior. 

2) Algorithm-based personalization: 

The content recommendation engine lifts up both the content previously viewed by the user and the content viewed by other people. 

 3) Location & API-based through weather data:

Based on the third-party information such as location and weather forecasts, helpful information is automatically shown to users  on the front page to guide them through a weather phenomenon.


Weather-based personalization: why and how to do it

The exceptional factor about weather-based personalization is that it requires the actual weather phenomenon to be able to test it. Maija recalls that this was the first time that the POC (proof of concept) was scheduled to include at least one storm. Luckily the storm came and the weather-based personalization was put to test with good results. 

The key findings were both interesting and successful. According to Aino, during the POC and actual storm, Caruna was able to guide the customers through online services to find the information they needed better than before and the content recommendations also worked really well. This led to a deeper understanding of what to improve in the future and how to develop the use of weather data. 

Various visitor segments: how to identify them and what to offer to

In the statistics, it was clear that conversion rate (CVR) got up in each personalization use case. A rule-based personalization affected the CVR +2,13%, algorithm-based personalization +5,58% and location and API-based personalization +11,89% (desktop) and +20,15% (mobile). Therefore according to Thomas, it was clearly visible that the site users are interested in the provided content and that the level of personalization has an impact on how much people are converting. 

“The more personalized the test is, the higher the conversion rate is.” 

Thomas Djupsjö, Head of CRO, dentsu


Great results by Caruna with the help of Frosmo and dentsu

The collaboration between Caruna, dentsu, and Frosmo has been fruitful and the results have shown the power of personalization. Aino encourages companies to try new possibilities by identifying the need and testing to analyze the results. If the idea doesn’t work, it can always be stopped. Good partners, such as dentsu and Frosmo, can help with decision-making.

The experts encourage companies to focus on carefully specifying segments and truly understanding the customer. The first step is to try and get ready to fail. Save time through personalization and content recommendations.  

“One thing I want to highlight from the content recommendations which often surprises our clients is how often people actually want to come back to the content they have read earlier. The click-through rate of the “this is what you last read” always comes as a surprise. ‘Picking up where you left off’ makes the journey smooth and friction-free” 

Maija Erkheikki, Chief Channel Officer, Frosmo 

To succeed in a digital environment, it is essential to enhance the power of personalization. As seen in Caruna’s weather-related personalization use cases, personalized content leads to better conversion rates and thereafter guarantees a high-class customer experience. 

Caruna is an electricity distributor in Finland that maintains, repairs, and builds a weatherproof electricity network for its over 700,000 customers in Finland. The coverage area is South, Southwest, and West Finland, as well as in the city of Joensuu, the sub-region of Koillismaa and Satakunta. Caruna’s electrical network is over 88,000 kilometers long. 

dentsu specializes in strategy and consulting, research & analytics, content, media, data & technology, and creativity & customer experience management (CXM). 

Ready to improve your customer 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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Swisslos significantly boosts players through improved customer experience and personalization

Swisslos significantly boosts players through improved customer experience and personalization

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Swisslos is a national lottery game provider from Switzerland since 1937. The games include lotteries, sports bets, and instant tickets in the entire territory of German and Italian-speaking Switzerland and Liechtenstein. The company transfers its entire net profit to support public causes.

Swisslos also offers Bingo – a new type of online entertainment product on their site. The unique feature of this product is that users can play live with and against each other. The chat enables social exchange. There’s also a guarantee for a winner in every draw.

Now the challenge was to get the Swisslos’s existing customers, who have never or hardly ever played bingo to get interested in the game and get them to try it out themselves. At the same time, the company also aims to make an enticing and inspiring promotion so visitors will be motivated enough to explore the other products on the site.


The Bingo Ghost

The Bingo Ghost of Swisslos

The campaign was launched just for Halloween, so it has a ghost that steals a bingo ball and hides it within the whole site. The web visitor should find the ghost by going through the different pages of the Swisslos website. When the ghost is found and clicked, the visitor receives a small deposit to play Bingo a maximum of five times.

Hypothesis: The promotion will increase the bingo customer base. The hiding ghost should increase the interaction with the website, especially the bingo platform. This means more bingo players, more sales, higher click-through rates, and increased length of stay.

“With a 24% increase in sales, I’m grateful to work with Frosmo personalization professionals who understood the importance of customer experience in delivering the cross-selling targets in iGaming,” said Sophia Michaelis, Product Manager at Swisslos.

The results are significant. Before the promotion month in November 2020, the sales increased by 24%, and active players by 45% compared to the daily average in 2020. After the promotion, in the evaluation period of one month, the sales were still up by 17% and active players were up by 21%.

Swisslos increases sales by 30%

Ready to double the number of players on your iGaming site?


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

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

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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


For 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.


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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Rivalo drives business impact with personalization

Rivalo drives business impact with personalization

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Sports and casino operator Rivalo wanted to bring agility to their business so they can serve their customers better and drive stronger business impact to their products, sports, and casino.

They needed a data-driven approach that will make the best use of their pages and boost engagement with an easy-to-discover and personalized content based on different player profiles. With a good track record of helping successful iGaming operators, the Frosmo personalization software was up for the challenge.

The most important business KPIs for Rivalo were set for personalization: increase cross-selling from the sports menu to the casino, and good numbers that indicate better customer engagement with the casino content.

Frosmo also aims to increase both speed and flexibility for the marketing team to operate and make changes to the website content.

The business impact of personalization

The great thing about personalization is that you can see the impact immediately. Rivalo has been impressed with the significant results that were quickly generated.

“We’re very happy with increased CTR and sales in our casino products delivered by product cross-sell recommendations. We also feel great to be able to cater to the needs of our customers better with a more data-driven approach and personalized content.”

Stefan Kaindlestorfer, Managing Director, Rivalo

Based on Google Analytics data, the transition from sports lobby to the casino is over 27% higher among visitors who are impacted with the Frosmo recommendation content in the sports lobby.

Moreover, visitors who see the recommended content play 28% more casino games than visitors who see the original content.

Product cross-sell

The first priority was to establish a natural connection between the sports menu and casino to increase cross-sell and to drive engagement in the casino games.

Different platforms for casinos and sports bring challenges to iGaming operators as they typically don’t share customer data and insights. With Frosmo personalization, the behavioral data can be easily shared between the two platforms in the front-end to show highly targeted content tailored to players’ preferences. The process creates opportunities to cross-sell between the platforms, like displaying casino games and content that the player is most likely interested in, and in the most relevant areas when the visitor is most likely to engage.

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

On Rivalo’s website, casino game recommendations were placed in various places in the sports menus and targeted certain segments of the players. Recommendations game carousel was implemented showing collaboratively filtered content recommendations, such as relevant recommended games that are played most frequently by similar players.

Rivalo recommendations gaem carousel

Dynamic personalized promotional banners

With dynamic and personalized promotional banners in the casino lobby, the goal was to make banners more engaging and relevant for the target segments to increase customer click-through rates (CTR) to promotions. 

Rivalo’s marketing team was able to use Frosmo’s templates for deploying the banners which meant increased control and agility to do the changes quickly and efficiently.

One of the goals was to make personalization as easy to use as possible. Frosmo’s easy-to-use personalization templates gave the marketing team content control, speed, and agility to meet the changing needs of our customers in a smart way,“ says Bárbara Piedra, Marketing at Rivalo.

dynamic and personalized promotional banners in the casino lobby

Casino game recommendations

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 or game 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.

The key goal of creating personalized game recommendations is to increase the number of games opened and played, which ultimately drives deposits.  

Collaboratively filtered content recommendations were used to the game listing with machine learning to understand what the player would like to play next based on similar customer profiles.

Collaboratively filtered content recommendations

For the iGaming business to thrive, the customer experience needs to be personalized. Ultimately, it’s about understanding your players’ needs and personalizing the customer experience while reminding them of the thrill of finding new games to play. The aim of personalization is 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.



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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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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Benefits of website personalization

Benefits of website personalization

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Personalization is a 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

For decades, stores have pretty much dictated people what they should be and what they should wear, dressing up mannequins in clothes and accessories they wanted the customers to like and buy.

But now, the tables have been turned upside down. We’re now at a turning point when technology has evolved to let brands listen to the likes and dislikes of their customers and serve them accordingly. Customers finally have the power in their hands to let brands know what they truly want. 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 on a more personal level.


Website personalization

So, what is website personalization?

Personalization is creating a custom-tailored and seamless customer experience based on what you know about a person’s needs, wants, and preferences. In short, it’s the delivery of the right content for the right person at the right time.

Through website personalization, businesses are able 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. When customers have a seamless experience that responds to their specific needs, they feel valued and come back for repeat purchases.

Watch the short video to learn more about personalization and why it’s critical for any online business.

Introduction to personalization

Personalization as a customer service

Businesses need to humanize the digital experience by moving from marketing communications to digital conversations. – Accenture

The attention span of an average consumer is getting shorter and shorter. In desktop but even more critically in the mobile, the “real estate” of providing the relevant content to your web visitors is really small. The first message needs to be personalized to get the attention of the web visitors and present to them the next clear steps to follow.

Think of personalization as a very good customer service.  All website visitors have unique circumstances and therefore, they are in different stages in their buying journeys i.e. one is visiting the website for the first time, one is visiting the website through Google ads campaign, and one has abandoned the shopping cart twice already. So, it really makes business sense to provide dynamic content to meet the needs of different people in these distinctive stages of their customer journeys.


The benefits of website personalization

Personalization influences customer behavior by effectively targeting customers based on their needs, preferences, and intent. It helps the brand deliver more emotionally relevant content throughout the customer journey by segmenting the customer base into meaningful groups, or even at the individual level. When customer needs can be anticipated, it’s easier to enhance customer satisfaction and drive impact to the bottom line.  Website personalization establishes the foundation for the ultimate omnichannel experience, paving the way to enhanced customer experience across all channels and devices.

Accenture believes that the ultimate goal of website personalization is to use data to make it easier for customers to find and consume what they want, how and when they want it, based not only on past purchases or browsing but by understanding the reasons behind their preferences.

83% of consumers are willing to share their data to enable a personalized experience. – Accenture

Benefits of website personalization to consumers: 

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

Benefits of website personalization to online businesses:

  • Brand credibility and enhanced authenticity
  • Improved customer insights and data
  • Better customer experience 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

The key business objectives and use cases for personalization are different for different types of businesses. In media, the key measure of success may be the engagement of visitors and the number of visited pages. In retail, the average order value is the key measure. In travel, profitability comes from maximizing the sales of ancillary services. Gambling typically focuses on the number of games played per session, deposits, and loyalty.

Irrespective of the industry, companies have a focus on personalization in their digital service to:

  • Improve the usability of the service
  • Make it faster and easier to discover the products and services
  • Create a dynamic ability to drive targeted promotions and campaigns
  • Invite the visitor to interact with the site more, and purchase additional or higher-value products
  • Experiment with alternative approaches to find the most impactful experience improvements in these areas impact the basic key performance indicators (KPIs):
  • Customer loyalty
  • Improved conversion rates and online revenue
  • Reduced bounce rate
  • Increased number of items bought (or interacted with)
  • The higher average value of items bought (or interacted with)


Getting the best out of website 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 website personalization strategies remain largely untapped. The reason is that for every success story, there are dozens of weak efforts or failed attempts.

Successful personalization will only be seen by businesses that start two-way conversations.- Accenture


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.


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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The era of personalization begins now

The majority of companies implement personalization from a business perspective as campaigns or stand-alone features. From a technology point of view, personalization is often implemented as a separate stand-alone application. 

Winning companies, however, understand and enforce personalization as an integral part of their business. For them, personalization is a seamless part of the company’s technology architecture. The best companies adopting the digital-first approach like Airbnb, Uber, and Netflix, consider personalization as a vital part of the overall customer experience. They firmly believe that the ability of their company to successfully perform this transformation will define their success or failure in the future.

For years, there has been a steady influx of content, tips, and applications about advertising and website personalization. Yet from the consumer’s perspective, the experience is surprisingly seldom personalized nor positive enough. But when it is, it truly stands out. Companies like Uber, Netflix, and Airbnb are the best examples. 

At Frosmo, we’ve witnessed the same pattern while talking to companies and partners. Few companies have been able to implement a personalization strategy that stands out.

Let’s begin with the current situation in the market. When it comes to the maturity of personalization and how it has been adopted, we believe that the market can be split into three groups of companies. 

The first group is a significant majority of companies that have just managed to get started with personalization. These are the companies that are still trying to cope with the digitalization of their businesses. For them, personalization is still about testing with campaigns and simple separate one-to-few feature applications. It’s all about implementing something fast at a low cost. 

Unfortunately, with this approach, because personalization is mainly about tactical conversion optimization, it can be quite challenging to stand out in the market, and it’s nearly impossible to create a positive effect on the customers.

The third group is the digital-first companies, mainly platform companies like Uber, Netflix, Airbnb, and Amazon. For these companies, personalization is an integral part of their technology stack – it’s not a separate one-to-few feature application. Personalization is natural to all of their touchpoints with customers. Only a handful of companies in the world are at this level. They employ people who think and breathe digital business and those technically-skilled enough who can develop personalization directly in their platforms. 

Between the first and third groups is the second group, which are companies that have realized that personalization is the key to success in digital business. There are not too many companies in this group – or at least not yet. These are mainly more prominent companies that have started to realize the need to serve customers so well that they don’t even consider switching to other providers. 

At its best, personalization is not about freaking the customer out, but to help make everything easier and the customer journey smoother. Alex Gash from Gartner explains the logic behind this in his post about the parallels and critical differences between B2B and B2C personalization.

The shift of the first group to the second group is why we believe that the era of personalization is just about to begin. In the second group, companies start to plan personalization so that it becomes a part of the business processes. They also realize that personalization technology must be included in their technology stack. 

The graph below aims to visualize the maturity of personalization in the market. The horizontal line is about the business processes: is personalization seen as a one-off campaign or a continuous part of all of the touchpoints? The vertical line is about the technology maturity – is personalization a stand-alone application or is it an integral part of the technology stack?

Personalization maturity

Now, what can companies do to ensure a smooth and good transition from the first group to the second?

Three business process requirements for the next level personalization:

  1. A company must be able to define what personalization means and integrate it as part of their brand, value proposition, and customer experience. 

    As it is getting more and more difficult to create a competitive advantage in the modern world, customer experience in digital channels is the solution. Personalization is a crucial part of the customer experience. Thus a company must learn, understand, and define its approach to personalization at every level of the organization. 

  2. A company must be able to create and plan comprehensive, personalized customer journeys in every vital touchpoint and for the critical customer segments. 

    As companies define what kind of key customer segments are most important for their businesses, they must be able to define how their personalized customer journeys should look like. There should be a practical and easy-to-grasp guide that allows implementing personalization quickly to different customer touchpoints. This guide should also draw which systems are responsible for what, and who is responsible for which process, ensuring an efficient and effective process with minimal confusion. 

  3. A company must be able to continuously develop, analyze, improve, and automate these personalized customer journeys with a data-driven approach. 

    Once the personalized journeys for key customer segments have been created, they also have to be implemented. This is why the technology has a significant role not just for implementation, but also for continuous iteration. The nature of personalization and perfecting it is iterative and based on data.Personalization requires lots of trial and error, hence automation is critical. Machine learning algorithms and AI models can help, but at the same time, it’s also important to ensure that there are standardized, easy-to-use, and fast-testing environments, and a centralized data collection for analysis.


Three technology requirements for the next level personalization:

  1. Personalization technology must be part of the company’s user interface technology. 

    A modern user interface or the front end is typically built with a JavaScript library like React. These modern open-source Javascript frameworks allow developing a scalable, fast-loading user interface that works for any screens. Implementing a separate stand-alone application with a simple Javascript tag to this kind of front end compromises the performance, creates instability, and risks the further development of the user interface as developers are clueless of what’s interfering with the front end. Instead of installing a JavaScript tag-based personalization technology, personalization should be implemented to the front end as part of the technology stack. In this way, the developers who are responsible for the front end can control how the personalization works. At Frosmo, we’ve built an elegant approach to this, where we have framework-specific easy-to-install connectors. This video of AmazeRealise explains how this works and how it is implemented. Frosmo’s documentation explains how the connector works and its implementation. 

  2. Personalization technology must fetch content from the company’s centralized CMS or ecommerce platform. 

    If personalization technology is implemented as a stand-alone application, marketing typically begins to use this application and unintentionally duplicate content. This means that the company starts to have two places for content in the company technology stack. In the personalization application, you have separate images for the products or different text for offers or A/B tests. This creates confusion and leads to inefficiency. For example, the people who are responsible for content don’t understand why there’s a visible banner in the user interface that shouldn’t exist at all. It also compromises the further development of the stack. When properly done, personalization technology is connected to the Content Management System and/or ecommerce platform. The content becomes available in the personalization system. The content still remains in the correct place and the personalization system tells the user interface which content to fetch and to which customer to deliver. This doesn’t concern the content that’s only in the user interfaces, but also all channels for marketing. For this reason, Frosmo has developed an easy-to-implement connector. You can take a look at this example with Contentful.

  3. Personalization technology must be integrated with the company’s technology architecture over APIs. 

    As companies add new channels and there are more and more data about the customers in different systems (or in Customer Data Platform), the development of the company technology stack must be flexible, transparent, and easy to connect with different systems.

What the future holds for personalization

A significant majority of companies are at group one, where personalization is done with single-feature applications performing basic conversion optimization. The third most advanced group consists of the digital-first platform companies that have implemented personalization into all of their business processes and technology stack. 

Now the biggest opportunity for both the companies and their customers lies in group two: a delightful customer experience based on personalization and part of every touchpoint. 

To shift from group one to group two, companies need to be able to define how personalization creates a competitive advantage for them, and how it can be implemented on all of their business processes. They also need to be able to implement personalization as a seamless part of their technology stack connected to their user interface technologies, content management system, ecommerce platform, customer data platform, and marketing technologies – all this over APIs that they can build upon. 

And this will be the future of personalization – finally a promise of the best possible customer experience to all of us in every touchpoint with our favorite brands and companies.

Start by assessing where you are in personalization with the Personalization Maturity Assessment Tool – and find out how you stack up against the industry benchmark. This is a specially-designed tool carefully put together from more than a decade of knowledge and experience with implementing personalization for businesses.


About the writer:

Mikael Gummerus

Mikael 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.

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A-lehdet serves superior customer experiences for five communities with one tech stack

A-lehdet serves superior customer experiences for five communities with one tech stack

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Frosmo contributes to A-lehdet's growth

A-lehdet shows media companies the way to customers’ hearts with a technical solution flexible enough to meet the ever-changing demands and desires of its audience. Together with Frosmo, A-lehdet will seek to meet customers’ evolving expectations of how websites behave, how they interact with them, and how websites should serve their needs. To complement a modern stack that includes content infrastructure from Contentful, Frosmo provides A-lehdet with personalization capabilities to match and delight its diverse audiences.


Modernizing the content infrastructure

Most of the websites A-lehdet has are based around communities of interest, interior, travel, health, etc. These kinds of sites do not have the luxury to post daily hot news to attract people which makes attracting a fanbase much more challenging.

The diverse customer base comes with its own challenge: How do you serve content to different kinds of customers in the best possible way? The ones that want to belong to the community and are the fans ie. design and interior web sites and those that just try to find quick information, i.e. how to provide help to cure flu.

A-lehdet had more than a dozen websites with various technical solutions, which were turned into five need-based communities. The goal was set, make less but more powerful products with one unified tech solution – which was the main business reason why A-lehdet ended up having Contentful.

The first priority was to modernize the content infrastructure and Contentful was chosen to manage and store content in one hub. They wanted Contentful as a leading content infrastructure solution for seamless digital experiences as customers expect a consistent experience and high-quality content across all digital channels. Another goal was to separate the content to give freedom to change anything else around the content.


Working with Frosmo, Contentful, and React

The ambition for A-lehdet is to provide delightful personalized customer journeys to all website visitors and that is how Frosmo came into the picture during spring 2019. They were enthusiastic about Frosmo’s versatility to provide personalization, A/B testing, and recommendations in a single platform.

A-lehdet’s previous solution was considered to be black box where the rules were not controllable and the path towards the outcomes unclear. While solutions like this may provide great business outcomes, they don’t provide marketers with the opportunity to gather data and insights into why audiences convert better when offered certain recommendations.

With Frosmo, it’s possible to change and experiment with different kinds of variations. A-lehdet wants to control their websites through the Frosmo Control Panel and it is much better than controlling the front-end with the code or in Contentful. 

Frosmo complements the Contentful and React setup with smooth personalization, segmentation, and experimentation, as well as recommendation capabilities. One of the advantages of Frosmo is that you do not necessarily need a developer to make changes to a website. Product owners, journalists, and marketers can easily set the rules for personalization in the Frosmo Control Panel and bring the desired content from Contentful to the website. 

Read more about how Frosmo contributes to A-lehdet’s growth as a company.


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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