Earlier this month, The Business Insider published a post titled: "How To Save Money On Search Advertising". A timely post given the new year and potentially, new budgets. There are many strategies that can be used to optimize search budgets, unfortunately, site side optimization tends to be one of the last strategies implemented and practiced on an ongoing basis. Furthermore, implementing automated optimization programs like product/content recommendations or behaviorally targeted promotions, automatically refine and improve conversion rates.
Segmentation (targeting specific messages to pre-defined segments) is a powerful, widely used personalization methodology. In fact, a recent Forrester report indicated that 95% of marketers surveyed either currently use or plan to use segmentation within the next twelve months to deliver targeted content to their customers.
"Personalization" is an oft-used term that generates plenty of buzz but leaves website owners struggling to succinctly define it. As a normal course of my day, I enjoy the opportunity to discuss these concepts with customers and listen to their responses, of which are varied and typically include 'Amazon-ish' or 'Netflix-ish' as a descriptor. Here at Amadesa, we provide a suite of personalization products and I would like to take a few minutes of your time to outline how we see the personalization landscape.
As I browse my favorite ecommerce websites both as a customer and as an optimization manager, I constantly find myself presented with the ubiquitous “rotating banner promotion area”. We have all seen these. Take a moment and browse through some of the top 500 Internet retailers, and you’ll know what I mean. Common design/functional elements include fade in/fade out transitions, pause buttons and quick navigation to the next offer.
You are successful. You have the software that enables you and your team. You have a “culture of optimization” that allows you to make calculated, strategic decisions about your website. You have the dedication and drive to succeed in testing, optimization and continual improvement.
