With the ever-increasing competition and evolving digital marketing strategies, businesses must do more than ever before to attract and retain customers. One way to achieve this is through personalized customer experiences tailored to make them feel seen and heard at every touch point.

With 92% of B2B buyers expecting a B2C experience when making a business purchase online, personalization is no longer just a nice-to-have perk, it has become a critical component of high ROI marketing strategies. In fact, research has shown that personalization can provide a return on investment (ROI) of $20 for every dollar spent.

With such impressive returns, it's clear that businesses cannot afford to ignore the importance of personalization. One tool that businesses can use to achieve effective personalization is Optimizely. Before we explore what Optimizely exactly is and how it can help your business to succeed, let's understand what personalization is.

What is personalization?

Have you ever visited a website and felt like it was tailor-made just for you? Maybe it recommended products or services that you were actually interested in, or displayed content that was relevant to your needs and preferences. That's because the website was offering a 1:1 tailored experience using personalization, a technique that businesses use to tailor their content, features, and design to create unique experiences for each visitor, rather than using a generic one-size-fits-all approach commonly seen in businesses.

Personalization is a powerful tool that allows B2B businesses to differentiate themselves from their competitors, create a single view build stronger relationships with their customers, and ultimately drive more revenue. The process of personalization is built on four pillars- user segmentation, lifecycle mapping, workflow building, and dynamic content.

By working in sequence and building on each other, these pillars enable scalable and dynamic frameworks for experimentation and personalization. But, with the increasing amount of customer data available, it can be overwhelming for businesses to know where to start. Fortunately, Optimizely can help streamline and simplify this web personalization process.

Introduction to Optimizely

Optimizely is a leading digital experience platform (DXP) recognized by the 2023 Gartner Magic Quadrant for the 4th year in a row, thanks to their ability to execute and completeness of vision.

Their mission is to help people unlock their digital potential, and they do this by offering a fully composable DXP that enables businesses to create content that wows, run experiments at scale, or power their commerce business. Their platform offers the following features that provide personalized experiences for every consumer touchpoint, customized to meet individual needs and behaviors:

• Audience segmentation: Divides website visitors into different groups based on characteristics to create personalized experiences.
• Personalized recommendations: Recommends products, services, or content based on previous behavior to increase engagement and conversions.
• Dynamic content: Displays different content to visitors based on behavior, location, or other attributes to deliver personalized experiences.
• A/B and multivariate testing: Allows testing of 2 or more versions of a web page or application to optimize conversions.
• Personalization campaigns: Enables creation and launch of personalized campaigns tailored to each segment of the audience.
• Real-time data: Allows monitoring of website or application performance in real-time to optimize for conversions and deliver personalized experiences.

So, what are the benefits of this advanced personalization features of Optimizely? Let's take a closer look:

Improved customer engagement

By using data and insights to tailor content for individual visitors, businesses can experiment to create a more compelling and relevant experience at every step of the customer journey. For example, a retail website can personalize its homepage to display products that are relevant to the customers based on their browsing and purchase history. This will push them to keep coming back for more, leading to increased click-through rates, add-to-carts and conversions of cross-sells and upsells.

Reduced bounce rate

When someone visits a website, they usually have a specific purpose in mind. If they don't find what they're looking for quickly, they might leave and look for it elsewhere. This is known as a bounce rate - the percentage of visitors who leave a website after viewing only one page.

To reduce the bounce rate, businesses can use website personalization tools of Optimizely to provide the right content to the right person at the right time. When visitors get hyper-relevant content, they are more likely to find what they need and stay on the site longer. This not only keeps them engaged but can also positively impact search engine rankings.

Learn more about how to optimize your site for better performance.

Higher conversion rates

Personalization leads to increased conversions because it allows you to speak directly to the needs and desires of each individual user, address their pain points and offer solutions. In fact, research has shown that personalization can increase conversion rates by up to 50%.

With Optimizely, marketers can continually test and optimize product recommendations, personalized content, website, and marketing campaigns. This can lead to higher revenue, more sales, and a better return on investment.

Improved customer loyalty

When users feel like a website is designed specifically for them, they are more likely to be satisfied with their experience. By providing a personalized experience with Optimizely, businesses can create happier customers who are more likely to recommend your business to others. This ensures increased customer satisfaction and loyalty, as customers feel that the business understands their needs and values them. In turn, leading to repeat business, positive word-of-mouth, and a stronger brand reputation.

Improved ROI

One of the key objectives of any successful business is to maximize its return on investment (ROI). Optimizely can help achieve this goal by helping businesses collect detailed data on each user, allowing them to analyze what works and what doesn't. This information can be used to optimize and enhance the website constantly, resulting in increased conversions and reduced customer acquisition costs.

Conclusion

Personalization is a game-changer when it comes to enhancing user experience and boosting conversions on your website. Optimizely is a leading platform that enables businesses to easily create and implement advanced personalization. With a wide range of features such as user segmentation, web experimentation, A/B testing, omnichannel personalization, dynamic content, and real-time analytics, it provides an all-in-one solution for businesses and content marketers who are looking to level up their personalization strategy.

If you want to learn more about how to use Optimizely for personalization, schedule a no-obligation 1:1 consultation with us. We would be happy to assist you and help you unlock the full potential of Optimizely for your website.