In this article I want to further explain the advantage of Implicit Personalization tools that can help website owners to achieve their goals online. Every website owner has its goals, whether it is to drive more traffic for its website, increase sales, increase conversion rate and ROI and maybe makes some web design changes and their marketing effectiveness. It doesn’t matter what you need to do, what matters is how good and how fast you can achieve those targets. I am sure that if you get 100 years to bring a traffic of 100,000 daily visitors for your website, there is a good chance that you will succeed. But how you can do it in 1 year? – That’s the hardest question to answer, and I am not talking about the things that need to be done in practice.
My point is that you will need special marketing and analytics tools that will help you get the job done faster and do it effectively of course. Implicit Personalization is one of the most important segments in web analytics today and overall very important in UI design, website design, and eCommerce websites. There all idea is to fit every online visitor/customer with the right content, though personalizing it and giving him or her, a home feeling, a feel that the website was dedicated to their needs, and they will feel very comfortable in finding the right information without getting lost.
There are some huge portals and eCommerce websites out there, and visitors sometime get lost in all the marketing information that is presents to them online. Sometime it is a complete mass. eBay and Amazon for example, are eCommerce websites that has lots of information, so much that you can get lost very fast. the key for online success in those kind of websites is the ability to Implicitly and Explicitly (hybrid personalization), personalize the website content to fit the customers’ needs.
If you are a visitor who came from Google, searching for “Black basketball shoes, why you need to see all the girls t-shirts and makeup banners. It doesn’t reflect the target of the website for your segment, and its to sell you basketball shoes, preferably black shoes (if those one exists, and i am sure that they do). So this is just a very simple example of content personalization. It means serving different content automatically according to the visitor’s behavior online (Implicit Personalization).
Furthermore, eCommerce websites (online stores) like eBay and Amazon, has plenty of Explicit marketing & Personalization features, that help online registered customers, to arrange the UI/Dashboard according to their liking and personal preferences. so eBay and Amazon are utilizing both techniques (Explicit and Implicit personalization, also called Hybrid Personalization) to give the users what they want, I mean, Exactly what they want, so they can purchase products without any interference.
Getting the right online marketing tools to do that is also very important. Some very successful websites has implemented their own personalization tools. Some large companies has invested a lot of money to implement high-end web analytics products with behavioral targeting tools like WebTrends. Coremetrics and Omniture, so those companies can make it possible to deliver dynamic content for their website visitors.
Implicit personalization is easier to implement, because you can use 3rd part tools that are Javascript based, in order to serve dynamic content to your visitors, based on segmentation and actions. It is all done via SaaS Web Analytics solutions, and even the alternative media (pictures, videos, etc) are uploaded to IDN (International Distribution Network) and served to the visitors within the application Cloud IDN solution implementation.
Explicit personalization needs most of the time, to be done via specific software. Take iGoogle for example. iGoogle enables google clients to customize their Google page. so you can rearrange the user interface, add gadgets, put your favorite wallpaper and really make your search engine more personal. But you will need to implement specific coding and make it fits the needs of your website. I think that there is a possibility to do that with current Personalization tools like PERSONYZE for example (I will tell you about the product in a second).
In ASP.NET for example, programmers can take advantage of web-parts and create an explicit personalization engine that will allow visitors to drag and drop and customize the appearance of each web part section. It is very easy to implement it using ASP.NET and C# programming language, but if you are not a programmer, for get about it (unless you want to start learning how to program and create everything yourself, nnnnahh, I don’t think you want to do that).
Personyze is a brand new web analytics in real-time. Its main strength is the ability to really personalize visitor’s website experience, by providing them dynamic personalized content according to their behavior on the website. It utilizes segmentation and actions, to really give a large boost to every website that needs to track, analyze, test and optimize website content regarding specific visitor’s segments. So where I am going to with this. Personyze has some very cool tools. One of them (“Profiler”) lets you create actions and listen to visitors behavior events.
So if for example you have created a button that say “put Image B instead of Image A”. You can track mouse events with that button, and when the visitor clicks that button (everything is a SaaS based solution), an action will take place, that was previously created to do the following: “Replace Image A with Image B”. This action can easily be done with Personyze web analytics. So as far as I know, you can easily create explicit personalization with Personyze. So yes, Personyze is Hybrid Personalization web analytics solution, no doubt about it.
But again, in order to take advantage of those Explicit personalization functionality and give it to your websites visitors, you will need to built the segmentation and actions yourself. But it is far easier than programing it from scratch. That’s exactly the main advantage of Personyze for webmasters who are not really familiar with coding. I think that you can check out Personyze web analytics yourself and come to a conclusion that we are talking about a really interesting product here.
Also should be notes that personalization does end at personalizing web pages on the Internet, but personalization can also take place on the server side, means that you can also create a personalized email that is perfectly customized and personalized for a specific customer.
Where Do We Go From Here?
Whether it is personalized watches, clothes, Internet web pages or ASP.NET web parts personalization components, you need to understand the effectiveness that personalization has over your customers. Online, personalization is easy to apply using behavioral targeting web analytics tools, that need to be fast, accurate and give the maximum flexibility for website owners to engage their visitors. Online is different then in face-to-face customer engagement. If you make a mistake online, the customer will just leave, you won’t know who he was and how to get back to him. Real-time web analytics solutions give the website owner, online marketer or web analytics guru, all the right tools that he needs to achieve its goals online, make better marketing decisions based on facts and give the website an online boost in terms of any targets that the website owner want to achieve. The next time you search for a personalization tool or online personalization web analytics, check out Personyze and other great behavioral targeting tools, that will really help you get things done correctly and fast.
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