For those of you who haven’t tried Personyze web analytics, I want to explain three basic elements that are crucial for understanding how to personalize your website. Even though Personyze comes with a very useful dynamic overlay guide, I have found that it is very simple to start using it if you understand those three basic elements: Segments, Actions, Optimizer.
Creating a Segment
If you are familiar with Google Analytics, it will take you only a few minutes (even less) to get familiar with how to create segments in the “Profiler” section. Segments are the building blocks of every content personalization action that you define in Personyze. A segment defines the behavior and demographic characteristics of your online visitors. As an administrator, you have the option to build a segment using a large variety of metrics and assign a value to them. A segment must have at least one metric in it. For example, you can target a specific group of visitors who came from Country->United States or target visitors whom spent more than 3 minutes on a specific page; your “about page” for example.
Setup Actions
Actions are the main reason why you want to use Personyze and probably ditch your old-school web analytics software. An “Action” is actually a Javascript code that runs on the client browser. By using Javascript code, Personyze can engage visitors by running client side code that can display visual HTML elements to the visitor or run a specific Javascript code that can do many things. For example, you can show a popup action to the user, embed social bookmarking widgets in specific portions of the page, redirect the user to another page, change CSS properties, replace text, etc. All of those Actions are the content personalization tools which you use to dynamically serve different content for different group of visitors. Actions/Action Groups are directly connected to segments. That means that when you personalize your website, you can personalize it for specific group of visitors only. That means that you can show a specific banner ONLY for visitors who came from Italy and the other visitors won’t see it.
Actually, with Personyze implicit content personalization features, you can change every aspect of your website and even present a totally new design for specific segment of visitors. You can even use Personyze as an explicit content personalization tool. For example, you can decide to create an action that put an image on the page. When a visitor clicks the image, another action will take place. The flexibility of Personyze actually allows you to take full control over the content personalization administrative functionality.
Personyze company continues to add more actions, so can expect this feature to grow and offer more and more flexibility. It even support offline tracking by embedding unique customer identification number so you can cross reference online visitors and offline calls. This is a really top-notch feature!
Optimizer
The optimizer is probably the place that you will want to take a close look at. Personyze optimizer measures the effectiveness of specific actions, to accurately analyze actions and present you the most effective actions that leads to your desired goals. You can tell the Optimizer to automatically close actions that perform less than the others and even replace them with new actions instead. The main advantage about Personyze Optimizer, in my opinion, is that fact that you can test action only on a specific group of visitors. For example, let’s say that I wanted to test a banner on visitors who came from a Google Adwords campaign. Without perosnyze optimizer, I would have to make that test on ALL THE USERS on my website. As a website owner and marketer, I don’t want that my US visitors will even get the chance to take part of this test. With Personyze optimizer I can target my A/B and Multivariate test for a specific segment of visitors, and for them ONLY.
Summary
Segment, Action and Optimizer – those are the key and basic elements in Personyze personalization tool that can help you start using personyze in just a few minutes. Of course there are tons of options to play with, but for beginners, I recommend just try creating a segment and an action to get familiar with the system. Afterward, you can create an optimizer and start testing your actions to see which one performs best.
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