1.4. The website personalization process

[Shakil1984]

Picking an overlay format for the most important message and serving the rest of your personalized messages as embedded content is usually the best combination.

Even the smallest online businesses have a daunting array of options for website personalization. This may explain why—despite all the proven benefits of personalization—many marketers lose interest when they realize what the personalization process actually entails.

They decide (consciously or unconsciously) to put website personalization on the back burner and focus on further optimizing ads or sending even more emails to their customers.

But there’s only so much optimization potential in a Facebook or Google ad.

On the other hand, the switzerland customer email list potential with website personalization is endless and can result in tremendous overall growth and improvement in your marketing results. And your only cost is the couple of hours you spend every month looking for new optimization opportunities and acting on them. In fact, this could be the single most ROI-positive activity for the average online marketer.

The process of website personalization can be summarized in 3 main steps:

Audience discovery: Finding the right audiences to target with personalized messages.
Message creation: Creating the right messages for these audiences.
Evaluation: Measuring and analyzing the results, and deciding on the next steps.
The website personalization process
As you can see in the illustration above, the three steps form a circle, which means that website personalization is an ongoing process that involves continuous experimentation. There’s always room for improvement, and your patience and resources are the only limitations.