Personalization is not a quick fix

Personalization might be a quick win. With tools like Sitecore, setting up simple personalization rules can be done in minutes. But a quick win is not necessarily the same thing as a quick fix.

These days it seems everybody’s talking about Experience Marketing. And one of the main tools in the Customer Experience Managers utility belt is personalization. And not without reason. One case after the other is proving, that personalization works. It lifts conversion rates and impacts the users experience of relevancy.

Never the less it’s important to take steps towards an personalized website in the right order. Before we can utilize personalization we need to focus on having a solid foundation. But how do you know if you’re foundation is ok? Well, look at it this way: If you know what role your digital platform plays in your business strategy, and you know how to measure it’s success, then you’re on the right track. If you’re taking steps towards optimizing and testing your site, and you’re judging the results by looking at these measurements of success, it’s safe to assume that personalization is your next steps.

Because here’s the deal: If you’re websites already broken, if it does not provide the solution to the problem it’s there to solve personalization will not make a big difference. By working with personalization you can increase the relevancy of each users visit. Not change what you’re website does.

Whether or not you are using Sitecore, you can take a look at their maturity model to assess where you are, and whether you are ready to begin working with personalized content. Take the maturity test on Sitecores website, to assess yourself.

Personalization is not gaffers tape. It won’t hold something together that’s already apart. It’s lube. It makes the machine run more efficient by creating less friction.

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