Digital Transformation - Shaping Your Digital Future
We can help you on your journey to successFind out More
Save 50% on Annual
Membership in August
These website personalisation tools enable you to segment visitors and then deliver personalised messages within containers as with the classic Amazon personalized recommendations – read their published methodology from this fascinating whitepaper from back in 2003. I originally wrote this post in 2010 when there were fewer options. I have updated annually since with the help added by commenters - thanks! This is the latest 2016 update.
When web personalization service first appeared they were part of expensive analytics solutions only available to the largest businesses, but today there are many services suitable for small businesses. These are two of the original services which are available today in a new guise and then a completely 'new kid on the block'.
The second category we review here is specifically for E-Commerce merchandising giving automated product placements using aggregated behavioral data (those that viewed this, also viewed that) and personal recommendations (you previously bought this and might like that).
I’m indebted to an anonymous contributor who has originally reviewed and recommended these for the original article several years ago now - the updated list is below. He says: “The following offer enterprise level SaaS solutions to deliver increased sales and a better customer experience“.
The third category wasn’t mentioned in the original post since personalisation features were limited in CMS when the post was originally written in 2010, but I have updated in line with a suggestion in the comments.
According to the comment from Damien of Digicon, Episerver, Sitecore, Kentico and Adobe with Target have built in tools to personalise content based on various rules, such as geo-location, search terms, referrers, lead scores and also provide more advanced personalisation based on user behaviour and profiles.
Episerver have an interesting approach to personalisation which they describe as 'No-rules personalisation: more intelligence, less-work'. Rather than traditional rules-based personalisation used by many of the specialist services, this applies machine learning and statistical analysis to visitor behavioral data to tailor category and product pages without the need for rules configuration.
Evergage is recommended as a tool that fits best in this category that has a wide range of options for serving personalisation for content marketing in different placements on a site.
Of course, Recommendations aren’t limited to websites only, as you will know from Amazons’ newsletters. To learn more, I recommend this article explaining the inner workings of email marketing recommendation engines which reportedly boost click rates by 50-400%. It shows what to look for when finding the right tool to serve the recommendations inside your newsletter.
Thanks for all the comments sharing options in the post so far, please share others you recommend to build this list.
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
Start the discussion on our community and social networks
Recommended Blog Posts
Our recommended blogs that every retail and E-commerce professional should be following to use the latest innovations and grow their sales Considering the growth in importance of E-commerce, contributed to both by pureplay online-only businesses and multichannel retail businesses, it’s …..
How you can get more bang for your buck on Google shopping The truth is competing in Google Shopping is hard, but if you are a retailer it is fundamental to success online, considering that more advertising spend is now …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..