Hey, it's Csaba, and welcome back! In this lesson, we're going to talk about the website personalization process.
As you could see in the previous lessons, even the smallest online businesses have a large array of options for website personalization. It 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 just ignore website personalization in order to focus on further optimizing their ads and sending even more campaign emails to their customers. But there's only so much optimization potential in Facebook or Google ads.
On the other hand, the potential in website personalization is endless and can result in tremendous overall growth in your marketing results. And spending a couple of hours a month looking for new optimization opportunities and acting on them is the only cost. In fact, this could be the single most ROI-positive activity of an average online marketer.
The secret of successful website personalization is – just like with many other things – starting small.
Instead of trying to create hundreds of personalized messages for dozens of segments, just pick out your top three opportunities and create a handful of personalized messages for your most important segments. Then simply follow a disciplined optimization protocol, reflecting on and learning from your previous efforts on a monthly basis.
The process of website personalization can be summarized in 3 main steps:
The first is **Audience discovery**, which is about finding the right audiences to target with personalized messages.
The second main step is **Message creation**, where you create the right messages for these audiences.
And finally, the third main step is **Evaluation**, where you measure and analyze the results, and decide on the next steps.
As you can see, the three steps form a circle, which means that website personalization is an ongoing process. The best way to look at is like continuous experimentation. There's always room for improvement, and your patience and resources are the only barriers to experimentation.
So where should you start? How should you pick your first three personalized messages? In the next module, I'll dig deep into Audience discovery, and show you the most popular ways to gather insights about the potential glitches and opportunities in your website's user journey. See you there!
