Is personalization just another buzzword?

[suchona.kani.z]

According to the research, emails are most often personalized (65%), website homepages and recommendations (both 58%), and in half of the cases, internal pages are also optimized.

What content is most often personalized?

How does personalization work?
Technically, personalization works based on cookies . Cookies remember what interests you on the website and then display it to you in priority. The use is obvious - personalization is interesting for e-shops and generally services that can be purchased online frequently - from online television, various discount portals to betting sites, where you will see odds primarily on your favorite sports. However, if the user disables cookies, personalization will not work for him.

Research from late last year shows that personalization works. It has brought significant improvements in conversions in SEO , emails, and social networks. Compared to 2014, there is a dramatic increase in conversions.

The Impact of Personalization in 2014 The Impact of Personalization in 2016

When does it make sense to personalize?
Within the e-shop, it makes sense to offer personalized upsell employment database and cross-sell offers , and on repeat visits, the user can be shown a product that interested them in the past. This works very well, for example, on rohlik.cz. When you finish shopping, the system will remind you what foods you bought and whether you forgot any. This is a very gentle way for the store to increase sales.

Personalizing the home page is especially important for more expensive products , as users think more about purchasing them. It is beneficial for an e-shop to display the products that the customer has viewed on their next visit, making the purchase easier. Personalization can also be used effectively when purchasing products that take a long time to choose (for example, a holiday).

You can try personalization when choosing a vacation on the CK Fischer website . Based on your selection, the website recommends a hotel with a certain number of stars and destination. We were looking for 3-star hotels in Greece - exactly those are what the website recommended to us just a few days after our visit.