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Why Web Personalization Is No Longer a Marketing Luxury

Providing a truly impactful customer experience should be top of mind for all marketers. A Digital Experience Platform gives brands the power to deliver personalized experiences that drive engagement and customer loyalty forever. That’s what web personalization is all about. Hold tight, we’ll uncover it all here

As always, we say it loud and clear – brands that put their customers first gain lifelong loyalty.  

One of the most effective ways to gain customer loyalty is through Customer-Led Marketing and (of course) a Digital Experience Platform.  

And following the acquisition of Graphyte in 2022, Optimove now offers a fully combined solution of the two. Now Known as Opti-X, its capabilities are fully integrated into the Optimove Platform.  

The Emergence of Digital Experience Platforms 

Consumer attention spans keep getting shorter and shorter thanks to the widespread popularity and usage of leading consumer tech giants like Netflix and Amazon. They now expect a top-notch user experience from their favorite brands. 

A recent Microsoft study showed that the average attention span in 2022 was just 8 seconds – so brands today must be fast. That’s why it’s more important than ever before to make your website and app concise and engaging – right off the bat. 

However, this is a tricky situation for brands as most spend a lot of time and money on acquiring new customers who tend to churn quickly. A scenario similar to the leaky bucket theory, where the focus should be on retaining existing customers and repairing the leaks rather than constantly adding new ones to the bucket who tend to churn (leak) quickly. 

On top of that, acquiring new customers is complex and increasingly more expensive as the cost of acquiring a single client can be five times higher than retaining an existing one.  

In commoditized markets, companies struggle even more to differentiate themselves and retain customers. That’s why it’s essential for retailers who sell the same products at similar prices to leverage web personalization and differentiate their offerings.  

Therefore, personalizing content and highlighting relevant products to each customer is a must to increase engagement and loyalty and create a seamless customer experience. 

The Advancements in Machine Learning and Technology 

In the past, content management systems were rigid and constrained, making it difficult for brands to deliver personalized experiences that drive engagement and customer loyalty. 

Thanks to technological advancements, Machine Learning, and data availability – implementing personalization with digital platforms has become easier than ever. 

With Digital Experience Platforms, brands now have the tools to deliver truly personalized customer interactions.  

For example, e-commerce sites can use Digital Experience Platforms to show the right content to the right customer by delivering dynamic product recommendations. So, when shopping, for instance, a young mom can be presented with items for her baby, while a single woman can be shown products for her use. 

Bringing End-To-End Personalization to Web and App  

Delivering holistic customer experiences and symmetric multichannel journeys provides customers with a frictionless user experience. It also allows for consistent messaging across all marketing channels and platforms.   

Personalizing website content and incorporating personalized recommendations on other marketing channels gives brands a competitive advantage. Furthermore, personalized emails can increase site visits by 300% compared to static emails. 

And this is where Opti-X comes into play. 

Opti-X, Optimove’s Personalization Solution 

Opti-X is a native tool within the Optimove platform that manages digital experience across a broad range of digital touchpoints, providing better customer satisfaction. 

With Opti-X, brands can now deliver a symmetric, end-to-end customer experience with higher conversion rates and lifetime value.  

For example, embedding Opti-X’s dynamic recommendations into emails delivers a frictionless experience and increases key business metrics, including CTR, conversion rates, and average transaction values.  

How does it work, you ask? Opti-X’s recommendation engine learns your customers’ intent from their first interaction. It uses signals like previous interactions (think first purchase amounts) and the traffic source to the website or app (think search terms, social networks, etc.)   

This kind of data can then be integrated as an additional data source, enhancing your segments and bringing personalization to the next level.  

Tying It All Together – The Importance of Web Personalization, a Necessity for Marketing Success  

Opti-X has been created to give brands what they want and need to deliver a seamless customer experience. By serving personalized content across all channels and platforms, Opti-X ensures that every customer interaction is tailored to their needs and preferences.  

Additionally, by enriching customer profiles and creating powerful micro-segments, Opti-X empowers businesses to maximize personalization and deliver truly impactful customer experiences. 

You, too, can leverage Opti-X’s personalization engine on your website, mobile app, and marketing channels. To learn more, request a demo

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Dafna Sheinberg

Dafna is a creative marketing content writer and editor who produces strategic content for various online industries. With over ten years of professional writing experience, she helps brands grow and increase profitability, efficiency, and online presence. Dafna holds a B.A. in Persuasive Communications from Reichman University (IDC Herzliya).