Personalization is the holy grail for retail marketers right now.
They continue to play catch up with Amazon—and not even just as their biggest competitor. Even moreso from the standpoint of the expectation Amazon sets with customers.
Amazon is lights-out when it comes to hyper-personalized recommendations post-sale. And hyper-specific products for add-on sales. And personalized communications. It’s clear the digital shopping experience is all about personalization to Amazon.
Is personalization important to other retailers? Hard to say. Some are trying. Some are reeling.
The wave of personalization is what’s next for everyone
It’s clear to me that one challenge the enterprise retailers have is putting all the pieces together so they have one view of who their customers even are. Amazon has no legacy systems. They started online so it’s woven into their business and their operating mindset.
Most retailers are playing catchup and outsource their technology. This is fine because there are best-in-class solutions to do this. But the technology has to ‘talk’ to each other, too, and retailers aren’t good at strategies for staying on top of or leveraging that.
The in-depth details on all that are a conversation for another day.
But the refreshing thing about running a small business today—even a solopreneurship—is that you can not only be more nimble than any huge competitor, but you can more quickly put the technology pieces together for personalization.
And it’s all about to get really amazing really soon for us as marketers.
You’re going to love experiencing and doing this kind of hyper-personalized marketing
You’ll visit a site you’ve seen before and it will greet you by name in the headline. Not just via some sidebar widget to login to your account.
It will feature content based on what you’ve read or shown an interest in before. Maybe you’ll have your own personal lockbox or ‘deals’ section a la Amazon.
Websites built by savvy personal marketers will make only relevant personalized offers to you. And the email follow-ups you’ll receive will feel like the marketing team was reading your mind.
You’ll feel like that site’s marketers know you, that they understand you, and that they are truly interested in helping you solve today’s problems or fulfill today’s urges.
I’m about to test this out right here at Side Project Plan with Logic Hop
I’ll just tell you up front that I’m a few days away from testing this very thing out right here on my site.
Here’s the promise of Logic Hop.
Logic Hop makes this possible, at a minimum:
- Greet visitors with a personalized, page-by-page experience
- Display unique content based on their location, the date or time, their status as a customer vs. a first-time visitor, even based on readers’ status with your email list
- Show messages or hyper-specific content to visitors only as they take the next step in your sales funnel
- Gamify (ugh, I actually hate that word, but it applies here so I’m running with it) your site visitors’ experience by unlocking content as they engage with you
There are a multitude of other things you can do here.
And this isn’t about just letting people login to your site then showing them member content vs. non-member content. It’s about changing how you speak to them at your site whether or not they’re logged-in, based on other parameters.
This is where things are going for even modestly-sized websites, especially because it’s going to become more and more affordable.
Logic Hop offers their base WordPress plugin for free for now. But at some point you’ll have to upgrade to one of their Data Plans starting at $19/month. The $49/month plan integrates with WooCommerce and ConvertKit’s email service. The $99/month plan integrates with ActiveCampaign’s email service.
I’m also slated for a demo of Brennan Dunn’s RightMessage
This looks extremely slick. I can’t wait for that demo.
Brennan’s new service reminds me of how Optimizely works. I would use that service to A/B test the heck out of headlines and hero images on that home page.
With regard to RightMessage vs. Logic Hop, and maybe I’m getting ahead of things here a bit, there won’t be a need to input WordPress ‘shortcodes’ to conditionally display content. You’ll make selections via an interface that’s part of RightMessage.
I don’t just like this. I love it. And I think it’s where smart marketers will go next.
One of many reasons I love ConvertKit…
…is how easy it is to make my email marketing messages more personalized.
I can create easy rules for how I interact with subscribers. I can ‘tag’ my subscribers so my communications can be relevant. I can create automations to provide content when those rules apply. Then, admittedly as with many email service providers, I can drop in that personalized content to further make my messages relevant.
(Side note: ConvertKit‘s about to get even more powerful with these automation features. Check out the video below)
Yes, I’m blatantly promoting their service, without any shame. It rocks.
My point here, though, is that their level of easy hyper-personalization and relevance is coming to our experience on websites too.
Sooner rather than later.
Like, now, if people want to take advantage of it.
Personalizing your website is the next thing you’re going to want to do
You’ll still want to produce valuable content to lure in customers. You’ll still want to improve your products and services to keep customers loyal.
But you will want to do this. You will want to personalize your website visitors’ experience. You You won’t feel a compelling urge to do it because a competitor is doing it.
You’ll want to do it because it’ll reflect how you feel about your customers—you’ve got a personal relationship with them as students, coaching clients, as readers, as listeners.
We’ll start to see this on some sites without a big announcement like I just made about testing it out here. You’ll just notice the next time that you visit that, ‘Hey, they know me. Cool.’
And we’ll all be friends.