As a marketer in the media, publishing or entertainment industry, you know how important your website is for your business. You likely have a sizable budget to drive traffic to your website in the hopes that you can either gain page views to earn ad revenue, or convert visitors into paying customers, or both. Many of your marketing tactics are focused on driving those page views and conversions.
Personalization allows you to transform a one-size-fits-all content site into a responsive digital property that caters to each and every individual based on his or her behavior, attributes, interests and preferences. It helps you to capture attention in a cluttered media environment and develop stronger relationships with your visitors. Here are some ideas for using personalization to advance some of your major goals on your site.
Provide Easy Access to Relevant Content and Categories
There are so many distractions across the internet, and they are all competing for the attention of your visitors. You need to ensure that once you get a person to your site, you catch his attention immediately with something relevant to encourage him to stay.
This can take many different forms, depending on the content and the type of site. For example, if a visitor to a gaming site typically engages with a particular game category, the site could feature that category prominently on the homepage, and even prioritize it in the site’s navigation to make it easy for that visitor to return to that type of game. Or, if a visitor to a sports site has an affinity for Boston sports, the site could prioritize Boston content and promotions for that visitor across the site.
Essentially, the site should provide easy access to the content most likely to interest each visitor immediately. The more clicks it takes to find something relevant, the more likely the visitor is to leave before engaging with any content.
Drive Deeper Engagement
Once you’ve hooked a visitor and enticed him to engage with one piece of content (such as a game, article, video, etc.), you can use personalization to drive him deeper into the site. Leveraging deep behavioral tracking to uncover each visitor’s preferences, affinities, and in-the-moment intent, you can apply machine-learning algorithms to pick the most relevant pieces of content to recommend to him. Rather than just display content that is trending or most recent, you can display the content that is most likely to engage each particular visitor.
For example, a sports site can recommend articles and videos for a visitor’s favorite sport or team. An entertainment news site can recommend content around a visitor’s favorite celebrities. It’s very important that these recommendations have the highest likelihood to capture each visitor’s attention, so you don’t lose them after the first article.
Many media and entertainment sites have paid subscriptions or plans that they want to encourage visitors to purchase. You can use the same behavioral insights and understanding of in-the-moment intent to present appropriately timed messages and offers across your site to encourage visitors to register for a promotion, download content, sign up for a newsletter, or become a customer. These offers can be subtly placed across your site in the form of inline messages, or they can be more overt in pop-up, infobar or callout messages.
When calls-to-action are integrated into the site, personalized to the individual, and timed to display only at the opportune moment, you’ll maximize the opportunity to catch visitors while they’re interested and get them to convert.
Promote Adoption and Retention
Once a visitor becomes a paying customer, you want to make sure he continues to find value in your service so that he remains a customer. In this instance, you can leverage deep behavioral tracking to monitor the actions your customers take and encourage them to progress to other steps that will provide them with the most value.
For example, if you have a section of your site that asks customers for content or gaming preferences but a person hasn’t filled them out, you can subtly encourage him to complete his profile in key areas across your site. If a person has signed up for a premium subscription of your service but hasn’t yet read an article, downloaded a report, watched a video, etc., you can promote those actions as well. This way, you can continue to encourage customers to engage with your site so that they continue to find value in your service.
Real-time personalization allows you to show everyone on your site that you understand them – at the individual level – and provide them with something relevant to catch their attention quickly. In a world with so many distractions and endless competition for consumer attention, being immediately relevant to each visitor on your site is critical.
But it’s not just about your site; all these tactics I’ve described can and should be scaled to mobile devices as well. And all that data that you’re collecting across your site for each individual should be collected on all other devices and combined to create one single user profile. That single profile can be used to provide more tailored experiences across channels.
To learn more about how Evergage can help you personalize your media or entertainment experience to grow engagement and increase conversions, request a demo today. Not sure if personalization is worth it for your company? Learn how to calculate the ROI of your personalization efforts with this blog post.