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What Is Zeta’s Approach to Website Personalization?

What is Zeta’s approach to website personalization, and how can it help marketers enhance engagement across the customer lifecycle?

Here’s something important to note: 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences. That’s why the implementation of any omnichannel marketing plan must place emphasis on website personalization. Doing so will maximize the impact of both your paid and owned media efforts. Translation? It will make it easier for you to turn website visitors into paying customers. So, how does Zeta’s approach to website personalization create the optimal customer experience? This blog will dive into our comprehensive data-backed suite of solutions that can help enhance engagement across the customer lifecycle.

A data-driven approach to website personalization

Everything we do at Zeta is backed by data (including our approach to website personalization). Leveraging our Data Cloud within the Zeta Marketing Platform, marketers are able to derive key insights (including website content consumption and behavioral signals) from over 200MM U.S.-based consumers. This data provides a 360-degree view of each website visitor and is then activated to properly personalize your website. 

There are two steps to successfully obtaining a holistic visitor view…

  1. Identify and understand your customer

This can be aggregated transactional and behavioral data including sites visited, past purchases, shopping preferences, intent signals, and more.

  1. Enrich customer data with third-party data

This is what powers successful website personalization. Leverage a variety of first-party data including site data (page, frequency, recency, context), customer/CRM data (loyalty, value, purchase history), Zeta intent data (intender audiences, sentiment, consumption), and Zeta identity data (email, deterministic identities, location).

Zeta’s solutions to website personalization

Once you understand your customer, you can start activating website personalization features. At Zeta, we offer a wide variety of features depending on your brand-specific goals.

Overlay

These are interactions above a website in pop-up form. Overlays provide flexible creation options and support various stages of the customer journey and business use cases. A great example of this can be seen with Everlane, which uses an overlay to offer new customers 10% off their first purchase if they provide an email address.

Website personalization with Everlane
Via Everlane

In-page

Better know as onsite recommendations, these are in-line offerings such as “you may be interested in.” These are typically a pre-defined size and placed in a specific position on page (e.g. when viewing a cart).

Websiter personalization win-page
Via Boy Smells Candles

Site optimization

This feature is integrated with the structure of your website and organizes content on parts of the page to personalize the experience. This feature allows for custom integrations but requires heavier implementation.

Landing page optimization

These are custom landing pages meant to drive traffic and are optimized based on conversion metrics (towards best converting). Similar to site optimization, LPO allows for custom templates but requires heavier implementation.

Key use cases to deepen engagement on your website

Since overlays and in-page are the easiest website personalization features to implement, let’s unpack some of their fundamental use cases.

Overlay use cases

The number one use case for overlays is acquiring new customers. This can be done through lead generation (quote requests and scheduling a consultation/visit), promotions (discounts and sales, or personalized messaging tied to paid media). To strategically acquire new customers through this feature, consider suppressing existing customers and engaging new visitors at the optimal time—not at the initial time of site visit.

Another use case for overlays is to drive conversion or avoid abandonment. Use product recommendations with a variation of sizes, colors, and styles as well as related products to grab attention. Moreso, implement incentivized messaging such as alternate styles/sizes, promotional discounts, or a countdown clock. Be sure to interact at the point of abandonment and re-engage on revisit for the best customer experience.

Lastly, overlays can be used to increase retention. Prompt returning customers to review or rate their last purchases, implement an onsite chat, and facilitate in-store returns. These strategies are all proven ways to encourage repeat purchases and drive lifetime value.

In-page use cases

In-Page features are best used for product recommendations and content recommendations

For product recommendations, consider leveraging promotional discounts and be sure to show a variation in sizes, colors, styles, locations, and categories (i.e. Recommended For You’). Personalized offers are also a great in-page tactic, and Zeta’s AI can determine the optimal product selection for each customer. In general, 70% of companies that use personalization involving AI see a 200% ROI or more.

Via Uniqlo

For content recommendations, be sure to include a variety of images, messaging, and order (i.e. ‘Curated for You’ and ‘Top Stories’).

The benefits of working with Zeta for website personalization

Zeta website personalization tracks individuals’ real-time activity on your website and enables rich personalization to boost conversion, increase order value, and enhance the overall customer experience. With our wide range of features you can…

Uncover real-time insights of each consumer on your website

Through accumulated website activity on the individual level, you can continuously enrich data to enable 1:1 personalization on your website.

  • Track each customer’s real-time website activity, including products of interest, levels of engagement, conversion history, etc.
  • Tie onsite activity to signals from offline CRM data to create a holistic customer view.

Scale your personalized interactions and content for each consumer

Create personalized experiences with content and messaging that reflects a consumer’s real-time interests.

  • Target consumers based on their website activity and other signals.
  • Personalize messaging, including interactions and in-line content based on any attribute.
  • Encourage engagement by presenting relevant offers for each stage of the customer lifecycle.

Watch our recent webinar to uncover insights on how website personalization can create engagement, drive leads, and nurture long-term customer relationships.

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