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Page-Level Personalization Designers Need to Know About

Recently, the talk of delivering one-to-one experiences on each page a person visits on the Web is centered around artificial intelligence (AI). Designers and developers, however, play a critical role in deploying the personalization technology and creating enough variations of content and layouts to deliver customized elements.

Let's take a look at some page-level personalization offerings that design and development teams need to know about in order to meet both visitor and stakeholder expectations for a modern Web experience (and get kudos from marketing). Before we begin, please note we've left out some of the bigger names in personalization and focused on solutions that likely won't need as much, if any buy-in from executives (due to costs).

Products

Metisa: Powered by machine learning, Metisa provides real-time product recommendations that get smarter as a person shops. The technology even predicts the lifetime value of the customer as well as customers who are at risk of churning and what promotions will perform best and when (like shown in the image below).
recommendations
Metisa makers say its algorithms are used by large retailers with over 1 million customers and on average drive a 10-50 percent sales uplift for businesses. The price point for Metisa is $0 for $49 a month, and the technology can also be used to engage customers who have left the site with personalized, auto-triggered emails.

Location

Geolify: Website visitors want their experiences to be tailored to not only who they are and what their goals are but also where they are located. Geolify redirects website visitors by IP geolocation (good for companies with multi-location websites/pages) and offers a number of location-based services including a WYSIWYG editor to create HTML content that changes based on visitor geolocation and geo images that deliver targeted images that change based on visitor geolocation (good for ad banners). Pricing ranges from $5 for 1,000 pageviews to $500 for 5 million pageviews.

Feedback

Incoming Feedback by Hotjar: One way website visitors can feel as if they are having a personalized experience is by providing them with a tool to quickly and easily leave feedback (indicating their opinion about their experience matters). Incoming Feedback by Hotjar lets them share their feedback by selecting smiling/frowning faces and/or highlighting specific elements of a site that they want to comment on. Not only do visitors feel empowered, but companies also get user-experience feedback to improve their sites.


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Content

LiftIgniter: With four lines of JavaScript and working with a company's set goal (click-through rate, conversion, engagement, etc.), LiftIgniter will provide personalized recommendations to show the "right" content on a site or app or for re-capture marketing emails. What content creators will appreciate is LiftIgniter's rule-based system for surfacing older content (e.g., show older content or a ratio mix of original and third-party content). Many times a company's issue is not that it needs more content but rather needs to distribute that content more effectively. LiftIgniter will take what it knows about the user and what it knows about content to make decisions that meet set goals.
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