Where to Start: Personalization Baby Steps
When Internet professionals are presented with personalization capabilities, it is often met with some trepidation. Where do I start?
Sitecore, a provider of a Web content management system, tells its clients to start simple and take the low-hanging fruit. Sitecore VP of Product Marketing Mark Floisand advises content developers to think of personalization in a series of layers. A simple way to start is to set a personalization rule for one group of people, most often this is for returning visitors. This rule can stay on there as long as the content developer keeps it in place.
As they get more sophisticated, according to Floisand, personalization can be contingent on where people are coming from (e.g. social, email, etc.). This rule can be added on to the returning visitors rule, and can be done the following week or as time permits. It doesn't have to be done all at once. This should provide marketers some comfort, as they don't have to figure out personalization rules from the beginning. They can start small, build it up over time and simply think of personalization as additional layers that sites use as rules for how to treat certain users or user groups.
A variety of technology solutions/platforms take the guesswork out of personalization, including the previously mentioned Sitecore. WordPress also has a wide variety of plugins that can get users started, such as for Evergage, Monetate and more.