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Turning anonymous visitors into loyal customersA guide to personalization

Turning anonymous visitors into loyal customers - A guide to personalization

Cxense is a global company headquartered in Oslo, Norway, with offices worldwide. Customers include Condé Nast, Dow Jones/Wall Street Journal, Gannett, Globo, Grupo Clarin,

Singapore Press Holdings, South China Morning Post, AEON, DMM, Rakuten, Naspers, Bonnier, El País, The Guardian, Schibsted, and many more. For more information: cxense.com,

Twitter: @Cxense.

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It’s simple; give your online users what they want, and they will return to your site more often, be

more engaged with your content and buy more products and/or services. Companies like Amazon,

Facebook and Netflix have been personalizing the online user experience with great success for a while. As

a result, online users have increasingly come to expect a consistent personalized experience across devices.

Given that the companies above have proprietary technology, the HOW becomes a complicating part for

most companies. Online users are “intricate organisms”

where behavior - even for a given user - can shift

significantly depending on context, such as time

of the day, device, location etc. You probably have

very different preferences and behavior when you

are browsing with your phone early in the morning

compared to when you are in front of your tablet

late at night.

Cxense has unique technology, combined with hands

on experience from some of the greatest brands in

the world. We know first hand that personalization

is key to succeed in the digital world. Our customers

typically see an significant uplift in engagement,

conversions and sales in a matter of months after

using our technology and know-how.

INTRODUCTION

In a recent Gartner report titled “IT Market Clock for Digital Commerce, 2015”, published August 19,

the analyst firm gave the following definition:

“Personalization is a process that creates a relevant, individualized interaction between two parties designed

to enhance the experience of the recipient. It uses insight based on the recipient’s personal data, as well as

behavioral data about the actions of similar individuals, to deliver an experience that meets specific needs

and preferences.”

“Digital personalization engines are technology solutions that identify the optimum experience for an in-

dividual and will alter the online presentation layer, trigger an automated response, or pass analysis to the

seller or service personnel to act on as deemed fit. “

WHAT IS PERSONALIZATION?

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Results achieved by Cxense customers through personalizing the web experience




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This paper will provide you with a high level guide on how you can turn your anonymous users into loyal

customers through personalization. As you probably already know the key to this is DATA, and the ability

to act on the data in REAL-TIME.

The journey from turning anonymous visitors to loyal costumers can be divided into four key steps…

TURNING ANONYMOUS VISITORS TO LOYAL CUSTOMERS

To successfully create a personalized experience for your users online, you need a deep understanding of

your individual users.

Cxense gathers data in real time from a wide range of sources such as web sites (mobile, tablet and desk-

top), mobile apps, subscription data, CRM, ERP, CMS and analytics systems. Complete tracking on mobile

and tablet devices not relying on 3rd-party cookies is urgently important and quite unique to Cxense.

In addition, Cxense has one of the markets most sophisticated algorithms for semantic analysis of content,

which means our technology analyzes and understands the meaning of the content users are engaging

with. This, in combination with tracking all events from all users on your site, enables us to build deep user

profiles with long term interest, intent, demographics, behavior, location and much more.

STEP 1: UNDERSTAND UNDERSTAND WHAT YOUR USERS WANT

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CONVERT

AD

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STEP 1

STEP 3

STEP 3

STEP 4




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When users visit your page for the first time, you don’t know a great deal about them. But it’s vital to start

using the little information you have, such as location, referral, device type, time of day etc. Combine this

insight with knowledge about what similar users are engaging with, and you can start personalizing the

experience from the get-go.

When a user starts exploring more of your site, you will gradually build a better picture of their interests and

preferences. The more data you collect, the better and more tailored you can make the web experience.

Unlike most “personalization” widgets, Cxense allows you to build the recommendations seamlessly into

your site design. We also give you control of the recommendations, and your marketing/editorial team can

easily tune configurations and perform multiple A/B-testing.

As the Gartner* report states: “Today’s customers have high expectations for their interactions with sellers.

Customers expect recognition and appreciation if they have made a previous purchase with the seller. Cus-

tomers also have very low tolerance for any content or communication that is not relevant to them. Sellers

are no longer competing on product and price; they must compete on customer experience, which can be

greatly improved using personalization.”

*Gartner, IT Market Clock for Digital Commerce, 2015, August 19, 2015

STEP 2: ENGAGEENGAGE YOUR USERS WITH RELEVANT CONTENT

Deep insight into the user and their behavior, like how

and when they prefer to be communicated with, enables

you to tailor the conversion funnel. Numbers consist-

ently support that personalization significantly uplifts

conversions.

For example, most people are not very likely to buy a

product or a service when sitting on their mobile phone

early in the morning. But, they are often very receptive

to information. Hence it could be the perfect timing to

create awareness and interest. Then, as the user logs on

in the evening, you can promote a targeted promotion

that creates the actual conversion.

STEP 3: CONVERTCONVERT MORE USERS WITH TARGETED OFFERINGS

AWARENESS

ACTION

DESIRE

INTEREST




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WALKA good starting point is to personalize a section of the front page based on segments. By tuning one of Cxense standard front page widgets, you can be up an running within days after deployment of the Cxense script.

RUNAfter gaining some experience, you should expand the personalization to larger sections of the front page as well as into the specific content pages.Integrate all relevant user data from CRM, social, 3rd party vendors to build a deep user profile. Gradually explore fully personalized sections through continuous testing and optimization.

FLYPromote personalized content and promotions targeted to the individual users throughout the web experience. Expand the personalization into newsletters, applications and so on.

TURNING ANONYMOUS VISITORS INTO LOYAL CUSTOMERS

Turning customers into advocates is just as important as getting anonymous users to become customers. When users are faced with infinite choices in cyberspace, having advocates for your brand is key.

By this stage, you will have a deep understanding of your users which enables you to further tailor and improve the user experience.

The more the users experience the site to be tailored to their needs and preferences, the deeper your customer relationship becomes. Not only will you get advocates for your brand, you will also be better positioned to cross-/up-sell on the loyal customer base

STEP 4: ADVOCATEDRIVE CUSTOMER LOYALTY




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CASE STUDY EXAMPLESWINNIPEG FREE PRESS PERSONALIZATION

Front page is built up automatically, using the Cxense personalization solution.

Cross-device personalizationOne login enables the personalized edition to follow the reader across devices.

+24%

FRONTPAGECTR

+60%

VISITDURATION

“This is a true world first in the online news industry, and

an important step ahead for online media,” says Christian

Panson, VP Digital Content & Audience Revenue at

Winnipeg Free Press. “We think this will be the standard

way of serving news within a few years. It’s just that much

better for the users they get more original content that

matters to them brought to the homepage. It also lets

our team spend more time concentrating on what really

matters for a newspaper. The news.”




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CASE STUDY EXAMPLESTHE PERSONALIZED BANK

Youth saver, mortgage or pension?Individual user profiles determine whether a bank should promote a mortgage, youth savings account, credit card or pension.

Targeted promotions across all devicesEvery site visitor is shown relevant, targeted promotions.

+35%

INCREASEPRODUCT

CONVERSIONS




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As shown in the case studies on the previous pages, personalizing user experiences has a significant impact on sales conversions and customer loyalty.

Gartner comments on the business impact of personalization in their recent report* stating:

“Personalization engines will have an enormous impact on an online seller’s ability to deliver a world-class digital customer experience, which will in turn promote customer engagement and increase sales and cus-tomer retention. Personalization is quickly becoming a requirement for online selling and will very likely be adopted by other channels used to engage customers (such as call centers and sales associates). In fact, by 2018, sellers that have fully invested in all types of digital personalization are expected to outperform companies that have not invested in personalization technologies by 30%. These technologies continue to become more robust as additional types of analytics are added to them, especially predictive, adaptive learning. Online sellers need to be aware of these customer expectations and of the evolution of packaged technology components so they can plan and budget appropriately.”

*Gartner, IT Market Clock for Digital Commerce, 2015, August 19, 2015

SUMMARY: THE BUSINESS IMPACT OF PERSONALIZATION

“In fact, by 2018, sellers that have fully invested in all types of digital personalization are expected to outperform companies that have not

invested in personalization technologies by 30%.”

Cxense Experience Europe panelists debate the future of the publishing industry. From left: Nettavisen’s Pål Nisja-Wilhelmsen, Jo Christian Oterhals formerly of VG and Schibsted, Jan Thoresen from Egmont Publishing and Kasper Haugaard of Dagbladet Børsen.




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Market leaders turn to Cxense for personalization technology.

Cxense is a global company headquartered in Oslo, Norway, with offices worldwide. Customers

include Condé Nast, Dow Jones/Wall Street Journal, Gannett, Globo, Grupo Clarin, Singapore Press

Holdings, South China Morning Post, AEON, DMM, Rakuten, Naspers, Bonnier, El País, The Guardian,

Schibsted, and many more. For more information: cxense.com, Twitter: @Cxense.

ABOUT CXENSE

Cxense enables the world’s leading media, e-commerce and

consumer brands to take control of their audience data to

deliver more engaging and personalized user experiences.

Businesses using Cxense’s advanced real-time analytics, data

management (DMP), advertising, search and personalization

technology gain more engaged users, increased digital revenue

and higher sales conversions.

turning anonymous visitors into loyal customers · turning anonymous visitors into loyal customers...

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