• Jul 5, 2024
  • --

Hyper personalization: Next level website personalization with Magnolia

Hyper personalization1200x628

Experience Magnolia in action

Experience Magnolia's key features firsthand in an interactive product tour.

Take a tour now

  • Hyper-personalization directly influences buying behavior and customer loyalty. Over three-quarters of consumers are more likely to consider purchasing from brands that personalize their journey. Thus, hyper-personalization matters more than ever for companies looking to improve customer engagement and retention and increase conversation.

  • Did you know that Customer Data Platforms (CDPs) can easily be integrated with Magnolia? Magnolia comes with a robust set of out-of-the-box features for personalization. Discover how easy it is to serve tailored content and experiences from our 2-minute demo.

  • Magnolia aids brands in delivering one-to-one personalization by helping them define audience segmentation and targeting, establish baselines for understanding user intent, match content delivery to the buyer journey, and personalize multi-channel campaigns.

A personalized digital experience can mean many different things. With the surge in digital behaviors, the bar has been raised, and the closer organizations get to the consumer, the bigger the gains.

Surface-level personalization is now the norm as 71% of consumers expect companies to deliver personalized interactions, but deep, hyper-personalization is what companies need to deliver to grow customer lifetime and “stay in the game”.

Brands need to demonstrate they know their customers on a personal level and are invested in the relationship, not just in a one-time transaction. 72% of shoppers said they expect the businesses they buy from to recognize them as individuals and know their interests.

For consumers, hyper-personalization includes actions like checking in post-purchase, asking for a review, sending timely communication tied to key moments, offering relevant products/services recommendations, tailoring messages to their needs and based on the behavior online, personally addressing communications and so much more.

However, what many developers fail to see is that the solution to delivering a personalized browsing experience lies less in the tools, and more in the techniques. In this article, we’re delving into how large companies can heighten their personalization efforts.

One-to-one web personalization

One-to-one personalization, also known as hyper-personalization, entails going above and beyond birthday emails to give consumers a truly personalized experience. It involves capturing user intent and personalizing the customer’s experience—i.e, the next steps in their journey—based on that data. The next stage of web content personalization.

During a recent webinar, which is available to view here, I noted that personalization is about listening to your visitors and seeing how they respond to your content. Personalization helps you determine the visitor’s intent toward your content so you can deliver content that matches that intent in real time.

Most content is delivered at one of the following four levels of personalization:

  • No personalization: All customers receive the same experience.

  • Basic segmentation: Customers receive content based on a single data point

  • such as location or device type.

  • Advanced segmentation: Customers receive content based on multiple data points

  • such as browser history
  • order history
  • and customer data.

  • One-to-one personalization: Customers receive content based on “segments of one” as the CMS delivers content by listening to and addressing a customer’s intent.

I also stated that personalization drives a higher conversion rate and reduces bounce rates. It's about ensuring customers stay longer on your site, get more out of it, and, in the end, buy more.

80% of business leaders consider that buyers spend more when their experience is personalized, according to Statista’s 2024 report on the “State of personalization among businesses worldwide”. The same survey outlines that 62% of the business leaders interviewed emphasized the favorable impact on customer retention.

Personalization is a game-changer because it helps boost visitor engagement by delivering relevant content rather than just any content.

Your step-by-step guide to personalization

Download this free guide on how to get started with web personalization

Download now

Magnolia CMS personalization helps numerous brands deliver one-to-one personalization in four ways:

  1. Defining audience segmentation and targeting;

  2. Establishing baselines for understanding user intent;

  3. Matching content delivery to the buyer journey based on user intent;

  4. Personalizing multi-channel campaigns.

Now let’s delve into details.

Segmentation and targeting

  • A foundational marketing strategy may treat the market as a monolithic whole.

  • An intermediate strategy looks at market segments.

  • An advanced marketing strategy targets individual segments and delivers content to the relevant segments the client wishes to target.

Personalization helps marketers determine their targets and deliver relevant content to those segments.

Marketers can determine their segments based off of several variables:

  • Geographic (city, country, language, climate, etc.);

  • Demographic (age, gender, income, education, etc.);

  • Behavioral (frequency, recent engagement, source, buyer stage, etc.);

  • Psychometrics (intent, preferences, etc.).

Once a marketer determines the segments they want to target, the next step is to determine their priorities, such as:

  • Potential to meet business goals;

  • Value to meet profit expectations;

  • Effort (time, money, etc.) to implement personalization.

Magnolia allows users to establish content by visitor priority. For instance, a marketer could have three segments to target:

  • Explorer/First-time visitor;

  • First-time buyer;

  • Repeat customer.

For each segment, the Magnolia user can determine a user intent, a marketing goal, and the desired action or conversion. In this example, the user intent for the Explorer is to learn about the products, the marketing goal is to inform them timely and comprehensively, and the conversion is to get them to sign up for offers.

To help brands unify their customer data on every channel and touchpoint, Magnolia integrates with Customer Data Platform (CDP) technology such as Segment (formerly Twilio). As the Customer Data Platform, Segment allows you to track and collect data about your customers (thought events) and send that data to Magnolia (as personalization traits). Editors will be able to use Magnolia’s out-of-the-box personalization features to serve tailored content and experiences based on the insights from Segment.

Watch the 2-minute video below to get an overview of personalization with Magnolia and Segment CDP: