Now, it's time for the nitty gritty. Believe it or not, developing the strategy behind your website personalization is the hardest part. Once you've defined your segments, determined how to classify visitors into them, and create unique messaging/experiences for each, you can simply plug that into your personalization/targeting software.
Using our platform, Persosa, as an example, we'll walk you through implementation to show how easy it can be. Yes, this is a shameless plug, but the good news is we offer a free 30 day trial, so you can create an account and follow along.
In our product, it's very simple to create segments and define the conditions that put a visitor into them. It starts by adding a new segment and describing what it is:
Next, we define the conditions that would put a visitor into this segment:
You can create conditions that include pageviews, query parameters, events, etc. In this example, anyone that comes from a link with
utm_campaign=mom-toddlers-sale as a query parameter (presumably from a targeted ad) is going to immediately fall into this segment.
That's it! We have a segment defined and visitors will be grouped into it if/whenever they qualify.
Defining Dynamic Content Blocks
A "Dynamic Content Block" is a region of text on your website that you would like to change automatically depending on what segments a visitor is in. A block can be used in multiple places on various pages or you can choose to use it just once on a single page..up to you.
Just like with segments, creating a new dynamic content block is simple - we give it a name, description, and the default text/HTML we want to show. In this example, we're creating a dynamic block for the title on our home page, with the default text being Dress your child from head to toe.
Lastly, we specify the CSS selector of the HTML element we want to associate with this region. It supports any type of selector, such as a tag (h1), ID (#my-id), or class (.some-class).
On the next screen, we create a new variation of this region, which we'll set for "Moms with Toddlers":
Finally, we define the conditions that would cause a visitor to see this variation of text. The visitor has to be in both segment "Moms" and "Toddlers" (one we added ourselves).
On the page for this content block, we can add additional variations as well as sort them (using drag-drop), having the most specific one at the top of the list. For each content block, Persosa will go through the list of variations and display the first one that matches. If none match, the default content is used.