How to Leverage Your Onboarded Data for Website Personalization

Marketing Innovation

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How to Leverage Your Onboarded Data for Website Personalization

Marketing Innovation

When it comes to your online visitors, there isn’t a “one-size fits all” marketing plan. Consumers are motivated by different goals, come from different locations and use different devices. They’re not all after the same thing.

Trying to serve all your visitors with the same experience is no longer effective. Don’t take my word for it – a Harris Interactive study last year revealed that 74% of people got frustrated when shown content, offers, etc. that appear to have nothing to do with their interests.

To understand your visitors and serve up personalized content that resonates, you have to make sure you have a clear understanding of who they are.

Fortunately, most companies have this knowledge housed in their CRM data. The challenge, then, is how do you take action on all that data in your systems?

Enter: Optimizely + LiveRamp.

This cutting-edge (and easy to use!) integration closes this data gap in 3 steps:

  1. Upload your customer data to LiveRamp GO.
  2. LiveRamp anonymizes and then matches your data to online devices within Optimizely, bucketing them into the audiences that you choose; and
  3. When consumers use these devices to visit your site, device anonymity is maintained while relevant and personalized website content is delivered, based on data from your systems.

One of the most exciting aspects of the integration is that it is seamless to the consumer and works for both anonymous site visitors and for users who have made themselves “known” to your website. Since the personalized experience is keyed off a device, consumers don’t have to login to experience the benefits.

Site visitors are proven to respond to more personalized experiences. By serving up a one-to-one experience, you’ll be able to build a deeper connection with your customers and potential customers – increasing conversions and growing your business.

About Optimizely
Optimizely is the world’s leading optimization platform, providing A/B testing, multivariate testing, and personalization for websites and iOS applications. The platform’s ease of use empowers organizations to conceive of and run experiments that help them make better data-driven decisions. Optimizely meets the diverse needs of any organization looking to deliver unique experiences to their audience. To learn more, visit optimizely.com or join Optiverse today.