What are the prerequisites for a successful personalization strategy?

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Clément Hornec, co-founder of Welyft , reveals the fundamentals of an effective personalization tactic that can boost your performance. 

Before diving into the details of customization, it is essential to recognize that there are certain prerequisites that must be met by companies wishing to embark on this process:

To develop a solid personalization strategy , it is crucial that companies take stock and rely on four essential pillars :

• They have advanced digital maturity,
• They have already implemented web analysis, CRO and experimentation,
• They identified a problem to solve or a specific opportunity that personalization could exploit.

Criterion #1 - Sponsor leadership to drive the project

Personalization is a familiar method for CRO teams. It involves leveraging data and methodologies to tailor the user experience on a website or app, with the goal of improving performance such as purchases, signups, or other engagements.

It is essential to organize this process effectively by clearly defining the roles and responsibilities of all stakeholders.

Smooth and transparent communication between stakeholders is vital to ensure that all team members are engaged and well informed, whether sharing analyses, results, successes or even failures, which facilitates continuous improvement.

The team must be led by a manager who understands the importance of customization and is willing to champion the project to obtain the resources necessary for its success.

The customization strategy can be compared to maritime navigation: to reach its destination, a ship needs a shipowner sponsoring the project, a captain who knows his direction, and competent and coordinated sailors.

Criterion #2 - A precise diagram of the customer journey

The first step is to map the journey of different customer profiles. This crucial step helps to make informed decisions and initiate relevant customizations to improve results.

The mapping is based on 4 axes:

• Audience and segment analysis to capture user interactions on your site.
• Analysis of conversion paths and dropout points.
• Study of customer sources and touchpoints to trace their journey from first visit to conversion.
• Evaluation of the tools in place for collection and activation, and to identify limitations and potential updates needed.

Criterion #3 - Establish personalization objectives and rules aligned with your strategy

After mapping, it is necessary to set clear objectives and KPIs to measure the success of the personalization. We must ask ourselves why launch a personalization and how to judge its effectiveness.

At the same time, it is necessary to identify the different customizations that can meet the identified challenges, by adopting a funnel approach and taking into account the maturity of the customer. Categorize the customizations according to 4 targeting levels:

• General practitioner ,
• Targeted on several ,
• Targeted on a few ,
• Individualized .

Start with simple customizations and gradually increase in complexity.

Criterion #4 – Incorporate customizations into your optimization roadmap

Make personalization an integral part of your CRO roadmap to prioritize the most relevant personalization projects, in the same way as A/B tests and other structuring projects.

Finally, the integration of these personalization projects into the digital roadmap facilitates their visibility