Do me a favor. Right click on this link, and hit the third option from the top of the list (If you're using Safari, open the link in a private browser). Go ahead, I'll wait.
Now try to close the browser, and you should see this message appear:
This is personalization software, and you will probably see a lot more of it.
What Is Personalization Software?
Personalization software is a tool that customizes your content based on your customers' characteristics and behaviors. These platforms or add-ons help businesses optimize offerings by creating a more individualized customer experience.
Personalization software identifies trends in a company's consumer behavior then uses that data to display content on a more familiar interface. By doing so, personalization software reduces product frustration for the customer because it aligns their experience more closely with their perspective. This alignment can lead to an increase in customer loyalty, as people will want to continue to work with your company.
Do you need personalization software?
Every visitor that interacts with your business has their own specific needs, making it incredibly important that you meet their high expectations. Customers want a company that truly understands their needs, and they won't be afraid to look elsewhere if they feel you're giving them a one-size-fits-all marketing approach.
One great way to prevent this potential churn is to integrate personalization software into the customer experience. Researchers found in a 2017 Accenture report that 44% of consumers were frustrated with companies that didn't provide personalized shopping experiences. 41% of consumers switched companies in the previous year due to "poor personalization."
In addition to reducing customer churn, personalization software increases customer satisfaction, which typically leads to more revenue for your business. In fact, Gartner predicts that by 2020, personalization software that can successfully analyze customer intent will increase digital businesses revenue by 15%.
Not sure which personalization software is right for you? Check out our list of the best personalization software options for 2019.
The ability to personalize content is available in almost every feature of HubSpot’s Marketing Hub. From triggering behavioral pop-ups to sending time-optimized emails and optimizing your website content based on visitor characteristics and behavior, personalization is a foundational aspect of HubSpot’s platform.
Specific Features: HubSpot offers several free products to help you personalize your website and campaigns. Pop-up Forms let you create personalized lead capture forms and trigger them based on visitor behavior (such as exit intent and scroll triggered popups). Personalization tokens allow you to customize the content in your email marketing messaging, and lists let you segment and send to specific audiences. Smart Content lets you show different website experiences and CTAs to audiences based on characteristics like lifecycle stage, device type, or referral source.
Optin Monster is a software that aims to help small to medium-sized businesses create personalized marketing campaigns. For as low as $9 a month, Optin Monster offers "enterprise-level" tools that help companies grow and segment their customer base.
Specific Features: Optin Monster offers personalization features such as exit-intent popups (these are the pop-up messages I used as an example in the intro) and floating header messages like the one in the example below. Additionally, it has an "irresistible coupon" option that displays an offer customized to match the visitor's purchasing behavior. Optin Monster also offers WordPress and Shopify plugins for a seamless integration with your existing website.
Proof is a personalization software company that enables marketing teams to adjust their website pages to boost leads, demos, and sales. Create multiple experiences on the same URL so each audience sees hyper relevant content.
With the software, users can swap out CTAs, text, images, and more on pages without coding. It also allows the insertion of dynamic blocks and drop-down bars onto pages using a visual page editor.
Specific features: One feature that’s notable about Proof is the ability to segment audiences for personalization by lifecycle stage, industry, company size, and more. Once an audience is created using the conditional logic builder, you can create a unique campaign to display content for a specific audience.
Price: Variable. Plans scale with number of website visitors.
Segment aims to deliver personalized experiences for customers throughout the entire customer journey. It offers a free developer account where you can demo some of its core tools to determine if the product is right for you. You can even enroll in short-term trials of its premium features at no extra cost.
Specific Features: Segment's features are primarily intended to categorize and sort your customers based on their web traffic. Its identity resolution tool syncs data from visitors who navigated to your site then analyzes the different paths and channels that led them there. Segment then uses its trait-building tools to tag these visitors with properties that sort customers into audiences.
Yusp uses an information filtering system that analyzes visitor behavior on your website and other platforms associated with your company. Its engine predicts individual behaviors and preferences to provide personalized recommendations, better shopping experiences, and improved content discovery. The data obtained from the machine learning can recommend ideal products to each visitor and dynamically change content blocks on your webpages in real-time, based on the visitor's preferences.
Specific Features: Yusp uses both collaborative and content-based filtering to recommend the most suitable items to users. Collaborative filtering uses data obtained from all visitors and content-based filtering focuses specifically on an individual visitor's engagement history. Through the combination of the two, Yusp's product recommendation tool can produce things like user-friendly pop-ups and attractive product offerings like in the example below.
Episerver is like Yusp in how its machine learning operates, but one key differentiator is it doesn't require you to build the filtering rules. Instead, the tool is preset to constantly improve its accuracy over time.
Specific Features: Episerver's content sequencing tool gives you the ability to not only customize your content offering, but also to personalize the timing of the delivery. For example, Episerver can fire "triggered messages" that are automatically sent to the customer based on an engagement action.
Evergage can stand toe-to-toe with any other company on this list, but what makes this company unique is its focus on B2B companies. Evergage uses a "1:1" approach which creates purchasing experiences that are optimal for customers who buy on behalf of their company.
Specific Features: Evergage offers A/B testing for its modules with real-time analytics. You can then compare the results using reports like the one below. Evergage also purchased a growing software company called "MyBuys" in 2018. It brought on their service and engineering teams to build features that can increase opportunities for cross-selling and upselling.
BrightInfo makes use of the existing content on your site to engage new visitors. Based on your page's content, its personalization algorithm creates a set of widgets that automatically display during the visitor's "natural browsing flow."
Specific Features: BrightInfo's algorithm automatically assesses your content and then displays two types of widgets in real-time: Overlay and In-Page. Overlay widgets, like the one below, appear suddenly during the user's visit. In-page widgets are integrated into the site's default interface and are always visible.
For as little as $16 a month, you can use LiveChat to integrate chat support software on your website. Chat support not only reduces product frustration for your customers but, also allows for truly personalized support experiences.
Specific Features: The primary benefit of LiveChat is the proactive communication opportunity it presents. As soon as a customer opens a chat, your team can guide that visitor all the way through checkout and reduce your total number of abandoned carts. Chat support also relieves some of the stress on your phone and email support queues, as LiveChat reports eight out of 10 chat cases are resolved during the chat.
Qubit offers omni-channel personalization features that are specifically geared toward mobile devices. It segments your online, offline, and file-based data, then generate content offers which are optimized across all viewing devices and platforms.
Specific Features: As depicted below, Qubit has an "abandonment recovery" tool that can detect exit behaviors and reduce bounce rate. For visitors who do navigate elsewhere, the tool can be integrated with leading email service providers and send a follow-up email to the customer regarding the abandoned shopping cart.
Sailthru has a "prediction manager" tool that can outline the potential revenue impact of your content delivery decisions. It uses machine learning to analyze your current content trends and assesses how future changes could affect your business. Sailthru also offers a customer retention analytics platform that can be coupled with its prediction manager to create a fully-comprehensive personalization approach.
Specific Features: In addition to forecasting trends for the entire company, the prediction manager can also predict behaviors for individual users. This includes engagements such as the probability of opening a message, the chance of opting out, and the total price of items to be added to the shopping cart. You can then analyze the results of these predictions using its fully-customizable reporting tools.
Bronto is a customer-centric company that's heavily focused on customer success. The company provides a multi-channel support system (phone, chat, email) that's available 24/7. Additionally, customers can work with Bronto specialists when installing integrations and devising their content strategy.
Specific Features: One of Bronto's most attractive features is its email personalization software. The tool provides advanced insights into your customers' email tendencies which can help you build more compelling and clickable emails. These insights include device and channel preference, demographics, and attribution data.