Personas, Profiles and Patterns
Positive customer experiences start with relevant content and seamless interactions. Providing contextual experiences that are tailored to each individual customer are absolutely necessary for modern businesses. The goal is to provide contextual information along with tailored, focused help and support along the customer journey. Providing the right information to the right person at the right time can have an extremely positive effect on customers.
Personas are the foundation to most web personalization tactics, especially in Sitecore. Recognizing the substantial value differences between visitor personas can inform landing pages and data collection practices. Profiles and patterns can be complicated to grasp and control, but they’re incredibly helpful on the journey. Visitors are real people, so it’s not possible to fit all of them into a subset of predefined boxes. Adjusting from a strategy that matches visitors to a specific pattern to a strategy that allows visitors to define their own interests and fine-tuning for that over time by measuring the rates at which patterns are matched by actual visitors is ideal. Creating a true picture of a customer base, as well as customers individually, requires patience, high attention to detail, and most importantly, flexibility. For more on this, read our post What to Think when Developing Profiles and Patterns in Sitecore.