One-to-one marketing at scale. It’s one of those things that is a lot easier said than done.
When I first heard it I thought “this has to be an oxymoron, you can’t possibly do things at scale to individuals – no way.” Well, I’m happy to say this is one of those rare occasions where I’m wrong 😉. As I’m working through scalable personalization tactics with clients, I wanted to write a quick blog on an tactic companies can leverage using SXA to make a difference in their user experience.
SXA partial designs are defined as a set of renderings that make up a webpage. Companies can use partials to create design elements quickly for a consistent style. On the Hedgehog site the header, footer, and the “Let’s Work Together” form are partials designs used on all/several pages. Knowing that these renderings show up on several pages gives us editors the ability to set a personalization rule on the partial itself that will be applied globally across the site. This is pretty huge - if you aren’t personalizing them it would be my guess it’s probably detrimental to the overall user experience. These partials are constants throughout the site and therefore the user journey, but if they are static renderings they aren’t responding to changes within the user journey.
For example, take the “Let’s Work Together” form. After a visitor has completed the form, why leave it on every page? One could argue we want to provide the user the ability to fill it out again, which could be true. But I’d argue it’s a waste of valuable real estate on the page that could be used to more properly align to the user. Here's an example:
Problem: Newsletter sign ups. Picture this from a visitors point of view: "I’ve already signed up for your freaking newsletter and it’s great – stop asking me to sign up again!"
Solution: Utilize the goal rule to show something different.
"Where the Newsletter Sign up complete goal was triggered during a past or current interaction and when the number of elapsed days is less than or equal to 365 and when the past number of interactions is greater than or equal to 1"
Show some other cool stuff!
What will this do for you? It will remove the form and replace it with something relevant to the user. For the year (change the time range as you see fit) after the user completes the form they will not see the form, but will instead see whatever cool content you want to replace it with. Maybe a featured piece of content that’s in the newsletter, or something that engages a reader of the newsletter.
Take this rule a step further by combining it with a Taxonomy Facet rule, provided you’re tracking campaigns assets and goals with taxonomy facets or a Pattern match rule to hyper personalize the content to types of audience members.
If you want to chat more about personalization strategy and tactics both large and small, feel free to drop me a line!