Overview of Optimizely Personalization
Optimizely Personalization is a dedicated, purpose-built product designed to help businesses deliver hyper-targeted digital experiences that drive conversions, engagement, and customer loyalty. Here’s a detailed look at what the product does and its key features.
What Optimizely Personalization Does
Optimizely Personalization enables businesses to create, deliver, and analyze personalized digital experiences in real-time. This tool is part of Optimizely’s broader Digital Optimization solution, allowing teams to optimize experiences across every digital touchpoint, including web, email, and mobile apps. It helps in adapting content to customized target groups, ensuring a more personalized and relevant website experience for visitors.
Key Features and Functionality
Audience and Campaign Management
- Flexible Audience Builder: Allows users to define and target specific audiences based on their behaviors, demographics, and other criteria. Campaigns can be created for different audiences on various pages, and multiple audiences can be targeted simultaneously.
Real-Time Personalization
- Real-Time Segmentation: Automatically updates segments based on visitor behavior, ensuring that the personalization is always relevant and up-to-date.
Content and Product Recommendations
- Content Recommendations: Suggests topics of interest based on real-time website interactions, visitor profiles, and intelligent algorithms. This feature helps in increasing visitor engagement by providing content that is specifically relevant to each visitor.
- Product Recommendations: Configures merchandising campaigns with personalized product recommendations, optimizing the ranking for every visitor based on behavioral data and merchandising strategies. This includes recommendations for web and mobile devices.
Email Personalization
- Email Content Recommendations: Includes personalized content recommendations in emails, such as retargeting emails.
- Email Product Recommendations: Includes personalized product recommendations in emails, including cart abandonment and retargeting emails.
Automated Triggers and Actions
- Triggered Messages: Works with behavioral triggers to detect on-site behaviors and send automated, personalized emails. This feature integrates with Email Product Recommendations and Optimizely Campaign.
Visitor Intelligence
- Optimizely Visitor Intelligence: Tracks and saves data about website visitors, such as their name, email, associated company, and country of origin. This data can be used to craft and distribute personalized messages for specific target groups.
Analytics and Reporting
- Optimizely Stats Engine: Measures the effectiveness of personalization campaigns by quantifying the lift of primary metrics and other tracked events. Robust reporting metrics provide insights into the entire personalization program.
User Interface and Collaboration
- Personalization Portal: Serves as the user interface for accessing features like Product Recommendations, Email Product Recommendations, Email Content Recommendations, Triggered Messages, and Promoted Content. The portal is available after the installation and licensing of the Personalization Product Suite.
- Collaboration Roles: Supports various roles such as Administrators, Project Owners, Editors, and Viewers, each with different levels of access and capabilities to manage and execute personalization campaigns.
Integration and Scalability
- Integration with Digital Optimization Solution: Optimizely Personalization is part of a broader end-to-end solution that includes Web Experimentation, Feature Experimentation, and a Data Platform. This allows for omnichannel personalization across web, email, and ads through direct integrations.
By leveraging these features, businesses can enhance customer engagement, increase conversions, and drive growth, as demonstrated by success stories such as Calendly’s 11.2% increase in lead conversions and the Australian Red Cross’s 37% increase in average order value.