Episerver Personalization Overview
Episerver Personalization, now part of the Optimizely Digital Experience Platform, is a powerful tool designed to enhance user engagement and conversion rates by delivering highly personalized digital experiences. Here’s a detailed look at what the product does and its key features.
What Episerver Personalization Does
Episerver Personalization enables businesses to tailor their content and user experiences based on individual visitor behavior, preferences, and profiles. This personalization is achieved through a combination of data collection, intelligent algorithms, and manual configuration options. The goal is to increase visitor engagement, boost conversions, and provide a more relevant and satisfying user experience.
Key Features and Functionality
Visitor Groups and Segmentation
Episerver Personalization utilizes Visitor Groups, a built-in feature that segments visitors based on predefined or custom-built criteria such as number of visits, language, user profile, page views, and more. This real-time, rules-based personalization allows for the targeting of content to specific visitor segments, enhancing the relevance of the content displayed.
Data Collection and Analysis
The platform automatically collects data about every site visit and analyzes it using algorithms to display the most relevant content. This includes tracking visitor behavior, such as pages viewed, search keywords, and other interactions.
Personalization Types
- Rules-Based Personalization: Uses visitor data to target personas or segments based on predefined rules. For example, showing content from a specific category to visitors who have previously visited those pages.
- Machine Learning: Automatically displays the best possible content using predictive analytics to determine which experiences are most likely to lead to conversions.
- Device and Location Adaptation: Adapts content based on the visitor’s device (mobile or desktop) and geographic location.
Content and Product Recommendations
- Content Recommendations: Suggests topics of interest based on real-time website interactions and visitor profiles, increasing visitor engagement.
- Product Recommendations: Creates and configures merchandising campaigns with personalized product recommendations, optimizing product rankings for every visitor.
Email Personalization
- Email Content Recommendations: Includes personalized content recommendations in emails, including retargeting emails.
- Email Product Recommendations: Includes personalized product recommendations in emails, such as cart abandonment and retargeting emails.
Triggered Messages
Uses behavioral triggers to detect on-site behaviors and send automated, personalized emails. This feature works in conjunction with Email Product Recommendations and Optimizely Campaign.
Optimizely Visitor Intelligence
Tracks and saves data about website visitors, including their name, email, associated company, and country of origin. This data can be used to craft and distribute personalized messages for specific target groups.
Integration with Marketing Automation
Episerver Personalization can be integrated with various marketing automation platforms through the Digital Experience Hub (DXH). This integration allows for extended visitor profiling, lead capture, and personalized content based on data persisted within the marketing automation provider’s database.
A/B and Multivariate Testing
The platform also supports A/B and multivariate testing, allowing businesses to test entire pages or specific content blocks to optimize their personalization strategies.
Summary
Episerver Personalization is a robust tool that leverages data, rules, and machine learning to deliver highly personalized digital experiences. Its key features include visitor segmentation, content and product recommendations, email personalization, triggered messages, and integration with marketing automation platforms. By using these features, businesses can significantly enhance user engagement, increase conversions, and provide a more tailored and satisfying experience for their visitors.