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パーソナライズのベストプラクティス

今すぐ勝てる10のパーソナライズ戦術

関連性の高いコンテクストに沿ったエクスペリエンスを顧客に演出することはビジネスの最優先事項ですが、多数がどこから始めればいいのかわかっていません。 これらのシンプルな戦術がどのように役立つかお確かめください。

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最初のニーズの識別、オプションの調査、意思決定、新規顧客の獲得までのカスタマージャーニーをマッピングすることにより、道のりにある特定のマイルストーンに合わせてパーソナライズした「個客」エクスペリエンスを演出できます。

Take your first steps toward Personalization



第1章

パーソナライズの最初のステップを踏み出す 

戦術1: 初回訪問者を歓迎する

「第一印象を与えるチャンスは一度きり」という昔の格言を今も使う理由があります。 貴社のブランドと価値を紹介しながら、Webサイトへの初回訪問者を認識して感謝する機会を見逃してはいけません。

購入ジャーニーのすべての段階で初回訪問者を考慮してください。 訪問者を歓迎してWebサイトのさまざまなセクションで役立つヒントを提供しながら、訪問者の場所に合わせてコンテンツを演出します。 訪問者がWebサイトのどのセクションにアクセスするかによって、訪問理由に関するインサイトを得ることができます。

戦術2: 既存の顧客を認識する

多くのビジネスは新規顧客の獲得に焦点を当て過ぎているため、既存の顧客の価値を忘れがちになってしまいます。 最近購入した製品の追加情報やユーザーガイドを探している場合などに、既存の顧客は貴社のWebサイトに戻ります。 顧客を認識して細かなサービスを提供することが、アップセルやクロスセルの機会につながります。

Webサイトへの再訪問者を製品の支持者として育成することも可能です。 再訪問者により多くの注目を与えることで、サポート電話やカスタマーサービスの対応に関連するコストを削減できます。

戦術3: インバウンドトラフィックをパーソナライズされたエクスペリエンスにつなげる

インバウンドソースから貴社のWebサイトにアクセスした顧客には特定の理由があります。 顧客がクリックしたインバウンドソース、つまりメールやソーシャルメディア投稿のコンテンツがその理由を示しています。 これを把握することにより、コンテクストに沿った関連性の高いコンテンツを瞬時に配信できます。

過去3か月間に貴社からパソコンを購入したすべての顧客にメールを送信すると仮定します。 貴社のWebサイトに誘導するリンクを顧客がクリックした場合、外部ハードドライブ、保護ケースやソフトウェアのような関連する付属品についてのコンテンツを表示できます。 アウトバウンド作業にかかるコストを削減し、より多くのコンバージョンを生成する「個客」エクスペリエンスを演出できる機会です。

戦術4: 位置情報に関連するコンテンツを配信する

位置情報サービスにより、住んでいる場所や、貴社の小売店舗の近くなど所定時間にいる場所をピンポイントで特定できます。 顧客の場所に関するインサイトは、コンテクストに沿ったコンテンツを演出する機会を生み出します。 小売店舗の場合、道順や営業時間のような関連性の高いコンテンツを提供できます。

位置情報をパーソナライズすることで、訪問者のやり取りの関連性を向上させ、少ないクリック数で求めているコンテンツにアクセスすることができます。

Tactic 2

Recognize existing customers

Many businesses become so focused on new customer acquisition that they forget the value of their existing customers. Existing customers come back to your site for good reasons: they might be looking for additional information, or for a user guide for a product they recently purchased, for example. A little white-glove treatment goes a long way to show them you recognize and value them, which in turn primes them for upsell and cross-sell opportunities.

You might also nurture returning visitors as advocates for your products. What’s more, giving them your attention may reduce costs incurred by support calls and customer service inquiries.

Tactic 3

Link inbound traffic to personalized experiences

Customers who land on your site via an inbound source are often there for a specific reason. That reason was triggered by the content of the email or social media post — the inbound source — that they clicked on. Knowing this, you can then serve up contextualized content that’s relevant to them at that moment.

Let’s imagine you send out an email to all customers who purchased a laptop from you in the last three months. If a customer clicks on a link that brings them to your site, you might show them content about related accessories such as external hard drives, protective carrying cases, or software. It’s an opportunity to create relevant, personalized experiences that can help you reduce spending on outbound efforts and/or generate more conversions.

Tactic 4

Serve up location-relevant content

Geolocation services enable you to determine where someone lives or pinpoint where they are at a particular moment — such as near one of your retail stores. Having insight into where they are creates an opportunity for you to serve them content in context. In the case of a retail store, you could provide relevant content such as directions or opening hours.

Using geolocation personalization to make a visitor’s interaction more relevant can reduce the number of times they have to click to get to the content they want.

オーディエンスがコンテクストに沿った重要なコンテンツとつながりやすくなればなるほど、コンバージョンの機会も高まります。

Tactic 5

Treat known contacts like the VIPs they are

When a visitor converts on your website, like when they sign up for a newsletter or download a whitepaper, it represents a golden opportunity to tailor content for them going forward. This valuable conversion or new lead has offered you their name, email address, and potentially more, for a reason. They’re an interested audience — seize your chance to treat them as such.

If you’ve been tracking visitor journeys to your site and know at what point they turned into a lead, you can use that information to present them with new calls to action that correlate to where they are in their journey. If they signed up for your newsletter, you can continue building the relationship by offering them something in context, such as special offers or exclusive content.

Tactic 6

Take their mobile context into account

With people more on the go than ever before — not to mention with shorter attention spans — the might of mobile today can’t be overstated. Visitors could be landing on your site from virtually anywhere and at any time. That reality is driving many marketers to take a mobile-first approach to their efforts, from site design to in-context experiences.

Customers today expect sites to respond well in the mobile environment. With personalization tactics such as geolocation that give you insights into where your customers are at a given time (see tactic 4), you can exceed their expectations by leveraging location-specific data to deliver relevant experiences right to their phone or tablet.

Tactic 7

Leverage in-the-moment visitor behavior

Which section or sections of your website a visitor engages with gives you insights into what they’re interested in. If you’re tracking visitor data in real time, you can use those valuable insights to understand and even predict their intent and deliver contextualized content accordingly. For example, if someone visited your product pricing page, you could then present them with a special offer or discount.

Profiling is a simple way to start harnessing the power of personalization. Because it allows you to create more resonant experiences, leveraging visitor profiles increases your probability of conversions. It also results in more robust analytics that you might take into consideration when developing your overall marketing plan, mix, and budget.

Tactic 8

Assign each customer a score

You can use personalization tactics to rate or score each visitor based on their likelihood to become a customer (“lead score”) or to leave you (“churn score”). Based on these scores, determined through each visitor’s digital activities, you can tailor the content you offer them accordingly, and thus increase your chances of advancing the relationship — or in some cases, saving it.

Lead and churn scores are created using visitor profiling (tactic 7). You can create user profiles with a solution such as Sitecore® Experience Platform to ensure you’re reaching visitors in ways that resonate with them.

Tactic 9

Let customers connect with social media accounts

Another solid tactic on the road to personalization is leveraging social media. If most of your customers are using social media networks and you have forms or account authentication on your site, allowing them to sign in using social networks can deliver loads of advantages.

While it makes it easier for customers to sign into your site via Google, Facebook, Twitter, or LinkedIn, (because you’re saving them from having to remember yet another username and password), it also connects you to a deep well of demographic and psychographic data that you can dip into.

顧客がソーシャルメディアアカウントから共有するデータは顧客についての細かなインサイトを提供し、より関連性の高いエクスペリエンスを迅速にできるようになります。

Tactic 10

Map the customer journey

Visitors to your site have different intentions and questions depending on where they are in their journey. To answer them effectively, you need to serve up specific, contextualized content at every step. But how can you know what to offer them if you don’t know where they’re going? This is where customer journey mapping becomes a valuable exercise.

It reveals a logical path from awareness through to loyalty.

By mapping the customer journey, from identifying initial needs to researching options, making decisions and becoming a new customer, you can deliver experiences that are tailored to specific milestones along their route. And as we now know, more relevant experiences equal more engaged customers, which in turn leads to more conversions.

Sitecore Experience Platform (XP) is an example of a solution that allows you to employ this tactic to ultimately deliver the most relevant content to your visitors.

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