Making Digital HumanHow to transform the online experience with web personalisation

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Web personalisation is about making

your website behave more like a person

– or a team of highly efficient people

• Likeable, affable, trusted.

• Greets each customer

personally.

• Remembers previous

visits, likes, dislikes,

wants and needs.

• Anticipates and fulfils

each customer’s whim.

Imagine if your website behaved

like a concierge at a top hotel…

People would come back.

They would feel valued - loved, even.

And the more they came back, the

stronger the relationship would grow.

A website should remember who

visitors are, and what each one has

requested or bought.

Both the company and the

customer should go away with the

same memory of their interaction.

• Group by details shared

on past visits.

• Age, location, purchasing

history.

• Make assumptions based

on past behaviour to

anticipate need.

• Tailor content based on

this need.

Predicting what customers

want – and delivering it…

Customer insights don’t need to be explicit.

They can be gleaned through observation and

interpretation.

• Capture hearts, not

wallets.

• Remember every

encounter.

• Use this knowledge to go

beyond the call of duty.

• Shared experiences

deepen relationships.

Customers want to feel

the love…

Customers seek a brand they can trust.

They seek authenticity and consistency.

Brands need to remember each customer

interaction, and use this knowledge to move

the relationship forward.

• Remember the past

• Observe the present

• Imagine the future

There are 3 key stages of data

gathering:

• Capture and store

information gathered

from online and offline

interactions.

• Ensure information is

easily accessible.

• Recall and act upon this

information.

REMEMBEREvery customer word is a golden

nugget…

• How did a customer

arrive at your site?

• What device are they

using?

• What time of day?

• What pages are they

looking at?

• What search terms are

they using?

OBSERVELook for hidden clues in the digital

space…

• What are they trying to

do/what will they want to

do next?

• How can you assist them

while supporting your own

business objectives?

• Be sensitive to different

buying goals.

• Identify the best

opportunity to add value.

IMAGINEThink like your customer…

• Identify what key tasks

your customers are

aiming to achieve.

• Make it as quick and

simple for them as

possible.

• Balance your business

needs against user

needs.

What are your

customer’s goals?

Step One

Who is your customer?

Use multiple sources to research who your

customers are:

• Interviews

• Existing Content

• Search terms

• Customer-facing staff

Step Two

• Personas help identify

customer motivations and

help you empathise with

your audience.

• Create three to five

personas to work from.

• Each persona is a fictional

character which assumes

the characteristics of the

group it represents.

Create personasStep Three

• Consider both digital and

physical interactions.

• Identify optimum moments

when customers are most

receptive to sales

messages.

• Find out when these will

offer the most value.

• Analyse your customer

journey map – how can

your organisation improve

it?

Mapping the customer journey…

building-blocks.com

5 quick routes to the

optimum journey:

• Content

• Tools

• Channels

• Trigger Moments

• Differences

• Visitor is unknown.

• Location is UK.

• Looked at pages relating to planning digital strategy,

for example.

Change and display the most recent whitepaper on

digital strategy in the right hand panel.

What are the rules?Identify which areas of your site would most benefit from

tailored content.

Example first rule:

• Don’t create too many rules at first.

• Start by making rules as generic as possible.

• Over time, make rules more granular and

specific.

• Try not to present the customer with too many

of their own personal details.

Start slowly, measure, then ramp up the rules…

• AUTOMATE

needs to merge the R.O.I

principle.

• AUTONOMY

needs to enable

marketers to react to a

fast-changing world.

• ANALYSE

needs to include a

reporting function, so you

can assess which rules

are working, and which

aren’t.

Choosing the right technology

Making Digital HumanHow to transform the online experience with web personalisation

Find out more information on web personalisation in our free,

70-page eBook. This how-to guide will teach you:

• What personalisation really means

• Easy steps to understanding your customers

• The ROI principle: Remember, Observe, Imagine

• Quick and easy ways to improve your customer’s journey

• How to choose the right technology for your organisation

building-blocks.com

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Building Blocks build digital capabilities for global organisations to help them

get closer to their customers.

We work with clients to identify digital opportunities that will increase revenues,

develop relationships and improve efficiencies

Our creative, technical and operational expertise then put those opportunities

into practice - rapidly, reliably and at scale.

Founded in May 2007 by Jonathan Whiteside and Andy Iddon, Building Blocks

has offices in Manchester UK and San Francisco USA, employing over 70

people.

CONTACT US

Manchester

T: +44 (0)161 441 0600

E: hello@building-blocks.com

San Francisco

T: +1 (415)-361-5648

E: hello@building-blocks.com

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