What Personalization is: Using data to provide individual consumers with relevant information according to their preferences. Today’s technology will allow a company to make a website or e-mail look different to different individuals.
What Personalization is not: Unique content. Though personalized offers are tailored to each visitor or customer, they are not written for specific individuals.
Why Personalization matters: Consumers’ attention spans are getting shorter, as is their patience for content that is not immediately relevant to them. Personalization helps to target critical segments, tailor content for them, and ultimately, increase conversions.
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