Businesses personalize websites according to on site behavior more than any other factor.
Only 13% of companies have added personalization to their mobile experiences, an Econsultancy report has found, and another 33% aren't even planning on adding it in the next 12 months.
On Site Behavior + Traffic Sources Driving Personalization
Of the 1,100 digital and ecommerce professionals surveyed, 30% said on site behavior and 29% said traffic sources were what personalized experiences were based on. After that, agencies and in house marketers were basing personalization on geography (23%) and calender/holidays (21%).
Desktops were the place most businesses were doing personalization (43%), according to the Realities of Online Personalization Report. Besides mobile, the report also separated out tablets as another channel for possible personalization opportunities. However, as with the mobile category, only a fraction of businesses were doing it there. Just 14% of businesses were personalizing tablet experiences.
Over half the companies in the survey came from the UK with another 20% coming from the rest of Europe. 4% of respondents were from the U.S. The largest industry segment was retail (19%), followed by technology/telecom/software (14%) and financial/insurance (10%).
Tools of the Trade
An Econsultancy report from 2012 showed businesses had accepted personalization as a fundamental part of their online strategies (story link), but the latest findings just don't back that up. It may simply be the very definition of personalization is not widely agreed upon. Furthermore, many companies are likely only personalizing at a very basic level or even only planning on doing so at that level.
As companies realize the value of customer loyalty, for example, personalization takes on added importance. More and more companies are taking advantage of things like loyalty programs that can store up large amounts of personalized data for use in personalizing content. Comprehensive customer profiles can be built from these efforts, and that is part of the key for the next level of personalization.
Additionally, the opportunity for using geolocated content on mobile devices is enormous. This practice can combine a loyalty program with targeting someone's mobile device as a company called ePrize did in 2012 with its Apple Passbook integration.
For now, companies are mostly recommending products (42%) and personalizing on site search results (40%), according to the latest Econsultancy report. 40% of respondents also said they were offering personalized images or text, and 35% said they were personalizing site navigation.
Tell us in the comments if your company has embraced personalization and if the patterns here are familiar.