A new study found that consumers were more likely to engage with a brand’s website after three pageviews of personalised content.
In its Ecommerce Quarterly Report for the fourth quarter of 2018, software developer Monetate found that customising the content on a website to provide a personalised experience was a very effective way to increase on-site engagement of consumers who visited a brand’s website.
Monetate analysed a random sample of more than a million customer engagement sessions on brands’ websites to determine the effectiveness of providing personalised content during those sessions.
The study found that conversion rates doubled from 1.7% to 3.4% when customers viewed three pages of personalised content rather than two pages of personalised content.
The impact of personalised content was even more dramatic at 10 pageviews, with conversion rates increasing to 31.6%.
The study also segmented consumers by demographic factors and found that there were differences among segments in the number of personalised pageviews needed to increase the level of consumer engagement.
In its report, Monetate noted that it is more difficult than ever to engage with consumers and that brands should design their personalised content marketing strategy to provide consumers with a cohesive experience when they access a website across many interactions.
Brandon Atkinson, Monetate’s Chief Operating Officer, stressed that is was vital for marketers to offer personalised content to “catch and keep” the attention of their customers. He added that unless brands “persistently and pervasively” introduce personalised content into their customers’ experience with the website, they are missing an opening to get the most value from their marketing efforts.
