Every company wants to personalize interaction with its users, but what and how to personalize – is a big question requiring collection and analysis of much date
Personalization – is a good method to keep a user. A company Jay Lab shared a view with us how it is possible to improve the work of applications.
People download many applications and attend many sites, but in fact, use only few of them. In 2019 key factor of any application success and main method of building long relationship with users is personalization. Every company wants to personalize interaction with its users, but what and how to personalize – is a big question requiring collection and analysis of much date. So, how to make your application different from the others?
Certainly, there is nothing difficult in starting emails in a mail list or push notifications from an address by name, for example, “Hi, Maria”, but it is simplified example of personalization using and what entrepreneur has already to do. Who likes receiving messages addressed to no one in particular: “Hello everyone…”?
Personalization has three different aspects: interaction, content and experience. Every on each aspect is important and difficult in using in its own way. Companies which can use all three aspects will be most successful in developing of constructive relationships with each user.
Personalization of interaction is focused on how and when to interact with users. Regarding a part “how”, we usually address to user based on certain action or his behavior. For example, if client buys a good in mobile application, seller can send him a letter with call to next action. If user adds a good in a basket then refuse it, seller can send him a discount coupon on this good, to stimulate a potential sale.
Regarding question “when” is better to attract users, the best strategy is sending of messages in that time when user most likely will use an application, but not sending to all users in one time. For example, application for selling tickets which allows to users to search, look through, buy tickets for events of city, this application must keep track user when user is searching something. If user stop using the application in some while, it can send to every user a push message with relevant content to come back him to using application again. In the same way if user often looks through an event, but not buy tickets it is possible to attract him for purchase using a discount coupon the certain event.
Consider personalization of content as a set of recommendations for two different types of content. User data such as history of view, purchases, search requests, can be used for adapting of content whether it is an advertisement, article or recommendation of good or service
This data is possible to use for determining that is not to send to user (if they have just bought a camera most likely they won’t be interested in purchasing of video camera).
Again, on example of application that sells tickets, we certainly can use “what” and “where” in search requests of user for content personalization, but we also can use data obtained by studying their behavior. For example, if one buyer bought a preferential ticket, and the other one bought premium, we can us this context for sending content special developed to appeal to each of the price segments.
It is harder than personalization of interaction, because for providing of trouble proof work for different types of content it is necessary to imbed on developing stage of application, that triggers for each of content type were integrated from start. After that an application has to track user's behave on certain indicators to initiate sending personal content in case of operation of the certain trigger. However content personalization – is the best way to ensure that different types of content that you create find necessary address.
Personalization of experience perhaps is the hardest of three, because it attracts changes of whole application based on behave of each certain user. Application will look in different view for an experienced user and for new user, because for each of them there are different business tasks. New user can see simplified interface, in the same time experienced user can open an application and see most used of functions. Binding of application for each user will force them come back again and again.
Let's come back to the application for selling of ticket – user interface is possible to align based on such tags, like user with limited rights/ new user, buyer of preferential tickets, etc. Each separate tag or combination of tag is possible to use for adjusting of application mock-up and quantity of displayed actions. Personalization of experience need big quantity of experiments, but once you find right combination it becomes very powerful mechanism to keep users.
Although everything of that can seem difficult, first step to any personalization – is collecting of key user data and data of user behave, processing of these data and remaking of them in meaningful ideas. Make it in right way and you will get loyal users which come back to you.