In today’s super competitive eCommerce environment, marketers have come to learn that optimizing for how the ‘average visitor’ is going to interact with their site is no longer a viable strategy. With so many different types of segments and users, each with their own distinct preferences, brands need to run experiments targeting high-value groups if they want to drive higher conversion rates and average order value AOV.
However, upon trading in a one-to-many for a one-to-one approach, many are met with the harsh realization that successful personalization requires a significant investment in content creation. As the number of segments increases, so too does the number of experiences needed to meet their unique needs – which can consist of multiple variations across channels.
The impact on a testing roadmap might look something like this:
From inception to design, development, QA, and deployment, launching campaigns of this magnitude can take weeks to get off the ground and often must consistently be iterated upon to ensure relevancy over time. The content cadence as brands know it, therefore, must evolve to more closely reflect and support a growing personalization program.
But how much content is really necessary to move the needle?
While concerns of scaling creation are a very real fear for brands moving from generic messaging to more tailored interactions, there are many ways to overcome content scarcity and accelerate experience delivery.