We recommend working through this playbook step by step to get the most out of Personalization’s capabilities.
Unidentified Vs. Identified Visitor Personalization Link to this section
Unidentified visitor personalization includes,
- visitor tracking;
- dynamic content creation;
- simple personalization based on website visits and geolocation;
- basic segmentation, based on visitor metrics;
- reporting and analytics; and is
- included with Omni CMS.
Check out our guide to personalization for unidentified visitors.
Identified visitor personalization includes unidentified visitor personalization, plus,
How Does Unidentified Visitor Personalization Work?
Unidentified visitor personalization uses a visitor’s IP address, location, cookies, and other data to capture information regarding the visitor’s behavior.
How Does Identified Visitor Personalization Work?
Identified visitor personalization requires a visitor to identify themselves (typically via a form on your website) and matches their information with your existing database.
Step 1: Define your website and recruiting goals
For example, enrollment is dropping due to the increase in tuition over the last five years. Gallena University wants to increase enrollment.
Step 2: Determine the needs of your target audience
Gallena University will highlight their unique financial aid offerings for high-achieving students in neighboring states. Their target audience is students in the five states surrounding their own.
Step 3: Create your content
Gallena University staff members create two versions of the image and banner on their admissions page. The default and the personalized.
Step 4: Set up and launch your campaign
Based on a visitor’s geolocation and GPA, staff members create a segment for visitors in Arizona that shows a personalized image and banner.
Now, you try. Use our worksheet to get started.