Like everyone, over the past year, I’ve had more time on my hands. I’ve found myself using Spotify more than ever, and it’s largely due to the fact that I am daily presented with music and podcasts I’ve never heard before.
These are curated by Spotify algorithms, which work out what I like and give me a new reason to open the app each day. In fact, Spotify’s streaming data has shown that on average, those who listen to their personalised Discover Weekly playlists stream for more than twice as long as those who don’t. They’ve nailed the personalised digital experience.
Has your business been overlooking this vital driver for digital growth?
If the answer is yes, you’re not alone. If the answer is no, you’re not alone either, but there’s a good chance you are in the majority who have been trying to nail a personalised user experience (UX) and haven’t quite hit the mark.
Previously, we talked about conversion rate optimisation (CRO) for the UX to find out the best way to drive revenue and engagement. This blog is a follow up to enhancing the customer experience. It will touch on the next steps to doing just that, but first, let’s establish what personalisation means in the digital world.
Personalisation is a customised experience, often content-led, that is served to end-users of a product to bring a positive emotional resonance and ultimately drive successful engagement.
It should reflect the user’s wants and it should be informed by their behaviour, thereby providing greater value, and creating a stronger habitual link with the product. The goal of this custom content is to streamline the way a user arrives at their point of value, resulting first in a delighted customer, and then in a delighted product owner.
How do I effectively personalise content?
What content your customers see and when they see it should be informed by data, so this is a good place to start when looking to plan a personalised experience for your users. With event tagging/analytics tools set up correctly, you can see how user behaviour is influenced by your content and measure the successes and failures of your UX.
If you already have tag management set up, this may be a good time to audit your tags to make sure they align with your goals. If you are not tracking these actions, then take this opportunity to future-proof your digital offering!
With good event tagging in place, the door is open for ongoing optimisation and A/B testing with direct sight of how customers interact with your content.
From this point, you can focus on the user experience. If you have an existing product, then conducting a UX review to work out the best areas to improve can be invaluable: no need to reinvent the wheel (Spotify’s Discover Weekly feature sneaks onto the homepage almost unnoticed, but the results are clear). Simply identify one area that matches your user’s end goal and combine logic, imagination and brand values to create a user journey your customers will love.
For a new digital product, consider creating a prototype in a UX design sprint and completing a round of user testing to see how your content personalisation is received by real users, gather feedback and get things right for launch.
Whilst any digital product owner would love to have complex algorithms serving up unique customer experiences, your solution doesn’t need to be as complex as Netflix’s recommended films or Spotify’s playlists to deliver great value.
Think about an iGaming app. The goal is to help the user find their favourite games. The app home screen that acts as a showcase area for user-focused content is often an effective way to do this. So, implement functionality that allows the user to add their favourite games to the home screen and show them other games with a similar style of gameplay. As a result, this will create more engagement and increase customer lifetime value for the operator.
In addition, the user could also see jackpot updates for relevant games in an adjacent promotional area. This would give them more incentive to return to the app, and this experience can be enhanced further. The app could push out well-timed notifications to tell them about promotional offers they are eligible for.
With a few concentrated changes, the user’s digital experience becomes tailored around their behaviour and their perceived value of the product soars. Follow this up with the analysis of your event data and you can plan a roadmap of incremental improvements to build on this and see how your customer engagement benefits from a personalised digital offering.
At Degree 53, we understand the need to put customer satisfaction first and we are making data-led decisions to do this across our projects. If you need help in doing the same, please get in touch!