Getting Personal: Must-Have Content Customization Software for Business

We all like personal touches. In 2021, research found that 71% of customers expect a personalized experience, and 76% get annoyed when offered irrelevant suggestions.

Effective personalization is challenging and requires significant time, effort and resources. Dedicated software can do the job for you, although adding additional software to websites frequently results in slower sites and, therefore, poorer performance.

Let’s take a closer look at some top personalization software options so you can gain all the benefits without sacrificing site speed. 

What Is Personalization Software and Do You Need It?

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Personalization software is created to deliver a unique and engaging online experience. It caters to the preferences and actions of individual website visitors. This software uses many data points, including location, demographics, browsing history, and interests, allowing website managers to craft customized encounters for their audience.

Personalization software enables the customization of key touchpoints along the sales funnel. From product recommendations to targeted email campaigns and tailored landing pages, every interaction is designed to resonate with the visitor's specific needs.

By delivering the most relevant customer journey for each visitor, businesses can expect to see increased conversion rates, more email subscribers and the growth of a loyal customer base.

Selecting the Right Content Personalization Software

With so many content personalization software options saturating the market, choosing the right one can feel overwhelming. To make the best choice for your business, think about the following:

• Goals: What do you want to achieve? For example: converting buyers, growing email lists or increasing webinar attendance.
• Scalability: Evaluate personalization needs and implementation capabilities. Basic tools may suffice for smaller sites with fewer touchpoints. 
• Industry: Personalization needs vary across industries. B2C companies prioritize product recommendations, while B2B companies value educating clients. Software selection must align with industry needs for optimal return on investment (ROI).

Our Top 5 Content Personalization Software Solutions

When choosing the best personalization software for your business, consider what best suits your goals, scalability needs and industry dynamics. 

Let's look at our top five software solutions in detail: 

1. Pantheon's Edge Integrations + Lytics

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Pantheon's Edge Integrations combined with Lytics, offers a great solution for personalized content delivery. With Edge Integrations, powered by the Advanced Global CDN, users can personalize content based on geolocation or specific interests. 

Our partnership with Lytics enhances this capability by providing turnkey web personalization at scale. The Personalization Engine, which comes free for all Pantheon customers, ensures ease of use without compromising site performance. This solution stands out for its ability to deliver personalized experiences efficiently, with no negative effects on site speed.

2. VWO

VWO is a conversion optimization tool best known for its A/B testing. Its strong focus on experimentation allows users to fine-tune their content for maximum effectiveness. With VWO, businesses can test various website elements to optimize conversion rates and user engagement.

3. Optimizely

Optimizely offers an all-in-one marketing software solution designed to plan, deliver and analyze personalized content. Its suite of tools enables businesses to create targeted experiences across multiple channels. From campaign planning to performance analysis, Optimizely allows users to refine their content strategy for maximum impact.

4. RightMessage

RightMessage is a leading provider of email personalization solutions, allowing businesses to create highly targeted and effective email campaigns.

With RightMessage, businesses can use the power of personalization to deliver relevant, engaging and highly personalized emails to each subscriber. By tailoring content, images and calls-to-action based on individual preferences and past interactions, RightMessage helps businesses captivate their audience and drive meaningful engagement.

5. Adobe Target

Adobe Target allows businesses to conduct A/B testing to compare different versions of their website or app. This enables them to identify the most effective design, content or functionality for a specific audience segment. It also supports multivariate testing, which allows businesses to test multiple variables simultaneously. This can help identify the optimal combination of elements for a given goal.

Adobe Target is a good option for businesses looking to improve their digital marketing efforts and deliver exceptional customer experiences.

Common Challenges and Indispensable Features To Look For

It’s important to anticipate and address common challenges that may occur when using new software. From integrating data sources to optimizing site performance, here are some potential problems to look for:

• Integration Challenges: Look for software solutions that offer integration capabilities, enabling you to consolidate and use data from multiple channels and touchpoints.
• Understanding User Behavior: Gaining insights into user behavior is important when crafting personalized experiences. Consider software that provides analytics and reporting features, allowing you to get actionable insights into your audience's preferences, interests and behaviors.
• Performance Impact: One of the most significant challenges faced by websites implementing personalization is the potential slowdown in site performance. Avoid "bolt-on" personalization software that can bog down your site, leading to decreased performance and conversion rates. 

Along with challenges, there are some key features to look for:

• A/B Testing: A/B testing functionality is essential for optimizing personalization efforts. It enables you to experiment with different variations and measure their impact on user engagement and conversions.
• Automation: This enables you to streamline personalization workflows and deliver targeted content at scale.
• Journey Mapping: Journey mapping tools allow you to visualize and understand the customer journey, enabling you to identify key touchpoints for personalization and optimize the user experience accordingly.
• Machine Learning Capabilities: Look for solutions with advanced prediction and recommendation algorithms, which enable more accurate and relevant personalization.
• Compliance With Data Protection Regulations: Prioritize software solutions that adhere to data protection regulations such as GDPR and CCPA, protecting user privacy and ensuring compliance.

Pantheon in Action: Drift

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Drift is a conversational marketing platform that helps businesses engage and convert website visitors into customers through real-time messaging. With goals to increase organic traffic and improve user engagement, Drift was looking for a solution to streamline its development process when implementing personalized content.

Through its suite of WebOps tools, Pantheon provided Drift with the infrastructure and capabilities needed to accelerate its website optimization. Multidev environments allowed multiple developers to work simultaneously on different tasks, while A/B testing features enabled Drift to experiment with various content variations and launch changes quickly.

The outcome? After just six months of using Pantheon's platform, Drift experienced a 25% increase in organic sessions, coupled with a 15% decrease in bounce rate. “Pantheon enabled Drift to move fast, be agile and customize extensively,” reported Ottavio Dattolo, Senior Global Demand Generation Manager at Drift. 

Take Your Customer Experience to the Next Level With Pantheon

Personalized customer experiences are essential for user engagement, conversions and brand loyalty. Businesses should set clear goals and identify suitable strategies and software for effective customization.

As a leading WebOps platform, Pantheon allows businesses to host, scale and manage websites at lightning-fast speeds. Through our collaboration with Lytics, Pantheon introduces a scalable, ready-to-use web solution, further expanding your personalization options.

Pantheon offers a cohesive and efficient approach to personalization. A centralized platform allows you to optimize your workflows, eliminating the need for multiple, unconnected tools and platforms. 

Contact Pantheon today to unlock the full power of personalized marketing strategies for your business!