Once you’ve figured out who wants what, you need to use segmentation to bucket your audience into groups based on which factors were related to them preferring one variation over another. Then you target each segment with the message that resonated with them. You can do this with AddThis Audience Targeting, setting up separate messages that target your audience segments with messages and calls to action that are right up their alley.
It’s cool that you’re now reaping the rewards of personalization, but you need to know that this isn’t a one-time thing. People’s interests are changing constantly with the seasons and current events and you need to stay on top of them. You need to be continuously testing – vary your messages as well as your segments to see if you can do better, especially if your performance starts dipping because, for example, your returning audience gets used to the rules you set up for them and are ready for something fresh. It’s also possible that you can improve on your first pass at personalization with a bit of experimentation.
We’re just scratching the surface here and we’re going to cover this topic again with more AddThis pro tips. But now you know there’s a huge opportunity to drive more engagement on your website by understanding the needs of your different visitors and giving them what they want, instead of the one-size-fits-all site experience most websites offer right now.