Personalise Web Content using Product Recommendations

The better you know someone, the easier it is to predict the stuff they like.

It’s why your friends are a lot easier to buy gifts for than, say, the man sitting next to you at the bus stop. So I guess it’s a good thing no one’s asking you to buy a gift for that guy (don’t do it – it’s creepy).

With, predicting what products someone will love is just the beginning. Those recommendations can then be turned into attributes in their own right. Meaning all the people with a shared product recommendation can become a single segment, ready to be served a beautifully bespoke version of your content.

So, let’s say you’re an online cosmetics retailer called… Face… Garden. Face Garden… The name is not important. What is important is this: you offer a wide range of top-notch products.

But not every product will be right for every one of your prospective customers. Some people might be the perfect candidates for your latest Korean skin care range. Others might fall for a bold matt lipstick. The two groups are poles apart — one is after a clean natural look, the other, vampish glam. Try to cater to both, and you’re likely to look too general, and appeal to neither.

Not only can tell you which is which, it can link seamlessly with your tool of choice to dynamically serve web content that’s tailored accordingly. Your site can become a fresh-faced Asian-skincare paradise or a haven for bold looks and statement style, depending on who’s paying you a visit.

Now, if you knew which of those customers was most likely to follow through on your recommendation, imagine what else you could do…

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