Personalisation doesn't have to be out of reach for medium-sized or even smaller online services. You can start implementation with ready-made tools or with a very simple customised solution.

Domestic, easy-to-use solutions are offered by, for example, Nosto and Frosmo. While Frosmo provides personalisation of all content within the online service, Nosto focuses more purely on product recommendations and offers omnichannel functionalities from email content to brick-and-mortar personalisation solutions.

Platforms that provide ready solutions for more general content personalisation include Optimizely, Dynamic Yield, and many others. In the manner typical of the industry, the prices of these services are not publicly displayed, but customers are directed to contact sales. The costs typically range from a few hundred to thousands of euros per month, so they are not suitable for everyone. Nosto's pricing is based on a percentage of sales generated through it, which is a pleasantly risk-free model.

Google offers personalisation through Optimize 360 product, whose personalisation functionalities are only available to premium customers. Therefore, due to its cost, it is out of reach for many of us.

Starting Lightly

For many, a lighter customised solution may be a viable alternative. A customised solution may cost more in the adoption phase, but it can save itself back even in the short term, as there are no ongoing expenses.

The starting point for a customised solution typically involves three definitions:

• Which content or functionalities can be personalised?

• What target groups are being identified?

• How can the target group be technically identified?

Let's take a simple example of customised personalisation.

1. A customer is considering buying a car and visits the car dealership's website.

2. They use the site's car search and examine the cars they find.

3. Information is collected about the customer's behaviour, about the specific cars and search criteria they used (brand, transmission, body model, power source...)

4. The customer leaves the site but returns the next day to continue the search for a suitable car.

5. Upon the customer's immediate return to the site, they can be shown recommendations for cars that are identified as meeting their needs.
   
   
   

When implementing this type of personalisation, it's good to keep feet on the ground. It makes sense to first make a simple implementation and verify its value through analytics. Once the groundwork is done, personalisation can begin to be built in a more complex way.

Analytics should highlight three types of user events:

1. The user is identified as part of a specific target group.

2. The user is presented with targeted content.

3. The user interacts with the personalised content.

This allows tracking of how effectively the user can be identified and what the added value of personalised content is for the service's operation.

It's also important to remember that the usability of the service should not depend too heavily on personalised content. Users must always be offered sufficient generic content and functionalities to ensure that poorly or inaccurately working personalisation does not sabotage the service's usability.

Now is the right time to boldly think about what can be achieved in your service through personalisation. Even a small action can bring great results and help take that crucial step ahead of competitors.

Are you interested? Would you like to hear more about personalisation and our solutions for your company?

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