Explore these practical examples and measurement strategies to optimise your digital marketing efforts using your Sitecore DXP.

For each, we give an example and a suggestion with metrics that you could track. Good luck, and share your ideas and success with us.
 

1. Personalised Landing Pages for New Customers

• Example - A new visitor arrives at your website through a targeted ad campaign promoting a specific product. Sitecore recognises this and personalises the landing page to highlight the product featured in the ad, including relevant testimonials, benefits, and a call-to-action (CTA) to sign up for a demo.
• Suggestion - Use UTM parameters in your campaign links to trigger dynamic content changes on the landing page based on the source, medium, or campaign, ensuring each visitor sees the most relevant content.

What you could measure:

• Conversion Rate - Measure the percentage of visitors who complete the desired action (e.g., sign up for a demo) after landing on the personalised page.
• Bounce Rate - Track how many visitors leave the page without interacting - this indicates the relevance of the personalised content.
• Time on Page - Analyse how long visitors stay on the landing page, which can indicate engagement with the content.

 

2. Geolocation-Based Content Customisation

• Example - A visitor from a specific geographic location (e.g., London) lands on your site. Sitecore personalises the homepage to display regionally relevant content, such as local events, currency in GBP, and UK-specific promotions.
• Suggestion - Integrate geolocation data with your content strategy to deliver region-specific offers and promotions that resonate with local audiences.

What you could measure:

• Regional Conversion Rates - Compare conversion rates across different regions to assess the impact of geolocation-based personalisation.
• Engagement Rates - Measure metrics like page views, session duration, and click-through rates for region-specific content.
• Revenue by Region - Track sales or lead generation by region to evaluate the effectiveness of location-based content.

 

3. Personalised Product Recommendations

• Example - An existing customer who has purchased running shoes visits your website again. Sitecore analyses their past behaviour and displays personalised recommendations for complementary products like running socks, fitness trackers, or new shoe models.
• Suggestion - Leverage Sitecore's machine learning capabilities to continuously refine product recommendations based on browsing history, past purchases, and similar customer profiles.

What you could measure:

• Click-Through Rate (CTR) - Measure how often visitors click on personalised product recommendations.
• Average Order Value (AOV) - Compare the AOV for customers who interacted with personalised recommendations versus those who did not.
• Cross-Sell/Upsell Rate - Track the percentage of customers who purchase additional or higher-value products after receiving personalised recommendations.

 

4. Dynamic Call-to-Actions (CTAs)ee

• Example - A returning visitor who has previously downloaded a whitepaper is browsing your blog. Sitecore personalises the CTA to encourage them to sign up for a webinar related to the whitepaper's topic, instead of displaying the generic CTA.
• Suggestion - Use Sitecore’s personalisation rules to adapt CTAs based on the visitor's interaction history, ensuring the next logical step in their journey is always prominently featured.

What you could measure:

• CTA Conversion Rate - Measure the percentage of visitors who take the desired action after interacting with a personalised CTA.
• Engagement Rate - Track clicks on personalised CTAs compared to generic ones.
• Lead Generation - Assess the number of leads generated from personalised CTAs versus standard CTAs.

 

5. Segmented Email Marketing with Personalised Content

• Example - A segmented email campaign targets first-time visitors who abandoned their shopping cart. Sitecore personalises the email content to include a reminder of the products left in the cart, a special discount offer, and suggested alternative products.
• Suggestion - Integrate Sitecore with your email marketing platform to create highly targeted, personalised email campaigns that drive conversions based on user behaviour on your website.

What you could measure:

• Open Rate - Monitor how many recipients open emails with personalised content.
• Click-Through Rate (CTR) - Track how many recipients click on links within the personalised email.
• Conversion Rate - Measure the percentage of email recipients who complete a desired action (e.g., purchase, sign-up) after interacting with personalised content.

 

6. Behaviour-Based Content Personalisation

• Example - A visitor is browsing articles related to digital marketing on your site. Sitecore recognises this interest and starts showing them more content related to marketing automation and SEO on subsequent pages, alongside relevant case studies and product features.
• Suggestion - Create content clusters and use Sitecore to track visitor behaviour, enabling dynamic content personalisation that aligns with their demonstrated interests.

 What you could measure:

• Content Engagement - Measure metrics such as page views, time on page, and scroll depth for personalised content.
• Returning Visitors - Track the number of users who return to your site after interacting with personalised content.
• Content Conversion Rate - Assess how often personalised content leads to conversions, such as filling out a form or making a purchase.

 

7. Personalised On-Site Search Results

• Example - A frequent visitor uses the search bar to look for "winter jackets." Sitecore personalises the search results by prioritising items that match their previous searches and purchases, along with winter-specific promotions.
• Suggestion - Optimise your site search functionality with Sitecore’s personalisation features to deliver more relevant search results based on user history and preferences.

 What you could measure:

• Search Conversion Rate - Measure how often personalised search results lead to a desired action, like a purchase or download.
• Click-Through Rate (CTR) on Search Results - Track how often users click on personalised search results compared to generic results.
• Search Abandonment Rate - Monitor the percentage of users who abandon the search without clicking on any results, potentially indicating the relevance of the search results.

 

8. Personalised Content for Different Buyer Personas

• Example - A B2B company has different buyer personas such as "Marketing Managers" and "IT Directors." When a visitor’s behaviour indicates they are likely a Marketing Manager, Sitecore personalises the homepage and content suggestions to feature marketing-related case studies, solutions, and CTAs.
• Suggestion - Define key buyer personas within Sitecore and create personalised content journeys that speak directly to the needs and pain points of each persona.

What you could measure:

• Persona-Specific Conversion Rates - Measure conversion rates for each buyer persona to see which segments respond best to personalised content.
• Engagement Metrics - Track page views, time on page, and interactions with content specific to each persona.
• Lead Quality - Assess the quality of leads generated from persona-specific content, such as lead scoring or progression through the sales funnel.

 

9. Event-Triggered Personalisation

• Example - A visitor registers for an upcoming webinar. Sitecore tracks this event and personalises the subsequent experience by displaying a countdown to the event, related articles, and a personalised thank you message upon logging in next time.
• Suggestion - Use event-based triggers within Sitecore to tailor the user experience before and after key actions, keeping your audience engaged and informed.

What you could measure:

• Event Engagement - Monitor metrics like clicks, registrations, and interactions with personalised content triggered by specific events.
• Customer Retention - Measure how event-triggered personalisation impacts customer retention and repeat visits.
• Post-Event Conversion - Track conversions (e.g., purchases, sign-ups) that occur after an event-based trigger, such as a webinar reminder.

 

10. Personalised Exit-Intent Popups

• Example - A first-time visitor is about to leave the site without converting. Sitecore triggers a personalised exit-intent popup offering a discount on their first purchase or a free e-book related to the pages they viewed.
• Suggestion - Implement exit-intent popups that are personalised based on user behaviour, such as pages viewed, to encourage conversions before they leave the site.

What you could measure:

• Conversion Rate on Exit Popups - Measure the percentage of visitors who complete the desired action (e.g., sign up, purchase) after interacting with an exit-intent popup.
• Bounce Rate Reduction - Track changes in the bounce rate after implementing exit-intent popups.
• Lead Capture Rate - Measure how many leads are captured through exit-intent popups compared to before they were implemented.

 
These examples showcase examples of Sitecore's personalisation capabilities that your marketing teams can use to enhance the user experiences, drive engagement, and increase conversions. 
 
 
General Tools and Techniques:

• Sitecore Experience Analytics - Use Sitecore’s built-in analytics to track personalised content performance, user engagement, and conversions.
• A/B Testing - Conduct A/B tests to compare personalised content against non-personalised versions, using metrics like conversion rates and engagement to determine effectiveness.
• Google Analytics - Integrate with Google Analytics to track detailed visitor behaviour, conversion funnels, and the impact of personalisation on key metrics.
• CRM Integration - Link Sitecore with your CRM system to measure the impact of personalisation on lead quality, sales pipeline progression, and customer lifetime value.
• Heatmaps and User Tracking - Tools like Hotjar or Crazy Egg can be used to visually assess how users interact with personalised elements on your site.

 
Remember you need to be consistently monitoring these metrics and refining based on the data and results. Let us know if we can be of help.

Get in touch with us to learn more about how Sitecore can empower your Marketing teams.