Web Personalization in Marketo: All You Need to Know

In today’s competitive digital landscape where prospects and customers are constantly bombarded with information, personalization has become critical.

In fact, 89%^[1] of digital businesses are investing in personalization.

In addition to this, 80%^[2] of consumers are more likely to do business with a company that offers personalized experiences.

This is why web personalization has emerged as a powerful way of delivering tailored experiences that resonate with individual visitors.

With Marketo’s robust web personalization capabilities, businesses can effectively personalize websites to power engagement, conversions, and customer loyalty.

In this blog post, you’ll learn about web personalization in Marketo, using A/B testing to refine personalization strategies, and key metrics for measuring Marketo success.

So, let’s begin!

Personalizing Customer Experiences in Marketo

Marketo provides a comprehensive suite of web personalization tools for creating tailored experiences across websites. They include:

• Web Personalization Campaigns: Create personalized web campaigns that target specific segments of visitors based on defined criteria.
• Real-Time Personalization: Deliver real-time personalized experiences, adapting to each visitor’s behavior as they navigate your website.
• ContentAI: Leverage artificial intelligence to generate personalized content such as product descriptions, blog posts, and email subject lines.
• A/B Testing and Analytics: Continuously test and refine experiences with A/B testing and data-driven insights to optimize marketing performance.

How to Interpret User Behavior Data for Personalization in Marketo

Interpreting user behavior data is critical for effective personalization in Marketo. By understanding how users interact with your website, you can identify patterns and trends to tailor content, recommendations, and offers to individual visitors.

1. Collect and Organize User Behavior Data

The first step is to collect and organize user behavior data in a manner that makes analysis easy. Marketo provides several tools for collecting data.

Enable ‘Analytics Behavior’ for channels and programs, utilize smart lists and segments, leverage activity logs, and employ people performance reports in Marketo.

2. Create Personas Based on User Behavior

Once you’ve identified key trends in user behavior, begin building personas. Personas are fictional representations of your target audience that enable you to understand their needs and motivations.

Gather user behavior data, identify common patterns, define persona characteristics, segment, validate, and refine personas in Marketo.

3. Utilize User Behavior to Drive Personalization

Now you can start leveraging user behavior data to drive personalization. This includes showing different content to users based on their interests and recommending products and solutions based on purchases.

This also includes sending personalized email to users based on their buying journey stage.

4. Continuously Measure and Evaluate

Continuously measuring and evaluating the effectiveness of personalization efforts will enable you to identify what is working and where you need to make adjustments.

Track the performance of personalized campaigns with Marketo’s reporting tools such as basic reporting, email and performance insights, and advanced BI analytics.

How A/B Testing Can Be Used to Refine Personalization Strategies in Marketo

A/B testing is a powerful tool that can be used to refine personalization strategies in Marketo.

By comparing two versions of a website element such as a headline or call-to-action button, you can determine which version performs better.

To conduct A/B testing in Marketo, follow these steps:

1. Define Your Hypothesis: Clearly articulate the specific aspect of your personalization strategy you want to test.

2. Create Two Variations: Develop two different versions of the element or experience you want to test.

3. Set-Up Your A/B Test: Configure the A/B test in Marketo and define the target audience, traffic distribution, and measurement criteria.

4. Run the A/B Test: Launch the A/B test and let it run for a sufficient period to gather enough data for analysis.

5. Analyze the Results: Once the A/B test has concluded, analyze the results to determine which variation performed better.

6. Implement the Winning Variation: If one variation outperformed the other, implement the winning variation across your website or campaign.

6 Key Metrics for Measuring the Success of Marketo Personalization

Here are 6 key metrics for measuring the success of Marketo personalization:

1. Click-Through Rate (CTR)

Click-through rate is the percentage of visitors who click on a link in your personalized email or on your website.

A higher CTR indicates that your personalization is effective in capturing attention and driving engagement.

2. Conversion Rate

Conversion rate is the percentage of visitors who take desired action, such as making a purchase, signing up for a newsletter, or filling out a form.

A higher conversion rate indicates that your personalization efforts are effective in leading visitors to the desired outcome.

3. Open Rate

Open rate refers to the percentage of recipients who open an email. A higher open rate indicates that your personalization is effective in driving recipients to open your email.

4. Bounce Rate

Bounce rate is the percentage of recipients who reject your email. A lower bounce rate indicates that your personalization is effective in ensuring that your emails are reaching the right audience.

5. Average Order Value (AOV)

Average Order Value is the average amount of money spent per order on your website. A higher AOV indicates that your personalization is effective in encouraging visitors to make high-value purchases.

6. Customer Lifetime Value (CLV)

CLV is the total revenue a customer generated over their lifetime. A higher CLV indicates that your personalization is effective in building long-lasting customer relationships.

Configuring a Multi-Touch Attribution Model in Marketo for a Leading Software Organization

Now that we know more about the key metrics for measuring the success of Marketo personalization, let’s look at how Team Grazitti enabled a customer to configure a multi-touch attribution model in Marketo.

The customer was using Marketo for marketing operations, but struggling to determine the specific lead journey as they had a single-touch attribution model.

They wanted a multi-touch attribution model to be set up in Marketo to gain insights into the lead journey, i.e., the traffic source, forms filled, and landing page visits.

We enabled the customer to:

• Set up a multi-touch marketing attribution model
• Create custom fields in Marketo
• Assign credit to specific marketing touchpoints
• Gain insight into future marketing investments

To learn more, download the case study.

How Companies Have Used Marketo Personalization to Drive Marketing Success

Here are some examples of how companies have used Marketo personalization to achieve success:

1. Netflix
Netflix uses Marketo personalization to recommend movies and TV shows to subscribers. The company uses a variety of data, including viewing history, ratings, and demographics to create personalized recommendations for each subscriber. This has helped them increase engagement and reduce churn.

2. Spotify
Spotify uses Marketo to create personalized playlists for listeners. The company uses listening history, genre preferences, and time of day, to create playlists listeners will likely enjoy. This has enabled Spotify to increase engagement and retention.

3. Airbnb
Airbnb uses Marketo personalization to recommend vacation rentals to guests. The company uses travel history, search behavior, and demographics to recommend rentals that guests are likely to enjoy. This has helped them increase bookings and revenue.

4. Amazon
Amazon uses Marketo to recommend products to customers. The company uses a variety of data, including purchase history, browsing behavior, and demographics to recommend products that each customer is likely to be interested in. This has helped Amazon increase sales and revenue.

5. Uber
Uber uses Marketo personalization to send personalized messages to customers. The company uses trip history, location, and time of day to send riders relevant promotional messages, new features, and more. This has enabled them to increase engagement and retention.

Wrapping Up

Marketo stands as a potent tool for elevating marketing endeavors through web personalization.

By employing A/B testing to fine-tune strategies and focusing on essential metrics for evaluation, Marketo empowers businesses to craft tailored web experiences.

The result? Elevated engagement, amplified conversions, and fortified customer loyalty – all within reach through Marketo’s personalized marketing approach.

Supercharge Marketing Campaigns With Web Personalization in Marketo

References

1. Forrester
2. Epsilon Marketing