Personalization for Anonymous Visitors

1. Why Personalization Matters

2. The Problem of Anonymous Visitors

Unfortunately, the task of personalizing experiences becomes daunting when we know little or nothing about the visitor, as is the case with anonymous visitors. Based on website analytics, most inbound visitors to a website come from organic search. The salient feature of visitors from organic search is that they are unknown first-time visitors. Aside from the IP address, we know very little about them: we have no information stored in cookies, no special links with parameters, no campaign IDs, no segment profiles. On the whole, organic search visitors are largely anonymous. So how do we make the most of these interactions?

**“Organic Search Improves Ability to Map Consumer Intent,” BrightEdge Research, 2019
**“Organic Search Improves Ability to Map Consumer Intent,” BrightEdge Research, 2019

If only we could ask the anonymous visitor some questions:

  • Who are you?
  • Why did you come to the website?
  • How much do you know about our products and services?

3. Asking Questions

A simple way to ask these questions is through Questionnaires. Questionnaires present a simple, anonymous, and risk-free method for the visitor to convey information. Visitors will be rewarded with relevant content and a better experience. Yet, it’s remarkable that more websites don’t employ this approach. Questionnaires can come in many forms and types of interactions such as a wizards, surveys and polls, assessments and quizzes, and calculators.

4. Website Questionnaires Are More Than Forms

Before diving into how to build a questionnaire, it is important to understand that questionnaires are different than forms. Many “questionnaires” one might encounter are actually a series of static forms. These forms tend to be a uniform set of questions asked to all users, with minimal features and are generally designed from the point of the view of the question-asker.

5. Designing The Questionnaire

The power of a question

How do you ask right the questions? How many questions do you ask?

Wikipedia, Twenty Questions

For 1000 products:

  • 10 questions with 2 choices (2¹⁰)
  • 7 questions with 3 choices (3⁷)
  • 5 questions with 4 choices (4⁵)

6. Challenges and Solutions

It can be challenging to create a questionnaire accurately. Questionnaires can be difficult because they require custom programming and are time intensive to design and build. They are also generally fixed after launch, and sometimes integrate poorly with the website experience. To overcome the challenges of building and designing questionnaires, you need a tool that it is integrated with the content management system, and preferably has a drag-and-drop interface with real-time publishing.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
PiSrc

PiSrc

2 Followers

PiSrc enables organizations to engage with their audience and build better experiences through digital platforms, AI + data, and enterprise financial solutions.