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Towards Personalization: Responsive Content Systems



Today, personalization rules the ball on the Internet - social networks and search engines have taught network users to see content “honed” to suit their interests. IT companies are forced to adapt to this trend and take into account the interests of their audience, but this is not always easy.

In today's topic, we will talk about systems for creating adaptive content using the example of your Yagla project.
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What are we talking about


The key to increasing conversions is to personalize the content on the site to the needs and requirements of the user. Responsive content systems are made from a simple web page “multilenders” - the content shown on the screen (headings and text content) to the user is personalized by the search query he got on the site.

Due to this, the visitor spends less time on finding the necessary information (all of it is already here on the screen), and is more likely to be converted into a client.

As you know, search engines encrypt search queries, but this information is available for content ads. Accordingly, the use of adaptive content allows you to increase the return on such advertising and increase conversion.



How it works


The logic of work is simple: if a company, for example, has a campaign on Yandex.Direct, the adaptive content service (for example, Yagla) will receive requests from it via the API and, for their different categories, issue different content (headers, buttons, form signatures, pictures) on the landing page of the company's website. This allows for an order to increase the impact of contextual advertising.



What we work with:


What technologies we use:


Who needs it


First of all, to those who use contextual advertising and directs it to landings (in this case, our system gives the best results), small companies (for example, online stores), for whom increasing the return on contextual advertising (with tightly limited budgets) is , sometimes, a crucial condition for the continuation of the business.

Often (contrary to their expectations), such companies face rather weak returns from advertising, in particular, in Yandex.Direct. For example, when setting up a campaign mainly for “high-frequency requests”: such a campaign could cost the firm a “tidy sum”, while small businesses will have to compete with the majority of major players in their market.

We often work with companies for narrowly targeted requests - they are sometimes ignored, but the competition in this area is noticeably lower, and the return (especially for small businesses) can be much more impressive. At the same time, it does not matter whether the company provides its services online or offline: practice shows that a personalized appeal to a visitor (even on the Internet) has a positive effect on sales.

Our service is also useful for those who are not willing to spend time on exploring the functionality of other products or cannot take on a specialist who will be engaged only in promotion. In one of the cases (below) we described the case when the director of the company used our service - a person who, besides increasing the conversion of the site (especially considering that the business is offline), has a host of other, sometimes more urgent tasks. Although there are frequent situations (more about them too below), when Yaglu was successfully used by professional directors.

How effective is this: some numbers from real projects



That's all for today. In the following materials, we will continue to talk about useful tools and cases for increasing conversion and promoting business online.

Source: https://habr.com/ru/post/286850/

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