Anonymous users: boosting results with web personalization

August 9, 2023PlaybooksBy Camila Shiratsubaki, Yasmin Gonçalves and Francine Nogueira

One of the biggest challenges for digital marketers these days is understanding the interests of anonymous users when they first visit a website. By personalizing your communication to match users' specific browsing context, you can achieve remarkable results. This increases engagement, boosts conversions, and raises the average ticket value.

Leveraging anonymous users’ data allows you to create segments that correspond to their preferences and display targeted copy and images. You can use dynamic content to personalize recommendations of products, blog posts, subscription plan options, etc. This will help you minimize any potential friction.

How Aegro increased the conversation rate by +28%Understand how they use Croct to optimize the website performance with personalization and AB testing.

A image showing home banner website mockup

How to create personalized experiences for anonymous users

Interest data can be gathered from various sources, such as website interactions, and declared preferences.

You can create a personalized experience by following two easy steps:

First, create your audience by segmenting users based on their interests. You can use data collected during any session.
Next, select the website area in which you want to display the personalized content, such as the announcement bar or the home banner.

Audience

With Croct, you can use our Contextual Query Language (CQL) to create segment criteria. This English-based language was tailored to meet the needs of modern digital experiences, with a strong emphasis on personalization, experimentation, and machine learning. It combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users to formulate queries. Read our documentation to learn more.

You can create new audiences based on users’ searches and clicks. Let's imagine you have a pet shop e-commerce, and sell a bunch of products for different pets. To segment them based on their interests, you could use the following queries:

user's interests contains "dog"
user's interests contains ["dog", "cat"]
user's interests contains ["dog", "cat", "bird"]

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a form for defining audience name, ID, and criteria. — How to create an audience within an experience in Croct's PMS

These variables rely on custom events, so you should track the user's interest first. As shown in this example, you can apply changes to the user's profile. To populate the interest widget on your workspace dashboard, you need to track the InterestShow event. We suggest you do both.

Slot

Slots are any personalizable elements of your application.

Some popular choices are the announcement bar, the landing page hero, and the home banner. Still, you can also personalize any page section to include targeted information.

How to select a slot in an experience within Croct's PMS

Wrapping up

Creating personalized communication on your website is a great strategy to grab the user’s attention, generating more engagement, and making navigation smoother and more intuitive.

You can track user events to understand how to establish strong connections with your personas. Additionally, you can personalize your website based on organic search or draw inspiration from some of our e-commerce personalization examples.

Here are some extra reads to help you personalize your messaging:

Sign up for a free account today and explore our platform to enhance your content delivery and improve your brand authority. Happy personalization!