Personalization

Personalization

Based on the characteristics, behavior and previous visits, we can show targeted and relevant content to the users.

Among other things, you can use personalization to:

  • Show different content to contacts based on their geographic location.

  • Hide a registration form from contacts who have previously filled out the form.

  • Change the text in a website banner based on a contact's referring site.

In the Experience Editor, you can create rules to determine which content is shown to different site visitors. These are called personalization rules or conditional renderings.

We can implement rules that show personalized content to visitors based on their browsing behavior and their accumulated profile values.

Sitecore XP lets you choose from several personalization approaches:
  1. Rules-based personalization
  2. Adaptive personalization
  3. Historical personalization
  4. Journey-based personalization
There are several out of the box categories which we can use to personalize the components, which includes:
  1. Campaigns
  2. Channels
  3. Date
  4. Device
  5. Fields
  6. GeoIP
  7. Tracking
  8. Visit and etc.

Rule-based personalization

Rule-based personalization uses logic-based rules to determine the content that is displayed on a webpage. For example, we can set rules to show contents based on physical location of the visitors.

Here are the steps to configure personalization for specific component(s):


Step 1 : Select the component that you want to personalize, you can select the component either from presentation or from Experience editor.



Step 2 : Select the component and click on Personalize button.
Step 3 : Click on the “New Condition” button and add the rule which you want to add based on the requirement.
Step 4 : Click on Edit button and add the rule.


Step 5 : As an example- i am adding the rule which is based on field name compares to specific value.


Step 6 : We can also define the default or fallback component datasource, if none of the conditions matches the default will be used.



Step 7 : Once the configurations are done on the component, we can see an indicator in the presentation which shows that personalization has been applied to the specific rendering/component.


Step 8 : We can personalize the component from experience editor as well.

Step 9 : Now based on the condition which is added on the component, related content will be rendered else the default content will be displayed.

Adaptive personalization

Adaptive personalization is a feature that dynamically changes the content of your website based on the visitor’s behavior during a visit. Adaptive personalization uses visitor profiles and pattern-card matching to dynamically adapt the content shown to visitors. This happens in real time so that the content they see is completely relevant to their browsing journey. You can set adaptive personalization rules in the Rules Set Editor.

Sitecore profiling is an important part of the adaptive personalization. It helps you track your visitors’ behavior as they journey through your website, giving you an understanding of their actions and their potential interests.

It enables you to place each website visitor into one of your target audience buckets, or personas. This means Sitecore can start to work behind the scenes to show your visitors the most relevant content.

Profiles are made of profile keys and profile values, all within a profile card.

Profiles are made of profile keys and profile values, all within a profile card.

Profile keys represent different aspects of your target audience profiles. Numerical profile values are assigned to each of your profile keys. These are used to track how visitors interact with your website.

Within a profile card, you define certain characteristics of your ideal visitor type. These should match the characteristics and values you have chosen and set up for your persona.

Profile is the criteria you’d like to use to categorize your content.

Profile keys are attributes related to a specific profile. Numerical profile values are assigned to each of your profile keys. These are used to track how visitors interact with your website.

Profile card is a pre-set collection of profile key values gathered in one card that you can assign to your content.

Pattern card is a defined preset that contacts can be matched to the profile key values they accumulate by browsing around the website. It is used for adaptive personalization.

Pattern cards helps to implement Sitecore personalization rules, allowing to serve different content based on your website visitor’s behavior. It calculates the average score from the visit and maps the visitor to the pattern card that represents the closest match.

Note : Remember that profiles are related to your content (you assign profile cards to your Sitecore items) and pattern cards are related to your visitors (Sitecore assigns pattern cards to visitors dynamically based on the content they view on your website).  

How does adaptive personalization in Sitecore work?

In the below example, the persona we have created is Kate. Kate represents someone looking for a new job.

In Sitecore, we can set up a persona and profile for Kate. Based on some of the things she may do on our website, we can assign a value to that.



In our example, someone who registers on the website receives a value of 1. Someone who applies for a job would receive a value of 2, and someone who is looking / searching for a job would receive a value of 10.

By mapping the Kate pattern card to certain pages, such as a job search page, we’re telling Sitecore that a visitor who visits these pages is interested in jobs.

We can then set up personalization rules to say, if a visitor is a ‘Kate’, please show content A.

For reference : https://www.codehousegroup.com/insight-and-inspiration/digital-strategy/sitecore-personalisation-what-is-adaptive-personalisation

Custom Personalization:

There are certain scenarios where out of the box personalization which are available are not enough to handle the business scenarios, in those cases we have to think about creating custom personalization rules.

We need to create a class that inherits from Sitecore.Rules.Context and implement the Execute() method,and this is where all the business rule exits for the custom rule. We will be covering in a separate blog post about how to create custom personalization rule and applying it on the renderings.

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