Why CMS personalization is essential for digital success

Highlights

You’ll learn about why CMS personalization is a must:

• Higher conversions: Personalized content engages customers, improving conversion rates
• Relevant recommendations: Tailored product suggestions enhance customer satisfaction
• Better user experiences: Customized journeys build trust and encourage repeat visits
• Efficient content management: Platforms like Contentstack streamline operations and reduce costs

Learn about the power of CMS personalization to elevate your digital strategy.

Did you know that 71% of your customers expect personalization with each interaction and 76% feel frustrated when they receive impersonal digital experiences? 

Your content management system (CMS) choice depends on how much personalization you add to your customers' experiences. Using the right CMS unlocks personalization magic that overcomes every possible hurdle of managing and delivering personalized content across various platforms. Understanding the CMS personalization options available lets you know which CMS can meet your customers' high expectations. 

To execute your personalization strategy, use your data, martech tools and content efficiently. The key here is to ensure you deliver personalized experiences on all your digital platforms. For that, you need a robust headless CMS like Contentstack. 

Scroll down to explore CMS personalization, its key features, and why you should choose a CMS that enables you to create personalized experiences across all your online platforms and introduce content personalization at every step of the customer buying journey.

What is CMS personalization?

Personalization is no longer restricted to adding your customer’s name to each email you trigger—it’s much more because addressing customers with their names is the starting point. CMS personalization is a strategic approach to using your CMS to provide personalized customer experiences and journeys by delivering content, assets and pages with which they love to engage.

Personalization includes customer demographic data, user data and contextual data about your customers. Offering such a level of customization improves customer engagement and gives customers a better chance of becoming long-term and loyal patrons of your business. Why? Your customers use content that addresses their needs and concerns.

The rule here is simple: when your customers visit your website, they expect your content to meet their requirements based on their previous purchase or browsing history. You can personalize your customer experience by setting up rules based on:

• Gender
• Location
• Visitor frequency
• Recent purchases
• Referring URLs

Think about how Amazon personalizes content each time you visit its website. If you recently purchased a laptop, Amazon will recommend accessories on your next visit. That’s what your customers crave.

Key features of CMS with personalization capabilities

User segmentation and targeting

User segmentation allows you to divide your audience into groups based on their characteristics, such as behavior, demographics, interests and past purchases. Knowing your customers helps you target each segment with specific content that resonates with them. This enhances engagement and improves conversion rates. A personalized approach fosters stronger connections with your customers and drives success in your marketing efforts.

Dynamic content delivery

Dynamic content delivery means your customers get relevant information based on how they interact and what they prefer in real time. For example, if you’re browsing for running shoes, you see personalized recommendations or discounts on your favorite brands. When your customers receive highly personalized content, you provide a smooth and engaging experience.

Behavior tracking and analytics

Behavior tracking is another feature of a content management system offering personalization capabilities. These tracking and analytics tools help you understand purchase patterns and customer preferences. Using a data-driven approach ensures ongoing enhancement to your personalization strategies.

Integration with CRM and marketing tools

CMS can link up with CRM and marketing tools. This helps you analyze and collect customer data, making it easier to comprehend user behavior. With these tools, you deliver consistent and tailored content experiences across all digital platforms. 

Benefits of CMS personalization

Higher converting pages

Personalized content is engaging and relevant for customers, which means better conversion for businesses. When you take time to understand your audience's unique needs and interests, you grab their attention while building stronger connections. These improved relationships improve sales and customer loyalty, paving the way for long-term success in a competitive market. 

Personalized marketing with relevant product recommendations

If you receive irrelevant messages from an e-commerce website, you know how frustrating it can be to subscribe to such a website. Recommending items or products your customers don’t want jeopardizes your personalization efforts. Website personalization uses customer data to make relevant and meaningful recommendations. 

Tailored customer experiences

Creating a personalized customer experience with tailored content elevates their overall journey. Understanding your customers' behavior and preferences helps you share relevant information and make recommendations that meet your needs. Sharing relevant content builds stronger connections, creates trust and keeps your customers engaged, encouraging them to return for more. When customers feel valued and understood through these experiences, it leads to long-term loyalty.

Enhanced customer journey and loyalty

Personalization enhances the customer experience by providing relevant content that matches individual preferences at every interaction. By analyzing customer behavior and tastes, you make each touchpoint feel meaningful. This ongoing relevance builds trust and loyalty. Customers who feel understood and appreciated are likelier to return, leading to more repeat visits and purchases.

Top CMS platforms with personalization capabilities

Contentstack

Contentstack is highly specialized in CMS personalization and has a superior approach to customer segmentation and dynamic content delivery in real-time that is compatible with a particular customer's preferences. Thanks to Contentstack’s headless architecture, there are no limits to customization; its scalability is next to none. It develops content promotion strategies to suit a dynamic target audience or market. The strong support provides well-organized materials for customers to enjoy.

Case study: How does Contenstack streamline personalization and content management for Air France-KLM?

Air France-KLM faced challenges with multiple CMS platforms, making content management inefficient and hindering personalization. To address this, they adopted Contentstack’s headless CMS to create a single source of truth for all digital content. This transition streamlined operations and enhanced customer experiences. Air France-KLM could reuse user-centered content. Implementing Contentstack reduced development costs by 50%, service line calls by 20% and translation costs by 15%. Contentstack established a content Center of Excellence across the organization, helping the company provide personalized experiences.

After using Contentstack, Ralf Schipper, Product Owner CMS, said:

“With Contentstack, we are changing the way we distribute content, and paving the way for personalization. We’re defining the solution to master content distribution and optimize content creation and management.”

Read the case study here.

Optimizely

Optimizely is renowned for its experimentation and optimization capabilities. It offers essential tools like multivariate and A/B testing, helping you understand what resonates best with your audiences. While Optimizely's integration capabilities support comprehensive data-driven personalization, Contentstack’s real-time content delivery responds more immediately to changing user preferences.

Sitecore

Sitecore’s personalization feature enables audience-specific professional content creation across multiple touchpoints, such as web, email and mobile. Since Sitecore handles analytics and automation tools, these features supplement the personalization approaches and offer information regarding users’ activity patterns. However, Contentstack has the feature of real-time change management and is more focused on users, making it quite an efficient and effective tool.

Drupal

Drupal provides a foundation for delivering personalized content. Its open-source nature allows extensive customization to meet your business requirements while offering integration with various tools and platforms. Despite these strengths, Contentstack's headless architecture is a more scalable solution that helps you stay ahead of market trends and customer demands.

Contentful

The API-first approach of Contentful is useful for unified content delivery across various platforms, especially when you have an involved strategy for personalizing the content. It offers superior flexibility and scalability, but Contentstack’s customer segmentation and live content management are more efficient. Companies that want to improve customer interactions through personalized content delivery will find Contentstack the most suitable solution.

FAQs

What is personalization in CMS?

Personalization in CMS is about tailoring content and customer experiences based on individual customer data, such as preferences, behaviors and interactions.

What is personalization in CRM? 

In CRM, personalization involves sending customers messages that are relevant to them, considering their previous interactions to make communications more effective in enhancing customer relationships.

What is an example of personalization?

An example of personalization is a retail website recommending products to customers based on their past purchases and browsing history.

What are the two main reasons to use personalization?

You can use personalization for these reasons:

• Engage the users and convert them to the next level by providing relevant content.
• Establish the building of customer loyalty with the help of creating memorable and unique user experiences.

Learn more

Like most business owners and marketers, you need ways to improve your website and ensure it effectively reaches your target audience. One of the best ways to achieve this is through personalization. As a result, companies are switching to headless CMS to provide content that resonates with their customers' needs.

To understand how a headless CMS creates different versions of your content depending on your audiences, talk to us today.