In economics, there is a concept referred to as “The Laffer Curve,” which illustrates how increases in government tax rates beyond a certain level will ultimately decrease tax revenue. It is often visualized with the following graph:
Personalization of web content is becoming increasingly important for businesses to gain – and maintain – their competitive advantage. Web personalization is key to increasing conversion rates and return rates, as well as boosting retention, time-on-site, and page views, according to a December 2015 VentureBeat study, which noted that 87 percent of companies have seen a lift of at least 5 percent in their most important metrics as a result of personalization.
Robert Mosely is Cloudinary’s Senior Solutions Engineer, a technology and use-case expert with over a decade of experience in analytics, optimization, and personalization. Here he writes about his experience and reflections from the field.
Content Optimization and Personalization programs can deliver tremendous ROI to an organization but tend to be very resource intensive, requiring developers to build the code for alternate experiences and creative folks to generate the content. Many of the content optimization/personalization tools out there today (Maxymiser, Optimizely, Adobe Target, Ensighten etc.) have created WYSIWYG (What You See Is What You Get) editors to help relieve the code/development bottleneck but the creative bottleneck stubbornly remains.