I have been using Acquia Lift on acquia.com since the beginning days of the product, and over the years I’ve fallen in and out of love with personalization.
Part of the reason for fluctuating feelings on personalization is because, simply put, personalization is hard. It’s less about the tools you are using to do personalization and mostly to do with resources, strategy and maintenance of your campaigns. It is easy to get excited about personalization but actually implementing it successfully it isn’t always that simple.
Crawl, walk, run
Starting small is very important and this is where I’ve failed in the past. The biggest lesson I’ve learned working with Acquia Lift is to pick one type of campaign and make it successful before you go too deep on other options.
The starting point for us this past year was industries (formally verticals). We took our top 3 best performing industries and decided to personalize one section of our homepage.
We didn’t do this on multiple pages or try and cover every industry we support but focus on the key ones that are driving traffic to our site and on the top page of our site.