January 30, 2020

Understanding the value of content personalization using Episerver Content Recommendations

Episerver Content Recommendations enables marketers and editors to deliver relevant content to people when and where they need it using machine-driven content recommendations.

This resource was created a while ago, so you might see 'Episerver' or any of our other brands show up. Episerver is now Optimizely


Content Recommendations helps shorten conversion cycles by automatically understanding what content is most effective in driving customer interest for your products and services.

Personalization is often at the top of people’s minds when it comes to digital experiences, but more often than not the emphasis lies on personalized recommendations for products rather than content.

According to a survey by Janrain, 74% of customers get frustrated with websites when content appears to have nothing to do with their interests, and according to Walker Sands 95% of consumers are dissuaded from completing an online journey due to incomplete or incorrect content.

If the stakes are so high, why are so few marketers personalizing content? In fact, according to Rapt Media, 83% of marketers say that creating personalized content is their biggest challenge. If every visitor came to your website and downloaded an asset, gave a thumbs up to a blog post or shared an article it would be easy to gauge what they’re interested in. But that’s not the case. The implicit behaviours like time spent on site and time spent reading content are harder to track but are key to understanding what visitors are interested in.

Episerver Content Recommendations helps reduce the manual effort for you, and fast tracks visitors to the content they want to see - it’s a win win.

Shorten the path to conversion by personalizing the content journey

For companies who sell products online, personalization is a no brainer; product recommendations can have a direct correlation to items added to basket. However for those who have no online transactional model, it’s harder to understand the value of personalized experiences.

With content, you have to understand the complete user journey. There isn’t one simple metric or interaction that defines this. Episerver Content Recommendations looks at the sum of these parts to understand content sequences, and uses this learning to elevate specific content to for users at the right time.