The marketers for FishyFishy.com are demonstrating to the executive management team the new features of the site that deliver personalized content to the user. When a user clicks on a web ad offering a 25% discount, it goes directly to a web page with information about the offer. What method of user personalization does this describe?
- It uses given information.
- It implements dyanamic scripting.
- It delivers a relevant landing page.
- It implements mobile deep linking.
Explanation:
The method of user personalization described, where a user clicking on a web ad offering a 25% discount is directed to a web page specifically detailing that offer, is ‘It delivers a relevant landing page.’ This approach ensures that the content presented to the user is directly related to their initial interaction and intent, which in this case is to learn more about the discount offer they clicked on. By delivering a relevant landing page, FishyFishy.com enhances user experience by providing immediate access to the information that motivated the user to click the ad in the first place. This strategy not only increases the likelihood of conversions but also aligns with best practices in digital marketing where personalized content improves engagement and satisfaction. Dynamic scripting typically refers to the use of scripts that change or generate content dynamically based on user behavior or other factors, which might be part of how the relevant landing page is created, but it does not specifically describe the user interaction scenario mentioned. Given information could imply using data provided by the user, but it does not clearly describe the scenario of directing a user from an ad to a relevant landing page. Mobile deep linking is a method of directing users to a specific location within a mobile app, which is not directly relevant to the scenario of clicking on a web ad and landing on a relevant web page. Therefore, ‘It delivers a relevant landing page’ accurately describes the personalized user experience strategy where users are directed to content tailored to their initial interaction, effectively demonstrating personalized content delivery to FishyFishy.com’s executive management team.
When using personalization, it’s important to deliver relevant results using known signals and user-given information.
But no personalization efforts will be successful if your page is not relevant to the user’s search intent. An important consideration is to focus on the user’s intent, not particular search queries (keywords).