To measure the results of personalization, you need to understand how the personalized web content is perfoming against non-personalized content. It's important to understant the effectiveness as a whole as well as segment by segment. The best metric for the results is conversion rate lift, which describes how much personalization lifts conversion rate from the non-personalized content.
Measuring the total effectiveness of personalization
Once you have integrated Google Analytics with Markettailor, we can start measuring the effectiveness of your personalizations. We show the conversion rate lift for your main conversion event for the last 30 days. For example: if your main conversion event is sign up clicks, you can directly count how many new leads personalization has brought you. You can freely select your main conversion event in Markettailor from your existing Google Analytics Conversion Goals.
Measuring the total effectiveness is very beneficial for marketing managers who are making decisions about resource allocation towards personalization.
Measuring effectiveness of personalization segment by segment
The total result of personalization consists of the results from each individual segment which is why it's important to measure segment by segment performance. Measuring effectiveness of a single personalization also allows marketers to make better informed decisions on which segments should be iterated on, which ones should be paused, and which ones should be let run successfully.