The death of the homepage? Not if you’re personalizing...

04 Oct 2016 | By Tom Wilde

“To boost engagement on the homepage, publishers have to truly understand their users: their interests, their behaviour, and the context they are in,” Vigleik Takle, Chief Operating Officer.

Publishers are realizing that they need to personalize their homepages. To attract visitors to the portal page of their sites, publishers are beginning to understand the importance of offering a tailored experience which responds to the interests, desires and wishes of their readers.

Web users have grown accustomed to personalized experiences online. A customized approach is part of the appeal of platforms such as Facebook, Netflix, and Amazon, while much of Google’s allure comes from its ability to tailor searches and other information to each individual’s history and preferences.

 

Guide your readers

The web is a vast and confusing network of nearly five billion pages. Personalization helps guide readers through this huge ocean of content. A personalized approach acknowledges that each reader has their their own distinct journey online which distinguishes them from the 3.5 billion other users on the internet.

If you come to a website and all the content that is surfaced is relevant to your needs, you are going to engage more deeply with that site. You will read more articles and spend more time on the site and you’ll come back more often. You will tend to hold that news brand in high regard.

 

Understand user interest and behaviour

To personalize the homepage, publishers have to truly understand the users, their interests, their behaviour, the context they are in. All of these signals feed into a personalization engine and this personal data is matched with data about each piece of content on the site.

Personalization offers articles, features and videos to visitors which match their context, location and interests. The publisher must know which pieces the users have already read – so if they have read the top article they can replace it with something new on the homepage.

 

“A personalized approach acknowledges that each reader has their their own journey online which distinguishes them from the 3.5 billion other users on the internet”

 

Publishers are seeing their business models evolve fast and many fear losing out as the value of advertising – both online and in print – falls in the long term. Personalization strategies help to bring loyal readers to news sites and boost the value of advertising and promotions.

Personalization is the next step in the journey for publishers as they get closer to their readers and better understand the way they interact with their content.

— Vigleik Takle, Chief Operating Officer, Cxense

 

Find out how to increase audience engagement and keep your homepage alive. Download Honing Your Homepage: Delivering perfect personalisation to increase audience loyalty, advocacy, and engagement

Honing Your Homepage