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While marketing messages may fluctuate, most websites stay fairly static in terms of their offerings. Different things may go on sale and different promotions may be featured on a site's home page or specials page, but rarely are those messages tuned for specific visitors. However, it can pay to create custom onsite content intended specifically for each potential customer.
Personalising onsite content amounts to having a site's images and copy change dynamically based on a user's cookies and browser history. If a user has been searching for "cheap" items, showing a special discount to them might be more helpful, while someone that's been to a site already might want to be shown the last thing they were looking at. Right now, this can be achieved with software. In marketing, personalized content can be indirectly achieved via SEO (Search Engine Optimization) and directly via SEM (Search Engine Marketing/Pay Per Click).
If a site isn't set up effectively to allow installing additional software to track and personalise the onsite content, the next best idea would be to work diligently on SEO, creating optimized pages that rank in search for specific types of needs. These same pages could double as landing pages for SEM campaigns that are geared towards certain types of searches, or other awareness campaigns that are targeted towards certain types of users on their respective platforms. Thus, users arriving on a website are likely to at least be seeing extremely relevant material, if not completely personalised.
Truly personalised onsite content can help deliver the right message to the right user at the right time to encourage a sale. What are some ways you are all creating custom experiences for your potential car buyers?