Personalizing Experiences for Clarity’s Users

Personalized website experiences can help keep Clarity's visitors engaged and ultimately lead to more sales. Liferay provides different tools to help you understand who your customers are and optimize your site to increase engagement. Liferay Analytics Cloud serves as the single source of truth for user segmentation and behavioral data.

This article explores the following features:

• Segmentation management
• Personalized experiences
• A/B testing

Segmentation Management

The first step towards personalization is identifying your user segments. Segments are created and managed in Liferay Analytics Cloud using an intuitive rule builder that defines segments based on:

• Events
• Individual Attributes
• Interests
• Session Attributes
• Organization Attributes

This rule builder uses semantic building blocks, meaning you can define segments by constructing sentences that describe the criteria. There are several predefined segmentation rules that you can use, and Liferay also supports the creation of custom fields that you can build rules around. You can also build new segments by combining existing segments, enabling more specific, focused user experiences.

Segmentation integrates with Liferay Analytics Cloud, which adds support for long-time behavior and third party data (e.g., Salesforce). In addition to the visual interface in Analytics Cloud, you can also use headless APIs to create custom properties for segmentation. Once your segments are defined in Analytics Cloud, they synchronize automatically to DXP and become available alongside Liferay's page and content management features.

Personalized Experiences

When designing pages, you can create page variations for different segments. In Liferay, these variations are called experiences. This enables you to customize displays that are more relevant to each group. In fact, you can personalize almost any element of a page, from images and text to fragments and navigation. Additionally, you can create rules that cater to specific breakpoints, such as screen size.

Creating experiences out of Analytics Cloud segments is an intuitive, non-intrusive part of the site-building and content management interfaces that Liferay provides.

Sometimes, you have more than one idea on how to engage a certain audience, but you aren’t sure which option is best. This is where A/B testing comes into play.

A/B Testing

With A/B testing, you can make two variants of a site page and compare the click rate or bounce rate of the two pages. Some visitors see one version, while another group sees the alternative. You can test the performance of the two variants and determine which is better for your customers.

The tight integration between Liferay DXP and Analytics Cloud means setting up A/B tests, tracking results, and publishing variants is simple. Liferay provides a UI for non-technical users to administer A/B tests with granular control over the test configuration and criteria. The tests are automatically synchronized with Liferay Analytics Cloud, which provides you with test history, statistics, variant performance benchmarks, and more.

In the short term, Clarity can use this feature to determine the best content and click-through path for driving distributors to complete the application process. In the long term, considering their plans for B2C, they can use A/B tests to determine the best promotions or product discovery routes to help customers go from interest to purchase as efficiently as possible. These are a few ways in which A/B testing can help you optimize your business.

Exercise: Tailoring Experiences by User Group and Role

Segmentation involves grouping website visitors and users into categories based on shared characteristics or behaviors, in order to tailor their website experiences. Clarity wants to create a dedicated experience for their B2B distributors to deliver more-relevant content and boost engagement.

Here, you’ll create this personalized segment as Walter Douglas.

1. Sign in using these credentials:

   • Email: walter.douglas@clarityvisionsolutions.com
   • Password: learn

2. On the Clarity Enterprise Public Website, go to the home page and click Edit ().

3. Click the Experience drop down at the top of the page and choose New Experience.
   

4. For Name, enter Distributor.

5. For Audience, choose Distributors.

6. Click Save.

7. Click the up arrow on the Distributor row to position the segment above the Default item.
   
   Once the Distributor role is re-positioned, the label on the record should now read Active.

   NOTE
   The experience order determines their priority. Internally, Liferay checks the segments a user belongs to and uses the match with the highest priority.

8. Modify the title text in the Banner to say Welcome Back! Elevate Your Inventory with Premium Eyewear.

9. Hide the Distributor Promo container, since distributors don’t need to apply.
   

10. Click Publish.

11. View the Home page and open the Simulation () menu.
    This enables you to test different page experiences.

12. With Preview By set to Segments, use the Segment dropdown menu to toggle between Anyone and Distributor.
    
    When a distributor is viewing the Home page, they’ll see the corresponding changes.

Great! You’ve created a personalized experience for a select group of users.

Conclusion

Tailoring site experiences to specific user segments is a proven strategy for increasing engagement and driving conversions. By leveraging Liferay's personalization tools, you can ensure each audience receives the most relevant content and calls to action. 

Next, you’ll review what you’ve learned before moving on the next module.

Additional Resources

See official documentation to learn more about personalization and segmentation:

• Creating and Managing Experiences
• Segmentation
• Experiences
• A/B Testing