Content Personalization Through Machine Learning in WordPress Development

by Vipe Team in WordPress Development; Published on 20.10.2022 Last updated on 26.05.2023

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Content personalization through machine learning is a hot topic not only in WordPress development but in web development in general – we live in a world where tailored customer experience is definitely a must!

Our WordPress Agency for Development has always been keen on staying on the right track whenever it comes to improvement, growth and taking a step further in trending topics. And while content personalization through machine learning may sound like a freshly squeezed development concept, actually it’s been on the web landscape for quite some time now.

These days everyone is online – the customer is the pivotal focal point for every business. If the potential customer spends time online, then this means that every business which thrives for success should also invest in establishing its presence on the web as well.

But let us remind you that if years ago all it took for a company to reach success was to simply exist online, nowadays the matter has reached a bit more complicated status. Today a business needs to focus not only on the customer in terms of page visits and clicks but to have in mind their needs, interests, desires, goals, potential purchases and issues. The main goal? To offer specifically tailored and customized experience, of course.

Join our WordPress Agency for Development in today’s article, where we’ll explain the concepts behind customers’ intent, the importance of customized content and the craft behind machine learning – the very next step in customer experience every business should consider!

Proper Recommendations = Happy Customers

We’ve already mentioned that the majority of people spend a huge chunk of their time online. Essentially, this can easily explain everyone’s elevated expectations – every customer would want their time spent online to be meaningful, useful, pleasant and in accordance with their needs, desires, interests and issues if any.

Soon after everybody’s exodus to the online world, businesses realized it was not enough to just offer content, services or products to people without acknowledging any individual characteristics.

Let’s say we observe a car service business for a moment. So here we have John – a potential customer who works as a chef and drives car A. Then we have Meryl – an aspiring entrepreneur who loves cats and drives car B. They both need additional information on their cars as they land on the website.

Now, why would John and Meryl need to see the same content, services or products for all types of car brands when in reality all they want is to read about car A and car B respectively? They both could feel confused and overwhelmed with information that doesn’t specifically concern them – this could quickly lead to their departure only to miss the very useful content the business has on their specific cars.

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Our WordPress development agency has another useful example – let’s take streaming services. Streaming services are big these days with everyone devouring movies and series whenever they have the time. But in reality, what really helps those streaming services to fulfill their customers’ desires and expectations is the fact that they deliver customized and personalized content. So if John has spent an entire weekend watching thrillers, there’s a minor chance the streaming service would recommend an enticing comedy the next time he visits the website/app.

To summarize, businesses nowadays aim at fulfilling customers’ needs, wants and expectations. To achieve this, they all need to focus on tailored and personalized experiences. But before we step right into the world of content personalization through machine learning, let’s first explore how personalization has changed throughout the years and how it ended up where it is today.

How Did Personalization Develop in the World of the Web?

Join our WordPress development agency as we are about to highlight the most important aspects of personalization throughout the years.

No Personalization at All vs. People-Driven Customization

Of course, at the very early stages of web development, we couldn’t speak about personalization at all. Back in the day, everything online was generic and not tailored to anyone’s specific needs. There were no details pointing to customization of any sort.

Up until a few years later when companies began to hire people in order to further scale their business through customization. Think sales teams and customer support – their job was to communicate with customers via surveys and questionnaires in order to investigate their intent, interests, wants and needs.
Of course, with time, businesses quickly realized that this approach is perhaps not their best option: It took time, it was costly (hiring people specifically for this job was quite expensive for companies) and it was in contrast with the customers’ preferred digital experiences.

So that’s how Machine Learning entered the picture.

Machine Learning in the Context of Personalization

Web developers quickly realized that they needed software solutions that would provide quicker, more flexible and more accurate personalization without much human interference.

So Machine Learning was invented – an AI subtype of software that through the usage of algorithms manages to collect, store and investigate data out of customers’ behavior and then come up with personalized content and recommendations. Let’s take a closer look at some examples:

Whenever you see your name in an email marketing campaign, that’s personalized content adding to the feeling of accuracy, individuality and customization;
Participating in customers segments is Machine Learning’s way of combining people under the umbrella of the same interests, needs, desires or issues, making it easier for them to receive tailored and customized content and/or offers;
Whenever a customer browses through an online store and clicks on products from a specific category, Machine Learning selects additional recommendations based on that behavior;
Are you perplexed with how streaming services always manage to recommend top-notch content to your liking? It’s through Machine Learning;
Storing data from your geolocation allows Machine Learning to provide better recommendations based on exactly where you are at any given moment;
Let’s take a moment to revisit John and Meryl again – if the Machine Learning software asks them about their car brand, the software can further tailor and customize the website’s entire content in accordance with their preferences;
Your past user experience can teach the ML software about your preferences and fields of interest and that way you can always get tailored content that’s unique to your liking;

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Content Personalization Through Machine Learning Is Key When It Comes to Customer Engagement

In today’s ever-dynamic business world, competition is everywhere. There are so many businesses in the same niche that take off – so, essentially, enterprises need to scale their products and services in a way that manages to successfully engage their potential customers.

So what can be done in order to enhance customer engagement? Tailoring the content to their specific needs, of course!

What content personalization through machine learning does is it enhances the content’s performance in a way that then further enhances the business’s scalability and development.

Content Is Incredibly Important for a Business

Our WordPress Development agency strongly believes in the power of valuable content. Be it articles, landing pages, product descriptions, FAQs, you name it – a business’s content is what truly represents its core values, mission and enterprise statement. In addition to all that, valuable content has the power to inform and showcase – customers are all in for gaining as much perspective as possible.

The most successful businesses are the ones that deliver incredibly formative and valuable content. A possible issue would be whether this valuable content would get to the right audience. Each customer lands on a website with their specific questions in mind, needs or desires to further educate themselves on a specific matter. So it’s only logical to assume that when the customers receive tailored content in accordance with their specific needs, their engagement with the business in question would be much stronger.

Based on the customers’ behavior and web search intent, the Machine Learning software can indeed collect a whole bunch of personalized data that can shape the content each individual would interact with. Let our WordPress Agency for Development showcase some examples of personalized data:

Age, gender and location – by collecting data of this sort, the AI can specifically tailor the content so that it’s the most relevant to whoever is browsing the business’s website;
Occupation and other professional interests – people often need information about their professional aspirations so tailored content that serves those needs can potentially bring a whole lot of customers;
Engagement with other businesses in a specific niche via email or web browsing;
Past and present purchases, as well as browsing through specific products or services;
Hobbies – if you own a business in the hobby department, then surely Machine Learning can showcase potential customers who share the same passion;

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Furthermore, let’s mention that people highly value personalized experiences. So whenever a specific business succeeds at offering customized content, it’s far more likely to earn a long-term and committed customer just because they received an individual approach and service.

With Time, Machine Learning Becomes Better at Guessing a Customer’s Needs and Interests

Up until now perhaps our readers have managed to understand why Machine Learning as an AI software subtype is the better option in comparison to manual data collection.

But there are even more advantages to using Machine Learning: With time, the more Machine Learning collects and investigates data, the more precise and tailored the offered content is!

Think about voice and virtual assistants – the software successfully educates itself the more it interacts with customers. It’s practically the same with content personalization through machine learning – the more data the software collects and stores for a customer, the easier it will be to deliver even more personalized content.

Content Personalization Through Machine Learning Should Definitely Be Each Business’s Top Priority

Having valuable content is what every business should aim at! Our WordPress agency for development strongly believes in the future development of AI and Machine Learning as the main source of personalized content that serves anyone’s needs.

Having a successful business definitely connects with progress and being open to implementing new strategies and software. AI has certainly been taking off in the past years and we have no reason whatsoever to assume that this tendency will end any time soon. Quite on the contrary – in fact, we believe AI and machine learning are just stepping into the world of the web, so who knows what further enhancements and improvements we’ll witness in the following years.

Stay tuned so you won’t miss a single update – and meanwhile, tailor your business’s customization to a point when it will serve every customer’s intent or desire.