Deep dive into personalization

Non-personalized content vs. basic personalized content vs. deeply personalized content

Retaining readers

As the level of personalization goes up, bounce rates reduce significantly, with deeply personalized content seeing 64% less audience loss than content that is not personalized.

Human attention is limited.

So customizing communications to be relevant to individuals is an effective tool in convincing readers, especially busy marketing leaders or decision-makers, to invest their time in your content.

The more eyes and time you can reach, the greater opportunity for your content to educate or influence its reader.

While segmenting and tracking audiences can be challenging at first, the value of increased engagement and retention of readers is clear.

BOUNCE RATE BY LEVEL OF PERSONALIZATION

Source: Turtl Labs analysis of Turtl Content Platform dataset, May 2022

Increasing engagement

As the level of personalization goes up, engagement increases, with content that has deep personalization reaching 43% more engagement than non-personalized content.

Once you have a reader looking through your content, how far will they explore? Claimed behavior research has always indicated personalized readers will read more, but behavioral data cannot lie or exaggerate.

The data within Turtl Docs show incremental increases in the number of pages a reader will explore if the content is personalized.

The further a reader explores, the higher chance they will see the message your content aims to convey.

AVERAGE PAGES READ BY LEVEL OF PERSONALIZATION

Source: Turtl Labs analysis of Turtl Content Platform data set, May 2022

Encouraging interaction

As the level of personalization goes up, interaction increases, with content that has deep personalization reaching 42% more interactions than non-personalized content.

The Turtl format is inherently more interactive than other content formats, which allows us to determine how interested readers are in their Turtl Doc.

Interactions can be a reader sharing a quote, voting on a poll, investigating links, zooming on images, or playing embedded videos.

Personalization gives companies the ability to negate passive reader consumption and see more readers share, participate in and engage with their content.

AVERAGE INTERACTIONS BY LEVEL OF PERSONALIZATION

Source: Turtl Labs analysis of Turtl Content Platform dataset, May 2022

Amplifying impact

We can see that personalized content leads to better outcomes, and these impacts combine to amplify personalized content so it scores 84% more attention and engagement than non-personalized content.

The following graph visualizes a reader journey to show that if your content has 1000 visitors, the end results are dramatically different based on whether or not the content is personalized.

The bounce rate reveals the actual number of readers (as opposed to initial visitors) so we know for sure the salience of personalized content attracts and retains more readers.

Then the number of pages read examines the true level of reader consumption for content - with non-personalized content seeing fewer pages examined. That loss can be interpreted as readers not receiving the key messaging or reaching the vital CTA for your corporate content.

Source: Turtl Labs analysis of Turtl Content Platform dataset, May 2022