Top 10 Personalization Software - The 2019 Edition
10 Best Personalization Tools in 2019 and How to Pick One
In the past year various studies were conducted and many white papers were written which looked at the numbers around personalization. Overall, there were two points that got repeated over and over within the industry:
- An overwhelming majority of marketers saw the value in personalization. (98%)
- Only a minority implemented 'very' satisfactory levels of personalization. (12%)
Whether to personalize or not is no longer the question. Personalization is an absolute must for any business in 2019, that is simply indisputable. But how do you get started? The first and most crucial step is selecting the right partner for your business and its needs. There are a lot of solutions out there and they all do personalization but they each have their strengths and weaknesses. You don't want to choose a tool and invest a lot of time implementing it, only to find out that it is not a good fit for you or it doesn't solve the problem you have.
That is why at BPS, we gathered up the best of the best personalization solutions of 2019 in one handy article to ease your decision making. Remember, the best vendor is the one that fits your needs. So don't think that the quality goes down as you scroll further down this list, there is no one right answer.
As you read along, ask yourself the following questions:
What are your priorities? Is there a particular problem you are looking to solve? How much will you be able to invest in this project, both in terms of time and money? Will you have a team dedicated to the project or a single person in charge of it? Will there be easy access to developers from your team when necessary or are they hard to borrow for marketing tasks?
For a more extensive take on the presented solutions, download our PDF which includes an in-depth look at the pros and cons as well as the features of each vendor.
Now, let's take a look at the leading contenders!
Optimizely is a full-blown personalization and experimentation solution. It started out as an A/B testing tool and has evolved to incorporate an industry-leading personalization offering. You can use Optimizely to create experiments and personalized experiences on websites, mobile apps, and connected devices. The tool doesn't fall short when it comes to features, and supports dynamic and single page websites and apps. Their Essentials plan comes with A/B testing, a visual editor to make changes to your website on the fly, multi-page experimentation, analytics and heatmap integrations, stats, and audience building per device, traffic source, ad campaigns, new vs returning visitors, referrer data, browsers, and the like.
More advanced audience building capabilities, such as those following geolocation and time of day, are only available to those on the Business plan. Behavioral targeting and uploaded audiences are considered top tier features, available only to Enterprise users.
Google Optimize is part of Google's Marketing Platform. This testing and personalization tool comes in two packages: Optimize (a free solution) and Optimize 360 (an enterprise offering). The free plan offers A/B testing capabilities, personalization, support for single web page apps, integrations with Google Ads and Google Analytics, limited multi-variate testing options, and basic capabilities for concurrent experiments. You can run up to 10 personalizations and 5 simultaneous experiments with Optimize. To get more, you need to upgrade. The paid plan also gives you more advanced tests, Google Analytics audience customization, as well as support provided by Google and their partners.
Per Google's own recommendation, Optimize is a good solution for small to mid-sized companies getting started with conversion optimization. The enterprise solution is meant for larger companies with sophisticated CRO needs.
Unless serves B2B and B2C companies. To power personalizations, you can either use the integrated targeting options (on par with Optimizely) or onboard data from other sources, such as your CRM or email tool. Vice-versa, you can use data stored in Unless for omni-channel personalization across web, mobile, ads, retargeting campaigns and email.
Using machine learning, Unless can analyze your traffic and suggest new audiences such as ‘most likely to convert’ or ‘most valuable’. B2B companies can use firmographic data (powered by Clearbit) to personalize based on industry, company name, revenue, and more.
Unless starts at $449 and offers free product walkthroughs, demos, and a 14-day trials. All customers receive an extensive onboarding and access to training material. A customer success manager helps with setting up personalizations and regularly checks in with you.
Qubit is a big name in e-commerce personalization. Their engine is built for scale and primarily aimed at airlines, gaming companies, beauty, fashion and luxury brands, and travel businesses. Qubit is split between Qubit Pro and Qubit Aura. The Pro offering delivers real-time personalization, advanced audience segmentation based on a myriad of attributes, and out of the box personalization experiences, such as displaying social proof, tackling cart abandonment and recommendation algorithms that leverage contextual data on products and visitors. The Aura product personalizes mobile shopping experiences and facilitates product discovery on phones. Aura is one of the products in this market that has truly captured the power of machine learning personalization to deliver curated experiences on mobile.
Besides its personalization offering, Qubit comes with customer surveying features that help you collect qualitative insights and feedback. The solution can handle large amounts of data, and allows you to leverage data sets from multiple sources, including your website, CRM, and mobile apps.
Dynamic Yield is a leading personalization solution suitable for a variety of use cases, but primarily used in online retail. With Dynamic Yield, you get omnichannel personalization and experimentation in a single platform, meaning you can deploy customized experiences across websites, mobile apps, email, and ads.
You can let machine learning algorithms dynamically select the most relevant content for each user and change any static content elements yourself to appeal to different audience segments. This is particularly interesting for publishers and websites that can feed the algorithms with high amounts of content.
Testing capabilities allow you to run A/B/n, multivariate, split URL testing, and other statistical tests across channels, so you can compare the performance of different personalization types. Predictive targeting is a particularly interesting, data-driven feature that helps you discover and deploy personalization opportunities.
VWO recently updated it’s pricing and now offer two separate suites branded as “Testing” and “Conversion Optimization”. The first includes A/B, Multivariate, and split tests that can be deployed on web and mobile as well as heat mapping. The latter encompasses these capabilities plus advanced targeting, scroll maps, visitor recordings, funnel reports, form analytics and a variety of surveying tools.
In total you can choose from five pricing tiers. Advanced segmentation and targeting options are reserved for enterprise while goal tracking is only available in the CRO suite.
In VWO, personalization is tightly integrated with research. They offer over 20 predefined segments for personalization, including new versus returning visitors, browser, and query parameter. To use VWO as a personalization solution you will have to opt for the enterprise tier of the Conversion Optimization platform – only this plan includes advanced targeting and goal tracking. There is no visible pricing on the website but you can expect a contract that includes all personalization feature to start at $20k/year.
7. Adobe Target
Much like Optimizely and VWO, Adobe Target used to be predominantly a testing solution. The tool still comes equipped with A/B testing, multivariate and multi-arm bandit testing capabilities which can be deployed on websites, single-page apps, and mobile. They have expanded to provide a comprehensive personalization offering, including rules-based personalization, location-based personalization, behavioral targeting, product recommendations, automated offers, content and media recommendations, personalized search results, and email personalization. One-click personalization powered by AI is possible with their premium offering.
Being part of the Adobe suite, you can integrate Adobe Target with Adobe Analytics and share profiles between solutions.
8. AB Tasty
AB Tasty goes far beyond its name to offer multivariate testing, audience segmentation, and personalization. They offer an extensive campaign library with templates you can deploy to tackle cart abandonment, promote new content, deploy personalized offers, and collect email addresses which bears resemblance to the smart add-ons offered by Unless. You can segment users based on behavior, location, traffic sources, and device, as well as using data from your CRM. AB Tasty allows you to launch these experiences and run tests on websites, iOS and mobile apps.
AB Tasty comes with session recordings, heatmaps, NPS, and audience discovery tools. They also offer integrations for all the major e-commerce, CRM, and analytics tools.
Despite having launched its personalization engine fairly recently, Monetate is already seen as a leader in the space. It's a powerful solution that allows marketers to deploy personalized content in websites, emails, apps and online stores.
The software leverages AI to help users determine optimal actions to reach their goals. Their Personalization Engine can be combined with their Test & Segment product to run A/B/n tests and multivariate tests. You can segment audiences based on browsing behavior, actions taken, geography, technographics, and the weather. Companies targeting U.S. audiences can also leverage demographic data offered in the tool. Personalized product recommendations are facilitated by a separate Product Recommendations offering.
Monetate is best suited for enterprise customers, but is known to work with mid-market businesses as well.
Omniconvert is an all-in-one platform for A/B testing, personalization, surveying and audience segmentation. Their Platform plan starts at $77 per month for 30,000 tested views. A more advanced enterprise solution is available which offers unlimited tested views, implementation support, a dedicated optimization team and more.
They offer some personalization experiments with 40+ criteria, including traffic source, behavior, survey responses, geolocation, custom data pulled from third party tools, and more. You can run A/B tests on web and mobile, split URL tests and stack tests. Their surveying tools can be triggered based on visitor actions like clicks, scrolls and page exits. They also allow you to deploy lead capture forms. Like AB Tasty, Unless, and Dynamic Yield, they also offer a rich library of templates that makes personalization deployment easy.
We hope this brief guide was helpful in providing you with more information when it comes to different personalization services. If you would like to learn even more about each solution in order to narrow down your options and finally get started with personalization, you are in luck! We also prepared a PDF that takes a deeper dive into each tool and looks at what sets them apart, what users say about them and an individual verdict for each one of them.