How Contentstack uses Omnichannel Personalization

As the industry’s first Agentic Experience Platform, we are dedicated to using its full capabilities to to power our own digital growth. To do that, we treat ourselves as a customer and hope that through our experiences, customers can learn from our wins (and challenges!). 

In this first episode of our Contentstack on Contentstack: Omnichannel Personalization, we shared how we moved from the foundational "crawl" phase to a more sophisticated "walk" by implementing omnichannel personalization to drive real business results.

In this case study, we’ll detail the learnings and wins experienced. 

Before launching our first personalized experiences, we focused on three technical essentials to ensure our environment was ready for scale:

• Lytics integration: We added the Lytics tag to manage real-time data and audience segmentation

• Visual Builder: We enabled the Visual Builder across all environments to allow for seamless, front-end editing

• CMS testing: We rigorously tested our CMS configurations to ensure all personalization capabilities functioned as intended

We began our journey by focusing on core web properties where we could gather immediate data:

• Demo request page: We tested various elements of our demo page to reduce friction and increase conversions

• Homepage A/B testing: We experimented with different layouts and messaging to see what resonated most with our broad audience

• Prioritization: We quickly learned that for a B2B company, the biggest challenge wasn't just creating experiences, but prioritizing them for the right audience at the right time

Personalization is rarely a solo project. We found that involving a cross-functional team is critical for success:

• Marketing ops: These team members own the data implementation and Lytics integration

• Content and copy: Strategists ensure that every personalized "entry" (from content blocks to images) remains on-brand and relevant

• Digital experience: This team manages the technical execution and ensures the user journey is cohesive
  

Pro tip: Personalization can become overwhelming without a plan. Start small by personalizing specific content blocks, images or resource sections before attempting to change an entire stack at once.

By leveraging Omnichannel Personalization, different teams across Contentstack have optimized the pages they own. These efforts have led to significant milestones, including:

• High-value meetings: Our personalized experiences directly helped us book meetings with a major airline and a major manufacturing company

• Localization: We successfully implemented homepage optimization and localization for global audiences

• Targeted campaigns: We launched segmented campaign pages and cross-sell initiatives that utilized real-time data

We are now moving toward autonomous personalization. Our roadmap includes:

• Multi-armed bandit testing: Moving beyond simple A/B tests to more complex, automated experimentation

• Signal intent: Personalizing experiences in real time based on user intent signals

• Entry-level prioritization: Refining our ability to prioritize content at the individual entry level rather than the stack level