As a marketer, you have probably read a gazillion posts on personalization already. You know that it is a trending term in the digital industry, a requirement while reaching out to the target audience and just can’t be avoided – no matter how popular your brand is.
A personalized website goes beyond just a welcome message for an anonymous visitor. It is about being able to deliver a user experience that caters to his interests, adds value to them and yet, helps you achieve your end goal – conversions.
While the concept of personalization is fairly understood by businesses, marketers are yet to understand that the user experience needs to flow more naturally. The need to be non-intrusive is as important as personalization in the first place.
For instance, if you have a Spotify account and have used it a few times, on your next visit, the website will show artist recommendations based on your previous interaction. They collate the data of your website activity to gauge what you’re more likely to give a try to. Since music is a personal choice, using user data for these recommendations personalizes their experience without seeming too pushy.
Why should businesses focus on website personalization?
The generation of today doesn’t like being addressed as just another person in the crowd. This has resulted in very low response rates to broadcast messages from businesses. Unless the message is contextual or relevant to them, they are more likely to ignore it.
Here’s taking a look at some of the benefits of personalization:
- Higher conversion rates: When your website delivers exactly what the visitor wants to see or is interested in, he is more likely to click though a CTA and convert. The conversion could be a small commitment like subscribing to your newsletters or a total conversion where he completes a purchase. Either ways, the chances of conversions are much higher when personalized.
- Higher retention rates: If you have visitors returning back to your website, it is always a good idea to personalize according to the stage they are at in the customer journey. If you target them with the same content or the same proposition that they did not convert on the first time, they are not likely to do so again. Personalization helps you up the retention rate for your business.
- Higher monetization: Taking into consideration higher conversion rates and retention rates, it is a given that your business will have higher monetization with personalization in place. The longer a converted visitor stays with your brand, the more are the chances of a higher conversion eventually. According to a study on Monetate, personalization leads to 19% uplift in sales.
So how do you deliver a personalized experience to your website visitors?
5 ways to personalize your website experience for visitors
1. Leverage from localisation
One of the simplest and the most effective way to personalize a website for the visitor, is to use the location demographic that they are accessing your website from. Even though now the entire world is connected via the internet and understands a common language – English, acknowledging where they come from still has a big impact on your conversions.
For instance, if your business sells a certain product worldwide, you could ask a visitor where he comes from and accordingly display the pricing for it. You could also create location based content for this visitor like local customer reviews or discounts that are valid only in a specific area.
Localising all our website content makes it more convenient for the visitor as he is directly taken to what is relevant to him. You could make your website either detect the visitor’s information, or choose to ask him the moment he lands on it.
For example, the House of Blouse asks the visitor where he is from before he proceeds to sift through their products. This helps them show the visitor a currency that he understands and won’t have to use a converter for.
2. Know the traffic source
Every person from your target audience comes through a digital channel – it could social media or the search engine. And the way they stumble across your business, is going to be different too. So why welcome them with the same message or try converting them with a generalised campaign?
For example, if your business is into selling women apparels, there could be some that land on your website via a social media campaign on discounts and there could be some who stumble upon it searching for a brand on the search engine. Both of them have separate needs and hence need to be targeted with separate messages. kodulehe tegemine
Knowing the traffic source can help marketers easily assist the visitor in finding the information he is looking for – creating a custom journey for him on the website. This will also help you understand which platform they are most active on and what captures their interest more.
3. Understand what stage they are at
Now here’s another thing about internet users, they need to guided towards a conversion if you don’t want them to wander away or get distracted by the other things available on the internet. Your website is not just going to be accessed by new visitors who are just coming to know of your business, but also existing customers from time to time.
A returning visitor is further ahead in the buying cycle and hence needs to be shared more knowledge of a product/service with to make him convert. On the other hand, someone who has just shown interest in your business, needs an introduction of what you do and what you offer the best to create a first impression that hooks him.