Website personalization is the process of creating a personal and custom experience for the visitors on your site. Instead of creating one website and having all your visitors experience the site the exact same way, you can create a personal experience for each visitor. The process of creating a personalized experience for visitors is not a new idea; the customer service industry does it for every customer they have. With the digital world taking over, we must now turn to personalizing new touchpoints with our customers.
Online retails can now provide a targeted and personalized customer experience based on their visitor’s browsing behaviour. Sites can now tailor messages to their visitors based on their behaviour, needs, browsing pattern and so much more.
Why Is Website Personalization Important?
For many industries, it can be difficult to implement personalization online as they have primarily done this offline. It can be a learning curve to transition your business to online and then to implement tools like website customization. But with the rising expectations of online customers, you need to elevate your online customer service and personalization. Customers now expect to get all the information they are looking for and get it quickly. Not to mention, they want to feel that they are unique and they matter. This can be hard to achieve over and over and over again for all of your customers. Thankfully, with automated tools, it can be much easier, and it can make all the difference to your visitor who expects this.
The Benefits Of Website Personalization
There are many reasons one may want to explore the use of website personalization. Some of the main goals are to increase brand loyalty, engage your customers, and increase your conversion rate. Website personalization can drastically improve all of these areas.
A personalized website can help the relationship your site visitors have with your website. The data you get from your customers will allow you to tailor the messages they see and offer them specific content pieces. You are making your marketing strategy more personal and effective across all channels. Not only will your brand loyalty go up with existing customers, but it will also improve their engagement and introduce new customers to your site.
You can nurture the customers on your site through the use of targeted offers based on their behaviour. Using the data collected on visitors, you can ensure the engaging content is relevant to them. This personalized touch accelerates your customers through their buying journey by increasing their engagement.
By truly understanding your site’s browsing data, you can get a clear road map of your buyer’s personas, demographics, and purchase behaviours. You can then use this data to understand your customer’s preferences before the checkout to increase conversions. You can see double your current conversion rate through website personalization and upwards of a 70% increase in added to cart conversions.
Types of Website Personalization
There are many ways you can customize a website for visitors. Some of the most common ways are through pop-ups, landing pages, suggested content, similar products, and social proof. Through these different personalization tools, you can learn more about your site visitors and use those unique data points to better serve them. Each data point is a piece of the puzzle you are building to get a clear picture of who your customers are and how you can build long term value with them.
Through the use of website popups, you can quickly grab a site visitors attention and get your message(s) across. Unfortunately, they sometimes get a bad wrap, but they can be one of the most efficient ways to do it. You can also use them for future retargeting and remarketing purposes. Helping you create that clear picture of who your customers are and how to target them.
Here are a few examples of how to create a personalized popup:
- A welcome message for first-time visitors
- A welcome back message for returning customers
- A popup that is triggered at specific engagement points (scrolling, time on page, page viewed, link clicked, cursor position, etc.)
- Exit popups to encourage customers to stay or recommendations to other content they may like
There are many ways popups can be used effectively to increase engagement on your site. Ensure that you are not overdoing it with popups or have the issue of customers leaving and not returning.
We have all seen how large brands such as Netflix, Crave, Spotify, or Amazon do this. They adapt their website by modifying the content. This allows them to tailor the content presented to the viewer’s preferences.
Here are some ways to do this:
- Images: Websites can tailor the visuals, products, or content on a page depending on the customer segment. For example, if the visitor is visiting from a snowy place in the north or Canada, they could be presented with snow gear or athletic gear for snow sports.
- Product Order: Depending on the way your customers browse your site, the order of products can be changed. Based on their previous or current behaviour and page path, you can tailor your content to show related products first.
- Recommendations: Like Amazon, most e-commerce stores offer product recommendations. A section such as “often bought with” will increase conversion rates as well as cart totals. This allows customers to grow within your product line further and increase brand loyalty.
- Social proof: Through the use of notifications such as purchases, page visits, reviews, etc. you can show your visitors that others are enjoying your site and products. Most customers will not buy a product without looking at a review first; it is important to your visitors that others also use your products.
What Does All This Mean?
It can be difficult to know where to start with website personalization, but it can be very beneficial to you and your business as you can see from some of the recommendations above. But, on the other hand, if you use too much, it can be detrimental to your business and drive traffic off of your site. There is a delicate balance of how many tools to use and where to use them. This is where learning more about your customer’s behaviours comes into play. It can take time, testing what works best for your customers.
How To Decide Where To Start?
A safe place to start is to look at other sites you admire and see what type of tools or elements they are using on their site. If you are an eCommerce site, I would recommend implementing a system that suggests other products to your customers that are related to what they are looking at. This is almost a basic function of eCommerce sites at this point. Can you remember the last time you were on a site shopping and were not recommended another similar or complementary product? Next, I would recommend looking at social proof software, as this is very helpful to demonstrate how others are using your products. After your customers can see other products they should be interested in and see other customers who are shopping with you, you can branch out and find out what other tools work best.
You can then explore the use of popups, reordering of products based on customer behaviour and showing specific products based on behaviour, geographic region, and other data points relevant to your product/services. These next steps are how you can create a persona online for your customers, but a persona that is personalized to their needs. Website personalization is a job that is never done as there are always new tools on the market and new ways to approach customers. Always be tweaking your personalization and ensuring your customers are getting the best experience possible.