The ultimate website personalization guide for 2022  - Get Website AMC

The ultimate website personalization guide for 2022 

Be it social media or popular shopping websites or mobile apps, personalisation is now an integral feature for success. Remember when you exit the department store, the cashier is found asking you for a few items you might have missed based on the shopping cart items you are billing – he’s giving you personalised service.

How is personalization changing the landscape of businesses and brands? And how did we manage to do the unthinkable – conversing with the website visitor personally despite the obvious hurdles? 

What is website personalization?

Website personalization or web content personalization is creating and displaying engaging website content that is tailor-made for each persona group visiting your website. Website personalization commonly uses data metrics to draw inferences such as psychographics, demographics, firmographics, UTM parameters, etc. All this to create that unique and dynamic user experience which drives your business forward. Successful web development companies around the world use website personalization.

What are the advantages of website personalization?

  • Improves customer experience.
  • Builds trust and powers business growth
  • Adds value to client service. 
  • A more personalised experience leads to happy and loyal customers.
  • Increased customer retention rates and referrals.
  • Improves the quality of leads and reduces bounce rates.

What Is The Need For Website Personalization?

These days, customers have started demanding a personalised experience with all their purchase decisions and it’s no different when it comes to the internet. Personalization started long back with the industry talking about UI and UX which steadily became a way of life online and offline.

Customised websites provide what people crave – recognition, control, and relevance.

Recognition

It is important to offer a human element to the people who interact with your website. There is nothing more pleasing than to be appreciated and valued. It is therefore advisable to incorporate a personal greeting with a logo and profile picture to bring the customer one step closer to your brand. 

Control

Buyers love to be introduced to their purchase environment even if it’s virtually. People constantly search for features that give them a semblance of control. By personalising the user experience, you are creating one.

Relevance

This feature must be an integral part of your personalization priority. The focus must be to ensure ease of navigation to arrive at the very specific product a customer is looking for in the long list of your website offerings. Display the most relevant product/service content that will benefit your viewers.

How To Personalise Your Website

Before stepping into the exciting world of website personalization, you must be aware of the psychology of most customers. Always keep these three customer viewpoints top of mind before personalising your website. Majority of the customers

1. Expect you to know their purchase history

2. Feel valued when you greet and recognize them by their name

3. Appreciate relevant offers and timely recommendations

data analysis tools

Use A Suitable Data Analysis Tool

Since it is virtually impossible to handle the vast amount of information related to incoming visitor personas in real-time, one must go for a tool that allows for data collection, analysis, and website personalization. One way to achieve real-time data analysis is by using dedicated AI tools with the capability to extract and improvise customer data tagged with products. This will help map the obtained data to the customer’s persona depending on their engagement pattern.

Categorise Your Visitors

Tools like Google Analytics and Hotjar that track and analyse a visitor’s stay on a website provide the foundation for website personalization. The ability to gain insights into behavioural data is crucial to segment the audience. Categorising the audience helps design and deploy tailor-made marketing strategies which lead to better conversions at a lower cost.  

Set your KPIs

KPIs or key performance indicators are essential to measuring the effectiveness of your website personalization strategy. Automated dashboard features provided by tools like Google Analytics can make steady and regular measurements of popular KPI metrics like dwell time, pages per session, conversion rates, bounce rates, etc. That said, these numbers can only provide hints because there is a loophole for users that allows them to negate tracking. 

Positive outcomes from KPIs and their implications:

  • A low bounce rate or higher dwell time is an indicator of good visitor engagement. 
  • Higher conversion rates mean content featured is relevant and increases trustworthiness.

How To Develop The Right Website Personalization Strategy?

Define Objectives

For successfully developing a website personalization strategy, it is quintessential to set your goals before anything else. Having a clear idea about the reason behind your website personalization attempt and the expected outcome is what matters the most. Several business considerations can lead you towards embracing website personalization. You may be interested in improving engagement rates and customer retention, creating sales opportunities, increasing website traffic or even lowering bounce rates.

Which Website Components Will You Personalise?

Now that you have enough information to move forward, start personalising key website assets like the homepage, CTAs, Pop-Ups, checkout and landing pages, and products and category pages. If you are using a powerful personalization tool, there are chances of you overdoing website personalization. So it is better not to use complex personalization rules and parameters as it is likely to make your efforts less efficient.

Data Collection

The data collection step determines the success or failure of your website personalization efforts. It is imperative to get access to real-time data that allows you to gain valuable insights that dictate a visitor’s desire. There are many tools like customer relationship management (eCRM), and Google Analytics, that will do the job perfectly well. The set of data that proves mighty important to create a dynamic website experience include:

  • Links opened
  • Shopping history and cart data 
  • Internal searches
  • Referral sources

Map out customer engagement and improvise

Customers leave a pattern when they navigate the website, and therefore deciphering the customer journey helps zoom in on individual parts of the journey. This will tell why they visited your website in the first place and creates an opportunity to preempt their actions. Brands today direct all their prospects to their website’s landing page to help them collect the details of their leads.

In its entirety, all that is required is to take a walk in your customer’s shoes to create a favourable website persona. By doing so, you will get a clearer picture of what they need in every phase of website interaction and deliver content accordingly. If done right, the audience will be able to resonate with your content and make smooth transitions between every stage of their journey.

website personalised content

Serve Personalized Content

In the next step, the focus should be on creating web content personalization for all customer categories. Make sure that your content is relevant and helpful at each stage by revisiting the customer journey.

The whole exercise drains a lot of time but is worth attempting.

A better way to approach this is by initially focusing on personalizing the important pages of your website and then moving on to the remaining pages at will. 

Website personalization is by no means an avoidable component of your marketing agenda if you are planning to go big with your business. So brainstorm your company’s future plans by placing website personalization at the centre stage. 


Good Luck!  

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