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According to salesforce, “80% of consumers prefer to shop with brands who provide personalised experiences.” This means creating a customer-centric experience should be a priority for every business.
What is website personalisation?
Website personalisation (also known as dynamic website personalisation or web personalisation) is the process of building a tailored web experience for every visitor. Instead of displaying a single website for all visitors, a personalised website will display unique content based on the customer’s preferences, behaviour or intentions.
The goal of website personalisation is to provide a tailored experience that is contextually relevant to the visitor and surfaces content on a personalised basis that is most relevant to them.
Amazon.com is the perfect example of website personalisation. Visitors who have visited the website before will see their previously browsed items on the homepage when they return to their site.
How does website personalisation work?
Through personalisation, you can create tailored content for each user based on their behaviour from previous visits to your website. This behavioural data is captured via cookies which track the activity on your site and gets stored in your content management system (CMS).
There are different types of website personalisation, here are some of the most common:
- User-Driven customisation – This type of personalisation is most common in e-commerce website where user details like name, address, and purchase history can be stored. The stored data can be used to surface tailored content when they next login or revisit the site. A very familiar example is Amazon which automatically shows your previously viewed items when you return to the site.
- Community Based – A user’s community can also be used to tailor recommendations of products, services and activities they may be interested in. There are a variety of social integration tools that will allow your website to surface recommendations based on a customer’s social graph from Facebook. A good example is how Spotify shows recommendations based on your Facebook friend’s listening habits.
- Behavioural personalisation – This is a technique that analyses a visitor’s behaviour which includes browsing patterns, history, time/date of use, device type, and more. The data captured about the visitor will enable the website personalisation engine to tailor the website’s content to the visitor based on their interests, intent and behaviour.
Through website personalisation, you’re able to show your customers exactly what they’re looking for without them having to go and find it.
Top website personalisation tools
- VWO – VWO is an easy to use A/B testing tool. It allows businesses to personalise and optimise their websites and apps without the need for developers.
- Fresh Relevance –Fresh Relevance allows businesses to increase online sales through data-driven web, app, email and social media personalisation. Features include A/B testing, Drip e-mail campaigns, analytics, segmentation and more.
- Google Optimise – Google Optimise is part of Google Analytics and Analytics 360 platform. The product allows websites to personalise web pages and run experiments on the websites to find the best performing experience for visitors.
- Optimizely – This is an experimentation platform that allows marketers to test different hypotheses. It helps businesses deliver personalisation in their websites and mobile apps.
- Monetate – This tool provides an advanced A/B/n testing, as well as, a full-factorial ANOVA approach to help businesses in their customer experience testing, improvement, and personalisation.
Benefits of web personalisation
Website personalisation provides a variety of benefits that can help boost your online conversion rates.
- Call-to-actions become more effective
Adding a call-to-action (CTA) is an amazing way to encourage your customers to buy or stay on your website. CTAs can encourage a website visitor to take a survey, read a blog post, watch a demo, or start a free trial. Whatever kind of call-to-action you use; personalising it will deliver a higher performance. According to Hubspot, a personalised CTA can convert at least 202% better than their non personalised counterparts.
A good example is when someone is already on your mailing list – ideally they should not be given the same popup that asks them to sign up to the newsletter again. As an alternative, a popup can be configured to encourage existing email newsletter subscribers to take a different action such as scheduling a product demo.
2. Provide relevant product recommendations
Showing relevant product recommendations is crucial if you want to maximise sales and lead captures on your website. Amazon leverages its huge marketplace to capture user data to deliver highly targeted product recommendations.
3. Fewer Follow Up Emails
According to HubSpot, “at least 78% of consumers will unsubscribe from an email list because they are receiving too many emails.” If you do not want your emails to be filtered as spam or moved straight to trash, a good solution is to send them fewer emails that are more relevant and personalised. By using customer data, the best brands segment their email database and reduce the volume of emails, focusing instead on tailored and relevant emails. Combining personalised emails with website personalisation is a really strong strategy to maximise conversion rates.
4. Understand your customers better
By effectively segmenting your customers, brands can direct each customer into a tailored sales journey which will maximise sales conversions. One perfect example of this type of personalisation is the design website Canva which asks their customers how they intend to use their product. Through this simple sign-up process, Canva can successfully cross sell services like video and gif creation to those who are likely to buy.
5. Visitors will stick around longer
When you show customers content that is interesting to them, they will most likely stay longer. If you want to improve the time that your customer spends on your website, give them content that they are likely to enjoy to keep them on the site for longer.
Website personalisation tips
1. Personalise based on the visitor’s recent website activity
Use visitor’s recent browsing history to personalise the content on each individual page to the visitor. For example, if a customer has already downloaded an ebook, show them a different piece of content so that you are not promoting the same asset over and over again.
2. Personalise content based on which country your visitor is from
By pinpointing your visitor’s geolocation, you will be able to tailor-fit your content to their geography and adapt the website’s look and feel for the different cultures around the world with designs and images that more strongly resonate based on where the visitor is based.
3. Base your personalisation on the referral website source
Website traffic referral sources come in many guises such as email, organic search, social media, etc. Brands can personalise their website based on this referral source. You can run tests on different audience types – for example, people coming in from Youtube may respond better with a video based landing page. You can also tailor the site based on what you know about referral sources. For example, if your visitor is routed from a paid referral source, they are likely aware of what you are offering and are and looking to buy an item.
4. Personalise depending on the device type
Some content is better suited to certain types of devices. For example, if your customer is using a mobile phone to view your website, video content may not work well because mobile devices can often have an issue buffering video.
Web personalisation – is it what you need?
Customers increasingly demand content that is relevant to their needs and website personalisation will help you achieve this. Website personalisation allows you to optimise the customer experience, maximise engagement and accelerate customers through the buyer journey. The bottom line is this: building a personalised customer experience increases conversions and customer profitability.