There is no denying the fact that personalization has become essential to the success of any digital marketing campaign. On one hand, the marketer, are giving an amazing experience for consumers that make them feel understood, esteemed, and associated. On the other hand are the consumers who, in exchange for this pleasant experience, reward you with more noteworthy engagement, faster conversions, superior cart values, amplified spend, and continuing loyalty.
The one-size-fits-all approach to web experiences isn’t going to live in 2017.
Nowadays, people browsing the web want a more customized experience–they want it to fulfill their distinctive individual needs and tackle their pain points–even if they don’t deliberately think about it.
It’s the gospel truth that marketers see an average hike of 20% in sales when implementing personalized web experiences.
That signifies that in our world of infinite options if your web experience isn’t offering visitors what they are looking for, they will look for another provider who does that.
According to eConsultancy, 74% of marketers say targeted personalization improves customer engagement, and research from DemandGen found that 53% of marketers say continuous, personalized communication with existing customers leads to momentous revenue impact.
Personalized Web Experiences in Use
A lot of companies such as Netflix, Amazon, and eBay keep in mind to make personalized content for their users to see when they visit their homepages.
How do these big brands do it? This personalization is done by meticulously monitoring users’ browsing history, their past purchases, and their rating of products. Then after, with the help of this data, these companies are able to showcase tailored, very relevant content to users from the time the users enter to their websites.
So, website visitors don’t have to scoop out the zillions of product that are been offered to find what they actually want. In fact, users are hailed with products that they may be having an interest in even before they think of using the search bar. (Yet, at times they use the search bar.)
Why Personalized Web Experiences Work
The visitors, who come to your website, actually come for a reason– whether it is that they want to learn, gather information about your business, or buy something that your business offers. However, other than this, there is a concept - “What’s in it for me?” which visitor tries to find. They have come to your site because they are looking for something, and you have to fulfill that want via personalized experiences.
The challenge, however, is that businesses don’t know how to implement personalization when it comes to your websites.
However, the question that a lot of businesses are facing is: How to create effective, personalized experiences for their website visitors?
4 Ways To Create Personalized Web Experiences
1. Dynamic content
A good content that is content that fine-tunes to a user’s specific anchored in existing information. You can decide how you will dish up the dynamic content by:
- Gathering customer data on the front end using a lead magnet like newsletter signup, an eBook download etc.
- Showing different content depending on Google search terms that brought them to your website.
Then, harnessing this data, you can welcome customers with content that is not only applicable to their interests but is also personalized only for them.
For instance: Say a customer based in New York is searching for a marketing conference to attend within the city, and your company is hosting marketing conferences in 5 key cities this year. When the customer from New York comes on your website from her search results, you can make use of dynamic content to automatically welcome visitor with your news about New York-based conference.
2. Following Up Via Email
So, email wouldn’t be counted as a website experience, but it’s an amazing method to keep the conversation going with website visitors–particularly if they didn’t convert when they visited. Besides, automated emails make this a cake walk to manage.
For instance: Say a site visitor put a t-shirt in his shopping cart, but didn’t check out before he left the page. If you have collected his email address while he was on your site, you could follow up by sending an email with content-“(Name), you have one item in your shopping cart!”
By taking follow-ups in this way, you are encouraging the customer to return to your site–and decrease cart abandonment at the same time.
3. Personalized Shopping Suggestions
We have discussed before how offering product suggestions depending on browsing history or items regularly purchased together can boost average order size–but it’s also a fantastic tool for a better-personalized web experience.
Instead of making shoppers search for similar products or products that also match their tastes; these recommended items are like having a personal store representative there to assist them through the finding process.
For instance: In a physical store, you can have a staff to support you, helping choose items and put together garments. But in an online context, the customer is on his/her own. On the other hand, with personalized content, this same experience is simulated with a personalization tool–meaning virtual customers don’t miss a chance.
4. Know Your Tools
Unless you have a proficient web designer, you will require getting a number of tools that facilitate you to create these personalized web experiences.
Here are a few to utilize:
- Monetate for cross channel personalization
- ExactTarget for personalized recommendations
- Google Analytics for tracking site users’ journeys
- Visual Website Optimizer for dynamic content
These are only some of your many different options, so be sure to look around prior to choosing one for your needs. The costs for these tools differ depending on their functionality–, while others need a more extensive investment.
Any of it you choose, know that these tools are serving you go up to the expectations of your customers.
The Final Say
A lot of websites are already hopping on this trend, so don’t be left in the group of those who still aren’t tailoring content and experiences for their site visitors. Even if you initiate small as well as progressively work your way into more sophisticated tools and features, you will be taking a step on the right track.
The bottom line: Mass-marketing is a conventional approach. To stay ahead of the competitions personalizing your online experiences for customers is inevitable otherwise, you will be left in the dust.