Website personalization is something that will keep visitors on your site for longer than they planned to be. What is more, longer visit duration is the least of what you can achieve by personalizing their experience. Further benefits include improved conversion prospects, higher customer satisfaction, a lower bounce rate, and a boost in site visits.
Benefits of Website Personalization
Let’s say you’re in the habit of buying a quality bottle of wine on Fridays. You like to buy different brands and sorts every time. Imagine going to the store and spending 15 minutes looking for the wine aisle and checking out tens of options and having no one to recommend a suitable one once there. It takes forever to make a decision. You’d give up on your tradition, wouldn’t you?
Personalization is like having a dedicated staff member who knows your preferences and your buying habits. There is someone to greet you by name when you come to the store and to take you directly to the wine aisle. Website personalization is where you take this experience online, which is going to happen more and more often because it is safer, more efficient, and more convenient than shopping at physical locations. Here’s how to get started with it.
Landing Page Optimization
Typically, a visitor’s first interaction with your product or service is your landing page. It showcases your brand’s identity. Greeting visitors and addressing them by name are both nice personal touches that will make your website stand out.
Call to Action
A well-crafted CTA can motivate visitors to read a post, start a free trial, watch a demo, or even take a survey. Some businesses show first-time visitors a “Request a Demo” CTA. This tactic has proven itself. According to HubSpot, a personalized CTA improves website performance by 202% compared to a generic one.
Logos and Customer Testimonials
B2B businesses tend to display client logos and customer testimonials on their websites to create a sense of trust. Companies operating across categories can personalize them for their readers. For example, you can display logos of businesses in the retail or software sector matching a visitor’s user profile to create the impression that your content is reliable.
Relevant Content Recommendations
Few things are more annoying than irrelevant content recommendations. It’s like being sold a product you already have or don’t want. Recommend interesting content to make the most of website personalization and stop visitors from browsing away. Show fresh, relevant products or services. This will lead to a better retention rate, boost time spent on your site, and prevent people from abandoning it. It will also enhance customer loyalty.
This is exactly what Google does. It takes note of user behavior and generates precise data based on their browsing history. As a result, users are systematically shown content that corresponds to their preferences.
Both returning and first-time visitors can use these. For returning ones, you can use data on page visit duration and the pages they visited. You can ask newcomers to share their interests and point out helpful resources on your website.
Customers not only love, but are increasingly coming to expect website personalization. This is quite easy to understand if you look at it from their point of view. You would appreciate personalized promotions and offers on a company’s website, wouldn’t you? Being given contextual and relevant information for your purchase improves your user experience. On this note, in-line messaging will allow you to show relevant events, offers, and discounts to your audience. You can target both newcomers and repeat customers based on demographic data and data on their behavior.
The headline is the first thing that most people who visit your site come into contact with. It is the digital equivalent of a handshake. By offering the right audience the right information, you’ll succeed in winning them over. The headline should be succulent, concise, and to the point.
Feature Case Studies and Blog Posts
Relevant recommendations for case studies, blog posts, and whitepapers can augment customer engagement and increase your earnings. You can personalize these content assets to show the visitor recommendations based on their browsing history.
Display Product Features
You can show a visitor who has specific affiliations or comes from a certain industry product features and listings that are relevant to their needs. This will convert them faster. It’s of particular advantage for businesses operating in multiple categories.
By personalizing your navigation menu, you’ll help visitors find what they’re looking for faster. This is particularly helpful to businesses with diverse audiences.
Live Chat and Filters
Chatbot personalization is very dynamic and developing really fast. Often, people don’t even realize they’re not talking to another human being. You can provide an awesome experience by balancing relevance with subtlety. Filters help users find products quickly. Online retailers are benefiting from them tremendously.
Personalization has Direct Impact on Sales
According to a survey by Forbes Magazine, 40% of executives reported that website personalization had a direct impact on profit and sales in direct-to-consumer channels. Over 50% reported that personalization campaigns had helped them exceed their revenue targets this year.
Adequate and reliable data collection is what makes personalization possible. You simply can’t have successful marketing without it. There has never been a more opportune time to put a solid data collection strategy in place. Of course, this will complicate your operations. It’s something you must be prepared for.
Improved Conversion Rates
Website personalization improves customer engagement. This includes page scroll depth, the number of pages viewed, returning visits, and interactions per session.
In summary, here is a short list of the benefits of personalization:
- Relevant and contextual recommendations
- Stronger brand perception and customer loyalty
- Improved client retention rate
- Better opportunities to nurture customers
- Efficient communication
- More sales through cross-selling and upselling
- Improved lead quality
An Epsilon study showed 4 out of 5 people were more likely to buy from a brand that provided a personalized experience. These experiences were more appealing to 90% of respondents. The more personalized your site is, the more likely you are to help your customers fulfill their objectives and keep them coming back.