Personalization of web experiences is a crucial facet of contemporary online marketing tactics, with favorable results in this capacity translating to increased engagement and conversions, as well as deeper brand appreciation and loyalty. In fact, 94 percent of marketers agree that web-experience personalization is critical to current and future success of a website and/or online presence. To engage viewers and potential customers, companies must have the ability to offer personalized, highly relevant content in an engaging and timely format. Through these optimal customer experiences, one can expect revenues and conversions to increase as a result.
Identifying The Customer
A key facet to website personalization is painting a comprehensive and accurate profile of the site visitors and users in question. This is important since content tailored to their unique attributes and scenarios will resonate with their personal needs and wishes. For example, targeting customers based on location is a popular personalization tactic; an online fashion retailer would want to know whether a user is from California or Chicago before displaying winter specials. Identifying the customer is a foundational component to improving visitor satisfaction. In fact, recent statistics reveals that 74 percent of consumers become frustrated when the websites they visit display content such as offers or promotions that don’t align with their needs and interests.
Automating Sales and Advertising
Website personalization not only improves the digital experience for visitors, it makes life easier for online marketers and the management. While promotions and campaigns usually have distinct start and end dates, scheduling the display of site content should entail more options to reach different audiences. Website personalization enables these capabilities by allowing for seasonal item displays as well as other triggers, like number of site visits and other website behavior data.
For example, one may find a particular visitor predominantly clicking on a particular shopping category. Reasonable assumptions can then be made regarding what type of advertisements would pique the visitor’s interests, as well as the timing of the promotions or ad display. Website personalization allows for automating many promotional and online marketing campaigns such as the automatic ending and/or promotion of promotion activities (e.g., clicked on the least/most). Many content management platforms offer these capabilities out-of-the-box to both builds personalized website features and track the effectiveness of personalized campaigns.
Enterprise and B2B Website Personalization
The benefits of website personalization are not relegated to online retailers and shopping sites. Enterprise and B2B websites, web applications, and software-as-a-service platforms appreciate similar benefits from a (seemingly) custom-crafted web experience. User experience is still a foundational element here, with many of the same principles of B2C personalization in play. But when it comes to business users and B2B sites, personalization becomes more of a function of quality than advertising or marketing. For example, web applications that retain a user’s preferences allow for more time savings and streamlined productivity, as said user is able to use the app more quickly.
In short, a website that lacks personalization is less able to deliver a compelling user experience and brand message. Statistics shows that 88 percent of online consumers are less likely to return to a website after a bad experience. To mitigate the risk of abandonment, organizations should implement website personalization as a crucial step towards building a rapport with visitors and potential customers.