The process of making shopping easier by tailoring audience preferences is referred to as website personalisation. It entails providing a "personal touch" to one‘s shopping experience. Typically, the website remains the same for whoever visits it, but personalization allows you to provide each website visitor with a unique experience in which they can see exactly what they want and need. This is accomplished by collecting and analysing data with care and then utilising it in a way that improves the quality of the audience's visit. The information gathered is based on the visitor's interests, demographics, browsing history, and other factors.
The art of personalization is no news to a salesman, it has been in practice for very many years. In the non-digital world, personalization is so common that it goes unnoticed. However, digitally it is less common and more appreciated among small and mid-tier ecommerce businesses.
It should be noted that personalization is different from customization. When a customer manually makes adjustments to an item to match their needs or expectations, this is referred to as customization. On the other hand, personalization is controlled by the company.
Reasons you need website personalization :
1. It helps understand your audience better
2. Improves converting home and landing pages
3. Enhances your website's search engine ranking
4. Boosts the performance of Call-To-Action
5. Heightened brand predilection
1. It helps understand your audience better
Customers have grown accustomed to a certain standard when they shop offline and now they expect the same standard to be reflected when they shop online too. Personalisation not only assists us accommodate our visitors but also understands them better. The insights collected help categorise their audience based on their preferences and recognize which products sell best. Targeted audiences become qualified leads, thus turning into happy customers.
Salesforce Research suggests that 63 percent of consumers expect firms to identify their specific needs and expectations, while 76 percent of B2B purchasers also expect the same.
2. Improves converting home and landing pages
Personalization is something both your landing and home page will highly profit from as they are one of the driving forces in the overall revenue of your ecommerce business. Either of this page would be the primary interaction a visitor has with your page so make it count.
One can do that by giving a personal touch to the page, like mentioning the visitor’s name or greeting them according to the time of the day. Your website can also use information from the last page a visitor came from to provide them with an appropriate landing page that meets their needs. You wouldn’t want to give the same suggestions to a tween and a mother of two. If customers are getting the recommendations and suggestions that are altered to their preferences and interests, they’re bound to feel valued by the brand.
HubSpot found out that personalized CTAs convert 202% better than default versions.
3. Enhances your website's search engine ranking
Each brand tries to hold a notable website ranking on Google but it can be really hard to do so. However, this can be made significantly easier by giving your audience things that may be relevant to them. The more personalised the website is, the more there is a chance for your website to hold a good rank which means it will bring more traffic. This is so because it’ll allow one to increase their relevance in a specific industry. Personalisation will also reduce your bounce rate and increase the time spent on the website.
Better recommendations is also a factor that is often overlooked. When your website is personalized to one’s determined interests, the automated product recommendations your customer receives are fresh and relevant, in turn, encouraging them to visit your website often which can only add to your SEO ranking. In short, it boosts customer retention.
4. Boosts the performance of Call-To-Action
Your CTAs speak for themselves. It is a great way to attract your audience’s attention and motivate them to come one step closer to becoming a customer. One’s CTA should be soft and appealing rather than loud and off-putting. If you use the right words and images, you can get someone to start a free trial, take a survey, read an article, etc. Research suggests that CTAs are extremely good for business.
Nonetheless, personalisation can really elevate your CTAs. This will help waste less sales time and also lead to fewer follow up emails. An easy way to do it is by adding your customer’s name on the CTA.
user.com makes it easier to understand through this statistical analysis.
5. Heightened brand predilection
Each company has two goals, that is, high revenue and brand affinity and personalization can assist in achieving both.
Brands tend to spend an exorbitant amount on their customer service as all of us want excellent experience when shopping. When we’re given that, it makes us happy and makes us want to keep coming back to those brands.
Personalization creates brand loyalty by making a shopper feel cared for as an individual, setting them aside from others. Loyalty programs are a great way to implement website personalization efficiently.
SmarterHQ reports that 80% of those who classify themselves as frequent shoppers say they only shop with brands who personalize their experience.
Once you've gathered your data, you'll need to know how to put it to use. It is vital to comprehend the significance of one's personal space. Your customers want you to recognise what they want and need and to provide it to them, but they also don't want you to come across as invasive.
Finally, various strategies can be used to effectively implement personalization. In real time, one can target live audiences and create on-site experiences tailored to their preferences. They can also send segmented emails based on the interests of their customers. Discounts and product recommendations can also be targeted based on what a particular audience is interested in. It is important to remember that change is the only constant, and in order to truly satisfy their customers, they must keep up with changing trends.
Check out brands that have taken online personalization to another level for more info!
What personalization strategies would you suggest?
Write to us at info@enalito.com.
