In just a few seconds, you need to convince them to stay instead of looking for the next stimulus.
What better way to do this than by offering a personalized experience that takes into account the unique needs and desires of the visitor?
This blog introduces the basics of website customization and how to get started.
We'll also discuss different tools that will help you in the process and the challenges you may encounter when creating a personalized experience for your website visitors.
Website customization
Personalization in physical spaces like stores works like this: employees kenya phone number list serve customers, ask them about their preferences, and try to satisfy their needs and desires.
If a customer likes a product, the employee can recommend another related product and generate more sales.
The same thing can be replicated in digital marketing, at least to some extent.
Web personalization is the process of creating user experiences on a website that are personalized for the customer.
It means that the company has created different versions of the website for users based on:
How the visitor arrived at the website
Previous behavior
Demography
Location
Device
Customer profile
This may include personalized product recommendations, advertisements, banners, pop-ups, content and other things that appear on websites.
For example, an online retailer can recommend products related to a customer's previous purchases, clothing stores can recommend the right size based on previous purchases and returns, and music apps can show you new music within the genres you listen to most.
website personalization generalized
The goal is to get the customer to take the desired steps more quickly and easily, and stay with your company longer.
Why is web personalization so important?
Here are some concrete facts from the McKinsey Report .
71% of consumers expect personalized interactions with companies.
76% of consumers feel frustrated if they are not provided with personalized experiences.
Companies that use personalization generate 40% more revenue compared to their competitors that don't use it.
Customers want personalization to make their experience better, smoother, easier, and more targeted. They want companies to know them and have a relationship with them.
In the long run, you can build customer loyalty for your business. Who wouldn't want to continue doing business with a brand that always has specific recommendations, relevant content, and even congratulates you on your birthday every year?
Personalization also improves other metrics such as time on page, bounce rate, conversion rate , and customer satisfaction .
You don't want to miss out on these opportunities, do you?
The challenges of web customization
Like anything else, web customization comes with its challenges.
Unnecessary categorization and forcing “personalization”
If you use unnecessary stereotypes as the basis for your personalization plan, that's lazy marketing.
While customer demographics such as location, gender, or age can be useful, they are relatively vague.
For example, if you choose an item recommendation for your e-commerce store based on the gender of the visitor, you can be completely wrong. Women are not always the ones who like makeup, and men are the ones who buy electronics.
web personalization based on demographic info can go wrong
Personally, I have a problem with some websites trying to force me into a specific language version of their website.
If I search for something in English, I'll most likely want to browse the English version of a website. But because I'm located in Finland, some websites display the Finnish version. Frustrating!
Instead of relying on demographic information, use behavioral and customer type data to personalize web experiences based on audience segments.
Too much information?
Where is the line between being there with insight and doing the right thing at the right time, and being a total pain in the ass that knows no bounds?
While customers want you to make them feel special and acknowledge their needs, you are still just another company that wants to use their personal information for its own benefit.
