With only about half of companies staying in business for 5 years, it’s vital your company stands out from the crowd. You might wonder what to do to attract more visitors to your page?
In this article, find out why website personalization is vital for your site. Read on to explore what it is, and how it will make your website stand out in searches and encourage repeat buyers.
What Is Website Personalization?
Website personalization is a custom experience for your visitors when they go to your website. It takes a look at their behavior, geography, and purchases.
This can lead to an increase in site views, longer visits, and better customer satisfaction. There are different types of website personalization, and if you’re more of a local company, you’ll want to consider geographic website personalization.
What Are the Benefits?
You can see higher conversion rate optimization, brand loyalty, and customer engagement. Your customers are more likely to stay longer when there’s content and offers specific to their needs.
They’re more likely to buy offers when it’s in line with their needs. Viewing their data will give you a better idea of their preferences. It’s a great way to upsell different offers as well.
What Are Website Personalization Best Practices?
Make sure that the design of your commercial website is simple. You don’t want a potential customer to come on your site and see a bunch of different offers, not knowing where to click next.
Have 1-2 elements for your audience and company. Have categories that are based on your audience’s preferences or genres.
You’ll also want to determine why you’d like website personalization for your site. Are you looking to increase customer satisfaction? If this is your goal, you might want to consider having a website that’s the same every time they visit.
Make sure to have multiple offers depending on who visits your website. If you have 2 different types of people who visit your site, they might not be looking for the same products. For example, say you have a college student, and then a working individual.
Maybe the college student doesn’t have as much money to spend so is looking for items on a budget. With the working individual, you might be able to show them pricier products that meet their needs.
Website personalization is easier for managers and marketers. You can have the display of your content scheduled well in advance. This allows you to have different content depending on the time of day your potential customers come onto your site.
Call-to-actions are getting your readers to do something whether that’s buying a new product, reading a new article, or signing up for your mailing list. Entice the reader to click by offering deals that are hard to pass up.
Why It’s Important?
There are so many companies out there competing for the attention of different viewers. When you offer personalization, you’re showing that you care about your customers’ preferences. For example, Amazon, when you go on their site they’ll show you items you previously looked at, and similar items you can buy.
Identifying Your Audience
If you try to sell to everyone and don’t try to target your audience, the lack of personalization will show. You’ll want to take a look at all of your current products and services, and think about who would normally buy them.
Take a look at who currently visits, and who buys, signs up for your email list, etc. What’s selling, and who buys the most items? You can then separate it into regions.
For example, if they’re in the US, your writing style will vary from the UK’s. Keep in mind that each location will have different trending topics and products as well. Next, decide their history as far as purchases, whether it’s often, minimal, or based on current offers.
Personalization Matters Everywhere
Besides your website, you’ll want to do email personalization as well. Make sure that you have different content depending on your customer’s location, and buying history.
As far as your website goes, you don’t just want to have your homepage personalized, you want all of your pages to have that added feature.
Personalizing Web Pages
When you’re ready to get started with personalizing your web pages, there are plenty of tools to choose from. Many tools will allow you to integrate WordPress and Google Analytics. Your best bet is to try out different tools before you buy them, and see which you like best.
You’ll want to first start with URL targeting. Using certain tools, you can decide which visitors you’d like to target by using different keywords, campaigns, browsers, etc. It’s important that you track your results to see how the campaigns are doing.
You can make any adjustments as necessary. If it’s not working, you can take a look at your target audience and see what’s missing, or what’s not clear.
Once you have your target audience figured out, you can start drafting strategies. Think about your target audience as you create your content. What are their pain points?
Try out different content, offers, and videos/images on your pages. Make sure that your call-to-action speaks to them, and not a generic click here. The more you personalize the content, the more likely you’re going to have repeat buyers.
The Many Benefits of Website Personalization
Now that you’ve explored the many benefits of website personalization, you should be well on your way to designing the right website for your customers. Want to learn more digital marketing tips? For more on everything from content strategy to digital marketing, check out our other articles today.