Personalization
5 mins
Introduction
What Is website personalization?
Website personalization is the process through which a website provides data and analytics-driven tailored experience to a visitor. It personalizes the content as well as the recommendations and the way people interact with the platform.
This way, based on information such as location, history of visited sites, and previous interactions, users are presented with products, articles or offers.
It makes users feel that their needs are being recognized by the business, thus making them happy. Personalization results in greater and more effective involvement, resulting in higher conversion rates and customer satisfaction.
It transforms a rather ordinary website into an engaging and people-oriented tool. It gives a sense of individuality to every visit causing an improvement in the total impression made to the users!
Why Is Website Personalization Important?
Let’s see why hopping on web personalization is important with some compelling stats.
It enhances user experience by delivering personalized content. 76% of customers feel annoyed when there is no personalization or businesses do not show that they know the customer.
According to the statistics, 80% of buyers are willing to purchase products or services of a company that individualizes customer experience. Web personalization therefore increases conversions and repeat visits.
45% of online shoppers are more likely to shop on a site that offers personalized recommendations. That is why, personalising websites results in increased customer satisfaction and loyalty.
94% of companies experienced a rise in conversion rates after personalizing their websites. It Improves overall site performance.
Web personalization increases time spent on site, up to 60% and reduces bounce rates up to 45%.
Leads to better business outcomes that’s why 89% of digital businesses are investing in personalization!
How to Implement Web Personalization?
In the previous sections, we saw how important it is to personalize your website. Let’s see some ways to implement this essential marketing strategy into your business.
Identify Your Audience
First step towards personalisation is identifying your audience.
There are various online sources which make this process easy. These include analytical tools, surveys and user feedback. They collect user feedback and give you an idea about your audience’s preferences.
This data includes your audience demographics, interests, and behaviour patterns. Based on this insight you can easily create a buyer’s persona for your brand. With all this knowledge you will be able to change your website and its content to target your audience and even bring in new viewers.
Use Dynamic Landing Pages
Static landing pages are the things of the past. We have already established that customers want personalisation. So how can you deliver personalisation if your landing pages are the same? The answer is using dynamic landing pages.
These are like smart landing pages which can change their content based on visitor’s profile and behaviour.
Such landing pages give the customer the unique and relevant experience that they are looking for. Personalised landing pages significantly increase website traffic and conversion rates. There are many tools you can find online which will make this process simple and easy.
Message Matching
Put yourself in the customer's shoes and think about this scenario. Suppose you see an ad which tells you about an offer but when you click on it you simply land on the website page. Where is the offer? In the super competitive environment, you can not afford to make such mistakes.
This can go down in 2 ways. First, customers feel as if they have clicked on a click bait title and leave the site. They simply search for another business.
Secondly, and the saddest, they bookmark it so they can visit the site when they have time and just forget about it! This is why message matching is important.
Message matching ensures the message displayed to the user via ad or an ad copy, matches what they see on your website. You can take help of online tools and resources which can help you to correct this.
WYSIWYG Editor
As a marketer, it is important not only to find the right tools but also tools that make your work easy. You want to make any changes? It should allow you to do so easily.
That is why the WYSIWYG (What You See Is What You Get) editor tool is all the hype. It allows marketers to make real-time changes to their website without needing technical skills.
With this tool you can easily adjust content blocks, images, and CTAs based on user data. You can also quickly test different layouts and messages to see what resonates best with your audience. Online AI tools, like Fibr, offer easy customization based on such editors.
Conduct Controlled Testing
Personalisation sometimes can feel a hit or miss, if not done correctly. As emphasised, having the correct data will result in website personalization that will attract customers. To obtain good data you need to conduct tests. This is where A/B Testing or Split testing comes in.
A/B testing is a controlled test. It involves comparing two versions of a webpage to see which performs better. This can include changing the headlines, or colour schemes or CTAs. Anything which is displayed on the website!
You can start by hypothesizing what changes you want to make. Then you can use online A/B testing tools to help run this test and gather the results. With this information you can make better and informed decisions.
Measure the Impact
How do you know something is working? With the feedback! This is why it is important to measure how the changes that you implement on your website translates in conversions and ROI. You can use various online tools which will help you to track performance.
Website personalization is not just a one done deal. It needs to be constantly updated and revised. Regularly reviewing your data and keeping up with the customers is important.
There is always room for improvement. With analysing your current efforts, you can improvise changes when needed.
Conclusion
Website personalization simply means creating tailored experiences for the customers, based on customer data. Personalising your website, transforms a simple website into a dynamic one. It significantly boosts conversion rates and customer loyalty.
Personalization starts by knowing your customers, and using that data to create dynamic landing pages, message matching your advertisements and performing controlled experiments. Remember personalisation is an on-going process, and therefore regular feedback is important.
Want to start website personalization? Try Fibr.
Fibr is a multimodal AI which goes through your business and produces content which is always on point. It is one shop for web personalization. Be it A/B testing, analyzing the impact or even clever editing, Fibr has and does it all! No need to worry about lengthy codes, Fibr makes it easy with WYSIWYG Editor.
Get a personalised demo today, and start personalising your website!
About the author
Pritam Roy
Pritam Roy, the Co-founder of Fibr, is a seasoned entrepreneur with a passion for product development and AI. A graduate of IIT Bombay, Pritam's expertise lies in leveraging technology to create innovative solutions. As a second-time founder, he brings invaluable experience to Fibr, driving the company towards its mission of redefining digital interactions through AI.
