Introduction
Web Personalization: What is it?
According to 90% of top marketers, customisation has a major positive impact on a company's profitability. since 66% of consumers believe businesses should be aware of their particular demands.
According to 75% of marketers, personalization boosts engagement. Brands that consumers recognize, remember, and find relevant offers and suggestions from are more likely to have 91% of their business.
There are different types and levels of web personalization, depending on the source and scope of the data and the degree and complexity of the customization. Some examples of web personalization are:
Geolocation:
Localizing the website based on the user’s location, such as showing local weather, currency, language, etc.
Device:
Personalizing the website based on the user’s device, such as optimizing the layout, navigation, and functionality for mobile, tablet, or desktop.
Browsing history:
Personalizing the website based on the user’s browsing history, such as showing recently viewed items, related products, or popular pages.
Purchase history:
Personalizing the website based on the user’s purchase history, such as showing personalized recommendations, cross-sell and upsell offers, or loyalty rewards.
Behavioral targeting:
Personalizing the website based on the user’s behavior, such as showing dynamic content, pop-ups, or banners based on the user’s actions, interests, or intent.
Triggered emails:
Personalizing the email communication based on the user’s behavior, such as sending cart abandonment emails, welcome emails, or re-engagement emails.
Web Personalization: Why does it work?
45% of online buyers say they prefer to make purchases from websites that offer personalized recommendations. 69% of consumers want personalized and consistent customer experiences across several channels, including digital and physical ones.
As a marketer, you know the struggle. You pour your heart and soul into crafting compelling content, but only a fraction of website visitors actually convert. Why? Because the one-size-fits-all approach simply doesn't work anymore.
The modern consumer craves personalized experiences, and that's where web personalization comes in. It's your secret weapon to cut through the noise and turn website visitors into loyal customers, all while boosting your ROI and achieving marketing dominance.
Here's why web personalization is a must for marketers:
1. Skyrocket Conversions:
Imagine tailoring your website experience to each visitor's unique needs and interests. With personalization, you can:
Recommend relevant products or services based on browsing behavior and purchase history
Deliver targeted messaging and offers that resonate with individual preferences
Craft compelling CTAs that speak directly to the visitor's pain points and aspirations
The result? Increased click-through rates, higher conversion rates, and a significant boost in your bottom line.
2. Build Stronger Brand Relationships:
Personalization goes beyond just transactions. It's about building genuine connections with your audience. By demonstrating that you understand their needs and preferences, you foster a sense of trust and loyalty.
Greet visitors by name and showcase products they've previously viewed
Offer personalized discounts and loyalty rewards
Tailor email campaigns and website content to specific customer segments
These personalized touches go a long way in building lasting relationships with your customers, turning them into brand advocates who spread the word and drive organic growth.
3. Maximize Marketing ROI:
Gone are the days of throwing spaghetti at the wall and hoping something sticks. With personalization, you can:
Target your marketing efforts to the right audience at the right time
Eliminate wasted ad spend on irrelevant campaigns
Track the effectiveness of your personalization efforts and optimize for better results
By focusing your resources on personalized marketing strategies, you get the most out of your marketing budget and see a measurable return on your investment.
Web Personalization: How is it done?
Around 72% of people think personalization is really important. And a whopping 91% of shoppers are more likely to buy from companies that remember them and give them offers and recommendations that make sense.
Gone are the days of relying on guesswork. Web personalization empowers you to leverage data and various techniques to gain valuable insights into your visitors' wants and needs:
Website behavior: Track their browsing history, understand which pages they engage with, and identify their areas of interest.
Demographic data: Utilize location, age, and other relevant information to tailor content and offerings based on specific demographics.
Previous interactions: Analyze past purchases, sign-ups, or support inquiries to personalize future experiences.
By using this data, you can create a customer profile and customize the website to suit each visitor. Picture welcoming visitors by their names, suggesting items they've looked at previously, or displaying content that matches their browsing habits.
This personal touch helps visitors feel connected and valued, which can lead them to make a purchase.
Dynamic Landing Pages and A/B Testing: Refining Your Understanding
Web personalization extends beyond standard content. Here are effective tools to enhance your understanding and refine your approach:
Dynamic Landing Pages:
Craft individualized landing pages tailored to each ad campaign, automatically adjusted based on user data and preferences. This ensures a smooth transition from ad click to a highly relevant landing page, boosting engagement and conversions.
A/B Testing:
Continuously experiment with various personalization elements such as CTAs, layouts, and content. This allows you to identify what resonates best with your audience and optimize your website for optimal performance. Through testing different variations, you gain deeper insights into the factors that truly drive conversions and uncover hidden customer preferences.
Let’s tie this all together with a simple example-
Any website should know what its visitors want, but this is very important for healthcare websites. People who look for health information and services online may have different worries, feelings, and needs.
A website that is the same for everyone will not work well. That is why web personalization is helpful. It uses data and methods to make a website that suits each visitor. This way, the visitors feel more connected, interested, and confident.
They are also more likely to do what the website wants them to do, like book an appointment or download some information.
Here's how web personalization can benefit your healthcare website:
1. Enhance Patient Experience and Trust:
Personalized content:
Recommend relevant health information, appointment booking options, and physician profiles based on location, demographics, and search queries.
Targeted messaging:
Address specific healthcare concerns and showcase success stories relevant to their condition.
Simplified navigation:
Guide patients through complex medical information and procedures with personalized navigation paths based on their needs.
2. Improve Conversion Rates and Patient Acquisition:
Dynamic appointment booking:
Offer personalized scheduling options based on availability, preferred location, and insurance coverage.
Targeted calls to action:
Encourage desired actions like appointment booking, form submissions, or information downloads with relevant CTAs tailored to their needs.
Reduce bounce rates:
Keep visitors engaged by presenting content and resources that address their specific healthcare concerns.
3. Build Stronger Patient Relationships:
Personalized communication:
Address patients by name and acknowledge their past interactions with your website or healthcare system.
Tailored reminders:
Send personalized appointment reminders, medication refill notifications, and follow-up messages based on their medical history.
Proactive outreach:
Recommend preventive care options or educational resources relevant to their individual health needs.
Examples of Web Personalization in Action:
A pregnant woman searching for information on prenatal care receives targeted content on local OB-GYNs, birthing classes, and insurance coverage.
A patient with diabetes sees personalized recommendations for blood sugar monitoring devices, healthy recipes, and educational resources on managing their condition.
A visitor browsing the website for information on a specific medical condition receives tailored content on treatment options, patient testimonials, and relevant physician profiles.
With web personalization, your healthcare website can change from a basic information site to a personalized and reliable healthcare hub. This helps engage patients, boosts conversions, and ultimately creates stronger patient bonds.
Conclusion
It's important to know what visitors want. But since people see things differently, it's hard to stand out. If 60% of visitors leave a website because it doesn't match their interests, that's a big problem! That's where web personalization comes in: it makes each visitor feel special by showing them stuff they like. It boosts sales, makes customers like your brand more, and helps you get more out of your marketing money.
Web Personalization is an ongoing process. Continuously monitor and refine your strategies based on user data and feedback to ensure your website remains a valuable and trusted resource for your patients.
If you are interested to personalize you web then start with Fibr. It is a cutting-edge landing page personalization platform that empowers businesses to create highly tailored, engaging, and conversion-driven experiences for their consumers.
With dynamic content delivery, user-centric segmentation, A/B testing, and hyper-personalization, Fibr ensures that every visitor receives content that resonates with their needs, goals, and preferences. It helps you create personalized landing pages for every ad, based on the visitor location, vernacular languages, use case, value proposition, and CTAs. You can also configure a personalized campaign in just a few clicks and define your campaign parameters.
About the author
Meenal Chirana
Meenal Chirana, Content and Social Media Manager at Fibr, brings five years of experience in the content field to the team. Her passion for creating engaging content is matched only by her expertise in SEO and social media management. Passionate about all things content and digital marketing, she is always on the lookout for innovative ways to connect with audiences and elevate brands.
