These days, website personalization has become a must for those who want to win online users’ hearts and stay ahead of the competition. Those days are gone when only a good website design and high-quality content regularly published were enough to engage visitors.
With millions of websites out there, you need to create the best experience for your visitors to stand out from the crowd. And doing website personalization the right way is one of the best ways to captivate web users.
In this blog post, we’ll discuss everything you must know about website personalization to get the best results. So, let’s waste no more time and get started.
What Is Website Personalization?
Website personalization is the practice of creating a unique experience for each visitor based on their needs and behavior. Marketers personalize visitors’ experiences through collecting user behavior data and identifying user segments.
The overwhelming amount of information that is available today has made web personalization even more valuable. This way, visitors will only see relevant information, which provides a more convenient experience.
Why Is Website Personalization Important?
In this era, website personalization enables businesses to capture their target market’s attention more easily. Offering a customized experience shows your audience you care about them, so they will become more interested in your brand and spend more time on your website.
Besides, users are expecting personalized experiences while they are browsing the web. In fact, 74 percent of customers get frustrated when they visit a website that doesn’t provide personalized content.
Benefits of Website Personalization
Let’s take a look at some of the advantages website personalization offers:
1- Higher Conversion Rate
Web personalization is a key strategy to creating a better user experience, which in turn increases the conversion rate. When you Fulfil your visitors’ needs, they will be more willing to follow the path to conversion.
Personalization also enables you to show relevant content to users that they are more interested in to keep them on your website for a longer time. By displaying content, products, or services that matter to your audience, you will gain their loyalty, and your retention rate will increase.
2- More Qualified Leads
Tailored content will cause more qualified leads to enter your conversion funnel. Personalization is one of the most effective strategies to improve your lead quality. These leads are more likely to convert than untargeted ones.
3- Higher User Engagement
Offering a personalized experience will increase visitors’ interactions with your website. By providing users with what they are looking for, the average time spent on your website will increase, which is a key website metric for measuring engagement.
4- Lower Bounce Rate
Sometimes a high bounce rate can mean that your website doesn’t resonate with your visitors. Website personalization can help you reduce your bounce rate up to 30 percent. And keep in mind that a lower bounce rate will help you improve your search engine ranking, which increases your visibility.
Types of Website Personalization
Here are the two main types of website personalization:
1- Explicit Website Personalization
Explicit personalization is when you customize your website based on the information visitors give you themselves. In this type of website personalization, when a user visits your website for the first time, they choose a set of preferences that are saved in cookies. Then, every time the user comes back to your website, the content they see will be according to their preferences.
2- Implicit Website Personalization
Implicit website personalization can be in contextual or behavioral form.
Behavioral personalization is based on visitors’ browsing history and interactions with your website’s content. A good example is Amazon which personalizes product recommendations based on user behavior.
On the other hand, contextual personalization is based on users’ context. The context can include users’ location, device type, profile information, etc.
How to Personalize Your Website
Below you can find how to get started with website personalization:
1- Identifying Your Target Audience
The first step to personalizing your website is understanding who your target market is. Knowing your audience will help you find out what you should exactly do.
First of all, see who your current customer base is to gain a picture of your audience. Then see who is buying each of your products and services and which ones are attracting more customers. Understand who your most important customers are and segment them to identify your target market more easily.
2- Understanding Your Visitors’ Intent
After identifying your target market, you should figure out why they visit your website and what they want. This way, you will be able to recommend the right products or services. There are three approaches to understanding your visitors’ intent:
1- Find out what keywords they search for that lead them to your website. These keywords help you show visitors content that’s relevant to their search.
2- You can track visitors’ browsing history and their behavior on your website to figure out what they are interested in.
3- You can ask for some information whenever someone lands on your website and personalize their experience based on their preferences.
3- Developing Website Personalization Strategies
Now, you have to design strategies about how you want to personalize your visitors’ experiences. Think about the content you want to show them that will encourage them to explore your website and take action. For each target audience display products or services relevant to their industry, location, etc.
Additionally, identify the areas on your website you want to personalize to attract your target audience. For example, you can show recommended products on the checkout page to bring in more revenue.
4- Personalizing the Experience
It’s necessary to create the best experience for each and every visitor as they may become leads that will convert. Let’s take a look at the most important factors that you should consider when personalizing your website:
You can use visitors’ locations to customize their experience in many ways. For example, on your eCommerce store, you can show visitors products that are only available in specific locations. You can also display different shipping information based on the users’ locations.
2- User Behavior
Tracking your website visitors’ interactions enables you to better understand their behavior and what they need. Find out how they engage with your website, what paths they follow, what they do, and what makes them leave your website.
With this information, you can engage visitors more effectively and encourage them to complete your website’s goal.
Using demographic information such as age, gender, education, etc., will help you take your website personalization to the next level. Segment visitors based on this data to display more relevant products or services.
4- Psychographic Segmentation
Psychographics enable you to take a deeper dive into user behavior. You will be able to personalize your website based on visitors’ interests, personalities, values, etc. Paying attention to your customers’ psychological characteristics will keep them coming back.
A good example of a website that uses psychographics for website personalization is Klook. This travel platform provides different experiences depending on the reason each visitor wants to travel. They have added the activities that travelers can do at a particular destination as customers travel based on what they can do there.
Website Personalization Best Practices
The ever-changing needs of customers have made website personalization a challenging task. Therefore, it’s essential to constantly test your strategies and come up with new ideas to keep up with your customers and offer the best experience.
Here are some of the best practices to personalize your website more effectively:
1- Use Real-Time Data
The data you collect while visitors are active on your website allows you to present the right message, recommendation, or content at the right time. It’s a great strategy to re-engage visitors’ before they decide to abandon your website.
A great example of using real-time data is when eCommerce websites try to cross-sell or upsell buyers. Below you can see an example from the J. Crew website. Whenever a customer chooses a product, it displays a set of items that match the selected clothing, encouraging them to spend more.
2- Don’t Overdo Personalization
Personalization tells your audience that they are important to you; however, too much of it can seem creepy. Also, sometimes showing the same content over and over again might annoy the visitors, making them leave your website.
3- Understand When Personalization Is Effective
It’s important to know in which situations delivering a personalized message is appropriate. Analyze your target audience and find out when is the right moment to display relevant content.
4- Test Your Website Personalization Ideas
Not all your strategies are going to work out. So, test all your ideas before putting them into action. Measure the results and figure out whether you should implement these strategies or not and how you can improve them.
5- Monitor Your Website’s Analytics
It’s essential to measure the success of your website personalization strategies. Use a website analytics tool to understand how your strategies are performing and get insights into how to optimize them.
You can also use a behavior analysis tool such as Watch Them Live as website personalization software. As understanding user behavior is key to personalizing your website, these types of tools can offer many advantages. With features like heatmaps and session replays, you can collect accurate qualitative data about visitors’ interactions with your website.
Using the heatmapping feature, you can track users’ clicking activity. Heatmaps can come in really handy for running more effective A/B tests on your personalized landing pages. Set up heatmaps on different versions of your landing pages and see what elements have the most impact on your conversion rate. The data heatmaps provide will help you design an optimized, high-converting version of your landing page.
The session replay feature allows you to understand visitors’ experience on your website exactly as it is. Watching session recordings, you can see the path each user follows on your website, what interests them, and what makes them abandon your website.
Use this data along with website analytics to discover how to reduce the bounce rate and keep visitors on your website for a longer time. You can also measure the effectiveness of your website personalization efforts and see how visitors are interacting with the personalized elements.
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6- Update Your Strategies Regularly
A website strategy that works today may not work tomorrow. You need to constantly analyze your audience’s behavior and needs and see how they change to optimize your efforts.
7- Include a Privacy Statement
As website personalization involves collecting user data, you must inform visitors about why you are gathering information and how you are using it. By adding a privacy statement you can assure users their data is safe and won’t be misused.
Today, online users have come to expect website personalization as it offers a better experience. Websites that don’t create customized experiences will definitely fall behind the competition.
Try to obtain a deep and comprehensive understanding of your audience to get the best results from personalization.