Website personalization has helped 89% of marketers in the U.S. to grow revenue. That’s a big jump but not an unexpected one. Personalization is a proven way to capture user interest and loyalty. It is an appealing thought to deliver a personalized experience on the website to every user with the same ease as you can if a customer steps in a physical store. An intelligent marketing automation platform can help you create personalized user experiences for your website visitors.
Why Website Personalization?
Today marketers strive to offer a seamless user experience across channels. A brand’s website acts as one of the main touch-points for customers today and marketers can use advanced automation tools to create unique website experiences for their website users. It helps create a 1-to-1 connection with the incoming visitor. Personalized offers, intent-based actions, and pop-ups can help you secure leads more effectively. Personalization tools can work on your website without impacting the website performance.
Here are 3 ways in which website personalization can prove useful to your brand:
1. Personalized Content on the Website
Websites can be optimized for unique user experience by considering geography, demographics, inbound actions and other characteristics. Personalization begins with who the customer is and where they’ve come from.
For example, consider a user who has clicked on your ad. You can direct her to a webpage that is personalized to reflect her intent. On repeated visits to the same website section, the user gets a special promotion. Intent-based optimization works well when you are trying to convert a large number of well-segmented customers. Even for first-time visitors, personalization pays when retailers showcase special products or best-sellers.
Another example is a banking firm that wants to recommend relevant product offerings to their website users. For younger consumers, they may want to showcase content on early savings schemes. For a slightly older segment, loans and credit services might be useful. Also, recommended products could be different on the basis of gender.
2. Cross-sell and Upsell
Website personalization tools have made it easier for brands to cross-sell products. In real-time, customers can get pop-ups and notifications about upcoming deals. This helps in directing traffic to varied offerings while still being relevant.
Cross-selling is useful to target user flow that comes in from various sources. You can optimize the funnel, to ensure that you don’t lose out on consumer interest. You can identify popular products and promote them in the future.
Possibilities of up-selling with website personalization are immense. As you know the user’s interests, sharing relevant promotions becomes easier. With sophisticated tools, you can determine the sessions and visitor attributes (date, time, click path, keyword, OS, location, psychography, etc.). This helps in understanding customers better and upselling useful products and services.
Users often review website pages from different sources. Conversions increase when users experience engaging and personalized information.
3. Announcements and Intent
Marketers can share specific announcements that are relevant to the targeted user base. Website personalization tools enable personalized marketing automation for brands.
For example, a construction company that wants to launch a new project could do so by triggering a widget on a specific page. Another way is triggering an exit intent popup right before the user decides to leave. This could increase incoming calls while providing new leads to the business.
User intent is a strong factor that intelligent automation takes into consideration. User intent is key to increasing conversions across the board. With marketing personalization tools, a website can become a key tool for conversion instead of being a passive lead collection tool. Brands can initiate action-oriented pop-ups and triggers that engage website users better.
Users are also shown these pop-ups when they display specific intent. If a certain user browses a website for more than 3 minutes, they can be engaged with a different type of pop-up. For users that are browsing through multiple pages, you can show a different pop-up. Depending on the user intent, you can display a customized message to personalize their experience individually. This helps in building scale into existing systems across the website.
Big Data, Insights, and Analytics
With real-time website personalization tools, you can run experiments, A/B test messages and get deeper insights into consumer behavior. This can help you automate your marketing programs better in the long run.
Effective website personalization is achieved with constant tweaks and adjustments in the system. Insights derived from experiments and tests create valuable insights for the marketing strategy. With deep insights come better decision making. Achieving website personalization is not only easier with automation, but it is also more efficient.
Have you tried implementing website personalization for your brand? Share your thoughts and experience in the comments section below.