3 Reasons You Really Want Website Personalization
If you visit almost any website, you’re going to see the same design and layout as anyone else. A one-size-fits-all approach is used by a majority of websites, and only a few companies like Amazon and eBay deliver a customized experience. But that doesn’t mean small business websites can’t have dynamic content as well.
Thanks to new tools, websites can now change what content is being displayed and when to better match up with a visitor’s individual needs. This is an extremely valuable tool for businesses that are looking to maximize conversion from existing traffic and engage customers.
Here are three ways website personalization can improve your site and immediately start improving your conversion rate.
- Timing
The old adage ‘timing is everything’ rings especially true with website personalization. If you’re going to change an aspect in your website at a predetermined trigger point, you need to make sure the change is relevant to the viewer.
Essentially, you should be aiming to create a personalized call-to-action (CTA). To get a better understanding of what this looks like, let’s walk through this example situation:
Rebecca is looking for a new bike for her daughter, so she pulls out her laptop and a quick search brings her to bonniesbikeshop.com. Rebecca has never visited the website before, but still, she knows what she wants to buy.
Because Bonnie uses website personalization, she has a trigger set up that recognizes when a customer like Rebecca visits her website for the first time. After a few seconds on the site, a coupon appears in front of Rebecca: “New Customers Get 10% Off Their First Purchase.” Rebecca’s quick to claim the coupon, and she instantly gets it emailed to her phone to reference if she decides to visit the store.
But Rebecca isn’t an impulse buyer. She does her due diligence and checks out the websites of some other local bike shops around town. She finds that they all have a pretty similar selection of children’s bikes, but only one offers a 10 percent discount. She’s made her decision, so she and her daughter head out to Bonnie’s Bike Shop.
A personalized event should be a shortcut that minimizes the number of clicks or taps it takes to go from visitor to customer. A first-time visitor, like Rebecca, would be lured in by a coupon, but a biking enthusiast who visits Bonnie’s website a few times a week doesn’t need a coupon popping up every time they land on the site. For them, a ‘Follow Us on Facebook’ button would be a better way to keep them regularly updated with different promotions and events.
- Location
You could have the most beautiful website the world has ever seen, but if you run a brick-and-mortar business, it doesn’t matter unless you’re getting customers through your front door.
Bonnie knows that she needs to get more customers, so she uses website personalization to make sure the journey to her storefront is fast and smooth.
Rebecca just left her house to go buy her daughter a bike from Bonnie’s Bike Shop, but she forgot to write down the address before she left. She pulls out her phone and goes back to bonniesbikeshop.com to find the address, and right away she’s greeted by a “Maps” button. She clicks it and Google Maps immediately starts directing her to Bonnie’s Bike Shop.
Bonnie’s Bike Shop has locations in San Francisco, Los Angeles and New York, but her website’s personalization trigger recognizes that Rebecca lives in San Francisco, so it won’t send her on a cross-country journey to New York. Instead it will direct her to the outlet in her hometown.
It’s also worth noting the type of device that Rebecca is using. When she visited Bonnie’s website on her laptop, it wouldn’t really be useful to get immediate step-by-step directions. A trigger in Bonnie’s website can recognize the device being used, and display the most relevant content. Most people turn to mobile devices for navigation help, so it makes sense to prioritize navigation content on mobile devices over laptop and desktop devices.
- Engagement
“Engagement” is one of the web design community’s favorite buzzwords. Everyone talks about how important it is to engage your customers and get them interacting with your website, and the concept is easy enough to grasp at surface level. But few websites are truly engaging.
Bonnie had some similar issues with her website, but she quickly found that website personalization was able to greatly increase customer engagement with her business.
It’s now August, and Rebecca’s daughter is about to head back to school after spending a summer biking around her neighborhood on one of Bonnie’s bikes. She’s now old enough to bike to and from school, so Rebecca wants to get her daughter’s bike tuned up and ready for the school year. She opens up her laptop again and goes back to bonniesbikeshop.com to see if they offer tune-ups.
Sure enough, there’s a whole page dedicated to tune-ups on the website. There’s plenty of information about different replacement parts, cleaning products, and DIY repair guides, but she wants to make sure that a professional takes a look to ensure her daughter’s safety.
Bonnie has set up a trigger in her website that recognizes that Rebecca has visited the website a few times, and this prompts a notification for Rebecca: “Back to School Special: Free Tune-Ups For Previous Customers!”
Rebecca adds the special to her agenda, further inspired to return to Bonnie’s Bike Shop for her future bike-related needs.
Some Closing Thoughts
Bonnie and Rebecca are fictional, but your customers aren’t. They are real people who face the same type of challenges Rebecca did, and website personalization can solve a lot of those challenges. This article only has a few examples of ways that website personalization can help your business, but it’s still a very new and underutilized technology. If you want to have the upper hand against your competitors and instantly boost your conversion, then visit www.CreateMyMobileWebsite.info/Portfolio to see few of clients personalised website we created for them.
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