Have you ever browsed the web and were interrupted by irrelevant pop-us and offers? Did it ruin your experience? If yes, then you\u2019re not alone. Research by Janrain<\/a> shows that 74% of users get frustrated<\/strong> with websites when content and offers have nothing to do with their interests.<\/p>\n
Content personalization <\/strong>is a great way to tackle this and similar issues.<\/p>\n
\u201cYour brand is not what you sell.\u201d – John Iwata<\/strong><\/p>\n
This is especially relevant for brands and agencies that want to win over younger audiences like Generation Z and millennials, who are unforgiving for brands with subpar UX<\/a>. Swaying them means dedicating more attention, delivering more delightful moments and adding more layers of personalization.<\/p>\n
Thus, web personalization is an excellent way to stand out from the competition.<\/p>\n
If you leverage it the right way, you can expect the following advantages:<\/p>\n
– Upgraded customer experience and more satisfaction.<\/p>\n
– A sense of consistency through different communication channels.<\/p>\n
– Increased brand loyalty.<\/p>\n
– Positive word of mouth.<\/p>\n
\u201cWe need to stop interrupting <\/em>what people are interested in and be<\/em> what people are interested in.\u201d – Craig Davis<\/p>\n
<\/p>\n
Web personalization in action. Source: <\/em>Pipz<\/em><\/a>.<\/em><\/p>\n
In brief, the process of website personalization consists of five stages:<\/p>\n
– You gather as much customer data as possible.<\/p>\n
– You analyze the data to create accurate and realistic buyer personas.<\/p>\n
– You map out your web content to the interests and needs of your buyer personas.<\/p>\n
– Create more personalized content.<\/p>\n
– Morph your entire web experience based on user behavior.<\/p>\n
– Naturally, it sounds easier said than done.<\/p>\n
Ideal Drape Makers<\/a> is an Australian shop for custom made curtains, blinds and shutters. Several years ago they launched online with the help of BigCommerce.<\/p>\n
In a case study interview with BigCommerce<\/a>, Vamvakes had this to say:<\/p>\n
In another case study<\/a>, Bunting<\/a> worked together with At Home In The Country<\/a> to implement personalized product recommendations.<\/strong> It resulted in a\u2026<\/p>\n
– 13% increase in revenue.<\/p>\n
– 5% more product views.<\/p>\n
– 3% longer average site visits.<\/p>\n
– 5% growth in conversions.<\/p>\n
According to VentureBeat<\/a>, 87% of the businesses that implemented website personalization witnessed at least a 5% increase in most important performance indicators. 39% of them experienced an increase of at least 20% in their most important metrics.<\/p>\n
\u201cYou are competing with every piece of content ever made for every person\u2019s attention. You need to be entertaining. Don\u2019t outsmart. Out entertain.\u201d – Dolf van den Brink<\/p>\n
2018 Trends in Personalization Survey Report by Evergage<\/a> states that 98% of marketers agree that personalization helps to advance customer relationships. 77% admit using email personalizations, and 52% personalize their websites.<\/p>\n
Let\u2019s have a look at what they do.<\/p>\n
Source: <\/em>Evergage<\/em><\/a>.<\/em><\/p>\n
Those features don\u2019t sound sexy, do they?<\/p>\n
It\u2019s the default<\/strong>.<\/p>\n
For instance, website development platform Duda<\/a> gets it right. It delivers game-changing tools when it comes to easy and scalable personalization. At its core is a rule-based personalization engine<\/a> that renders conversion-oriented design elements, widgets, and different calls-to-action based on visitor’s device, location, time of the day, visit count or even campaign tags. Imagine how much more personal an interaction would get if you utilize most of these functions.<\/p>\n
Converto landing page made with Duda. Source: Duda\u2019s Get Inspired section. <\/em><\/p>\n
The most common challenges with content personalization are:<\/p>\n
– Finding technology that fits you.<\/p>\n
– Allocating enough time and business resources.<\/p>\n
– Troubles with linking data to a single unified customer profile.<\/p>\n
– Executing smart segmentation across different channels.<\/p>\n
Personalization is a tricky thing. On the one hand, you might feel like you\u2019re not doing enough. On the other, there\u2019s always a risk to overdo it.<\/p>\n
Let\u2019s be clear here: you don\u2019t want to come across as pushy and creepy. There are three simple rules to avoid it:<\/p>\n
1. Be subtle and intuitive. <\/strong>Strive to be relevant instead of overwhelming.<\/p>\n
2. Be timely and pay attention to context. <\/strong>Know your customer well and deliver the experience at the right time.<\/p>\n
3. Data, data, data. <\/strong>Always collect your customer behavior data, analyze it and put it to good use. Be upfront about what data you\u2019re collecting and for what purpose. Studies show that 77% of customers<\/a> would trust businesses more if they explained how and why their information is being used.<\/p>\n
Here are some areas where personalization works best:<\/p>\n
– In-store recommendations.<\/p>\n
– Personalized forms that don\u2019t ask info which you already know.<\/p>\n
– Improved search results and past searches.<\/p>\n
– Displaying favorite goods and most relevant services.<\/p>\n
– Preserving cart call-outs or count-downs.<\/p>\n
– Automated and personalized discount offers.<\/p>\n
Have you ever browsed the web and were interrupted by irrelevant pop-us and offers? Did it ruin your experience? If yes, then you\u2019re not alone. Research by Janrain … Continue \u2192<\/a><\/p>\n","protected":false},"author":10,"featured_media":57232,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[30],"tags":[],"aioseo_notices":[],"yoast_head":"\n