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Website Personalization
Website Personalization is the process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, website personalization allows companies to present visitors with unique experiences tailored to their needs and desires.
- Online retailers can provide targeted offers to shoppers based on browsing behavior.
- Travel sites can present visitors with promotions based on the current weather or season.
- News and other media outlets can surface specific videos to viewers based on where they live.
Why Website Personalization Is Important
O (^) Consumers expectations have shifted to the point that people expect a personal digital experience that mirrors the typical level of personalization they receive offline. Many have grown accustomed to personalized experiences from their news feed, social network, and shopping recommendations. In fact, expectations have risen so high that companies who want to improve their products are changing their strategy to address this need directly. Many business and technology leaders name personalization as a top commerce technology investment priority.
O (^) Knowing who to personalize for. Even if they know which audiences are valuable, companies often don’t have a scalable way to target specific messages to those audiences. Content is locked up in a content management system and controlled by developers, while visitor data is not available for targeting in real time.
How Is Website Personalization Accomplished O (^) Discovering Audiences. This can be done by targeting visitors in real time based on the actions they take on your site (browsing children’s clothing, searching for trips to London, watching videos about a political campaign) as well as what you know about them with dynamic customer profiles (past behavior, stated preferences).
Benefits of website
Personalization
O (^) Better Converting Calls to Action. O (^) More Relevant Product Recommendations. O (^) High Converting Landing Pages. O (^) Improved Customer Loyalty. O (^) Better Understanding of Your Customers. O (^) Fewer Follow Up Emails. O (^) Less Wasted Sales Time.
