Everyone likes things curated ‘exclusively’ to your website’s users liking is what website personalisation is. It denotes the process of creating, curating, and delivering tailor-made experiences for your customers/visitors. So, instead of creating an all-encompassing website personalisation, experience for your entire customer base, you’ll be creating a unique experience for each of your user segment, based on their unique tastes and preferences. Learn about website personalisation.
Your customers will feel like you care for them and their individual needs. Not only will their satisfaction quotient increase but you will also gain their loyalty. Also, it will boost your customer engagement to a great extent.
But what are the different types of web personalisation?
There are primarily three different kinds of web personalisation:
Navigational personalisation –
Navigational personalization is a method that leverages a consumer’s browsing behaviour and purchase history. So, by understanding these two patterns, you can easily customize the online experience for your consumers, more precisely, how they navigate around in your website. For instance, you host an online shopping website, and a certain potential customer is eying a particular dress but due to some reason, he/she leaves the platform without buying it. Now that you know that the customer likes that dress, maybe you can minimize its price or provide some discount offer on the dress and prioritize the dress in the recommendation engine in a way that it appears on the forefront. So, the next time the customer visits your site, the chances of him/her buying that dress will increase.
Predictive recommendation –
While shopping on an online portal, you must have come across lines such as “If you like this you might also like this…” or “Customers who brought this…”. Such tags are extremely common on online platforms nowadays. While browsing such lines persuade you to check out similar items on a particular platform so you know you have numerous choices. This is your personalized recommendation engine that predicts your preference pattern and curates specific buying suggestions for you.
Contextual messaging –
Contextual messaging is a method where marketers customize messages for their customers/potential customers based on an array of factors including location, preference pattern, buying behaviour, opening behaviour, to name a few. This allows them to create such messages and emails that capture their consumers’ interests and address their pain points with much higher relevance.
Now that you know the tidbits of web personalization, let’s look at the ways you can create an awesome web personalization strategy!
1. Extract behavioural data and put it to good use!
It is a really frustrating experience for consumers when they find nothing suiting their interests and needs on an online platform. However, you can prevent this from happening by tracking the consumer browsing behaviour, their search history, their preference patterns, and so on. These little cues will not only help you understand your customer segments but they will also help you create the perfect ads and marketing campaigns to best suit their needs. Amazon’s recommendation engine is an excellent example of leveraging behavioural data.
2. Location-based personalisation is the way to go.
Another very important way of curating a personalized experience for your niche audience/consumers is through location-based personalization. This is because the needs of consumers vary from location to location. For instance, a consumer residing in a cold country will not be looking for a pair of shorts but rather a warm jacket. Similarly, a resident of sunny California will not be looking for a jacket but rather a pair of cool shorts. You get the drift right? So, your ad campaigns and marketing techniques must be well thought of according to the location of your consumers.
3. Personalised recommendation lists are a hit!
You know what’d attract your potential consumers/audience the most? If you created a website that spoke to them at an individual level and not on a general line. To create personalized recommendation lists, it is first essential to identify your buyer personas. Once you do that, you can develop highly curated and customized online experience for your customers, so much so that it might even transform visiting customers into buying customers!
By implementing these tactics, you can offer a great online experience to your consumers. After all, a satisfied customer is a happy customer. If you go to various lengths to show your customers that you care for them, they will always be back for more. Smart move to grow your business, right?
Don’t wait, start working on it!
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