Website Personalization

“Always be one step ahead of the customer”–this adage has always been the bedrock of quality customer interactions.

Though it was a bit unrealistic a decade ago, today’s online businesses can adhere to this fundamental rule of customer service. All that is required is for your website to incorporate automated personalization algorithms.

In this article, we’ll deconstruct the terms ‘customization’ and ‘personalization,’ discuss the data used to personalise experiences, and demonstrate how website personalization can help your business succeed.

Personalization and Customization

We frequently see the two terms – customization and personalization – used interchangeably, and thus feel the need to define them at the outset.

Website personalization is an umbrella term that refers to the processes and outcomes of tailoring digital experiences to each customer’s unique needs and interests based on collected user data.

Your website can collect this data in two ways: by directly requesting it from a user or by passively observing a visitor’s website interaction patterns. In the first case, explicit personalization (or customization) is used; in the second, implicit personalization is used.

In this sense, customization is a subset of personalization. It predates implicit personalization and is still widely used online: you may recall social media websites such as Twitter asking you to specify your location and follow topics of interest to help personalise your timeline.

Implicit personalization is a more recent and complex form of website personalization, which is why I’ll discuss it in greater detail.

Inherent personalization produces remarkable results

Because implicit personalization does not rely on direct visitor input, the likelihood of this type of personalization being accurate may appear to be lower than that of explicit personalization.

Nonetheless, our experience demonstrates that sophisticated implicit personalization mechanisms have the potential to anticipate a customer’s needs even better than the customer does.

This can occur as a result of the two types of data collected by personalization algorithms:

Personalization Advantages

Directly entered data, contextual data, and behavioural data, or a combination of all three, shed light on the visitor’s situation–and your website gains the ability to offer timely and highly relevant personalised incentives.

Incentive messages can take the form of pop-up messages, push notifications, information banners, and other user interface elements.

When properly implemented, such customised incentives can help you empower your online business and reap the following benefits.

Improved Engagement

If a website can provide customers with more of the content they enjoy interacting with, it’s natural for user engagement to increase.

For example, if a visitor has viewed all of your website’s demo videos and then receives a pop-up message or push notification about a newly published demo, the likelihood that they will click and proceed to the demo is extremely high.

Human Behaviour

The purchases a customer has made on your website, the pages they have viewed, and the type of content with which they prefer to interact.

With this data, your website can learn about your customers’ likes and preferences and tailor their digital experience to increase engagement.

Contextual Information 

The search term or advertisement that brought a visitor to your website, the page they landed on, and the search they conducted while on your website.

All of this contributes to the creation of a ‘context’ that enables your website to comprehend the visitor’s current intents and needs – and direct them directly to the information they seek.

Improved Engagement

If a website can provide customers with more of the content they enjoy interacting with, it’s natural for user engagement to increase.

For example, if a visitor has viewed all of your website’s demo videos and then receives a pop-up message or push notification about a newly published demo.

 

The likelihood that they will click and proceed to the demo is extremely high.

Higher Conversion Rates

“Browsing weariness” is a term WE’ve encountered and heard others use when discussing their experiences with large online retailers.

Most likely, your prospective customers would gladly make a purchase with you, but they’ve grown tired of searching for the item they’re looking for.

To assist your customers, you can add a dynamic “Just for you” menu section or dynamic banners. Both will display only the items that a customer would find interesting based on your website’s personalization algorithms.

Increased Customer Satisfaction

At Neuronimbus, user experience experts develop an intricate website personalization strategy for each client to ensure that all personalization efforts benefit users and result in their satisfaction.

In the long run, these emotions translate into general satisfaction with your services and brand loyalty.

 

Let us help you

Conclusion

When you provide care and assistance to your customers through a professionally personalised digital experience, you make a concerted effort to keep them on your website and productive.

Their productivity directly correlates to your revenue, this is a win-win situation.

Whether you’re already committed to making website personalization work for you or have some remaining questions, feel free to contact our team.

 

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