Everyday we come across something on the web that gives us the WOW sensation!
But how? Simple, First every single bit of the data becomes meaningful and fun (or should I say crazy). These connects with us and how we browse through different ways in which brands communicate with us.
Web-based retailers face a dilemma on a daily basis. How do we create an online experience that’s dynamic, exciting, and meaningful for a shoppers?
Some of the BIG brands are now taking things a step further and finding out new and innovative ways to let customers try out products from the comforts of home. This in turn help the brands understand their customer behavior and move towards great customer experience.
These days buyers expect your website it to be personal and a relationship builder rather than the old school, “Thank you for buying from us” So how can you deliver on these high expectations?
The solution “Web Personalization”
According to wiki,
It consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals. A wide variety of organizations use personalization to improve customer satisfaction, digital sales conversion, marketing results, branding, and improved website metrics as well as for advertising. Personalization is a key element in social media and recommender systems.
If you are working with customers, make sure that you have a set social business-strategy built around the customer’s native buying behavior.
How to know the right web personalization?
So you did your bit of personalization and followed your customer behaviors to the TEE. SO how would we check if its working?
Here is sample to make it clear
Lynton Web makes their homepage adapt to visitors’ readiness and needs
Lynton Web is an inbound marketing agency in Houston, Texas. Their key prospect traction is by educating them on what they do, “inbound marketing”.
So, when you first visit their site, the call to action is nothing of a sales pitch, rather it tries to educate you. They don’t try to capitalize on first time visitor with a sign-up form rather they simply educate them.
Here is the fun bit, Now when the visitor returns to the website the call to action becomes straight and directs to the services offered by Lynton Web.
If you have ever bought something, you would have probably encountered web personalization by clicking through recommendations on Netflix or Amazon based on your previous selections and reviews. These are both common examples of personalization. Think about how convenient it is when the product or information you need is shown immediately to you when you visit a website.
Whatever you try, think primarily about the goals of your site and the way your visitors use it. Then identify a targeted place where personalization could help ease friction. Website personalization shouldn’t be a parlor trick. Understand the points of friction in your marketing funnel, and you’ll understand where to begin with your personalization strategy.
As a marketer, implementing web personalization is probably the single most impactful activity that you can start today. Looking for more reasons to get started? Check out our infographic: One Size Does Not Fit All- Why Creating a Personal Online Experience for Your Visitors Is Critical.
And don’t forget to let me know your thoughts on the comments below!
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