In today’s competitive environment, businesses need to do everything to stand out from the crowd. Experienced web developers know this, and they create personalised experiences that engage with viewers individually in order to drive results. This is what seamless personalisation is all about. Continue reading to discover everything you need to know about it.
91% of customers are more likely to shop with brands they remember and recognize (Accenture Survey)
Personalisation is vital, and you only need to think about your own experience as a customer to see that this is the case. When you are on a company’s website, and you see personalised offers and recommendations, how do you feel? Do you appreciate being offered something that is tailored to you? What about seeing the items you have purchased recently? Or, what about being shown relevant content? It makes a difference to your experience, right? Not only that, but it is something that we have come to expect.
The digital age has only increased our expectations for convenient, contextual, and relevant online experiences. This is why personalisation is at the core of what any top-quality web development agency will provide.
Emotions are personal to us
It is important to realise that emotions are personal to us. This personal connection is something that brands can use to their advantage. This is by making the most of contextual marketing to foster loyalty, create relevancy, and ultimately increase their bottom line.
Customers are going to be more likely to buy from brands that know their name and their purchase history and then provide relevant communications as a consequence. It is that simple. So, if you do not provide a personalised experience for high-value customers and visitors, you are only going to end up missing out on a huge opportunity.
How can you personalise your website?
Now that you know why it is important to offer a personal experience, so let’s take a look at some of the different ways that this can be achieved.
In order to provide a personalised website experience, you need to make sure that you understand your audience.
There are three types of data that you can use to achieve this. The first is firmographic or demographic data, i.e. data attributes relating to geographic location, industry, company size, and so on.
Next, you need to look into behavioural data. Some of the questions you should ask here include:
Aside from this, you need to look at contextual data. This is information about an individual’s situation when they land on your website, for example, what referral or source they are coming to your website from, whether they are returning or new, and what browser or device they are using.
What sort of personalised content should you provide on your website?
Once you have this data, you will have the information you need to determine what sort of content should be personalised and how to go about it. Some of the main types of personalised content that you can provide include:
We are also seeing personalisation from a live support perspective. More and more companies are offering digital self-service options with automation and AI backing them. Avatars and chatbots are prime examples. This enables customers to resolve support problems when they want, wherever they want.
Keep it helpful and find the right balance
When you are personalising your website, you need to make sure you keep it useful. Personalisation can border on being creepy if you go overboard, so there is a fine balance that you certainly need to maintain.
You cannot personalise the content on your website for every single group
Customising your website for every single group you encounter is not practical. Therefore, you need to qualify whether or not to give a visitor a personalised experience. You can do this based on whether or not they match any characteristic of your ideal customer profile or any other segment you are attempting to target.
You should confirm that the audiences you select are valuable to your business, can be identified confidentiality, and can benefit from special treatment.
Final words on seamless personalisation
So there you have it: everything you need to know about seamless personalisation and why it is so important for businesses today. If your company has a dated online presence and doesn’t create a personal experience for each viewer, it is time to leverage web development services that can enable you to make sure this is the case. Are you up for the challenge?