What is website personalization?
Website personalization is the process of creating a customised experience on web pages for individual users based on their unique preferences, behaviours, and demographics. This personalized experience can be accomplished by collecting information about each user’s browsing history, location, and other factors that may influence web personalization and their behaviour on the site using data analytics, machine learning algorithms, and other technologies.
In a layman’s term, website personalization means tailoring a website to suit the individual needs and preferences of each user. It involves using data collected about a user’s behavior, interests, and demographics to create a more customized and relevant experience on the website.
This personalization efforts can include showing personalized content, recommending products or services based on the user’s history, and making the website easier to use and navigate for the individual user’s device type too.
Ultimately, website personalization aims to provide a better user experience and increase engagement and conversions on the website.
Example of web personalization
One example of user behavior is that if you frequently browse a particular category of products on a site visitor an e-commerce website, the website may show you more products related to that category the next time you visit landing page. Or, if you are a first-time visitor to a website, the website might display a welcome message or offer a discount to encourage you to make a purchase.
Goal of Personalized Website
Personalized website is to make sure a particular business is able to provide a better user experience that is tailored to each individual site visitor, which can lead to higher customer conversion rates and engagement, increased conversions, and improved customer satisfaction.
Why do you need website personalization strategies?
Website personalization efforts can help your business provide customized experiences to your website visitors, which will eventually result in increased engagement, customer loyalty, and sales.
Below are some of the reasons why your business may need a personalized customer interaction digital marketing strategy:
- Improve user experience: Websitepersonalization software can assist you in tailoring the content and layout of your website to each visitor’s preferences, behavior, and demographics, making it more relevant, useful, and engaging.
- Increase conversions: You can increase the likelihood of a desired action, such as signing up, purchasing, or subscribing, by showing visitors personalized recommendations, offers, and messages based on their previous behavior and interests.
- Build loyalty: Site visitors are more likely to return to your website, recommend it to others, and become loyal customers if they believe you understand their needs and interests.
- Save time and resources: Many tasks that would otherwise require manual effort, such as segmenting visitors, analysing data, and testing variations, can be automated by personalization software, allowing you to focus on creating high-quality content and campaigns.
- Stay competitive: As more websites provide personalized experiences, your business not having one may put you at a competitive disadvantage and make it more difficult to stand out in your industry.
Overall, website personalization software can assist you in developing a more engaging, relevant, and profitable online presence while also saving you time and money.
10 website personalization strategies to inspire you
Here’s a look at some fantastic website personalization examples for different web pages that are on the cutting edge of ecommerce implement personalization. Hopefully you can find some website personalization examples and ideas here for your own site on this list.
1. Amazon:
Amazon is universally seen as the king of website personalization, with a homepage that’s full of personalized recommendations and personalized content too. Nearly everyone has an Amazon account, and the company uses all the information they have on every existing customer. On the homepage, they use customer-specific personalization based on name and address.
Their product recommendations collect data are based on browsing behavior and previous purchases. This ensures that consumer data and each site visitor’s specific interests are reflected in all the data and recommendations they see.
2. Glossier:
As mentioned above, differentiating between new customers and returning customers is a popular dynamic website personalization and personalization strategy and content marketing strategy.
Glossier uses this type of web personalization to display tailored messages on their various of the landing page, pages, page and pages using a sticky bar. For new visitors, they display a 10% discount code on first purchases. This simple, effective marketing strategy the shows that the personalization platform doesn’t have to be complicated!
3. Sephora:
Sephora takes personalized experience and their product recommendations a step further by comparing products that are similar to the one you’re looking at. This personalized customer experience makes the customer journey and purchasing decision easier.
4. Best Buy:
Best Buy is another large company that’s invested in great ecommerce and website personalization efforts. They have “recommended for you” and “continue shopping” sections on the homepage, which help their online visitors find the products they’re interested in quickly.
5. Macy’s:
Personalizing messages based on audience demographic or firmographic data, and on both location data and behavioral data is another popular website personalization strategy. Macy’s uses a popup to tell visitors from a specific location that they ship to their country.
However, Macy’s benefits of website personalization campaigns doesn’t end there. They also personalize their product page with currency information, recommended sizing, and product recommendations.
6. Etsy:
Etsy shows product recommendations based on each visitor’s past behavior while browsing. Reminding users about products that they’ve recently shown interest in is a great way to generate more sales.
7. Taza Chocolate:
Taza Chocolate uses a dynamic free shipping message to personalize the customer experience. This top ecommerce site personalization tactic starts off by prominently displaying the amount of money a customer has to spend to qualify for free shipping. When a customer adds an item to their cart, the message updates to tell them how much more they need to spend to get free shipping.
Everyone loves free shipping, and this strategy encourages customers to add additional items to their cart to reach the threshold. Dynamic free shipping bars are one of the best ways to boost average order values in your store.
Finally, when a customer has added enough value to their cart, they see a message informing them that they qualify for free shipping.
8. Booking:
Booking.com welcomes returning visitors with a message that engages with them on a personal level. Notice that the goal of this message is to get users to sign into their account, which helps booking.com collect even more data to provide personalized offers and experiences.
9. Christopher Cloos:
If you have different versions of landing pages on your website for different locations, you could use a popup like Christopher Cloos to allow users to choose which version they want to browse.
This website personalization example shows the importance of collecting these data points from your prospective customers. A personalized web experience is only as good as its data sources and, most often, the best source of data is your target customers themselves!
10. BlendJet:
BlendJet personalizes content based different audience segments and on the traffic source visitors arrive from. This is a smart move because visitors who come from different sources can have quite different interests and characteristics.
The website personalization examples and strategies used by these companies include displaying personalized product recommendations, differentiating between new and returning customers, comparing similar products, displaying location-specific messages, offering free shipping incentives, engaging with returning visitors, and segmenting audiences based on traffic sources. The article emphasizes the importance of collecting data from customers to provide effective website personalization.
Ways in which businesses can increase revenue through a personalized website:
Here are some examples of how web personalization can be used for your business:
- E-commerce site:To increase the likelihood of a purchase, e-commerce websites can personalize product recommendations based on a user’s browsing history and purchase behavior.
- News and media websites:One can personalize content recommendations based on a user’s interests, reading history, and location to keep users engaged and returning for more.
- B2B websites:Onecan personalize content and messaging based on a visitor’s industry, job role, and company size, to improve lead generation and customer acquisition.
- Travel and hospitality websites:To increase bookings and revenue, travel and hospitality websites can personalize recommendations for destinations, hotels, and activities based on a user’s previous travel history and interests.
- Healthcare websites:To improve patient engagement and satisfaction, healthcare websites can personalize content and recommendations based on a user’s health conditions and preferences.
- Banking and financial services websites:To improve customer loyalty and retention, banking and financial services websites can personalize content and offers based on a user’s financial goals and behavior.
- Netcore Cloud is a platform that enables website and mobile app brands to achieve omni-channel growth
- The platform uses data analysis backed by AI/ML to automate the delivery of personalized multichannel campaigns.
- These campaigns are targeted at the right user segments at the right time with real-time reporting and product analytics.
- Netcore Cloud is a no-code platform, which means it’s easy to use and adds speed and agility to the creation of amazing product experiences.
- The ultimate goal of Netcore Cloud is to engage, convert, and retain users through personalized and effective multichannel campaigns.
- Insider has an exceptional support team with both global experience and local expertise.
- The technology is easy to use, integrates well, and meets all needs.
- The AI-based product recommendation tool, Smart Recommender, has led to a 3.6X increase in AOV.
- The platform offers multiple predefined customizable templates to personalize and automate messaging.
- Insider’s products are effective in many different ways, including improving mobile app engagement and cross-channel outreach.
- Yieldify provides recommendations to optimize opportunities on the website.
- They can design assets for the website, which relieves pressure on the small team.
- Yieldify offers great insights and collaborates to improve website experience for customers.
- Yieldify generates incremental revenue through idea generation and technology to boost conversion rates and cart size.
- Yieldify is a joy to work with, on time and creative, making the partnership a delight.
- DY allows for personalizing content, quick fixes, promotions, and A/B tests.
- The platform is easy to use, with flexible targeting and out-of-the-box content blocks.
- Campaigns can be set up without development skills, and results data is easily understandable.
- The system is great for setting up tests and tracking user behavior through tagging.
- DY also offers great product recommendations.
- The platform is highly flexible, allowing for quick or complex tests with HTML, CSS, and Javascript.
- The reporting aspect is great with the ability to filter results and pull purchase information.
- The tool is easy to use and allows for simple personalization and test setup.
- The platform offers real-time experiences with a quick setup.
- AB Tasty listens to customer feedback and constantly improves the platform, with a great library of widgets.
In a nutshell, website and personalization engine software can be used by any business or organisation that wants to improve sales funnel, user engagement and conversions.
Find out how much ROI web personalization could unlock for your website using our calculator
Challenges of Website Personalization and how to get around them:
Performance Scalability:
Personalizing your website requires a delicate balance between managing large amounts of traffic and quickly displaying dynamic content to the user on-demand. A regular, non-personalized website manages heavy traffic without decreasing the performance of your website by caching a static snapshot of the page and saving it.
Later on, when a visitor returns to your site, they see that cached snapshot which loads faster on the screen. When you personalize your website, you can probably imagine how difficult it is to cache a webpage that is so much dynamic content.
Unfortunately, there will almost always be a trade-off between performance and speed with a personalized website, but you can take steps to mitigate this problem. Using a content delivery network (CDN) can help your images load faster and removing unnecessary plugins from your website can decrease your website’s “bloat” or extra files that don’t contribute to the performance of your website.
Privacy:
In the last few years, privacy has been a hot topic among social networking giants and everyday website owners. Most websites use third-party tracking, commonly called cookies, to record information about site visitors. These cookies track all types of visitor data, like location and device type which gives the website owners more information that helps them create a personalized user experience for the visitor.
Browsers like Safari and Mozilla Firefox have blocked cookies by default, and Google is well on its way to blocking them, too.
The General Data Protection Regulation (GDPR) legislation enforced in the European Union has changed the way cookies can be used to track and otherwise collect data about consumers’ information. The GDPR requires explicit consent from the user to track and store their data — this usually appears in the form of a pop-up at the bottom of a website with an option to allow or learn more information about how that site will use your data. In general, you’ll always be better off getting consent from your users for anything that might be personal in nature.
Data Collection:
If your company ever created an app, onboarded a new email marketing system, or even updated its payment processing system, you’ve probably had to answer the question: “How will we transfer our customer data over to this new platform?” This is not an easy feat for companies big or small which can result in information silos. This happens when, say, customer demographic data and location data is in a separate CRM than customer purchases which is in a separate database than customer website behavior.
With all of these key pieces of information strewn across multiple systems, creating a personalized experience for the user becomes much more difficult. You’ll probably be able to personalize your website, but the recommendations won’t be as relevant as they could be if all the data were synced in the same place in real-time.
Although restructuring your databases is a project in and of itself, it’s one that can make the customer experience better for all departments in your company, from sales to customer service to finance.
Best Data Tracking Tools to personalize Your Website
1) Netcore
Netcore Cloud is a globally recognized marketing technology SaaS company offering a full-stack of martech solutions that help product and growth marketers deliver AI-powered intelligent customer experiences across all touchpoints of the user’s journey.
Building a unified views of customers, orchestrating omnichannel communication journeys, personalizing the apps and websites, optimizing user experience, real-time reporting and providing actionable analytics, Netcore Cloud represents an all-in-one solution for a marketer.
Netcore Cloud serves over 5000 clients spread across 18 countries. Industry-leading brands like Canon, Puma, Crocs, Hamley’s, The Body Shop, Standard Chartered, Pizza Hut, Sendo, Mobile Premier League, BYJU’S, and McDonald’s trust Netcore Cloud to power their customer acquisition, engagement, and retention goals. With over 25+ years of experience and a global presence across Asia, Europe, and the USA, Netcore offers a rich martech solution on a single platform!
Users on G2 have praised Netcore for the following points:
2) Insider
Insider is the first integrated Growth Management Platform helping digital marketers drive growth across the funnel, from Acquisition to Activation, Retention, and Revenue from a unified platform powered by Artificial Intelligence and Machine Learning.
Users on G2 have praised Insider for these points:
Insider has an exceptional support team with both global experience and local expertise.
The technology is easy to use, integrates well, and meets all needs.
The AI-based product recommendation tool, Smart Recommender, has led to a 3.6X increase in AOV.
The platform offers multiple predefined customizable templates to personalize and automate messaging.
Insider’s products are effective in many different ways, including improving mobile app engagement and cross-channel outreach.
3) Yieldify
Most e-commerce businesses struggle with personalization. One can scale up personalized experiences easily with Yieldify’s platform and services.
Users on G2 have praised Yieldify for these points:
4) Dynamic Yield:
Dynamic Yield, a Mastercard company, helps businesses across industries deliver digital customer experiences that are personalized, optimized, and synchronized.
With Dynamic Yield, marketers, product managers, developers, and digital teams can algorithmically match content, products, and offers to each individual customer for the acceleration of revenue and customer loyalty.
Users on G2 have praised Dynamic Yield for these points:
5) AB tasty:
AB Tasty is the fastest-growing provider of AI-powered experimentation & personalization, helping businesses drive more conversions and revenue on all their digital assets.
We provide marketing and product teams with an easy-to-use optimization platform, allowing them to turn website visitors into customers, subscribers or leads, while delivering outstanding user experiences.
Users on G2 have praised AB tasty for these points:
The platform is highly flexible, allowing for quick or complex tests with HTML, CSS, and Javascript.
The reporting aspect is great with the ability to filter results and pull purchase information.
The tool is easy to use and allows for simple personalization and test setup.
The platform offers real-time experiences with a quick setup.
AB Tasty listens to customer feedback and constantly improves the platform, with a great library of widgets.
Wrapping up
Overall, Each of these tools has its own set of features, strengths, and pricing models, so it’s important to evaluate them based on your specific needs, budget, and goals. You may want to consider factors such as ease of use, scalability, integrations, analytics, AI capabilities, and customer support when choosing a website personalization tool or software. It’s also a good idea to read reviews, compare demos, and test multiple options before making a final decision.Hopefully, this list of 10 real-world examples and benefits of website personalization has given you plenty of inspiration for your own store and landing pages.If you’re ready to start personalizing your website, check out Netcore Cloud.
