There are several different digital marketing strategies you can employ to turn your website visitors into purchasing customers. Website personalization is the least mentioned but also one of the most effective among them.
To summarize it shortly, website personalization means offering different user experiences for different visitors of your website. These personalization efforts are made through the user data you have collected to have a more dynamic website so you can establish a more meaningful engagement from your visitors and customers. Personalized features will lead your visitors to spend more time on your website and eventually will increase your conversions and have a more loyal audience.
Before diving into personalizing your features you must be gathering data actively to learn more about your users and visitors. The next step is to analyzing the data to define your audience and to segment them according to their needs.
The most helpful kind of data you can benefit from will be behavioral data in this process. Behavioral data contains information about which product is the most viewed one by your visitors, which CTA lines they click on, how much time they spend on your website, or whether they read the blog posts on your site or not. With that information in your mind, you can change some features on your website, or add new ones. For example, if a bulk of visitors are redirected to your website through the results from search engines but immediately leaves after arriving there might be a problem with your content and that may be insufficiency. Try using the right keywords and more informative content with an easy reading experience and a user-friendly design to see an increase in your bounce-rate.
Demographic information about your customers and visitors is also highly beneficial for creating personalized features. From their IP addresses, you can find out your visitors’ origin countries, cities, and companies they work for, which would be crucial for B2B marketing and use content related to the geographical locations where most of your visitors are from. If you are offering global services it would also be a smart idea to offer different language options depending on your visitors.
The last type of data you can use to improve your website’s personalized features is contextual data. This type of data consists of information like which browsers or devices the visitors are using to view your website and will offer you clues on how to personalize the design of your website. You might want to spend more effort on mobile compatibility if most of your visitors reach your site through their mobile devices, for example.
After the necessary data is gathered, the next step should be to analyze it carefully to segment the visitors. For B2C marketing, analysis of customer behavior is highly important and the content on the website must be revised according to the results. SEO content is great for attracting visitors but if it isn’t informative in the way your visitors ask for they will leave your website shortly afterward. To attract the right crowds who are most likely to make purchases you should use the right content with a brilliant strategy to increase your conversions.
For B2B marketing, demographic data is your strongest helper. Segment your visitors depending on the scale of the company they work for, the number of employees, and the industry they work in. Also, the information regarding the location of the company might be important depending on the product or service you are selling.
A successful segmentation can lead you to create personalized experiences for your visitors and find answers to their needs. Information-wise rich content, quality images, ebooks, and offered promotions can be personalized for different segments. The best kind of web personalization is the one your visitors won’t notice so instead of creating different pages for every segment start with small steps, experiment, and decide if you want to move forward in that direction.