I always love going to the neighborhood restaurants rather than the fancy upmarket ones because of their personalization. The neighborhood restaurant waiter greets me by my name, and he knows my preferences and the usual orders. Besides, we chat up on things that concern our neighborhood.
Now, imagine you want to buy a pack of 10-cheese slices. Your neighborhood department store knows that you walk in there every Saturday to purchase cheese and other grocery items. As soon as you walk in, a dedicated staff member greets you by your name and takes you to your preferred sections. You are out of the store with all your purchases in no time, making the buying experience rich.
This is what you would call personalization.
Personalization by no means is a new concept. Personalization was happening in the offline world, and now it is moving to the online world. You as a consumer would ideally expect offline personalization to be replicated in the online world.
Why is website personalization important?
Gartner customer insights estimate that:
- 76% of customers expect companies to understand their needs
- $1.6 trillion is lost each year due to poor customer service experiences
- Customers will spend 17% more for a good experience
- Customer-centric companies are 60% more profitable than companies that aren’t
All of these estimates are important as they impact our businesses considerably.
When you want to provide excellent customer experiences, your ability to personalize your offerings based on the customer segment and personas becomes the most critical aspect of your success.
The better you address your users’ needs, wants, and desires, the higher your probability of them entering your funnel and turning into loyal customers.
The power of good website personalization
Your website’s landing pages are your visitor’s first point of contact with your brand’s identity. Most likely, you don’t know anything about a visitor or his or her preferences. However, you would know where they are from, the weather conditions, and what time of the day they are visiting your website.
Now assume that someone is visiting your website at 7 am from the Sierra Nevada on the 15th of January. You can greet the visitor thus,
“Good Morning. We hope you are keeping yourself safe from the snow.
Let us know what you are looking for. We can help you find it faster
if you can key in your needs on the chatbot.”
For instance, let us say that they are looking for a woolen sweater. Then you can also display related stuff like a woolen scarf, gloves, and the monkey cap to go with it.
The data that you collect about your visitors can be used for remarketing as well.
Once you have the browsing behavior, you can start to display the best offers by being attentive one-on-one.
- Online retailers can provide targeted offers to shoppers
- Banks can offer the appropriate products – personal loans, auto loans, etc.
- News and media outlets can display specific videos to viewers
Your website is most likely the first point of contact for your customers. You have to make sure that the personalized experience that visitors get on your website is unparalleled and converts them into loyal customers.
Talk to OnwardPath about your website personalization goals
Our consultants can help you plan, build, and ultimately bring your website personalization goals to life. We know all the best platforms and tools and will take the time to understand your needs before recommending the best option. Contact our experts today!