August 31 2023

Understanding Website Personalization

We live in a world where a plethora of data is collected everywhere we go, and most of that data is at our fingertips. For marketers, that data can be put to work in the digital space with website personalization. By creating more custom-tailored digital experiences based on something someone searched for, a page they were on or their geographic location, personalized website content provides a more relevant overall experience for consumers and a more conversion-focused experience for brands.

What is Website Personalization?

Website personalization is the practice of building a customized website experience for each visitor that comes to a webpage. Rather than displaying a single, one-size-fits-all experience, a personalized webpage displays a more targeted experience based on a visitor’s characteristics. You can tailor many site elements to align with the interests of individual visitors, including HTML content, images, banners, related content, and more. To create a personalized website, you need to have the ability to collect audience data, which will enable you to segment your audience into subgroups. Then you can target each type of prospective customer with content that will draw them deeper into the sales funnel.

Types of Personalization

There are many areas on your website that can benefit from personalization. Some personalization types include:

  • Dynamic Content: This replaces hero banners, CTA buttons, and any other in-page element with dynamically generated content.
  • Pop-ups: Highlight a specific product offer or service by temporarily blocking page content.
  • Recommendations: Display content based on data collected on previous user behaviors.
  • Messaging:  Customize messaging across the website.
  • Landing page: Personalize landing page variations for each audience segment.

3 Benefits of Website Personalization

  1. Shorter Path to Conversion

Personalization is a more efficient path to conversion and upsell in a single site visit versus waiting for conversion across several visits. Relevant content shown at the right time to the right users will result in more sales and revenue. The more personalized you can make product suggestions, the better the customer experience.

  1. Improved User Experience

When a website is tailored to an individual’s interests and preferences, they can find the information and products they are looking for quickly. This leads to a smoother and more enjoyable experience. If you are looking to keep visitors engaged, improving the user experience through website personalization is a great option.

  1. Improved SEO Results

Increased engagement rates through personalization can contribute positively to search engine optimization (SEO) results. Additionally, by delivering content that is tailored to the specific interests and preferences of individual users, website personalization can help ensure that users are getting the most relevant and useful content. Google measures whether visitors bounce off a site and how long they stay on the page when it ranks the page based on how helpful the results are. This means having relevant content is imperative.

The Data Behind Personalization

Personalization is done for the individual user and is controlled by data so there is no action needed on their end. Once they fall into a persona, their website experience will be based on machine learning and observed user behavior. And once the digital experience is personalized, the data consistently shows that it extends site visit time, increases recommendation accuracy, and boosts conversion rates. Consider these stats:

  • Companies that thrive at personalization earn 40% more money from these activities than the average competitor.
  • Personalized CTAs on websites outperform default versions by 202%.
  • 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
  • Nearly 76% of consumers get frustrated when companies don’t use personalization.

ZAG Interactive Is Here To Help You Get Started

There is a lot of steps that go into creating a successful website personalization strategy including understanding key business and audience objectives, setting up personas that are most meaningful, creating personalized content and any related development work.

ZAG Interactive has Digital Strategists that can help you identify key audiences, analyze opportunities, create persona-based content, setup triggers, and refine your personalization strategy to maximize conversions. Contact us today to discuss your website personalization needs.

  • Personalization
  • Website

posted by
Brianna Dudding
Brianna Dudding
Digital Strategist

ZAG Interactive is a full-service digital agency in Glastonbury, CT, offering website design, development, marketing and digital strategy to clients nationwide. See current job openings.
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