The web is so ubiquitous in our lives—for both consumers and businesses—that it has become one of the single most important ways for brands to communicate with their buyers. And these buyers not only expect your website to be a resource, but they expect it to be personal, especially if you already have a relationship with them. So how can you deliver on these high expectations?
Web Personalization: A Critical Tool for Every Marketer
It all starts with web personalization. Effective web personalization makes real-time changes to your website based on the attributes of your visitors. These changes, that occur in milliseconds, deliver a personal experience to your visitor at the exact moment that they are on your site, which makes their experience more relevant and engaging. In fact, according to a study by eMarketer, more than 85% of internet users specifically expect and accept personalization as a part of their online retail experience.
Engage Customers Wherever They Are
While this personalized experience should stretch beyond the web, your website serves as a hub and “home base” for all kinds of web activity because most of your online channels ultimately lead your buyer back to it. This is because your website is purpose-built to engage buyers and accelerate their movement through their unique buyers’ journey. It’s the main interaction channel between your company and your customers, especially when it comes to driving conversion. In fact, according to a DemandGen report, 70% of buyers have indicated that a vendor’s website was the most influential channel in making a purchase decision. With web personalization. you can deliver a personal and relevant experience to your visitors based on who they are and what they do—whether that visitor is an anonymous visitor, a known contact, or a loyal customer.
As a consumer yourself, you have probably encountered web personalization before. Have you ever clicked through recommendations on Netflix or Amazon based on your previous selections and reviews? These are both common examples of personalization. Think about how convenient it is when the product or information you need is shown immediately to you when you visit a website. Now, on the contrary, think about a website that forces you to comb through menus and pages to find what you need. Which experience do you prefer? Which gets your business?
As a marketer, implementing web personalization is probably the single most impactful activity that you can start today. Looking for more reasons to get started? Check out our infographic: One Size Does Not Fit All- Why Creating a Personal Online Experience for Your Visitors Is Critical.