PERSONAL
If you haven’t started personalization yet, you’re living in the past. While personalization is a critical part of any marketing campaign, it is particularly important for your website.
Nearly three in four (74 percent) online
consumers get frustrated with websites
when the content that’s displayed, such
as offers or promotions, has nothing to
do with their interests.
Add to that another study that shows in-house
marketers who personalize their customer’s web
experiences see an average 19 percent uplift in
sales and it becomes clear that offering your audience
dynamic, personalized web content is critical.
Connecting with Users
Let’s face it, no single message is perfect for
everyone. If your customer is ready to order at your restaurant,
for example, you wouldn’t want to show a
dinner
menu to someone looking for a
quick lunch, or vice versa. Nor would
you want to make your
customers dig through content or an
elaborate navigation just to find the menu they’re
looking for – but this is sadly the norm when it
comes to static web pages.
The ability to get non-verbal
feedback from your customers, gauge their needs
and wants, and provide them with the content
most likely to have a positive effect is a boon for
any business. Not only can website personalization
alter the content served to the user, but also the
way in which that content reaches the user. By identifying
the location and device used by the customer,
for example, you can make sure they get the right
information, in the right way, at the right time.
To be sure, research has shown that 40
percent of consumers buy more from
retailers who personalize their shopping
experience across channels. We all want
to feel special, and we buy more from
companies that tailor their message to
suit our specific needs.
On old-fashioned websites, the site stays the
same no matter who is using it, or how. This
is a huge, missed business opportunity for your business
that not only risks losing immediate sales,
but also the chance to make a great impression
and earn a repeat customer.
Website personalization enables you to cover
more options. Static sites just don’t make sense in
today’s market.