Personalisation has scored one of the biggest hits in the marketing industry till date. This revolutionary tactic has been extremely successful that it has become a basic foundational aspect for many marketers. The commonness of personalisation has increased to the point where we tend to expect it in many situations when interacting with businesses.
The most common method to personalise is via website personalisation. This is done by asking for permission to use the data of the website visitor to then create tailored experiences for every website visitor. The same data can also be used to personalise emails and digital ads as well as websites.
What is Website Personalisation?
Before diving deeper, we must identify what exactly website personalisation is. It is a marketing technique that builds unique experiences such as tailored recommendations, dynamic content, and exclusive customer deals. This is derived from monitoring an individual’s demographics, interests, and browsing and buying behaviour.
The metier of website personalisation is how companies address a visitor’s needs and desires before they even mention them. Imagine walking into your favourite café and finding your regular order waiting at a table for you. This is how website personalisation should make your visitors feel.
The Benefits
Did you know that 91% consumers prefer to shop with companies who offer personalised product recommendations? Implementing this can increase traffic and sales. If you are not experiencing much website growth then maybe you should consider adopting this pre-eminent marketing tactic.
Customers take notice when they are being understood and appreciated. Offering them relevant and tailored product recommendations will make them spend more time on your website, resulting in increased revenue. This is recognised as one of the biggest benefits of website personalisation as it can help a company constitute accurate product recommendations using real time technology that can predict future interests. By monitoring the browsing behaviour of your website visitors, you can begin showcasing some of their most-loved products instantly onto the landing page.
Increased Browsing Time
It is in human nature to devote more time and attention to things of interest to us. If you showcase products of interest to your website visitors based on their browsing history, they are bound to stay hooked for longer than usual due to having relevant and tailored product recommendations displayed right at the palm of their hands (AKA the landing page). The longer a visitor stays on your website, the more they engage with you. The value of the engagement increases when the engagement sparks conversion. And high conversion rates are the goal of every marketer, making this an effective marketing principle.
A Little Can Take You A Long Way
You can create personalised experiences for your website visitors with only a small chunk of their data received. There are many websites that don’t require files and files of data to constitute personalised customer journeys for your website visitors.
Here we will show you how various companies have used minimal amounts of data to create effective tailored and unique experiences for their customers.
Google News
Personalised webpages have space for everyone. Who would’ve thought news channel will implement this strategy? Google’s new feature works off of purely a visitor’s browsing history using it to fire up relevant news articles that are then displayed in a ‘for you’ section on the website. The only information that was needed here was the search history of the individual, which is retrieved on the landing page where the website asks for permission to use third-party tracking or cookies. The third-party tracking or cookies are used to showcase a handful of relevant articles on the landing page. Google has the authority to gather history from different sources such as websites that the user has visited in the past. Google holds the upper hand when it comes to using cookies due to Google News being an extension of the most-well known search engine.
Image Source: https://news.google.com/
Apple Music
Have you noticed an increase in Apple Music’s personalisation recently? They are gradually building upon their personalisation approach to create a powerful entertainment experience for their users. Unlike the Google example mentioned above, Apple Music does not use third-party tracking or cookies due to being a paid-for service that is exclusive to members only. Apple Music monitors songs that are replayed frequently by the user to then customise a personalised playlist that constitutes of all the tracks that are loved by the user as well some new similar jams that they might enjoy.
But, Apple Music has taken this personalisation stuff to another level! Get this – the fantastic music provider allows friends to see what music each other were listening to over the week through a playlist that only shows the hits amongst your friends. This extraordinary new strategy of Apple Music has been a massive win amongst the users as they feel part of a community by receiving personalised recommendations from friends’ playlists.
Image Source: https://www.apple.com/apple-music/
New Look
New Look is a fashion retailer that uses cookies to track the browsing behaviour of the website visitor once they are logged in to ensure they are shown all the relevant fashion inspirations tailored to just them. An account is created on the terms that the retailer is allowed to monitor the search history so that this can be used to showcase relevant product recommendations to the user according to what they have previously been browsing.
Moreover, whenever a purchase is made, the next time you visit the website, similar products to the ones you had purchased would be displayed on the site for you to have a look at. This enhances the user experience as they are presented with personalised product recommendations according to fashion of their interest. From the image below, it can be anticipated that the website visitor is interested in black and white printed dresses, therefore a bunch has appeared in the ‘We Think You’ll Love’ section where you can instantly add it to your saved items list to purchase later, or you can add to cart and make a purchase there and then.
Image Source: https://www.newlook.com/
AirBnB
Everyone knows AirBnB has penetrated the leisure and tourism market, and still continues to spread it rapid growth. The well-known company produces personalised getaway recommendations based on your geolocation by providing you with the information of how long the journey duration is from where you are. This enhances the personalised experience received, as the getaways being suggested are tailored specifically to your geolocation.
Another thing that this great app allows you to do is save your searches for later by monitoring your saved search list. So, you can plan out your dream trip to Thailand by selecting that resort you always wanted to stay in, all you gotta do is save that search, and it’ll all be there for you when you’re finally ready to head off. This is great because it cuts off all the endless scrolling when you’re trying to find the same thing again.
Image Source: https://www.airbnb.com/
Personalisation has Space for Everyone
To see success takes effort. The same way personalisation can also take effort, but the reward that comes with it counterbalances the effort required. However, personalisation is a flexible tool that has space for everyone. As mentioned earlier, even a small chunk of data can take your personalisation a long way.
Website visitors who feel more valued and appreciated are the ones who are likely to return more frequently.
Personalise Anywhere, Anytime
Ensuring you are using a distinct website personalisation software is vital to optimise your offerings and distinguish amongst your competitors. Give every visitor a unique version of your website with Spotler. We understand that every visitor is different and therefore hold different interests. Our pre-eminent software is powered by machine-learning that analyses and predicts what your customers purchase, using this to then showcase products to them using real-time technology that ultimately optimises the user journey on your website. There’s so much more that Spotler can help you with for website personalisation whilst you sit back and enjoy the scene of our technology to transform your marketing.
