Website Personalisation

Everyone loves the personal touch. Whether it’s going to your local coffee shop and being offered your usual or walking into your favourite restaurant and being shown to your usual table. We all appreciate being treated like we’re an actual individual and not just a number. There is, however, a fine line where personalisation can become somewhat creepy. Or just completely invalid. Translating the ability to offer in-person individual catering to the digital market is not as easy as one may think. However with 89% of digital businesses investing in this area and business and technology leaders placing it as their number 1 priority in technology commerce investment, being able to implement it into your business is essential in modern marketing.

What Is It and Why Is It Important?

Website personalisation is where a company will create a customised visitor experience for their website. Rather than providing a single, vague experience, website personalisation allows companies to present visitors with unique experiences tailored to their needs and desires. The improvement of user experiences not only benefits reputation and customer satisfaction, it also creates a large monetary benefit, with businesses seeing an uplift conversion rate increase of 93% when using website personalisation. It has now reached a point where the level of personalised experience we now expect in day-to-day living is now expected on a digital commerce scale. This expectation that people now hold is being normalised daily by the use of personalised news feeds or shopping recommendations that are constantly at the tip of your fingers now thanks to phones and social media. Companies will know which audiences are valuable, however, companies often don’t have a scalable way to target specific messages to those audiences. Content tends to be under lock and key in a content management system and controlled by developers, while visitor data is not available for targeting in real time. This means that being able to utilise AI to automatically work out what the consumer is looking at on your website and target them specifically using this data is essential. The issue companies have is measuring the impact of personalisation. Even if they can target personalised content to valuable audiences, companies often lack a direct way to measure the aggregate impact of that portfolio of personalised content across their site over time. Here at Spotler, we use split testing to measure our results and use this data in these tests to find out what people are interested in and what makes them click away.

Website Personalisation in Action

Have you ever wondered how Netflix knows what type of genre movie you like? How Spotify knows that you really enjoy Arctic Monkeys? Personalisation is key in all elements of online behaviour and has been implemented in B2C for a while now. Major players such as Netflix and Spotify have been using it to grab attention and now it’s time for us B2B marketeers to do the same. Amazon have had website personalisation implemented onto their site for b2c eCommerce for a while now and use page tracking to see what content users are interested in and engaging with and then feeds back to the homepage banners which then offer similar products. At Spotler, we offer the same experience but on a B2B level. When a user comes onto our website and engages with resources or a website page about CRM integration with Microsoft Dynamics, this is tracked and changes the main screen banner according to this activity. This process allows us to be constantly engaging with our audience and using their needs to our advantage. Watch our webex and get ideas on how to personalise your website

Why Should You Bother?

When you visit a website, there is often a ‘what’s in it for me’ mentality. You lead a busy life, lots of stuff going on; the time you spend online is limited. This is becoming more and more standardised as a mentality. Now when browsing a website, a user wants to be directed to their goal straightaway and without any complications. An Infosys report states that 74% of customers feel frustrated if website content is not personalised, and that percentage is only likely to go up this year. We all want to feel special. We all want to be treated as a human being, even when browsing an eCommerce site. This is the bottom line, the answer to the question you’ve read this far: what difference does a personalised website make? To the website users of today, it makes all the difference in the world.

Why Not Give It a Go?

Research in this sector will continue to come to light and its importance will slowly become standardized. Getting ahead of the curve is always important and the same applies with this so how about you put some time aside to talk to us about how this can boost your lead generation.