Web personalisation is pretty much exactly what you would expect it to be. It is a method used by companies that ensures that the content served to their customers is tailored to the individual they are targeting. This could be geographical, product related or social, but one thing remains the same – it works.
Companies such as Amazon and Google have been using personalisation to great effect for a number of years. Product recommendations and tailored search results are now taken for granted, but what can the personal touch do for you and your business?
Improved Customer Experience
By adopting personalisation you are giving your customers a far better experience each and every time they visit your website or receive an email from you. Tailoring the way your customers view your business to their individual needs and wants will encourage them to engage with your products and services far quicker than if they had to travel through endless pages of irrelevant material in order to get to where they wanted to be.
By delivering a more nuanced set of content you will be encouraging your existing customers to develop loyalty with your brand, allowing you to reap the rewards at a later date.
Better SEO
Many SEOs have panicked over personalisation, but is this really justified? We think not, and with good reason. The reason is relevancy. If you are regularly serving up relevant content to your audience, search engines will love you and rank you highly.
Personalisation allows you to take relevancy to the next level. By providing your customers and clients with highly targeted content you are ensuring that your site will engage them and keep them coming back for more. Longer and more frequent site visits bode well for rankings and we see personalisation as a key tool for hitting these ranking factors.
Improved Marketing
Using tools such as remarketing with Google Adwords can enhance your overall marketing campaign dramatically. Gone are the days when a visitor who left your site empty-handed meant a dropped sale. With remarketing you can serve advertisements for your products or services whenever that prospective customer browses the web, uses a mobile app or performs a search via Google.
This additional marketing method can improve your sales figures considerably as you will be reaching out to people who have already shown a degree of interest at a time when they are most likely to buy.
Greater Conversion Rates
Personalising your content to meet your prospective customers wants and needs means that they are far more likely to take action on any approach that you make towards them. Having a handle on what issues they are facing gives you the opportunity to market accordingly, solving their problems as if by magic.
Higher Retention Rates
New customers are great, but repeat customers are better. As we mentioned above, adopting the personal approach encourages loyalty and loyalty means repeat business.
Good customer retention strategy is built around familiarity and the relationship that you have with your customer base. Personalisation allows you to cultivate both, giving you the edge over your competitors.
If you wish to learn more about how web personalisation can help your business, contact Objective IT today.