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Website personalization is the art of offering an exclusive, one-on-one custom made experience to your online visitors when they land on your site. You customize their experience based on their past purchases, their geography or behavior in a manner that serves multiple business purposes — higher customer satisfaction, longer visit duration, boosted site visits, lower bounce rate, better conversions, and an improved brand reputation. The concept of personalization has been there for decades now. While it has been more prominent in the retail market where you enter a shop, and the seller readily shows products which suit your needs, the scope of personalization was missing in the online marketplace. Realizing its importance, especially in terms of revenue generation and shopping experience, more and more online brands are now exploring this arena.

Description

Website personalization

Website Personalization is the process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, website personalization allows companies to present visitors with unique experiences tailored to their needs and desires. Personalization is by no means a new concept. Shopkeepers can use visual cues to provide personalized experiences—an exhausted looking couple with three children probably wants to get what they came for and be on their way, while a single person slowly browsing the aisles might be interested in some chit-chat.

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The point is, in the offline world, personalization is so common, it can go unnoticed. Website personalization attempts to use data to take that same level of one-on-one attentiveness and translate it into the digital world:.

Consumers expectations have shifted to the point that people expect a personal digital experience that mirrors the typical level of personalization they receive offline.

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Many have grown accustomed to personalized experiences from their news feed, social network, and shopping recommendations. In fact, expectations have risen so high that companies who want to improve their products are changing their strategy to address this need directly. Many business and technology leaders name personalization as a top commerce technology investment priority. For many industries — especially those that have existed for far longer offline than online — translating personalization to the digital world is challenging.

Some of the typical challenges include:. Advances in technology can directly resolve many of the above challenges.

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To be truly effective, website personalization requires several strategies seamlessly working together:. Optipedia Optimization glossary. Website personalization What is website personalization?

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Website personalization attempts to use data to take that same level of one-on-one attentiveness and translate it into the digital world: Online retailers can provide targeted offers to shoppers based on browsing behavior.

Travel sites can present visitors with promotions based on the current weather or season.

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News and other media outlets can surface specific videos to viewers based on where they live. Why website personalization is important Consumers expectations have shifted to the point that people expect a personal digital experience that mirrors the typical level of personalization they receive offline.

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The challenges of website personalization For many industries — especially those that have existed for far longer offline than online — translating personalization to the digital world is challenging. Some of the typical challenges include: An over-abundance of non-actionable data. Knowing who to personalize for.

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Content is locked up in a content management system and controlled by developers, while visitor data is not available for targeting in real time. Measuring the impact of personalization.

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Even if they can target personalized content to valuable audiences, companies often lack a direct way to measure the aggregate impact of that portfolio of personalized content across their site over time. How is website personalization accomplished Advances in technology can directly resolve many of the above challenges. To be truly effective, website personalization requires several strategies seamlessly working together: Discovering Audiences. Planning experiences.

Recommended just for you: the power of personalization

If you understand your visitors, you can create compelling on-site experiences tailored to specific audiences that appeal to them. Doing so requires you you to elegantly manage the scale and complexity of those personalized experiences. Continuous measurement and improvement.

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You should constantly measure the return on your Website Personalization investment.

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