Generic is the word that drives businesses into the ground nowadays. There should be no room for this word in any of your strategies or your company as a whole, and especially not in your digital strategy. When it comes to good and cost-effective web design, the last thing you want is for your website to come off as generic in its functionality and aesthetic appeal. Instead, your website needs to be tailored to your users and your target demographic, and it needs to be relevant to your audience in every way.
After all, you can bet that your competitors are engaging their customers and boosting the time people spend on their sites through personalized content and features, and you need to do the same if you are to acquire and retain customers. Website personalization is, simply put, the way to boost your conversion rates and take your company forward as a whole.
With that in mind, here are the five key tips you can use to capitalize on higher personalization on your site.
To start personalizing your website, you need to gain a deeper insight into your visitors and audience in general, which means that your first order of business is to conduct some thorough research. However, this analysis is different in that you’re specifically gathering data about your website and the experience it provides, and you’re trying to find better ways to personalize and streamline the on-site experience for every user.
To do that, you need to start collecting data through surveys, website cookies, heat maps and user maps in general, and even other channels like social media. All of these are effective methods to learn how the users feel about your site, what they like or dislike, what they’d like to see added, and more.
Of course, you need to be strategic in your approach and incentivize people to take a survey, so a wise idea would be to offer those little incentives like a small discount, free shipping, and more.
Content personalization is one of the most important elements of a great user experience nowadays, and it’s important to tailor the content on your website to align with the needs, wishes, and values of your visitors. Now, some of your visitors have the potential to become your customers and lifelong brand advocates, and you should be personalizing your content and crafting the right visual content.
Don’t mind the visitors that bounced quickly or are just skimming through your content, those are not your customers. Instead, get to know your real target demographic and craft tailored messaging that evokes the right emotions and establishes a meaningful connection between them and your brand. No, you can’t personalize the content on your site for the individual, but you can definitely personalize it enough to engage your customers and inspire them to take action.
That said, you can personalize the offering on your site for the individual with cookie data. But more on that at the end.
Choosing the right domain name should be an important part of your web design strategy because the right domain has the power to completely transform the user experience on your site. For example, if you are running a personal brand, then you should choose a personal domain name like .me to further make your domain and your web presence stand out, and make it memorable to your audience.
On the other hand, even corporations can personalize their websites further with an extension like a .me domain that will eliminate that corporate look and make the brand more approachable for the individual. Aim to complement the domain name with the tailored and personalized web content we just talked about, and you have yourself a recipe for stellar on-site CX.
People not only expect to get a personalized experience when scrolling through your site, they expect to get a personalized experience when they get in touch or when they get stuck and need a helping hand. That’s why crafting user-focused guides and special landing pages like FAQs or support centers is a great idea.
When a visitor gets stuck but doesn’t want to contact customer support, they should be able to get all the answers on your site. Make sure to craft these pages addressing their needs and problems, but also train your customer support staff to deliver personalized service when people decide to reach out in web chat.
Last but not least, always strive to dazzle your visitors with tailored deals, discounts, and personalized digital items that truly matter to them. You can use the cookie data you’re collecting on every visitor to optimize the content and the offering on your site to the individual, to make your entire website more relevant to their unique needs and goals.
When a customer lands on your website for the second time, they should see a content offering that is relevant to them, and the deals and discounts you display on your pop-ups should be the same. Go the extra mile to tailor these messages and your offering, and people will feel more inclined to buy and keep coming back for more.
To personalize your website means to take your entire digital presence forward. Be sure to use these tips to personalize the user experience on your site and improve your conversion rates along with your marketing, support, and other processes.