After the pandemic, with the rise in online sales, website personalization has fast become the new standard. Let’s face it, web visitors are diverse with their own set of needs, desires and motivations.
And even though most customers would now rather purchase a product online than in person, they still expect to receive that one-on-one personalized customer experience they experienced from their local salesman.
Studies show that 71% of customers now expect brands to provide them with online personalized experiences and 76% get frustrated when brands refuse to provide so.
Thus personalisation has now become the ‘new norm’ that all companies must implement if they want to attract and retain customers
But what is website personalization and what does it entail?
This blog post will give you an overview of what is website personalization, its benefits and types as well as discuss ten successful website personalization examples to help you get started.
What is Website Personalization
Website personalization refers to creating a unique customer experience for each visitor to a website based on various factors such as the visitor’s profile, past purchases, demographic, etc. This means that instead of one generic web page designed for all, each visitor is shown a different web page that is specifically tailored to his needs.
Website personalization has numerous benefits for your brand.
Advantages of Website Personalization
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Increased Customer Loyalty and Customer Retention
Website personalization allows the customers to experience the unique digital experience that makes them feel valued and improves their loyalty. Furthermore, they are more likely to return again for future purchases. According to a study, 60% of customers said they would become repeat customers after having a personalized experience with a brand’s website.
Increased Engagement and Conversion Rates
Delivering personalized experiences allows the customers to stay logged on your website for longer improving engagement, while tailoring discount offers to specific segments can increase conversion rates.
Increased Average Order Value and Sales Returns
Personalization has allowed many brands to significantly improve their average order value and sales revenue by displaying relevant product recommendations and discount offers that grab customer attention resulting in increased sales.
90% of leading marketers say personalization significantly contributes to profitability. Research suggests that personalization results in a 10-15% increase in revenue, with returns sometimes being even higher depending upon the company’s ability to use customer data effectively.
Types of personalization
Different types of website personalization are different ways that can be used on their own or collectively to provide the website visitor with a unique customer experience. These are as follows:
- Dynamic Content: Static content( which stays the same for all website visitors) is replaced by website content that changes for each customer depending on their browsing behavior, past purchases, etc.
- Recommendations: Product listings are displayed that are customized for each website visitor based on their profile and preferences, or the preferences of similar shoppers.
- Overlays and Pop ups: Special offers and discounts related to customer needs are displayed using a pop up.
- Search personalization: Customize search results based on customer’s browsing history, demographic, and preferences.
- Menu personalization: Change the order of the menu bar depending upon the website visitor’s preferences.
- Landing pages: Customize Landing pages according to customer profile and choices.
Companies mostly use a combination of these to provide the web visitor with a unique digital experience.
Examples of Website Personalization
Now that we have an idea of what website personalization entails, let's discuss some of the successful companies that have not just implemented this strategy but are leading the industry as well.
Amazon
Amazon is often deemed to be at the forefront of website personalization with a website that's full of personalized content! By saving up and using customer data on every single customer, Amazon is able to provide a unique personalized experience like no other.
Shoppers are greeted with a homepage that’s full of product recommendations based on their browsing history and past purchases, namely ‘items you may be interested in’, ‘related products’,‘recently viewed products’ and new product collections.
Furthermore, Amazon creates customized landing pages for its customers based on their purchasing history as well as latest shopping trends. Not only that but Amazon’s website personalization software also displays customized ads to its customers based on their browsing history.
Netflix
whichAnother widely known example is the streaming platform Netflix that uses customer data to provide customized homepages for every customer that show movie recommendations that the customer will be interested in watching.
It also uses customer browsing history and search results to show related movies that the customer will be interested in watching, while separate sections show ‘Top 10 movies’ and ‘Top 10 shows’ depicting what similar consumers are watching.
Trip Advisor
The world’s largest travel website also uses deep learning and customer browsing history and search results, to recommend similar places and experiences that the consumer will be interested in.
Airbnb
bnbAirBnB provides a virtual marketplace for renting apartments, condos and houses. Using the customer’s geolocation, Airbnb’s personalization software immediately recommends all possible rentals in the area, while in the Experience Section, you can find different tours and tourist attractions in the vicinity.
'Furthermore, using customers search history, it also has a separate section recommending similar experiences and getaways.
Huda Beauty
Another example of effective website personalization is used by makeup giant Huda Beauty, which uses attractive popups to greet new customers with discount offers on their first purchase.
Nike
Footwear brand Nike also uses a similar pop up to greet new customers and invite them to join their mailing list.
Using advanced AI technologies, Nike uses customer data to not only provide personalized product recommendations, but also uses that data to estimate demand and maintain inventory levels.
Sephora
Sephora has also been at the forefront of the e-commerce market and greatly expanded its online sales through an effective personalization strategy.
By using customer’s browsing history and analyzing their unique preferences, sephora provides a range of personalized product recommendations including products similar to what the user is viewing as well as other products that the customer may be interested in purchasing.
Sephora also allows the customers to save their profiles, and uses that information along with their past purchases to offer personalized loyalty offers and awards
Sephora also has a personalized emailing service that emails personalized content namely offers and new launches to its loyal customers
Walmart
Walmart uses personalisation strategies to provide its customers with a unique shopping experience. Not only does it provide relevant product recommendations based on the user's browsing history and past purchases, but also uses te customer's geolocation to suggest relevant product offers that are trending in that area.
Macy’s
Clothing brand Macy’s uses the customer’s geolocation to display its products in the country’s respective currency. Shoppers in the US will be shown the prices in US Dollars while shoppers in Pakistan can view the prices in Rupees.
Furthermore, it also uses attractive popups to offer discounts on first purchases for all its new customers.
Wrapping Up…
As explained above, website personalization is the key to success in your e-commerce business as more and more companies are investing in latest AI technologies and deep learning to provide their customers with unique experiences and tap into customer loyalty.
You too can also start your website personalization journey today with Relevic, your one stop solution to all things personalization! Change your website content, add in attractive widgets and pop ups all with a few clicks and without touching a single line of code! Visit the website today!
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