Website Personalization

Consumers have grown accustomed to a high standard of personalization in the digital world and expect that level of personalized service online. The trending concept of "personalization" has moved to the top of the customer's mind and they expect to receive a personalized experience. This can be from the content in their news feeds to social media content to shopping recommendations.

Website Personalization Challenges

Most industries, like retail and travel have been slower to embrace online personalization. Such digital personalization is very different from the sort of personalized offline experiences that shoppers value. In the digital world, consumers can get a highly personalized experience from any product — whether it’s from a local newspaper or from an online review site like Yelp.

Some of the main challenges that companies face are an abundance of data, but that doesn’t necessarily make it actionable. Companies have a lot of data, but they don’t have a means to use this data to improve digital experiences for customers.

A common problem is delivering the right content to your users. Marketing teams aren't always sure who their users are, or what they want, so they're not able to personalize content. Also, marketers often don't have enough access to data on individual visitors to target messages and offers to them personally.

Measuring the impact of personalization is also a common challenge. When companies aren’t able to measure the impact of their personalized content portfolio, they are unable to determine whether or not it achieves their goals and how many potential customers they’ve lost due to poor results.

How To Create Website Personalization

The benefits of web personalization go well beyond improving your site's performance. If you can take advantage of personalized content, you'll find that it can help improve the experience of your visitors and boost your business. Some strategies include:

Discovery: Discovery is the process of identifying the right people to target with your marketing messages in real time as they perform activities on your website. Real-time customer profiling lets you reach the right people at the right time — based on their actions and interests.

Planned Experiences: If you understand your visitors, you will build compelling on-site experiences that appeal to them. Knowing what your visitors want and how to provide it is the key to successful on-site experiences. It requires you manage the scale and complexity of those personalized experiences.

Continuous Improvement: You should always measure the impact of your personalized digital marketing investments. The success of a personalized experience varies, so it’s important to know how well each strategy performs, and adjust accordingly.

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