One of the best ways to engage visitors on your website is to offer them a personalized experience. Despite what many marketing experts would have you believe, this isn’t only limited to discounts and sales offers. Being too aggressive with your sales tactic can drive away users before you’ve had the chance to make sure they are ready for purchase. Instead, it would be best if you greeted them with a personalized website experience from the moment they land on one of your pages. This will lead to a great first impression, and users will spend more time on your site. We will take a look at seven ways to personalize your website content.
Personalization starts with customer research
Before you attempt any personalization, you will need to segment your customer base into groups. You should always take the needs of your audience into account. You can look at the past behavior of your website visitors and customers since personalization will require extensive data. If your website only has one universal offer, it can come across as cold. Users probably won’t care about what you are selling if you don’t specifically speak about what they are interested in.
An integral part of any Digital Marketing campaign is segmenting your audience. To find effective ways to personalize your website content, you will need the following information:
• User behavior. Examine how much time the average user spends on your site and what they interact with.
• Location. Are your users located in a different area than your business? In that case, you can offer them content appropriate to their site and highlight your shipping and delivery options.
• Demographic. You will need to develop an individual approach, even when offering the same product to different demographics.
Nowadays, marketing is omnipresent, and users are exposed to more and more ads on every digital platform. However, what most marketing campaigns get wrong is that users aren’t spending time online to view ads. Instead, modern users want to be entertained and respected by the brands they are making purchases from. Therefore, make sure you exploit all the benefits of website personalization. If you have information on your customers, you can consider it an asset and use it for website personalization. Create a unique experience for each site’s visitors to make them feel valued.
How to personalize your website content
Below are a few good ways to make your website content personalized for different audiences. Check them out and see what you have been missing.
1. Adapt to the device users are accessing your website through
Everyone can agree that the last several years of web design have been all about a mobile-friendly approach. There is nothing wrong with putting your mobile users first when designing your website. Some companies have even started Developing Mobile Apps with which their customers can access special features. However, many web designers think their job is finished as soon as the website functions well on mobile. They, however, neglect to customize which content is displayed based on the device with which the user accesses the website. Device personalization can be a total game-changer for many businesses. It can let them provide users with an optimized experience based on device, screen size, and preferred method of interacting with the website.
2. Personalize your headlines
An excellent way to use website personalization is to greet your website visitors individually. The landing page of your website is the first thing users see when they arrive at your site. However, you don’t need to keep it a static “one size fits all” page. If you personalize the headline for your landing page, users are more likely to get interested in what you are offering.
It would be best if you nurtured leads during their entire customer journey. However, you should also try to make a good first impression. If you manage to win over the sympathies of your visitors early in their customer journey, you are more likely to get them to make a conversion. You can change your headline based on visitor IP or location, or you could also factor in the date or season to create a personal experience.
3. Personalize based on the source of referral
Visitors will come to your website from many different places. They could know about your website in advance and enter your URL into the address bar. However, traffic can also be referred to your website from another site, social media, or paid marketing. You can design your website to take advantage of referrer information. For example, if a visitor arrives at your site from a social media platform, you can include options to share on that network or log in with their existing profile. If you have researched your users, then you probably already know the sources of referral. Make specific page copies for the most common sources of traffic.
4. Customize your Call to Action
The Call to Action (CTA) button on your website should inspire users to perform your desired action. Unfortunately, a basic message like ‘shop now’ or ‘subscribe’ will never have the same impact as a fully personalized CTA. Additionally, you will probably want different user demographics to perform different actions on your site. You should have a specialized Call to Action to direct users to take the exact action you want, based on who is using your site.
Here are several ways to customize your Call to Action:
• Have a different CTA for the specific stage of the sales funnel they are currently in.
• Show a special CTA to your previous customers.
• Greet first-time visitors with a non-demanding CTA. For example, instead of purchasing, you can offer a sign-up CTA or a demo.
• Have a specific CTA for visitors who fit your target demographic to appeal to their needs.
5. Display featured blog posts
One of the best ways to engage users is to offer them informative articles to explore on your blog. This is a form of interaction with your website that doesn’t demand much from your users. Invite your visitors to spend time on your website and offer them quality written content with valuable information without asking for anything. While this sounds great, you should also find ways to personalize your website content. Display the articles and blog posts that will interest the visitor. You will know what it should be based on their profile and behavior.
Unfortunately, many website owners display the few most recent blog posts. This approach neglects the needs of your users. Instead, you can offer them articles that relate to the products they are viewing. By doing this, you give users a chance to get informed and learn more before making their purchase. Your customers will surely appreciate your efforts to help them, and this is a great way to build trust.
6. Show relevant customer testimonials
Customer reviews and testimonials can be an excellent way to showcase your competence and skill. After seeing positive reviews for your products and services, most users will feel reassured. Personalize which reviews you display to different visitors. Only display reviews related to the products your customers are interested in.
If your website displays logos of partner companies or customers, make sure to pair them with the types of users they will match for. Users from the tech sector who come to your site should see logos and testimonials from tech companies. It can do wonders for building the credibility of your brand.
7. Personalize which products you preview
Last but not least on our list is matching the products displayed with the type of customer. If your company offers more than one product or service, you need to show the most relevant offer to each customer. If a user clicks on one of your ads displaying a specific product, that should be the first thing they see when they visit your site.
Personalize your website and give your visitors a unique and memorable experience. We have explored seven ways to personalize your website content; now, it’s up to you to find the right content for each of your users.