Website personalization is no longer a topic of discussion. Everybody understands they need to do it if they want their venture to have a good chance of success. One cannot afford to be ignorant anymore with customer-centric markets and aware customers. Its importance is brought front and center from how more and more companies, including start-ups, are using tools like IP Geolocation APIs and content personalization strategies to know where their audience is coming from and how they can wow them on a personal level.
Delivering customized experiences to prospects and customers is not a one-time thing. It is continuous work requiring dedicated time and support. The good thing is that the results it delivers in terms of increased conversions are well worth all the hard work you put in.
Challenges Of Website Personalization
The challenges you are most likely to face when implementing website personalization are:
1. Technological Challenges
All of us are not tech savvy. Moreover, tech changes so fast that by the time you get comfortable with one thing, it’s either already outdated or about to get so. The biggest obstacle in our path to success is thinking that we need to do everything ourselves. You can save yourself a lot of heartache by concentrating on what you do well, which is running the business. Hire people to do the other jobs, including website personalization, or outsource it. It will not only bring in financial economies but will also allow you to employ knowledgeable and experienced people who know the job well.
2. Scalability Issues
Delivering content personalization to a segment of people is one thing. Nonetheless, as your business grows, you will realize the number of segments has also grown exponentially. The task of delivering tailored experiences no longer remains that simple. You need to scale it up to be relevant and distinctive for each customer segment. Again, your biggest strength at this time is the professionals who know this work inside out. Alone you will feel overwhelmed and completely at a loss, but with strong professional support, scalability issues are relatively easy to overcome.
3. Challenges Of Privacy And Compliance
Nobody wants to divulge any information, yet, they want personalization. Clearly, that is not possible. Some data is essential to understanding customer behavior. The rules and regulations devised by different countries and states for data collection demand transparency. Businesses need to declare in their “Privacy Policy” how they collect data and the manner in which it is used. Cookies are used to track user behavior by personalization engines. The use of these cookies is subject to several regulatory restrictions. It may be necessary to incorporate tracking consent before implementing personalization in some countries, particularly in the European Union.
AI Writing Software: a Must Have For Website Personalization
Generating unique content time after time to deliver a personalized experience for incoming website traffic is a tedious task, even for the most talented writers. Since the task is repetitive, it soon loses its charm, and one tends to run out of ideas. The repetitive tasks can be handed over to machines powered by Artificial Intelligence. This is where AI writing software becomes useful.
It can generate multiple unique copies of the same content by paraphrasing and taking inspiration from the already published content online. All this happens within seconds, which a person would have taken hours or days to complete. So, in all honesty, AI writing software presents an efficient, pocket-friendly, and reliable way to achieve website personalization.
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Implementation Of Website Personalization
The actual implementation of website personalization may take different forms. Nevertheless, a few good starting points are:
1. Country-Specific Personalization
Country-specific website content personalization means showing the content to the visitors in their national or native language. You can know the location of your traffic using IP Geolocation APIs or by referring to any updated IP Geolocation database. Both will give you a fair idea of where the visitor is coming from. A good IP Geolocation database will tell you the country, state, and even the local area of an IP address. Once you know the geographical location of the traffic, you can set up your website to show content in the language of that region.
2. Sales Funnel Specific Personalization
Organizations need to approach every person in the sales funnel differently. They need to approach new visitors with a welcome message. Chatbots can be used to ask whether they need any help. Similar product recommendations can entice people looking for a specific thing. Those who have added a product to the cart but have not yet made the payment can be lured with information about how fast the said product is selling out and the stocks remaining. Finally, those who have completed the purchase but not returned can be tempted by discount offers.
3. Referral Source Specific Personalization
Care must be taken in giving importance to the referral source that made the prospect land on your website. If they came via YouTube, show them product videos. In case Pinterest led them on, show them beautiful images, and so on.
Virtual Conference Platforms Can Also Deliver Website Personalization
Today, almost all businesses use virtual conference platforms for hosting their online events. What most of them don’t realize is that these, too, can be used to deliver a personalized experience to the audience. You can start by personalizing invitations as per the likes of the invitee. Some advanced virtual conference platforms have tools that help you target people based on their demographics and behavioral personas. Additionally, you can tailor the event web pages for different audiences. Allow the attendees to connect with each other by adding networking tools as a part of the registration process. The whole point is that even a seemingly inconspicuous virtual conference platform can present many opportunities for personalization. If you cannot leverage these opportunities, you are failing in your website personalization strategy.
Personalization Needs to Happen on All Fronts
The biggest mistake is to think that website personalization is all about the core content of the website. In fact, customization is much more than that. It means not just tailoring the core website content but also the conversation that happens with the chatbots, the recommendations you suggest, the blog posts you present, the external links you show to the visitors, and so on. Concentrating all efforts simply on what they see on the website is no longer enough. That may have been true in the past, but no more. Now your website personalization strategy needs to be all-encompassing and must include everything the audience would come across when dealing with your brand’s online presence. Therefore, it is time to evolve with the times and learn new ways to deliver what the audience wants.
Start giving your customers the unique experience they deserve with website personalization!
Benefits of Website Personalization
Website personalization delivers numerous benefits. The sad part is not everybody realizes that. So read this important section to know what benefits it drives.
1. Higher Customer Satisfaction
Website personalization improves the customer experience. It makes them feel valued and important at the same time. By implementing a one-to-one marketing approach and mindset, it feels like you’re speaking to your customers directly, on a personal level. The elated feeling resulting from such interactions makes for a higher degree of customer satisfaction. It drives brand loyalty, and you are most likely to find long-term customers in them.
2. Shorter Sales Cycle
Personalized experiences help the customers make up their minds faster than before. So, where your sales cycles were long before, they are much shorter now. Nearly 75% of buyers are repeat customers of those retailers who know them by name and provide product recommendations based on their past purchase behavior.
3. Higher Brand Equity
The more satisfied customers are, the higher a brand will stand in their preferred list. A positive and impactful brand reputation makes for a higher commercial value of the business and, in turn, results in better brand equity.
4. Effective CTAs
Personalized CTAs are known to perform 200% better than regular generic CTAs. Since CTAs are a staple for all online businesses, you have an improved chance of seeing good results by strategically placing customized Call To Action buttons.
5. Better Conversion Rates
Personalization is a significant attraction for all visitors. If you play your personalization cards right, you will see improvement in conversion rates sooner than later. The whole aim is to use website personalization smartly and present solutions that are accessible to customers.
Closing Thoughts About Website Personalization Challenges, Benefits and Implementation
Website personalization is crucial for all organizations. Nonetheless, brands need to work towards effectively leveraging their power to see tangible results. Supported by technological tools like Conversational AI platforms, IP Geolocation APIs, AI writing software, IP Geolocation databases, etc., they can make the most of their website personalization strategy. Additionally, it is imperative that businesses keep themselves apprised of new practices in delivering customized experiences to their audience, as is in the case of virtual conference platforms. New updates are happening continuously across all tools today. If one fails to follow the new features, it is most likely one will miss out on several golden opportunities. Remember, your competition is better than you only because they take the pain to stay a step ahead. Apart from that, detailed and flawless planning with precise execution will give heartening outcomes to your website personalization strategy.
Growth Hackers is a full-service website design agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners implement website personalization effectively via our small business web design and development packages, generate qualified leads, optimize their conversion rate, gather and analyze data analytics, acquire and retain users and increase sales. We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
