Website personalization

2022-04-01 by EPR Staff

Marketers use a strategy called website personalization to develop unique and customized experiences for visitors to a website. Personalization has become a factor that differentiates businesses from each other. Customers prefer experiences that are unique and relevant to themselves, rather than broad and generic experiences that are not tailored to their needs and desires. Personalization is not merely a buzzword.  It is an expected standard from businesses these days. Given below are strategies that can be adopted to create a dynamic and personalized website for a business.

Personalized landing pages

A landing page should be personalized. If it isn’t, visitors might just zone out. The audience should experience a gamut of emotions when they land on a page. A landing page should consider where the users are from, what relationship they have with a business, and where they figure in the journey of the buyer. For instance, Hertz uses personalized landing pages which are based on the user’s country of origin.

CTA

A Call To Action is some kind of prompt used by marketers on a website that encourages users to take some action.CTAs can be shared on social media, and might convey  support for sponsors, for instance. . Since grabbing the attention of users is essential, good design and superior visibility should characterize a website. For instance, the font size can be noticeably large or there can be a brightly colored button on a page.

Cater to a buyer persona

Customer-centric websites always boost marketing strategies. If a business sells products to different types of professionals, the way a product is sold and the content about the product on the website will be different  depending on the buyer personas. Catering to different personas could also entail menu personalization.  The navigation bar on a website can be reorganized or changed on the basis of the preferred categories of visitor personas.

Using loyalty programs based on data

Customers enjoy rewards. Loyalty programs offer customers special rewards, and make them feel as if something has been created just for them. Loyalty programs that are tailored to meet the needs of customers win their trust. For instance, a cosmetics retailer might customize its loyalty program utilizing data that indicate  the specific needs of its customers.

The website should focus on customers

A website should not restrict itself to content that focuses on the business. The content should focus on the audience and their needs and wants. Customers do not care about products and services as much as they care about what a business can do for them. All the data a business has should be used to its full advantage when creating its website. When a customer gets what they want they will tend to be loyal. For instance, when visitors are on Amazon.com, they come across multiple product recommendations based on their needs and search history. Netflix also uses effective content marketing for its website.