Blog | 11 May 2018
Why personalisation is the future
Today's users have increasingly high expectations of the websites they visit. With personalisation, you can meet those demands and create a better web and better UX through customised content.
Personalisation is about using what you know about the visitor to show relevant things in a way that the visitor prefers. For example, you can know where the visitor is located and what device is being used. Through cookies and analytics, you can also see how visitors navigate your website and what they find interesting and not.
Three points to consider
1. The right content
Whether the visitor is interested in an in-depth guide, a clear blog post or a beneficial offer, you should provide it. By analysing, for example, navigation patterns, you can see what content the user prefers and adapt the web accordingly in your CMS.
2. The right timing
It doesn't matter how right the content is if it arrives at the wrong time. If a visitor has just arrived on your website via a search for "winter tires at what time of year", it may not be the right time to respond with an offer for four winter tires. Right then and there, the visitor wants to know quickly when they need to change the tires on their car. Then that's the information you should share. If you help the visitor solve a problem, they will be more likely to buy from you in the future.
3. In an engaging way
Engaging users can be done in many ways, one of which is to use call-to-actions (CTAs) that lead the user further in, for example, a purchase process. If the user has been told when to change to winter tires, it may be time to follow up with a call-to-action that presents that offer of four winter tires. If you know the visitor's name, it can also be nice to use the name in your communication, but do it in a natural way.
There's really no limit to how much you can personalise on your website: text, banners, pop-ups or images. For those who are just getting started, it might be wise to look at a few aspects first, and then evaluate and make more personalised solutions.
If your site can offer a personalised user experience with good content, it will attract visitors and reduce the risk of them leaving your site for another. Then you will have gained loyal visitors and come a long way in your conversion optimisation efforts.
Good luck to you!