What exactly is website personalisation? How should you get started? And most importantly – how can you reach every individual customer? Let us dive into these issues in the following article.
Website personalisation – what is it?
Personalisation is now a must-have in any branch of marketing. When it comes to electronic commerce, it is especially important as the website is the first thing your customer will experience. While encountering your business for the first time, the customers would like to find the exact thing they are looking for. On the other hand, if the customer has been visiting your website for some time already, they surely expect to be recognised and appreciated. This is precisely what website personalisation is about – noticing customers and fulfilling their expectations.
The elements of website personalisation
There are different ways in which you can introduce personalisation into your website. Let’s take a look at a few most popular and effective ones:
- Special offers
- Headlines
- Calls to action
- Menu and search personalisation
However, before you decide to implement any of these elements, the most crucial thing is to get to know your target audience.
Know Your Audience
Personalisation cannot be conducted without proper knowledge of your target group. Thanks to many analytical tools or features that enable you to analyse your audience, it is possible to determine what kind of group (or groups) visits and uses your website most frequently. By recognising the target group, personalisation becomes an easy task to do. It is important to take into account such aspects as the age, gender, interests, profession and location of your customers. Once the target group is established, think about different elements of personalisation that may speak to this group effectively. Moreover, there is not only one type of personalisation which you can use. Let us have a look at different kinds of it.
Types of website personalisation
Having a variety of target groups calls for an individual approach to each of them. That is why it is important to use diverse personalisation methods to satisfy every customer.
TRIGGERED PERSONALISATION
The most straightforward form of website personalisation; the only thing you need to consider is the user navigation. The website is personalised according to the actions taken by the user. For example, if they have already subscribed to your website, it is not necessary to show them the subscription window again.
BEHAVIOURAL PERSONALISATION
This method also involves the activity on the website. The difference lies in the way the data is gathered. In behavioural personalisation, the products are suggested based on the ones already chosen by the user.
USER PREFERENCES
Here, it is the user who shows their specific interests and expectations. On this basis, you can design the website so the individual users can choose what appeals to them the most.
PROFILED PERSONALISATION
This one takes into account not only the interests, behaviours and demands but also the personality of your users. Based on this information, you can form your website in a way that will be the most engaging for your users.
Benefits of website personalisation
There are numerous profits of personalising your website. Here are but a few:
- Increased sales thanks to personalised content
- Quick reaction to market changes
- Effective and persuasive messages
- Growing customer loyalty
Do you want to know more? Take a look at this article: How to personalise your website for different users
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