Blog Post
Website Personalization: The Not-So-Secret Weapon
Aaron Pitre • Sep 10, 2019
What is Website Personalization?
Website Personalization. You’ve probably heard of it, you’ve definitely seen it in action, and if a business’ website is converting a lot of customers, chances are they’re using it, in some form, on their sites. However, what you might not know is the fact that businesses who are using personalization to engage and convert customers are likely in the minority as website personalization ‘takes the cake’ as an underused, highly in-demand strategy.
If a business is looking for a way to boost engagement, conversions and revenue with measurable results, they should consider the abundance of opportunities waiting for them with website personalization — a tried, tested and powerful process.
Website Personalization is a dynamic form of customization. Put simply, it is the process of creating custom website experiences that will appear to visitors based on the criteria of their visit. Depending on who is visiting the website, a business can create a set of personalization rules that will trigger the site to display specialized content for individual visitors.
While the type of experience can be as varied as a business’ customer base, the goal of website personalization is always to engage customers with information that is especially relevant to them and inspire them to take some type of action (such as making a purchase). And although the focus of this blog will be on websites, other channels of communication such as email can also be enhanced with personalization.
Visit Criteria
Generally speaking, date, time and location are the most well-known visit criteria for personalization. From these three factors, a business can quickly build successful personalization rules triggered by any combination thereof. For example, a business can create pop-ups for a flash sale for Bay Area-based customers who visit a site between noon and 1 p.m. on Friday, June 6.
While date, time and location can provide tons of personalization opportunities for businesses, they should be thought of as just a starting point. Any information that relates to visitors to a business’ website can be incorporated into a personalization strategy. And if a business notices some type of pattern as it relates to visiting or doing business on its website, a personalization campaign can likely be built around it. This includes (but is not limited to):
- Shopper behavior (such as previously purchased products)
- Time since last visit
- New vs. returning customers
- Vertical market
- Device used (for example, mobile vs. desktop)
Benefits to a Client’s Business
At the time of writing this blog post, website personalization remains an underutilized business booster, where a simple change can result in higher rates of engagement, conversions and revenue. Statistics have overwhelmingly shown that a simple change to a site element can bring significant returns. For example, a personalized CTA performs 202% better than a basic CTA.
Ez Pages Pro Personalization Engine
In our editor, you can add personalization to a site from a set of pre-built rules or create new ones from scratch. We have personalization rules for a wide variety of instances from pop-ups and special notifications to custom contact forms –– and much more.
If your agency serves one or more vertical markets, you can use Duda’s personalization engine to build an arsenal of core personalization rules for use at scale. From there, you can customize them by swapping out the details to match your individual client’s needs, as well as apply their branding and messaging.
Personalization Use Cases & Supporting Stats
98% of marketers say personalization helps advance customer relationships (Trends in Personalization Survey, Evergage). Why? Because it shows visitors that companies have made the effort to focus on them (their location, experience, and behaviors) and have taken extra time to create engaging content. In turn, visitors will be more inclined to browse, select services and/or shop. Here are a few examples of simple personalization rules that you can add to your site using our editor and a few stats that prove their value:
- Store Item Pop-up. 80% of shoppers are more likely to buy from a company that offers personalized experiences (Power of Me, Epsilon Marketing). For your client’s eCommerce solution, you can create a pop-up notifying customers of a new product, or a discount code they can use when they check out.
- First-Time Visitor. 72% of businesses say that video has improved their conversion rates (Impact). With our First-Time Visitor rules, businesses can engage users who are visiting their sites for the first time with an intro video or information that encourages next steps such as scheduling an appointment.
- Menu. With our Menu rule, you can create coupons and time-sensitive menus for restaurants running daily and weekly specials, introducing new dishes or holding happy hours. Phoenix-based restaurant The Glady increased reservations by 70% by using Duda’s personalization engine.
- Visitors Nearby. 44% of shoppers want brands to personalize coupons based on location (Episerver). Our Visitors Nearby rule lets you quickly create and display special coupons for visitors based on their location.
- Campaign URL. On a similar note, 61% of smartphone users say they’re more likely to buy from companies whose mobile sites customize information to their location (Google). You can create and display custom click-to-call buttons for users based on device and location using Duda’s Campaign URL rule.
Conclusion: Customers Want & Expect Personalization
Not only are visitors willing to engage with sites that have been personalized in some way, it has also gotten to a point where they’re expecting it. Therefore, if a website’s content can be changed to engage a specific type of customer or visitor, a business can (and should) build a personalization rule around it.
While we have included some impressive stats in this blog, they are just a small fraction of the overwhelming amount of evidence out there that makes the case for website personalization. More often than not it’s worth the time and investment for businesses to add personalize rules to their sites. And thanks to the simple, straightforward user interface of our personalization engine, minimal time is needed to get a big return.
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