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How Website Personalization Increases Sales and Loyalty

By Deborah Kurfiss, Umbrella Content Marketing Director on Jun 30, 2023

Let’s talk about why website personalization can make such a difference to a business’s bottom line.  Have you ever received a gift that was perfectly suited to your taste, style and personality? Or an email that addressed you by your name and offered you something you were interested in? Or a meal that was customized to your preferences and dietary needs?

If you have, then you know how good it feels to be treated as an individual, not as a generic customer. You feel valued, appreciated, and understood. You feel more connected to the person or brand that gave you that personalized experience.

That’s the power of personalization. And it’s not just limited to gifts, email, or meals. You can also use personalization to create unique and engaging experiences for your clients’ website visitors.

What Is Website Personalization?

Website personalization is a strategy used by marketers to create unique experiences that include tailored recommendations, dynamic content and exclusive offers for their customers. It’s configured based on a visitor’s behavior on the website, their demographics and their interests.

The primary goal of website personalization is to enhance the user experience by addressing customers’ needs and desires to grab their attention and give them what they want.

Have you ever walked into your favorite coffee shop only to find your favorite blend already waiting for you on the counter? The barista was creating a personalized experience for you — he recognized your car in the parking lot and started your order before you placed it.

But how do you personalize your clients’ websites? And why should you?  Let’s get into it.

Why Should You Personalize Your Website?

Personalizing your clients’ websites has many benefits for their businesses and your customers. Here are some of them:

  • You can understand your clients’ customers better.By collecting and analyzing data from website visitors, you can learn more about their needs, interests and pain points. This can help you tailor your products, services and marketing messages to match their expectations and solve their problems.
  • You can increase the engagement.By showing content that is relevant and interesting to your clients’ visitors, you can capture their attention and keep them on the website longer. This can reduce bounce rate, increase page views and encourage repeat visits.
  • You can improve customer loyalty.By recognizing and rewarding your clients’ customers with personalized offers, discounts or recommendations, you can make them feel valued and appreciated. This can increase their satisfaction, trust and loyalty to the brand.
  • You can make your CTA more efficient.By using personalized call-to-action (CTA) buttons or pop-ups, you can motivate your clients’ visitors to take the desired actions. For example, you can show a different CTA based on the visitor’s stage in the sales funnel, such as “Learn More”, “Sign Up” or “Buy Now.”
  • You can provide more relevant product recommendations.By using website personalization tools, you can show product recommendations that are based on the visitor’s browsing history, purchase history or preferences. This can help you cross-sell or upsell your clients’ products and increase the average order value.
  • You can create high-converting landing pages.By personalizing your clients’ landing pages for different segments of visitors, you can increase their relevance and effectiveness. For example, you can show different headlines, images or testimonials based on the visitor’s location, device or source.
  • You can help with the lead nurturing process.By personalizing your website content for different stages of the buyer’s journey, you can guide visitors from awareness to consideration to decision. You can also use personalized email campaigns or chatbots to follow up with your leads and move them closer to conversion.

 How to Personalize Your Clients’ Websites

There are many ways to personalize websites, but here are some general steps to follow:

  1. Choose your website personalization tools.Website personalization tools can help you collect, analyze and use data to create personalized experiences for your visitors. You can choose from the tools we list in the next section, do your own research to find what you need or look to Umbrella White Label website services to do the work for you.
  2. Set up your website personalization tool.Once you have chosen a tool, you need to set it up on your client’s website. This may involve installing a code snippet, connecting your client’s analytics platform or integrating with a CRM or email marketing software.
  3. Define your goals and metrics.Before you start creating personalized experiences, you need to know what you want to achieve and how you will measure it. For example, do you want to increase conversions, sales, retention or referrals? How will you track these outcomes?
  4. Collect and analyze data from your visitors.To personalize your website effectively, you need to have data about who your client’s visitors are and what they do on your website. You can use tools like Google Analytics or Adobe Analytics to collect data such as demographics, location, device type, behavior, interests and more. You can also use tools like HubSpot or Segment to integrate data from your CRM, email marketing, social media and other sources.
  5. Segment your client’s audience and create personalized experiences.Based on the data you have collected and the tool you have chosen, you can segment your client’s audience into different groups based on their characteristics or criteria. Then you can create personalized experiences for each segment by showing them different content or elements on your website. For example, you can show different products, offers, or content based on the visitor’s location and previous behaviors on the site.
  6. Test and optimize your personalized experiences.To make sure that your personalized experiences are working well and achieving your goals, you need to test and optimize them regularly.

Website Personalization Tools

There are many website personalization tools available in the market, but here are some popular ones.

  • Optimizelyis a platform that allows you to run experiments and optimize your website for different segments of visitors. You can use it to test and personalize your content, layout, design, and features based on various criteria 1.
  • Google Optimizeis a tool that integrates with Google Analytics and lets you test and personalize your website for different audiences. You can use it to create and compare different versions of your web pages and see how they perform.
  • Personyzeis a tool that enables you to personalize your website based on the visitor’s behavior, interests, location, device and more. You can use it to show personalized content, recommendations, offers, pop-ups and banners.
  • HubSpotis a platform that helps you manage your marketing, sales and customer service. You can use it to personalize your website based on the visitor’s lifecycle stage, source, industry and more. You can also use it to create personalized email campaigns and chatbots.
  • Dynamic Yieldis a tool that helps you create personalized experiences across your website, mobile app, email and ads. You can use it to show personalized content, recommendations, offers, pop-ups and notifications based on the visitor’s behavior, preferences and context.
  • Salesforce has a tool it acquired that was previously called Evergage that helps you deliver real-time personalization across your clients’ websites, email, mobile apps and web push notifications. You can use it to show personalized content, recommendations, offers, pop-ups and surveys based on the visitor’s behavior, intent and profile.

Website Personalization Examples

To inspire you and give you some ideas of how to personalize your website, here are some examples of website personalization done right by some brands:

  • Netflixpersonalizes its website based on the user’s viewing history, preferences, ratings and profile. It shows personalized recommendations of movies and TV shows, and shows that the user might enjoy. It also shows personalized banners and thumbnails based on the user’s taste.
  • Amazonis famous for personalizing its website based on the user’s browsing history, purchase history, wish list, cart value and profile. It shows personalized recommendations of products that the user might be interested in or need. It also shows personalized offers or discounts based on the user’s loyalty or purchase frequency.
  • Spotifypersonalizes its website based on the user’s listening history, preferences, mood, genre, and profile. It shows personalized playlists of songs that the user might like or enjoy. It also shows personalized banners and pop-ups based on the user’s activity or context .
  • Airbnbpersonalizes its website based on the user’s location, search history, destination, dates and budget. It shows personalized listings of places to stay or experiences to enjoy based on the user’s criteria. It also shows personalized banners and pop-ups based on the user’s activity or context
  • Sephorapersonalizes its website based on the user’s beauty profile, purchase history, wish list and loyalty status. It shows personalized recommendations of products that match the user’s skin type, tone and preferences. It also shows personalized offers or discounts based on the user’s loyalty level and typical cart value.

Ready to Get Started with Website Personalization?

Website personalization is a powerful way to create unique and engaging experiences for your website visitors. By personalizing your website based on your visitors’ data, behavior and preferences, you can make your clients’ websites more relevant and engaging and at the same time increase conversions and sales.

However, website personalization is not a one-time thing. It requires ongoing planning, testing and optimization to make it effective and successful. You also need to have the right tools and data to personalize your website properly.

If you need help with website personalization, contact Umbrella for a free consultation about our white label website services. We can help you create personalized experiences for your clients’ website visitors that will grow their businesses. Fill out this web form or call us at 1 (866)760-2638



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