Simply put, rather than sending visitors to a “one-size-fits-all” homepage, website personalization gives your users a customized experience based on data points that you determine. You can change the look, features and other info displayed on your site to target a specific group of visitors. Not only does this help your users find what they are looking for, but it also increases the likelihood that they’ll visit your site in the future.
As technology continues to move at warp speed, personalization is becoming more and more prevalent. Website trends are shifting in the direction of personalization. In order to stay relevant, companies must seriously consider implementing this beneficial technology.
How to Integrate Personalization
In order to make the most of personalization, you’ll first need to divide your audience into segments. A segment is a group of people who share one or more common characteristics, such as preferences, location, demographics or browsing activity.
Next, take a close look at each target segment and its unique needs. You’ll also want to review your current site analytics. This will help you gain a better understanding of how each target audience group uses your site. After that, you can use the information to guide the navigational hierarchy. This ensures that your user experience is top notch.
Lastly, you’ll want to create quality content that appeals to each of your target segments to keep them fully engaged. This can include graphics, messaging and unique landing pages.
The Benefits of Website Personalization
This tried and true strategy offers lots of benefits. Here’s our top list of reasons why you should implement personalization on your website:
- Helps visitors find what they’re searching for faster
- Provides a better understanding of your visitors’ needs and intentions
- Keeps users on your site longer
- Fosters a positive association with your organization
- Increases user satisfaction
- Encourages visitors to return to your site again
Let’s move on to email personalization. According to Statista, the number of email users worldwide was 3.9 billion in 2019 and is expected to grow to 4.48 billion by 2024. These numbers clearly illustrate that email is here for the long haul.
Email marketing is rated as one of the most effective digital strategies out there. Yet, the average email user is bombarded daily with a flood of messages. How can your organization’s message be heard through all the noise?
How to Make the Most of Email Personalization
There are quite a few ways to harness the power of personalization in this arena. Here’s a few of our favorites:
Use segmentation. Divide your audience into logical groups. This is the same approach we mentioned previously. Keep top of mind what each user’s intentions are. This will help you more accurately create target groups for different content.
Use dynamic content. This is content that changes based on the behavior, interests or preferences of a user. It’s a similar approach to the custom-tailored experience we mentioned previously with websites. You can create one email with customized sections for each targeted customer segment. The dynamic content is specific to each audience group.
Be Cognizant. Where are your website users located? You can segment your visitors into different time zones so each group is receiving your email at an ideal time of day. Use customer data to determine subscribers’ past open histories and then schedule future emails at the best time for your subscribers. You can use A/B testing to find the optimal time to send your emails.
In a saturated marketplace, personalization is a powerful strategy to engage and retain visitors. Greenleaf Media’s team has helped hundreds of clients better understand and reach their target audiences.
If you’re interested in making the most of personalization, contact the experts at Greenleaf Media today.