Utilizing Website Optimization Tools for Better Conversions
In a world with 1.94 billion websites, businesses not only need to build a good-looking website and publish fresh content, but they also need to invest in website personalization to resonate with modern website visitors.
If you haven’t started personalizing your website or e-commerce site, you should start as soon as possible. According to Accenture, 75% of customers want to purchase from businesses that:
- Know their customers by name
- Remember their past purchase
- Recall their purchasing history
What is Website Optimization?
This is the process of creating a customized experience for website visitors. Rather than providing a single, broad experience, website personalization allows businesses to present website visitors with a unique experience tailored to their needs and desires. Website personalization attempts to use data to take that same offline level of one-on-one attentiveness and translate it into the digital world.
Why Is Website Personalization is Important?
Many consumers have grown accustomed to receiving personalized experiences when shopping, and scrolling through news feeds and social networks. Consumers’ expectations have grown so high that businesses that want to improve their sales are changing strategies to address this need directly. 80% of consumers are more likely to buy from a brand that provides a personalized experience.
Ways to Boost Conversions With Personalization
When talking about web personalization, one thing is sure; it can help your site convert better when used well. There are multiple ways to use web personalization to achieve better conversions. Econsultancy found that 94% of businesses experienced a rise in conversion rates after personalizing their websites. Personalization has an impact on conversions when done right.
Here are the most useful tips to help you use web personalization to boost conversions.
1. Collect Data
Personalization starts with collecting data. You need to know more about current customers before you can serve them a personalized experience.
Track page views and number of visits
- Getting qualitative data can help you figure out precisely what people are doing on your site. Once you figure out which pages they visit, now you can use past page views history to help personalize messages on the page they are on. Another way is dependent on visits. Display different offers to appeal to different customers. The offer used to appeal to first-time visitors should not be similar to the one used to entice returning visitors, preferably including recommendations based on their past visits.
- Pop-up overlay works. Pop-up welcomes and slide box opt-ins when used well; they can provide invaluable data and useful in personalizing the visitor’s experience, which will result in high conversions. Match the message in the pop-ups with the page the visitor is on; they will be more likely to click on them.
- Once you have a sizeable database and audience, try a customer survey. Surveys are not only useful for marketing but also better-personalized web results for the visitors. Survey responses are added to each customer database, essentially segmenting themselves.
2. Segment Your Audience
Website visitors are different, and now with data, you can recognize those differences to tailor your marketing for better results. You can segment your audience by tag and filters or by creating smart lists.
With web optimization tools like Google optimize, running your A/B tests and segmenting your website visitors becomes even more accessible, as it has segmenting features built-in. You will end up with visitors segmented into different core groups, and then you can create personalized messages for each one of them.
3. Use Dynamic Content
Another effective personalization technique is to deliver dynamic content based on a few criteria;
- If you don’t have data about the visitors, the time of the day can help you personalize the message. When one visits in the morning, they can see a background of a cup of tea, for example. This isn’t just limited to changing backgrounds depending on time, but also includes events and holidays. If they visit during off-work hours, instead of showing office phone numbers, show contact forms for them to fill, and you can get back to them once business hours resume.
- When not catering to location-specific customers, you need to personalize product recommendations, promotions, contents, rates, and events. You want visitors to see content relevant to them, depending on where they are located. For example, for those locations experiencing winter, they get to see more jackets and boots, while those in warm climates, they see warm stuff.
- Personalization based on device type is more than just designing a mobile responsive site. There are many tools like Google optimize that help you personalize the experience for mobile and tablet visitors to convert.
- You can use a referral source to segment your visitors. When personalized, someone visiting your site from a marketing email and social media will see different landing pages. You can create a single landing page, then customize the content based on where they were referred from.
These are effective personalization techniques to micro-target customers and visitors on your website to give them a unique experience. If your business website needs a face-lift or update, EVERNET can certainly help. We will boost conversions by helping you give your customers and visitors to your website a personalized experience.
Eric is a Business IT cybersecurity advisor, consultant, manager, integrator, and protector who founded EVERNET in 2007. Eric co-hosts a podcast called “Finance and Technology Insights by Brian & Eric” on YouTube. Eric is a regular contributor to the EVERNET blog, writing about the latest technology news and providing his expertise in cyber security prevention and management.