Well, because you cannot afford not to.
The idea of personalization has been with us for decades if not centuries. You walk into a shoe store and the staff welcomes you by saying “Hello! How can I help you?” You say you are looking for a pair of running shoes and they say “Sure, we have some brand new models that are very exciting! Let me show you.”
That is personalization – the people at the store found out what You want and led You directly to it. That way businesses not only improve their customer service, but also increase the probability of you finding what you were looking for and buying it from them.
Personalization is such a basic concept that we barely notice it in real life. Then why not apply it to the Internet, as well? Not personalizing your website is the same as leaving your customers wander inside your store on their own. They might still find what they are looking for, but if they don’t, you just lost a potential client to the competition.
How Website Personalization Works
In the above example face-to-face interaction made it easy for the staff to find out what was the customer searching for. Unfortunately, it is not that easy for online businesses.
People are different. They have different tastes, behaviors, beliefs, experiences, you name it. Showing the same content to all of them is like offering only one shoe size. It won’t fit most.
So, you have to personalize or you risk losing sales. But you cannot attach someone to everyone, who happens to be browsing your website. In fact, even if you could, it would only make the experience more annoying for the user.
How to do it without sending potential customers away? By monitoring two factors – who they are and what they do on your website.
Who and What
You don’t need to know your users’ names and addresses to offer them personalized website content. Who you visitors are has more to do with factors such as where they are from – country and/or city, are they new or returning visitors, are they browsing on a phone, tablet or desktop, etc.
What is all about the browsing behavior of the users – have they visited a specific page only once or more than once, are they browsing on a specific date of the year, on a specific day of the week, at a specific hour of the day?
All that information is tracked and stored in the web browser of the user. It allows you to segment your user base into homogeneous subgroups according to certain criteria. Next time your website will recognize in what group a user fits and will show him/her content accordingly.
Personalization in Practice
- you are offering next-day delivery to users browsing from France or another specific country, where you can afford to do it
- you are offering a free gift to first time users as a way to say ‘Welcome’
- you want to congratulate your American users and launch a special promotion on July 4th
- you sell sporting goods online and want to show the new snowboard models to people, who have already visited pages related to winter sports
The possibilities for website personalization are endless and so are the benefits. Personalized content leads to better user experience and higher engagement, which translates into higher conversion rates and more sales. In the end, that is the goal of every online business. And the Personalization WP plugin by Flowcraft can help you get there.