Why personalize your website to people?
Personalization leads to on average 19% uplift in sales.
1. Personalize based on your visitor’s location
Is your visitor in Minneapolis? Show a picture of the stone arch bridge.
Is your visitor in San Fransisco? Show a picture of the Golden Gate Bridge.
What does this kind of level of detail say about your company – actually people won’t attribute it to your company, but they will feel like the website is for them – for their area, and potentially be more likely to spend time and money with you.
2. Whenever possible, greet your customer by name
Does your site or tool have a dashboard? Why not say ‘Hello James! Happy Monday!’ or whatever name that they have in their account? These kinds of little touches can help make the experience in your site more comfortable and fulfilling for your customers.
It’s a well known stat that personalization is huge in e-mail marketing, in fact 74% of marketers say targeted personalization increases customer engagement.
3. Allow them to drag and drop certain features – if you have a dashboard or other widgetized area
This applies more to websites that have an interface, but more and more companies with a Software as a Service offering allow you to customize the dashboard so that things the person cares about are up at the top and prioritized.
An amazing example of this is the web application DashThis – which I use for clients that want to monitor their Analytics / Search Console etc. but don’t want to have to sign in to do it. By creating a customized dashboard with real-time data – I don’t have to recreate the wheel every time we just need to know where the visitors and click-through-rate is at.
But the point is that – if you have some kind of widgetized dashboard on your website that you offer, consider allowing the placement of the individual modules to be re-arranged.
4. Optimize the content based on the referral source
Hubspot brilliantly lays it out how you might want to change content based on where the visitor to your site is coming from –
If your visitor came to your landing page organically from search, the content might make sense like this:
But if the visitor came from Twitter – it might make sense to add as section that prioritize ‘Tweet this!’ links:
Overall, figuring out ways to maximize the effectiveness of your website by personalizing it to visitors will help you get a better understanding of the segments of customers you have coming – and how you can sell more. Best of luck!