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Many customers are used to receiving personalized offers. Whether it's online shopping, their news feeds or social media, it has become a must-have for them.

 

Personalization has become so important that 41% of customers are now switching companies because of poor online personalization. This is very important. To give you an idea: in the e-commerce industry, poor personalization represents a loss of nearly $756 billion a year.

 

With an increasing amount of online content competing for customer attention, many organizations are now relying on personalization as a way to differentiate themselves from the competition. Achievable only with in-depth customer data, this practice not only captures the minds of customers, but also keeps the communication between the organization and the customer relevant.

 

Fortunately, we now have the data, tools and know-how to provide a personalized experience and make each visitor's journey through the site unique to their preferences and needs.

Allows you to offer more relevant product information. Use the data you collect to provide fresh and relevant content for your visitors.

 

  • Helps you better understand your customers. Once you know who your visitors are, you can categorize them and provide them with web pages that meet their needs.

  • Increases the amount of time on your site. Showing your audience the content and information they want to see will encourage them to stay longer.

  • Saves time in the sales department. Create marketing campaign streams that segment audiences for the sales team and get more qualified leads.

How to choose the best service for website personalization?
 

What is website personalization?
Website personalization is essentially the process of creating a personalized experience for site visitors. In other words, instead of offering one-size-fits-all features, a personalized site will match the characteristics or needs of the visitor and provide a unique experience.


Why is website personalization important?
Many customers are used to receiving personalized offers. Whether it's online shopping, their news feeds or social media, it has become a must-have for them.

 

Personalization has become so important that 41% of customers are now switching to another company because of poor online personalization. This is very important. To give you an idea: in the e-commerce industry, poor personalization represents a loss of nearly $756 billion a year.

 

With an increasing amount of online content competing for customer attention, many organizations are now relying on personalization as a way to differentiate themselves from the competition. Achievable only with in-depth customer data, this practice not only captures the minds of customers, but also keeps communication between the organization and the customer relevant.

 

Fortunately, we now have the data, tools and know-how to provide a personalized experience and make each visitor's journey through the site unique to their preferences and needs.

 

What are the benefits of website personalization?
Allows you to offer more relevant product information. Use the data collected to provide fresh and relevant content for your visitors.

 

  • Helps you better understand your customers. Once you know who your visitors are, you can categorize them and provide them with web pages that meet their needs.

  • Increases the amount of time on your site. Showing your audience the content and information they want to see will encourage them to stay longer.

  • Saves time in the sales department. Create marketing campaign streams that segment audiences for the sales department and get more qualified leads.

 

Optimized landing pages

Your website landing pages typically represent a visitor's first interaction with your brand identity. They represent what visitors expect. Adding a personalized approach to such pages, such as addressing visitors by name or greeting them with "Good Morning" at the appropriate time of day in their native language will not only impress them, but also make your site stand out.

 

Better Conversion of Calls to Action
Calls to action are one of the best ways to entice visitors and encourage them to take action on your site. A good, carefully crafted call to action can entice visitors to your website to start a free trial, read a blog post, take a survey and even watch a demo that might otherwise interest them the least.


Recommendations for more relevant content
Recommendations of irrelevant content can be very annoying. It's like someone trying to sell you a product you're either not interested in or already have.

 

To take maximum advantage of website personalization and keep visitors from leaving your site, recommend content that interests them. Use your collated data to personalize their expectations. Show them fresh and relevant products, services or content. This can not only keep them from leaving your site, but also increase their time spent on it, increase customer loyalty and ultimately increase retention rates.

 

Expanding client commitment on a site 

At the point when you give your guests what they truly need, they will in general keep close by longer. A genuine illustration of the equivalent can be seen in expanded review time on media destinations like Netflix or Youtube due to customized suggested content. 

 

How would you begin with site personalization? 

Personalization is the craft of let your guests know that they are important; their unequivocal presence on your site matters; and you guarantee to furnish them with content explicitly made for them. 

 

Kinds of site personalization 

 

1. Unequivocal site personalization 

Unequivocal personalization happens when the site experience is tweaked by models set by guests themselves. For instance, Nikon.com unequivocally customizes the experience of its guests by requesting that they pick their geographic area. The stage stores these settings in treats, permitting guests to skirt this progression on a second or ensuing visit 

 

2. Verifiable site personalization 

Verifiable site personalization can be isolated into two classifications: conduct based personalization and setting based personalization. 

 

3. Conduct based site personalization 

This kind of personalization depends exclusively on the connection between a client's perusing history and site content. Certain personalization typically depends on an immense measure of information and metadata to modify the cooperation between the two destinations and proposition a customized insight. 

 

4. Relevant personalization. 

Relevant personalization ordinarily customizes a guest's experience dependent on the setting in which they are seeing your site. The setting can be founded on the hour of day or the climate outside, or in view of if watching a video is more charming than perusing composed text, and so forth.

Google is an incredible guide to clarify logical personalization. The web index recommends activities or bearings dependent on the guest's present area and time, instead of introducing information with no necessary evil. At the end of the day, Google utilizes setting to show applicable data, making the guest experience considerably more customized and significant.

 

How to personalize your site
Start the process of personalizing your site, and everyone will recommend "goal setting" as the first and most important step. But we have a slightly different process.

 

When it comes to personalizing your site, you can't personalize the visitor experience until you get the right information about your visitors in response to what you're planning. The more you know about your visitors, the more personalized content you can create and add to your site, and the better you can convert and sell.  

 

So, here's how we define the ideal process for personalizing your site.

 

Step 1: Collect visitor data

In a dynamic and customer-centric marketplace, the ability to capture the attention of prospects while collecting the right data and using it effectively to fine-tune marketing strategies is key to offering great customer service. In addition, companies that can use this knowledge to their advantage outperform their competitors by 85% in sales growth and 25% in gross margins.

 

As you begin to formulate your website personalization strategy, it's important to think about what visitor data you need to understand your prospects.

 

Step 2: Profiling your visitors
Once you've gathered all of your visitors from all relevant sources, the next step is to create customer profiles. A customer profile, also known as a persona, serves as a comprehensive guide that details the methods and techniques you can use to reach your ideal target audience. This gives you a structured look at your customers' goals - what they are looking for on your Web site - which can then help you create personalized messaging strategies that they will love.

 

Step 3: Set your goals
This is where you begin to set goals for each of your customers and your website. Goals can be anything from increasing conversions to reducing the bounce rate, making it easier to discover products/services to encouraging repeat purchases and more. In addition, your goals can vary for different audience segments, by industry and organization, and even by location.

 

As you assess your customers' behavior with qualitative and quantitative analytical tools and all the data you've collected so far, you've realized that you still don't have a clear picture of your target audience. This is where customer profiling becomes important.

 

But before you go any further, make sure you have answers to all the goal-setting questions that arise in your head. Some of them might be:

  • What doubts are you trying to correct here?

  • What is the best way to interact with your site visitors?

  • Is there a preferred language you should focus on to satisfy your target audience?

  • Are there any specific areas where your users will best respond to your personalization efforts?

  • It's important to connect all the missing dots. When you're done analyzing why and how to set goals, you'll have a clear idea of how to proceed.

 

Step 4: Prepare a strategy
This is practically the step where you begin your personalization journey - prepare solid strategies to personalize your customers' experience.

 

At a basic level, there should be five pages on your priority list. These are:

 

Homepage:
Your homepage is one of the most important pages on your website. Adding a personalized touch to this page can help attract new customers as well as loyal ones.

 

Product page:
This is where you can attract customers by showing them products that are similar to ones visitors have purchased in the past or that may spark interest because they are related products or are often purchased together.

 

Search results:
In most cases, when a visitor searches for a particular product or service using the search button on a site, he or she will be presented with many results. Visitors must navigate through these populated results to find what they want. Adding a customized approach to this element of the web page can make a big difference in terms of conversions.

 

The search results page is missing
Every time a visitor is taken to a page with no search results, they are presented with a template message that says "No Results Found." This usually upsets the visitor, causing them to leave your site and go to a competitor. Adding some product recommendations on this very page based on visitors' browsing history can keep them on your platform, reviewing other products and making purchases.

 

Shopping cart page.
The shopping cart page is another area where you can personalize your customers' experience by showing them popular products, related products, resaleable products, and accessories. In addition, you can allow customers to quickly add items to their cart without leaving the cart page.

 

Step 5: Measure success
Using the right metrics to measure the success of your website personalization is very important. Not only in terms of displaying the effectiveness of your campaigns, but also to determine your ROI channels and whether they are working in your favor.  

 

In general, website personalization efforts can be measured at three different stages: early, middle and late.

 

Early Stage Metrics.
These metrics are typically used to show the impact of website personalization - whether or not they generate customer interest and engagement on your website.

 

Consider measuring the following:

  • time spent on the site: helps track the amount of time a visitor spends on multiple pages on your site.

  • frequency of visitors. This metric tracks how many times the same visitor has visited your site. Repeated visits are usually considered a good indicator of interest.

  • Content consumed/pages visited: This metric helps you check the amount of content a visitor uses, or the number of pages they view per visit. The higher the number, the better.

  • number of new and returning visitors: while this doesn't help track activity on your site, it's still an interesting metric to track trends.

  • time spent on a single page: This metric tracks the amount of time a particular visitor spends on a single page. 

 

Intermediate metrics.
These metrics are more focused on attracting the right visitors who will interact with your brand and enter your database as qualified leads. Finding more of the right visitors is one of the key benefits of implementing website personalization, which is why every brand should track and measure. 

 

Here are some common metrics for the intermediate stage:

  • Number of actions taken on the site: when a visitor comes to your platform and fills out a form - whether it's a coupon, content, product/service information or a subscription to your mailing list - you get more actionable information about them. 

  • Direct user feedback: this is where people can tell you whether they like or dislike their buying experience. This can be done in a variety of ways: survey forms on the website, forms in emails sent to the customer, chats on the website, direct phone calls, etc.

  • Quality of visitors: measuring the quality of your visitors in terms of whether they are what you originally intended to target (customer segments, as defined above) can help you understand many things.

  • Improving ROI: The main goal of website personalization is to personalize every web page that people can potentially reach. Tracking the increase in conversion rates from these pages can help measure the success of your goals.

 

Late-stage metrics
Website personalization not only helps you achieve your business goals and increase your ROI, but it also helps you see its impact on your brand's overall performance compared to your competitors.

 

Here are some late-stage metrics you should be tracking:

  • Opportunity. While this is more of a B2B-focused metric, it helps determine how website personalization actions can fill your sales pipeline with countless opportunities. It's also one of the most effective metrics for examining your ROI efforts.

  • Revenue attribution: this metric is more in line with the consumer in nature. It measures the amount of revenue generated from website personalization activities, typically encompassing on-site purchases as well as, if applicable, immediate offline purchases.

 

As marketing continues to improve and become more effective each year, so does the competition. As a result, this influx of competition definitely overwhelms the space, so it's more important than ever that your business stand out from the crowd. Thanks to website personalization tools, this goal is easily achievable. All you have to do is know which website personalization tool is right for your business and your goals. Because once your customers are happy, your revenue will grow, which is a fair win-win situation!