Websites are more than digital storefronts; they are oftentimes the face and heart of a brand. (A face that customers judge in seconds.)
Websites must feel trustworthy, capture consumer insights, nurture customer relationships, and leave a fantastic impression. How can you leverage your website to better serve your customers?
Personalize customers’ online experience
Brands taking care to understand their customers’ behavior and digital journey across all channels can fine-tune their site to deliver on its promise. They can provide customers more relevant website content, target promotions and products toward individual needs, and take lead nurturing and prospecting to an unparalleled level.
By personalizing online experiences, we engage customers on a far more intimate level and dramatically increase the likelihood they’ll convert. Personalization hinges on identifying website visitors and capturing customer insights in an actionable database.
Identifying website visitors
People arrive on your site for various reasons and with different goals. You cannot deliver customers personalized content, products, or promotions if you cannot differentiate their needs from everyone else’s.
Developing user personas and mapping out a customer journey are two ways to gain insight into the actions, motivations, and challenges that make individual visitors different from one another. Small tweaks to your site can power it to capture insights about your customers, like their interests and turn offs, so you recognize them on arrival.
Capture website behavior in an actionable database
Your website is way more than a pretty face. Think of your site as a tool to capture and leverage customer insights.
Website tracking code can be added to product categories and pages to help you follow customers’ path throughout your site and pinpoint opportunities to make this experience more intuitive and attractive.
Offline insights, customer history, and demographic data should also be used to segment website visitors. Integrating that data with a content management system (CMS) empowers your website and email service provider (ESP) to deliver personalized content.
Let’s say my website sells basketballs and golf clubs. The golfers don’t care about basketballs and vice versa. If I apply website tracking code across my website, I can identify site visitors as my basketball player audience when they click on the basketball product category or any of the basketballs.
By capturing their website actions, I can send emails focused solely on the basketballs they checked out on my site. When they click my email to arrive back on my website, I can dynamically display coupons for that same brand of basketballs on the homepage.
My golfer segment, meanwhile, will never be bothered by irrelevant basketball content. Every opportunity I have to reach and engage them will be devoted solely to selling golf clubs. I’ll never waste a connection with either segment by giving them content that doesn’t resonate.
In addition to website tracking, you can request data directly via a feedback form on your site, survey visitors via a popover, or ask customer preferences at checkout. Progressive webforms (asking for information slowly, over multiple visits) can be built in many content management systems (marketing automation tool Silverpop makes this easy).
Personalization in action
Sound impossible? Whereoware leverages data to power personalization all the time!
For example, our client Nutricia sells products and offers content resources for people requiring specialized diets. Their site visitors include health care providers, people with diet needs, and their families. The dietary considerations differ by ailment and also by age.
Whereoware integrated Nutria’s content management system EPiServer with their marketing automation tool and database Silverpop to help Nutricia identify visitors and deliver dynamic, personalized content. The EPiServer/Silverpop integration allows both emails and website content to dynamically change messaging + imagery based on age and health condition, so that customers with specific conditions see content + products relevant to their unique needs. The result is a truly personalized experience and increased page views 52%. See this personalization success story in action.
What are you waiting for?
Make each interaction with your customers count by speaking specifically to their needs and interests. Capture behavioral data in a centralized database, use this data to identify site visitors, and then target them with relevant, personalized resources and promotions.
Get in touch with us if you need help or want to talk through how personalization can enhance your online business.