Website customization is the key to internet marketing today. With the right tools you can customize your website to each visitor’s needs and preferences and increase customer happiness, engagement and conversions. This article covers features, benefits and things to consider when choosing a tool for your business that uses website personalization software.
What is Website Personalization?
The practice of creating unique experiences for website users based on their behavior, interests and demographics is called website personalization. This can range from showing personalized offers and content to changing a website’s design to suit each user. The goal is to increase user happiness and conversions by making every visitor feel like the website was made for them.
Why Website Customization Matters?
Website personalization is popular. Personalized experiences are unique in a world where consumers are bombarded with generic one-size-fits-all content. It shows a business cares and understands its customers which builds customer loyalty and trust. Plus customization can deliver measurable business results such as:
More Conversions: Visitors will respond better to personalized content and offers and will be more likely to buy, subscribe to a newsletter or fill out a form.
More User Engagement: Visitors will stay on a website longer, see more pages and come back when they feel it’s relevant to them.
Better Customer Experience: Personalization reduces friction, makes for a seamless and happy user experience and speeds up time to get what users are looking for.
Features of Website Personalization Software
When choosing website personalization software you need to consider the features that will help you achieve your business goals. What to look for are:
- Behavioral Targets
With behavioral targeting you can segment your audience based on how they interact with your website. With this you can show offers, recommendations and personalized content based on previous website usage including pages visited, products viewed and time spent on site.
- Comparative Testing
To test different personalization strategies and see which one works best A/B testing is a must. You can optimize your website to improve user experience and conversions by testing different layouts, designs and content.
- Dynamic Content
Website elements with dynamic content are those that change instantly based on user data. This could be location based discounts, personalized product recommendations or greetings. Your website will always be relevant to each visitor at every touchpoint with dynamic content.
- Consolidation
To get the most out of website personalization software you need to integrate it with other tools and platforms. Look for software that can integrate with the eCommerce, email marketing, analytics and CRM you already use.
- Reporting and Analytics
With analytics and reporting you can see how your customization is performing. These insights are key to knowing what works, what doesn’t and to prove the return on investment of your personalization strategy.
What to look for in a business tool
Choosing the right website personalization tool for your business can be overwhelming with so many options out there. When you’re choosing look for:
- Business Goals and Needs
Define your business needs and goals first. Are you looking to improve user engagement, increase conversions or improve the customer experience overall? If you know your goals choosing a tool will be easier.
- Usability
The tool you use should be user friendly even for non technical team members. Look for a user friendly interface, detailed instructions and good customer service.
- Flexibility
Your website customization needs will change as your business grows. Choose software that can grow with your business and add more advanced features and functionality as needed.
- Cost
When choosing website personalization software consider your budget. While some tools are free to use and allow minimal customization others have a cost. Make an informed choice by weighing the cost against the return on investment.
Website Customization Software Options
Best website customization software are:
Optimizely: A/B testing and experimentation For companies that want to use data driven customization to optimize their website Optimizely is a great tool.
Dynamic Yield: They offer a full range of personalization solutions including advanced analytics, dynamic content and behavioral targeting. For companies that need to deliver large scale highly customized experiences.
Adobe Target is part of the Adobe Experience Cloud. A flexible personalization tool that works with other Adobe products is Adobe Target. For enterprise level companies.
Segment: Segment is a consumer data platform that lets you collect, combine and use your data to create customized experiences. Integrates with many platforms and marketing tools so great for companies of all sizes.
Summary
In today’s digital world website customization is no longer a nice to have but a must have. With the right website personalization tools you can create experiences that engage your visitors, convert and build long term customer loyalty. You’ll be ready to deliver a customized, interesting and memorable online experience if you remember the features, business needs and budget we covered above.
