Home » 4 Ways Website Personalization Can Improve the Customer Experience

4 Ways Website Personalization Can Improve the Customer Experience

Lindsay Tjepkema
Lindsay Tjepkema , Global Head of Content , Emarsys

We all live in the age of personalization. Consumers yearn for a hyper-personalized buying experience, and thus a relationship with a brand. A plethora of B2C e-commerce marketers have taken steps to provide their consumers with personalized experiences, through exceptional customer service (Nordstrom), wonderful email marketing campaigns (Warby Parker), and social prowess (Everlane).

While B2C marketers invest big in these channels, they tend to ignore a vital piece in the personalization puzzle: the website. While this seems like a no-brainer, it is often forgotten.

According to DynamicYield, over 70% of companies fail to personalize their websites. In the following post, we’ll explore four ways web personalization can improve the customer experience and kick personalization efforts into high gear.

1. Leverage Behavioral Data

According to DynamicYield, 74% of online consumers experience frustration with websites when content appears that has nothing to do with their interests. With the amount of technology that exists nowadays to track consumer behavior, there exists massive opportunity in web personalization. Amazon, for example, has done an exceptional job of leveraging their knowledge of their user base’s purchase patterns, as illustrated below.


2. Optimize Content Based On Referral

When it comes to delivering more personal, optimized experiences, knowing where visitors are coming from plays a huge role in how a brand should present information on their site.

As quoted in a previous post on the importance of adopting an omnichannel approach to marketing, Daniel Eisenhut, Head of Professional Services at Emarsys, said: “Customers behave very differently according to the channel, both in terms of responsiveness and in buying strategy; fitting that into a multi-step communication framework is the challenge we currently face.”

If a consumer is driven to a site via a Twitter link, a brand should consider making the landing page Twitter-friendly, or even Twitter-specific. Microsoft does a great job of this, as illustrated in the below two landing page examples. The first is the standard page a visitor sees upon navigating to the website. The second is a personalization example based on a user reaching the page through a tweet.



3. Location-Based Personalization

The world becomes smaller and smaller by the day, thanks to the proliferation of interconnected networks like LinkedIn and Facebook As a result, marketers must keep each network in mind when marketing, as well as other factors including send time and individual behaviors.

MarketingSherpa reported that companies increased their click-through rate by over 11% when they switched from sending email blasts, to personalizing send-times based on time zones and past opening behaviors. If consumers are taking the extra step to click through an email, marketers should reward them by taking the extra step to personalize the landing page to which they are directed. The messaging should tailor to the time zone and geographical location of the recipient.

4. Personalized Product Recommendation

Rather than trying to design a website that spoke to everyone all at once, Sales Benchmark Index used personalization to create individualized content experiences for different persona profiles.

This website personalization tactic is fueled by purchase patterns, but it’s impact is felt by converting browsing customers into buying customers. Nordstrom employs a web personalization tactic to assist in the upsell process as the visitor is browsing.

Instead of using the wording “Related to Items”, the site calls out “Frequently Bought Together”. This brings an opportunity to drive the consumer to purchase items in addition to what they viewed, rather than to purchase an item in place of what the consumer was previously viewing. This subtlety in adding further recommendations results in a heightened sense of personalization.


Final Thoughts

By implementing a web personalization plan, marketers can vastly improve the customer experience. Customers are constantly seeking great buying experiences, and these experiences transcend great customer service. By leveraging their behavioral data, optimizing the content based on their referral source, taking into account their geographical location, and providing personalized product recommendations, marketers are further strengthening the relationship between their business and their consumers.

Interested in reading more about web personalization? Download our whitepaper on going from personalization to customer loyalty.