It was Siya’s first birthday. Her mother decided to give her a special toy and logged on to her favorite shopping website- Amazon.com. With a ‘kids’ zone’ option ready, finding a perfect Fisher Price toy was a pleasure for her. In fact, with ‘other items you may like feature’, she ended up purchasing more stuff than usual. Not only was she a happy parent, but also a happy customer. Yes, shopping had never been so interactive.

Now, what made this e-commerce website different? What made her explore more and on top of that purchase more? It was the personalized content and behavior specific version that came across as a hit and created the appeal. Indeed, personalization qualifies as the perfect online strategy and can boost sales by manifold or in other words, it is an ideal catalyst for your conversion rates.

Customers like being valued and what’s better than adding a personalized touch to their experience; creating a one-to-one experience that will engage them more with the brand and in turn give you that conversion lift you are looking for. As we know, different customers have different needs. Some are looking to purchase items, some are just browsing and some are looking for a way to connect.

So, why should they all get the websites and landing pages with the same content no matter how different their purpose is? Trying to generate mass appeal through these websites simultaneously might not be effective. Let the customer enjoy attention through specific and different content that lead to separate call to actions for variety of visitors. They will feel as if the page is speaking their language and addressing them directly.

It is observed that majority of the online consumers get irritated when they come across vague websites that has nothing in particular with their interests. Customers want the best in class products so they are on the lookout of best offers and deals by the companies, in fact, according to a survey by Monetate and Accenture Interactive, 61% of the users want regular updates on the products and launches rather than keeping the online activity hidden. 75% favor personalization and 61% consider personalization more important than privacy. Various e-commerce websites create the leverage through UX so as to deliver the results as per the UI behavior.

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It is because of this human touch that the consumers are getting the best shopping experience. Content personalization definitely comes into play if you are targeting successful sales and looking forward to boost your conversions. Here are few ways that will help you to personalize websites:-

1. Set The Categories

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Every visitor is different. It is important to create segments of these visitors based upon their searches, geolocation, time zone, IP, traffic source or channel so as to personalize the data. For that matter, even segmenting the email users creates a positive impact on the sales as it can engage the subscribers more. Segments might vary company to company as they have different target personas and business model. Based on the nature, for instance, some might have personalized content on location whereas other might stress on the customer behavior. After creating segments, try combining it with other elements like past behavior with location so as to get better results.

2. Track Customer Journeys

After creating segments, the next step is to identify the customer journeys and then personalize the experience for each segment in order to pave the way for change. Customer journeys are a good way used by marketers to create different ads serving different users. In fact, the UX experts can also use these journeys to personalize specific customer journey. For tracking the customer journey, take into account the end goal of the customer and consider each and every step that the customer takes to complete the journey.

The UX designers must take into consideration the choices that the journey has along with the unique ‘touch points’ so that the content can be personalized to suit the specific user segment. For instance, a touch point with a personalized shopping cart reminder can prompt the users to complete the purchase those who left the cart without generating the payment.

3. Take To The Touch Points

Once the customer’s segment journey has been chalked out, the next step is to personalize these touch points. Online behavior analytics tools helps to make the touch points visible where we can observe the activity or even lack of actions when the customers do not know how to proceed or which way to go. Such users can ease their task through personalization and clear messages as it will enhance the engagement. The users who abandoned their cart midway can be sorted out and further, messages can be send to them as reminders to complete their purchase.

Nice encouraging words can be added to such messages so that the customers do not change their mind and complete the action. Even urgency can be created by showing ‘limited in stock ’or ‘ just 2 left’ kind of messages so that the customers make the purchase soon. After experimenting with the personalized elements, it is important to test its usability. Certain features work and some might not as per the situation in hand. So, in order to verify the user segment assumptions, all the participants from each user segment can be bought together and then use them for testing the personalized elements in the journey.

4.  Information Call

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Personalization does not mean tuning the elements on a personal level always. It means giving the user right information as and when needed. Basic information such as stock levels is necessary so as to create a feeling of urgency amongst the users which in turn will prompt them to buy and thus increase the level in conversions. Information, thus, when adopts a personalized route helps to boost the business.

5. Vary CTA

A good trick in personalizing the content is to change the calls to action instead of sticking to the same for all the visitors. Showing the same calls to action is very redundant and in order to generate more conversions it is advisable to change the call to action once the lead has seen it and acted on it. This will encourage them to take the next step. Such an approach enhances the submission rates as the user completes the process in one go.

6.  Gender and Interests Factor

Now, web personalization also stands in terms of email marketing as the prospects are enticed through it. If the list is segmented as per the gender, interests, media habits and brand preferences then make sure to send gender and interest-based emails. By doing so, there will definitely be a rise in the click-through rates along with the surge in the conversion rates.

7.  The 3Ws Rule

Copywriting generally works on the principle of 6Ws that is, who, what, where, when, why and whatever else, but in case of personalization only three works-who, what and where. Big software vendors use personalization to vary the web content so as to add a human touch and generate something different that they have not known or seen in the products that are already being used.

8.  Images In Personalized Mode

Personalization should not be restricted to the content. Taking a step ahead, a more interactive strategy can be adopted by personalizing the images or videos so as to gain the attention of the users. Something like showing the name of the users or adding some aspect from their life will create a pull. The personalized message delivered through these visuals will create more leads and enhance successful sales.

9.  Guided Selling

Loading rate that goes for less than 3 sec will not hinder the flow of the potential customers and will prevent them from bouncing to another website. But after the customer has been engaged therein, it is time to show him the best. With the help of guided selling, the online experience can become much more personalized for the customers and thus render greater satisfaction. This can be done through themed landing pages, shopping guides, editorial stories and testimonials from previous stories etc.

10. Advanced UX And Data Analytics

Personalization can be a major hit provided a dedicated tech team and data analytics personnel are involved in making it work. While going for the personalized feature it is important to see the compatibility with various e-shops so that existing business structure can be maintained. Customized widgets and suggestions based on customer browser history needs to be provided in a proper manner.

Also, a system for the data analytics should be there to establish patterns or improve the website content on the basis of the incoming traffic. Filtering that is done collaboratively is a major task that the UX designers and analysis experts need to monitor as well.

The Crux

Thinking of micro targeting customers and adding on to a unique experience, then it is personalization that will work for you. UX’ers generally tend to ignore the personalized feature and do not work on greeting the customers and drafting target ads. But personalization is worth giving a try. Add a personal feel to your website and look at the affect it has on the conversions! Combine advanced segmentation with content management to create a customer centric touch.

This strategy will deliver a customer experience that is totally adapted to the person and the context. Personalization can indeed be a great marketing tool for the cross channel and integrated platforms.

So, are you planning to use personalization on the web? Go the ‘Think 360’ way and the studio will take the charge to keep those conversions rolling!

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Prince Pal

UX/UI Strategist & Usability Tester at Think360 Studio
For 12+ years I have designed, developed and marketed websites / apps startups in New York, California, Florida and in India. Always focused on great User Interface is key.

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