Creating a user experience and a unique shopping experience for each customer is guaranteed to increase their conversion rates! Furthermore, 87% of users say that personalizing their website affects their brand perception. And in addition to increasing ROI by 5 to 8 times more, it costs 62% less to set up than a traditional marketing strategy. However, it’s not always easy to integrate web personalization into your digital marketing strategy. So what should you do before optimizing your website?
Fix recurring bugs on website
A website needs to be fully operational before any type of web personalization can be incorporated. Thus, any slow loading, instability or bugs during navigation and especially during the payment phase in the web interface should be fixed. It can be, but by making as few mistakes as possible, your visitors will have a much better shopping experience!
Improving User Experience (UX)
Good web personalization always starts with a fluid interface, which boosts the user experience. Moreover, this parameter is taken into account by 68% of visitors as the reason for whether or not to stay on the website.
To improve UX, consider these elements:
- optimize page loading speed;
- add a search field to web pages;
- improving accessibility (“ensure responsive design”, etc.);
- Make the interface as intuitive as possible.
Tools like analytics, heatmaps, and user testing and surveys can help you identify problems in your UX and gradually fix them.
Display important content in strategic places
Especially on an e-commerce site, users cannot physically handle the products as they do in a store. The content you provide on your website should be as complete as possible to help potential customers and clients with their purchases.
Therefore, make sure that the product pages on your e-commerce site have relevant content:
- Real customer reviews of the product;
- high-quality photos as well as various shots of the product;
- Complete and detailed product descriptions to answer potential questions from prospects and customers.
Integrating personalized content is important, but it’s essential to first make sure potential customers and clients have a clear idea of your product.
Optimize high added value segments
Before starting your web personalization campaign, you need to list the high value-added segments that make up your audience. You can then more easily customize your site’s navigation to make the buying process as easy as possible for that category of buyers.
Again, think analytics, heatmaps, scoring, and user testing to find out where your customers get stuck. From there, improve your website navigation to make it quick and easy for each audience segment to find the products they’re looking for.
push pending visitors
At this point, you can start customizing your website. One of the most common methods is to target undecided buyers, ie those who visit your site but do not make a purchase.
Every time they see a specific product, make sure they see the same product. For example, if your visitors read a blog post, display the products mentioned in the article, or offer a discount to entice prospects to purchase your products.
By following these 5 steps, you will slowly be able to discover new segments in your audience. Opportunity to get a new source of income! Personalizing your website is thus seen as a complementary approach to other digital marketing strategies already in place. Well thought out, it significantly expands your audience and optimizes the user experience.