Getting started with website personalisation
Today’s users want more than one-size-fits-all web experiences. They want dynamic, unique experiences that speak to who they are as individuals.
It’s time to start prioritising web personalisation in order to establish more meaningful connections with your customers.
Here at PureClarity, web personalisation is in our blood so you can trust our expert advice on the topic at hand today.
What is website personalisation?
Web personalisation is all about incorporating more individually customised elements into a visitor’s website experience.
Instead of offering a one-size-fits-all web page to all visitors, personalised websites are tailored to each individual visitor based on their unique behaviours, demographics, and characteristics.
The point is simple, really. To make each and every one of your visitors feel welcome, prioritised, and valued, and to guide your customers through the sales cycle with ease.
Now, if this is all sounding super time-consuming and complicated, you’re not wrong….but (luckily) you’re not entirely right either!
Dynamic content personalisation tools are making personalisation accessible to businesses of all shapes and sizes.
Intelligent ecommerce personalisation software like PureClarity makes customisation much more affordable and far less time-consuming. We help businesses create in-store experiences online and establish deeper connections with customers by targeting visitors based on their individual interests and behaviours.
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Why does website personalisation matter?
In order to stand out from the crowd, companies have found new ways to entice their users and users have grown accustomed to a certain standard of service—you can thank Amazon and the likes for that.
Personalisation is now an expectation. If you want to avoid the dreaded b-word (bounce), then personalisation is non-negotiable.
Plus, don’t forget, the more personalised your customer interactions, the more likely your customers are to stay on your website for longer. And that means more conversations!
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Types of website personalisation
Website personalisation is a multifaceted beast. There’s more than one way to personalise a website. Ideally, you’ll want to develop a website personalisation strategy (we’ll get to that in just a moment, don’t worry) that incorporates all three personalisation types.
Explicit personalisation is based on information that users actively give to your brand. For example, you might ask your users to create profiles in which they indicate their personal interests, preferences, and even subscribe to certain channels, offers, or loyalty programs.
Implicit personalisation uses information derived from behaviour. This isn’t information that your web visitors have volunteered to you directly, but rather information that can be inferred from their actions. For example, you can use geolocation to make location-based product or service suggestions.
Experience based personalisation describes the way that personalisation is delivered. Personalisation can be delivered to website users in two key ways. These are interruptive and seamless experiences.
So, what’s the difference?
- Interruptive experiences are unexpected experiences, such as pop-ups, push notifications, personalised chat messages, and infobars. They aren’t part of the core ecommerce customer journey, but they entice customers to take specific actions.
- Seamless experiences refer to anything that does make up part of the core customer experience. For example, personalised landing page content or relevant product recommendations.
5 vital benefits of website personalisation
As much as customers love personalisation, a robust web personalisation strategy should leave your business just as blessed.
Let’s take a look at some of the most important benefits.
- Better customer understanding
Personalisation helps brands understand their customers far better. Part of the personalisation process involves differentiating between customers based on core features and behaviours like product preference, age, location, and income.
This personalisation is key to generating robust lead qualification systems. Once your customers are sorted into these personalised sales funnels it’s much easier to segment your audience and offer highly targeted web content that increases conversions. CRM and content management systems are both good options to consider supporting personalisation in order to best harness this benefit.
- Optimised landing page
Personalisation gives you the perfect opportunity to create the best possible landing page. Landing page optimisation and personalisation go hand in hand. Your landing page is the first touchpoint for your website visitor. The more personalised your landing page, the bigger the potential impact on your conversions and overall revenue.
- Improved sales process
Adding more personalised experiences to your website will streamline your overall sales process. By segmenting website visitors into their respective sales funnels, your sales process will, naturally, become more succinct. With audiences precisely segmented, your sales teams will be better equipped to qualify those leads.
- Increased user engagement
Naturally, personalisation breeds engagement. The more personalised your web experiences, the more enticed your audience will be. After all, it’s human nature right?
If you’re offered content, products, and services based on your precise individual interests and needs, of course you’re going to be interested!
As such, personalised digital experiences are one of the most effective ways that ecommerce retailers can reduce bounce rates and increase the time web visitors spend exploring their sites.
- Better brand loyalty
Last but not least, your personalisation efforts will be rewarded with increased customer retention. When your customers feel valued, listened to, and catered for, of course they’re going to stick around.
I mean… it would be legitimately crazy not to. Personalisation is a key indicator of great service. So, once you’ve got your web personalisation on point, the fruits of your labour will just keep on giving.
Challenges and perceptions of personalising your website
We often find that there are lots of misconceptions out there surrounding dynamic website personalisation. At PureClairty, we decided to put this to the test and see how people really feel about web personalisation. Our 2020 market research involving 250 small and medium enterprises in the United Kingdom birthed some shocking results.
Our research revealed that many participants still believe that website personalisation is too time consuming and expensive, and that it involves confusing AI or machine learning, complex integrations, heavy investment, and tons of resources that businesses may not readily have access to.
In fact, 45% of participants stated that they felt that ecommerce personalisation was more suited to bigger retail businesses due to the pricing of implementation. Likewise, concerns around acquiring, analysing, and deriving key insights from company data seem to be putting SMBs off.
Well, we’re here today to debunk these common misconceptions.
Times have well and truly moved on. Today, personalisation is a simple, accessible, and affordable process for all businesses.
In the past, personalisation relied heavily on the skills of expert developers. But that’s not the case anymore. Thanks to website personalisation software like PureClarity, personalisation is more affordable and far less time consuming than ever before.
Our advanced AI-driven ecommerce technology makes it easy for even the least technical of teams to implement and track high-quality user experiences for their website visitors. PureClarity offers all the resources you need to achieve amazing results.
How to get started with website personalisation
So, now that we’ve established that website personalisation is indeed in reach, let’s get to the bottom of how to achieve it. In real, actionable, terms.
Personalisation, like anything else, is a process. But follow these steps and we guarantee that you’ll start to see results in no time at all.
Step #1 – Gather your data
First thing’s first, you’re going to want to gather up as much data from as many data sources as you can. Data is the core nutrient behind great personalisation. Capturing and using the right data effectively overlays all that’s to come.
You’ll want to incorporate a wide range of visitor data into your personalisation strategy. Creating a unified dataset using data from multiple sources is the way to go. This should take into account multiple touchpoints along the customer journey including actions, behavioural data, and events.
Core data for your personalisation strategy is likely to include:
- Visitor location (country, city, or region)
- Visitor device (desktop, mobile, or tablet)
- Traffic source (direct, paid, search, social, or referral)
- 3rd party data (data collected from outside sources)
- Visitor behaviour (clicks, shopping cart, purchase events, page views, etc.)
- Explicit data (data that the user has actively provided you with)
- Days/times your visitor is most active
The type of page that your visitors land on (homepage, product page, etc.)
Step # 2 – Create customer profiles
Your next step is to create detailed customer profiles based on this aggregated data. This is how you’re going to identify and define exactly who you’re selling to.
Who is your target audience? Answer that, and then, and only then, will you be able to create a truly personalised experience for them.
You may end up having one or more target personas you wish to reach out to. The best way to identify who these people are is to ask yourself the following questions:
- Who is visiting my website?
- What products and/or services are they purchasing? (or) who is likely to buy my products and/or services?
- Which type of visitors are converting? (these are your most valuable customers)
- Where are my highest converting customers located?
- What do my highest converting customers like to purchase?
- How often do my highest converting customers make purchases?
- On what day/time do most customers make purchases?
Answering these questions will help you evaluate your visitor behaviours and generate a clear picture of your brand’s target persona.
With PureClarity, this process is a breeze. We offer unlimited customer segmentation for the most effective targeting.
Our audience segmentation feature allows you to establish a one-to-one, personalised dialogue with each of your online visitors. We use a combination of external, pre-built, and custom criteria to accurately segment your online visitors into targeted sales funnels and generate highly contextual and relevant website content to match each demographic.
Step # 3 – Define your goals
The next step towards website personalisation virtuosity is to clearly define your goals. You’ll want to define your goals for each of your pre-established customer personas. For example, you may wish to reduce bounce rate amongst your older customers, or increase conversions from customers in the North East, specifically.
Your goals will be a reflection of your current metrics. So, if there are any customer groups who seem to be engaging less, then your goals should reflect this. Perhaps you can increase engagement by making your website accessible in other languages, for example, or by offering increased live-support to help customers feel more confident in making a purchase.
Step # 4 – Establish personalisation strategy
You’re now ready to set your strategy in stone. Your strategy should define the steps that will make up your personalisation journey from start to finish. A great way to approach a web personalisation strategy is to hone in on individual webpages. Start with your homepage, then work through your product pages, search results pages, and shopping cart pages.
With PureClarity you can leave our system to run itself 24 hours a day, seven days a week. Even while you’re not active, your PureClarity software will be creating personalised marketing campaigns, fine-tuned to maximise your online conversions and customer spend.
We know… it sounds like magic. But this is all based on precision data. Our PureClarity software uses AI to collect data about each and every one of your individual website visitors, then tracks their onsite and offsite interactions to build up an accurate picture of their behaviour, likes, dislikes, interests, and habits.
The best thing? The more data our software collects the more intelligent and intuitive it gets. With time, your PureClarity software will get even better at predicting precisely what your visitors are looking for and what they’re most likely to buy. PureClarity will then show them these exact items to fuel maximum conversions for your business.
Step # 5 – Test and evaluate
Your final step is to test and evaluate. Just like any digital marketing, marketing automation, or sales strategy, your personalisation strategy must be monitored consistently if it is to be the success we know it can be. Testing (A/B testing, for example) and evaluating your personalisation efforts regularly is essential.
We recommend measuring the impact of your personalisation strategy using the following key metrics:
- Time spent on site (amount of time spent by a visitor on your site across several pages)
- Time spent on individual site pages (more time spent browsing increases chance of sale)
- Visitor frequency (the number of times the same visitor revisits your website)
- Pages visited (the amount of content or number of pages your visitors are consuming)
- Volume of new versus returning visitors over time (provides an indication of brand reach)
- Number of actions taken on site (maps engagement and lead-generating activities)
- Direct user feedback (users indicate what they like/dislike via feedback forms or emails, and this can also be useful in leveraging social proof)
- Uplift in ROI (have conversion rates increased as a result of personalisation?)
- Revenue attribution (the amount of revenue generated through website personalisation)
With PureClarity it’s easy to gain deeper insights into your visitors’ behaviour and track how your ecommerce brand is performing in relation to your personalisation efforts. With these insights at hand, you’ll be able to maximise website revenue and customer loyalty for the long-term.
Our performance insights help you identify your best performing campaigns and where customers are engaging most. Plus, with detailed ROI analysis you’ll gain full visibility over your sales funnels. We’ll help you understand the revenue being generated through your PureClarity personalisation strategies and determine your overall return on investment.
8 Website personalisation techniques
The most effective website personalisation strategies comprise a range of personalisation techniques. These include things like personalised content, product recommendations, pop-ups, landing pages, CTAs, live-chat conversations, chatbot interactions, and even search results.
Let’s take a look at each of these in some more detail to see how they impact the customer journey and fuel results.
- Personalised content
Personalised content is a great way to build product awareness and generate a loyal customer base. Target customers with the products, services, offers, blog posts, and case studies that are most likely to appeal to their interests and needs, and they’ll enjoy an enhanced shopping experience that will see them coming back for me.
Content doesn’t just mean the material on your own site, either. Increasingly, an omnichannel approach, leveraging as many different channels of communication as possible—and seamlessly—is the way to go for ecommerce brands (and SaaS, B2B, and other businesses, for that matter).
- Product recommendations
Product recommendations are a fantastic way to increase conversion rates. Our PureClarity software is built around an advanced recommender engine that offers customers powerful personalised recommendations based on their own personal navigation, viewing, and buying history.
PureClarity will automatically place the right recommendation in front of each visitor and adapt in real-time based on past and current behaviours, avoiding any duplicate product recommendations in the process.
On-site pop-ups are far removed from the “spam” of yesteryear. Pop-ups offer a great way to highlight personalised offers in an enticing and eye-catching way. Each customer can be targeted with offers and promotions that reflect their individual purchasing histories, clicks, and search activity.
- Landing page personalisation
Personalised landing page experiences for each of your users will offer tailored experiences with bespoke content variations instead of a one-size-fits-all page.
- Call to action
A personalised call to action (CTA) will add an extra layer of intrigue to your promotions and offers. CTAs are designed to push web visitors towards a conversion funnel or piece of content that will eventually lead them there. The more targeted and personalised your CTA, the more likely your website visitor is to click on it!
Just check out how much better personalised “smart CTAs” performed in a recent HubSpot study:
- Search personalisation
Did you know that you can customise search results based on visitor preferences and behaviours? We like to call this searchandising. PureClarity will influence the individual search results of your site visitors with appropriate banners based on keywords.
- Live chat
Live chat offers visitors the ultimate in personalised experiences and the opportunity to resolve issues first time. Live chat offers direct engagement with customers and gives you the ability to offer targeted, real-time assistance online. Live chat offers the best defence against cart abandonment.
Our Live Chat feature provides you with a full customer profile for the customer that’s messaging your service agent and our real-time AI recommendations are always available to help you present the most relevant content and product recommendations to your customers.
Chatbots offer web visitors a quick and efficient answer to their simple questions. AI-powered chatbots offer visitors personalised recommendations and services based on their user histories and behaviours, saving your agents time to spend on more complex customer queries.
Ready to get started? Introducing PureClarity
Personalisation is starting to look pretty enticing, right?
Luckily, personalisation doesn’t have to be the resource draining drag it once was. With simple, intuitive personalisation software like PureClarity, implementing a web personalisation strategy is simple and accessible.
We guarantee to offer support throughout your onboarding process and thereafter, as well as easy installation (you can set up in a matter of hours), affordable and flexible payment options, and easy integration with all ecommerce platforms for minimal disruption.
We’re leading experts in personalisation (award winning, in fact), and we’re proud of our outstanding services. Here at PureClarity we offer ecommerce SMBs access to:
- AI-driven and custom product recommenders
- Personalised content (banners, searchandising, product carousels)
- Personalised search
- Personalisation within email marketing
- Live chat
- Pop ups
All of this content will be fully optimised with the help of our real-time analytics and customer segmentation tools for the best possible results and that much-desired revenue boost.
Conclusion: Personalisation is the future
Ready to take your website personalisation to the next level?
Web personalisation is no longer a luxury, but a bare minimum. In order to compete in the ecommerce landscape, personalisation is a must. Customer expectations are at an all-time high. Personalisation helps engage and convert your website visitors with targeted content that speaks to their needs, wants, and desires.
The future really is personalised.
Discover how PureClarity can help you achieve web personalisation success by opting in for your very own 30 day free trial and complementary discovery call!
Did someone say increased conversion?
Start a no-commitment 30-day free trial and enjoy all PureClarity features on your website.
Frequently asked questions (FAQs)
- When should I use website personalisation?
All marketers should be using website personalisation. In order to compete against fellow ecommerce brands and live up to mounting customer expectations, personalisation should be a big part of your web optimisation process moving forward. Personalisation isn’t just for big enterprises.
Thanks to tools like PureClarity, personalisation is now accessible for businesses of every size.
- How do you use data for website personalisation?
You should use your customer data to segment your customers into target groups. You can then personalise your web content for these groups based on their specific needs and interests.
To do this, you’ll need to account for factors such as age, location, income, purchase history, and search history. Using a tool like PureClarity will help you automate this process for optimum efficiency and accuracy.
- Is personalisation and customisation the same?
Personalisation and customisation are often used interchangeably but they’re not exactly the same. Personalisation involves providing visitors with one-on-one experiences based on their individual needs. Customisation, on the other hand, allows users to tailor their own experiences by choosing what kind of content they want to see.