Whoever said business isn’t personal never dealt with a disappointed customer. Whether in person or online, customers expect a tailored experience. Over 80 percent of shoppers are more likely to buy from a company that offers personalized online experiences while 74 percent of customers feel frustrated when website content isn't personalized. In addition, 90 percent of U.S. consumers find marketing personalization very or somewhat appealing.
Now that more people are doing their shopping and other business online, you will need to power up your online presence for ongoing success. Here are five reasons why it’s important to personalize a customer’s website experience.
When your website helps to build more personalized connections with your customers, they see that you are not simply trying to sell them something, you are offering a valuable solution that will help solve their problems. Start by getting to know your buyers. Who are they and what are they looking for? Create customer personas that list the overall character traits and demographics of your target audience.
These personas will help you to view your customers as less of a group and more as individuals who you relate to. By developing this level of understanding, you can write web content and add graphics that speak directly to your website visitors and draw them to your brand. Instead of writing something like, “We have everything for your pool service needs,” try, “Because you own a pool in a warm climate, you need pool cleaning services throughout the year. That’s why we offer these affordable yearly maintenance packages.”
Taking that extra step to show your customers you understand who they are and what they need will help you engage with them on a personal level, leading to greater brand engagement, customer satisfaction and revenue.
Many factors influence your sales lead conversion rate and one is your website user experience. If you aren't providing website visitors with the right information for their needs, conversion rates will be low. With a personalized website, you are introducing content custom-made to match what you know about specific visitors such as how often they have visited your site, their buyer persona, mobile vs. desktop preferences and location.
How can you put this into action? Let’s say you own a home decor business specializing in lighting. By emailing surveys to your customers, conducting social media polls and asking potential buyers questions over the phone, you find out that dimmer lights and controllers are a hot item everyone is looking for. You can use this intel to your advantage by highlighting your dimmer lighting options on your website homepage.
People want to spend time with those who treat them right. Everyone appreciates top-tier customer service and giving your customers the attention they deserve is a key element in encouraging them to be loyal to your brand. Great customer service through web personalization works the same way. Personalizing your website allows you to establish a warm and welcoming environment for your customers.
While gaining new customers is important, keeping them is critical to your ongoing success. Adding personalized content not only helps to attract new buyers, it reinforces the purchase decisions of your existing customers and gives them a good reason to continue to buy from you in the future.
While developing deeper, lasting customer relationships should always top your list when crafting a marketing strategy, you also want to assist business growth. In your rapidly changing industry or market, a healthy bottom line will allow you to be even more competitive. By offering an outstanding website personalization experience, you will help online visitors achieve their objectives and goals. As a result, your retention rates will rise and positive word of mouth about your brand will spread.
Website personalization helps you build your brand, grow and drive revenue. Consider this: over 80 percent of customers said being treated like a person, not a number, is very important to winning their business. Wins equals more customers and a better bottom line.
With excellent website package options, Web.com makes it easy to build a website, promote it and create a personalized experience for your customers. From web builders with drag-and-drop design functionality to website design services to web hosting, search engine optimization (SEO) keyword strategies and professional email accounts, we make it easy and affordable to connect with your buyers and build brand loyalty.
We back all of this with expert support to ensure you have everything you need, every step of the way. Let us know how we can help you boost your business.
Your customers are looking for a personal experience with your brand and that’s what your website should deliver. Trust Web.com with your online needs to help you succeed now and in the future. Because when it comes to business, it should always be personal.