How Website Personalization Can Increase Conversions


Website personalization is by no means a novel concept, and has been around for quite a while. Even so, many are now only starting to realize the importance of website personalization, and the difference it can make in yearly revenue. 

In simple terms, website personalization is the process of creating customized experiences for visitors to a website. Rather than providing a single, one-size-fits-all experience, website personalization allows businesses to present visitors with unique experiences tailored to their needs and desires. 

This is done in much the same way as Google offers its users a more tailored experience – by monitoring your online behavior and through the employment of AI, learning what you would prefer.

The benefits of website personalization

The benefits of website personalization are numerous, and in the end they all translate back to providing a more satisfying experienced to the consumer, which ultimately results in increase conversions and sales, and thus increased revenue.

More specifically, by providing your customers with a better, more personal experience on your website, you can generate:

  • Stronger Lead Nurturing

Lead conversion is critical for an effective marketing campaign and lead nurturing is an essential part of the process. By gathering specific content to specific users, leads can be gently coerced into converting to sales, simply by providing the right content at the right time.

  • Shorter Sales Cycles

According to statistics, 75% of consumers prefer to buy from retailers that recognize them by name and recommended products or services based on previous purchases. While the arena for personalized sales experiences is huge, anything from high-impact copy and website design, to recommendation software can help drive more sales to customers. 

  • Stronger Brand Affinity

A better insight into customer preference can help you alter future pricing strategies, product development, marketing campaigns for more competitive positioning of you brand.  In this case, knowledge is power, even if you are not the top performer in your field.

  • High converting landing pages

A convincing and powerful landing page has the ability to convert browsers to sales. If the first page a consumer sees does not interest them, the chances that they will spend money on your brand is slim. Personalization of this page is like a hook, and personalization is like the bait.

  • Fewer follow up emails

Website personalization can allow you to sort your visitors into categories, thereby filtering emails sent to them. This, in turn allows you to send each customer a more personalized set of follow up emails, that are more targeted and smaller in volume, thereby decreasing the chances of your emails being labeled as spam.

  • Deeper Customer Insights

Finally, the better you understand your customers, the better you are able to provide them with what they need and want. By gathering personal info of each visitor, they can be funneled to different versions of your site to better suit their preference.

All in all, the aim of a website is to provide information and contact between you and your visitors, so as to convert visitors to clients thereby increasing your clientele and your subsequent revenue. Get website personalization right and your chances of doing exactly this increases substantially.