There may once have been a time when internet users were willing to spend time searching for the exact information and answers they want, but today most users want instant gratification. They are generally better informed and more selective, and the same marketing tools that have been used to gain their attention in the past may be completely ineffective in doing so today. To be successful, then, a website has to be unique, personalized, engaging and address the user’s needs; otherwise, they won’t spend more than a moment on it before looking elsewhere.
Personalizing Web Content
To safely steer clear of the “junk mail” category where few, if any, users would actually open the email, a company has to avoid sending generic email messages to their entire database. Avoiding generic web content is important for the exact same reason–you need to provide multiple, personalized messages that are effective and relevant for a wide audience with varied needs. Personalizing your web content creates a better customer experience and drives up conversion rates as it allows you to understand and address specific interests.
One of the most effective ways to personalize web content for users is to identify buyer intent, behavior, persona, geo-location, and more, and then present users with content, imagery, offers and calls-to-action based on these points. For example, a clothing company website may identify a user’s location as southern Florida, and then personalize the homepage with content related to warm-weather clothing items. Or, a website can take a user’s browsing history on the website and present them with specific, personalized recommendations based on this browsing history. Some websites even use special personalization tools that allow their homepage to adapt based on the search terms visitors used to enter the site so that they are instantly presented with exactly what they were looking for. As an example, a user who ran a web search for “family friendly cruises” may be directed to a cruise company website’s homepage that discusses various family cruise packages. A user who ran a web search for “discount cruise packages” may be directed to the same cruise company’s website, but to a different homepage that discusses discount cruise packages.
Not only can web content personalization help to draw in, nurture, engage and convert website visitors, it can also help one better understand these visitors so that one can better address their needs. The potential ROI is enormous.
Do not let the process of personalizing your web content daunt you. That is why there are marketing companies, like ourselves, to help take on the task. We can certainly aid in the addition to your content and any other strategies that will increase your company’s demand.
Contact us today at Web Content Development to set yourself on the right path for achieving all your online goals.