Web Personalisation: Getting Started

There’s no doubt that the latest tech revolution has made the business landscape a more sterile and impersonal space to work in. This is why today’s consumers are so sold on the red carpet experience, which includes personalised marketing communication.

If you think having a name token in your email workflow is enough to cut it in this field, you couldn’t be more wrong. Personalised communication needs to be the number one priority in your marketing strategy and, if it’s not, you’re already behind the curve.

What is Website Personalisation?

Web personalisation is all about using data to create a curated experience for your web visitors. Based on a user’s browsing history on your site, you should be able to gauge what products or services they’re after. 

Basically, you need to give users what they want based on what they’ve searched for or asked about in the past. Empowered with that information, you should be able to cater to their exact needs, unprompted, as soon as your conversation with that visitor gets under way. 

How does this benefit your business?

  • It increases up- and cross-sell opportunities.
  • It speeds up the conversion process.
  • It builds greater brand loyalty and recognition, resulting in repeat purchases.

The Core Principles of Website Personalisation

Leveraging website personalisation means prioritising customer experience (CX) above all else. Your website is often the first port of call for your prospects, which is why the CX should be flawless. 

Be sure to create engaging content that speaks to your ideal customer, or they won’t be encouraged to take action. A website lacking engaging content that addresses the specific needs of each individual customer results in ineffective brand communication and, ultimately, a lost sales opportunity.So consider your ideal customer and make sure that your web copy and Conversational Marketing strategy stays relevant and relatable to them. 

But first…

Before going gung-ho into implementing a personalised strategy, apply Gartner’s three core principles to ensure that you’re heading into web personalisation with the right tools.

  1. Identify and remove key barriers. When it comes to your personalisation strategy, removing barriers means leveraging data, technology and content, among other resources, to your business’s advantage. 

So:

  • Focus on the data that matters. Don’t get bogged down in details that aren’t going to serve you. Don’t overcollect data when only certain data points are necessary to personalise your marketing approach.
    • Make your content more accessible. Most information is readily available within the digital landscape, making gated or paid-for content a huge turn-off. So don’t do it. Rather, use cleverly collated data to send potential buyers the information they need before they ask.
    • Invest in the right tech (but don’t overinvest). You need tools to execute your personalisation strategy and to measure the success of that strategy. So don’t overinvest in too many personalisation tools. A chatbot, for instance, can help in execution while Google Analytics can measure the impact. That might be all you need at first.
  • Try and try again. Your personalisation strategy should be fluid and always open to change. Experiment, tweak, rinse and repeat. Keep making changes until you find a strategy that works for you. As baramoters for success, focus on total site visits, email bounce rates and actual conversions to track your efforts.
  • Get the right people on board. While AI and other key Conversational Marketing tools are integral to making your personalisation strategy work, you still need to strike a good balance between humans and technology. Investing in the right salespeople can be a make or break move for your company, so ensure that there’s a human salesperson ready to follow up and meet the exact needs of your buyers.

Once you’ve mastered these three core principles, it’s time to get cracking on laying the foundation for a killer personalisation strategy. 

Check out our Guide to Conversational Marketing here.

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