How Effective Is Website Personalisation for Digital Marketing?

When an existing customer walks into a brick-and-mortar store, he receives personal attention from the staff and gets offered products which match his interests. It is possible for consumers to get the same kind of experience when they shop online. This is achieved through website personalisation. Find out how it can impact digital marketing and boost ecommerce.

How Personalisation Works

What is a personalised ecommerce website like? The customer receives complete overview of the products which he has looked at and at the ones which he has bought. Individual ratings are also displayed. One of the major features of personalisation is the suggestion of products which the person may be interested in. These suggestions are automatically generated based on individual data for the person and general data on consumer behaviour. The personal experience typically extends beyond the website and covers other aspects of digital marketing such as social media marketing and email marketing.

The Main Benefits

Website personalisation has a direct positive impact on sales. When a consumer can view products which he is interested in directly without having to search for them, this increases the chances of him making a purchase. The suggestions help for increasing the size of the purchase. When a person buys a sewing machine, for example, and is immediately suggested sewing thread, he is more likely to get the second product too.

The personalised experience is one of the major factors for gaining loyal customers. Personal attention is highly valued. When it is combined with easy and convenient shopping, you will get a customer which will come back more than once.

The personalisation of ecommerce websites is valuable for search engine optimisation as well. It can help the site to achieve higher search engine rankings for the main keywords used. The increased organic traffic will work to boost sales.

Making a Website Personalised

The personalisation process has three core components. The first one is the gathering of user data. Data can be collected through tracking the browsing history of visitors and through direct methods such as surveys. The second component is the generation of personalised content. For this, you will need effective and reliable data processing tools.

The display of the personalised content is the third major factor which you need to consider. You will need a website with flexible design. You have to ensure that the personalisation will not slow down the loading of the pages.

Overall, website personalisation is highly effective for digital marketing. At the same time, its implementation requires a considerable amount of work.

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