A few ways to personalize your website
Personalizing your website's' content depends on what you know about specific visitors like how often they’ve visited your site, their geographical location, and even which device(mobile, desktop or tablet) they used to access it. Here are a few examples of how personalization can be actively used by marketers to provide better user experiences to visitors while subtly driving them to convert.
Behavior-based website personalization
Understanding what actions users take and how they engage with your website is a crucial factor in website personalization. The behavior-based personalization technique allows you to identify and target the profile of a specific visitor or different segments of visitors and use this data to tailor their website experiences. Some of the behavioral parameters that can help learn more about visitors include:
- What pages and content they looked at
- What products and services they bought
- What search terms they used
- How long they spent on a particular page and how many times they visited it
- What browsers and devices they used
- What they do on the site, whether they click on a certain CTA, read some blog posts, or download an ebook
- Whether they are a first time or returning visitor.
For example, you can use the purchase history of your customers on your ecommerce site to show them personalized special offers based on the items they brought in the past. So, if a customer bought a party dress, you can show them discount coupon banners on other complementary items like party shoes or accessories. This sort of personalization does not just bring value to customers, but also boosts customer retention and sales on your site.
Location-based website personalization
- Which region your product or service performs best in?
- Which region you want to expand your business reach in?
- What languages are spoken in the region your visitor is in
- What the current season is in their region, and what holidays are coming up there
- What local events or business meetups are coming up in the visitor's region
Weather-based website personalization
Targeting visitors based on their local weather or climatic conditions is another technique used by marketers to personalize website content and messages. The weather-based personalization method allows businesses to anticipate patterns of demands and tap into the needs and purchase intentions of customers during different seasons of the year. It is also a great way to gain a competitive advantage and increase the average value of orders and conversions on a website. Some climatic parameters that can help personalize your website include:
- What essential products visitors search for or show interest in during each season
- What travel plans customers have
- The purchase intentions of customers
- The engagement and seasonal trends of visitors
- The amount of revenue you make during different seasons
For example, an ecommerce site can change the headline of the website's homepage based on the local climatic condition of visitors. For example, customers living in hot regions can be shown something like 'Beat the heat in your town with our cool summer collection!' while consumers experiencing cold weather can be shown a banner that says 'Stay warm and stylish with our latest winter collections!'
Ad campaign-based website personalization
Personalizing your web pages for audiences coming from certain advertising campaigns that you run through services like Google Ads, Facebook Ads, pay-per-click, and banner ads are a great way to expand the reach of your website and keep your brand relevant to customers. This type of personalization helps you to display relevant advertisement campaigns and tailor your web page content to visitors based on who they are and what activities they have performed in the past. Some parameters that can help personalize your website from ad campaigns are:
- What social platforms your audience comes from
- What type of device they use
- Which region they are in
- What pricing plans they are subscribed to
- What industry they work in and what their job title is
- What their interests and browsing behavior are
- Which time of the day, week or month they are the most active
For example, you can show a personalized landing page with a list of high-end honeymoon packages to visitors who come through your Facebook Ad campaign for luxury honeymoon packages, and show your standard vacation packages to everyone else. This lets you take user experience to a whole new level and target specific audience groups with ads relevant to their interests.
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