Personalizing the user experience, from the advertisement to the website, increases your customer’s engagement and satisfaction, thus conversions. Let’s see together how.
A research conducted by Kameleoon and Widerfunnel/Go Group Digital in early May 2020 among 1,000 consumers, in our country, found that 82 percent of respondents admitted to expecting a personalized experience and as many as 54 percent said they were disappointed with the response of brands in this regard.
The customer, therefore, is no longer satisfied with simply buying a product, but seeks experiences and relationships with brands. The increasing spread of digital and social media technologies has, without a doubt, contributed to creating new opportunities for contact between companies and consumers, establishing a type of bi-directional communication.
“There is only one boss. The Customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”
Sam Walton, founder of the famous American chain Walmart
Here then, strategists and marketers can no longer focus only on the product but must increasingly take into account consumers’ needs, expectations and desires.
Personalization and omnichannelality thus become the winning key to any successful marketing strategy i.e., knowing, meeting and even anticipating the needs and requirements of users at every stage of the customer journey.
Personalizing the user experience: find out how to increase engagement and satisfaction of your customers
The Customer Journey, while made up of several stages, must be perceived as a unique and engaging journey, an expression of a unique experience and relationship between brand and consumer. From the Google ad to the landing page, from the social post to the website pages: when the user comes into contact with the brand through the various touchpoints, it is important that he or she perceives consistency and continuity. From the text and graphics of the ad to the content on the site and landing page, not forgetting products and offers created specifically for specific segments: it is possible to customize content and messages on the site, ensuring that all users who land from a particular campaign have a personalized and consistent browsing and purchasing experience. Imagine, for example, that we create an ADS campaign for an eCommerce of sporting goods and focus the campaign on bathing suits. For all users arriving from this campaign we could personalize the home page of the site by perhaps showing a banner dedicated to a specific promotion on this cluster of items accompanied by a selection of recommended products.
“Weregard our clients as guests invited to a party, where we are the hosts. Our job every day is to make every important aspect of the customer experience a little bit better.”
Jeff Bezos, CEO and founder of Amazon
Web personalization: marketing automation features for personalizing the user browsing experience
Creating personalized and engaging experiences is the key to success for any company’s business. The Marketing Automation can be a valuable ally in this process thanks to the contribution ofartificial intelligence and machine learning.
Any strategy related to the personalization of the user experience cannot be separated, of course, from acareful analysis and activity of profiling and segmentation: demographic data, information on geolocation, acquisition channel, browsing or purchasing behaviors are crucial to get to know our users in depth.
Content personalization, product recommendation and behavioral messaging are just some of the on-site personalization features that can be implemented.
This starts with the personalization of text and images on the site, and then moves on to the recommendation of products most in line with the customer’s needs and expectations. Last but not least, we find real-time behavioral messages, i.e., messages in the form of pop-up, warnings or sidetabs that are shown to the user at the most opportune time during his or her browsing path with the aim of stimulating him or her to perform a particular action, be it a simple offer subscription or the display of a reserved offer.
The above are just a few of the most common on-site personalization features: ways and strategies to personalize the user experience are actually varied; it is always a good idea to evaluate the best ones based on your cluster of users in order to deliver a personalized and valuable customer experience that is capable of increasing the yield and performance of your campaigns.
