Personalization is essential for conversions. It keeps website visitors hooked, it makes them feel home, and it gives them a sense of being taken care of.
Econsultancy and RedEye found that 94% of businesses increased conversion rate by personalizing their websites, 93% of businesses saw an increase in conversion rate when they personalized search engine marketing, and 92% of businesses increased conversions after personalizing emails.
Consumers, on the other side, are also in love with personalization.
As much as 53% of online buyers consider personalized shopping experience to be a highly valuable service that retailers provide, and 45% of online buyers are more likely to buy again from the online store that offered them personalized product recommendations.
The simple rule to increase conversions is to personalize your website.
Not sure how to do it?
Some of the best personalization techniques are covered below.
1. Create Personalized Landing Pages
According to HubSpot, the more landing pages a business has, the more leads it will generate. Businesses having 40+ landing pages generate more than 500 leads as compared to businesses having 21-40 landing pages that generate less than 300 leads.
So what’s so special about landing pages?
When a business has around 40 different landing pages, it means a different landing page is created for each buyer persona – to provide a highly customized experience.
Here is how it should work:
Buyer Persona 1 > Landing Page 1
Buyer Persona 2 > Landing Page 2
Buyer Persona 3 > Landing Page 3
For more personalization and testing, you can create multiple landing pages for a single buyer persona:
Buyer Persona 1 > Landing Page 1a
Buyer Persona 1 > Landing Page 1b
Buyer Persona 1 > Landing Page 1c
Target persona pain point, interests, hobbies, challenges, etc. on the landing page to increase personalization.
Kerika refers to three different personas on its homepage. This technique might work but a better approach will be to create separate landing pages for lean, agile, and distributed teams.
Now, here is an example of a landing page that’s designed specifically for visitors who are referred from Reddit.
This type of landing page is sure to convert at a decent rate, right?
You have to personalize landing pages on the basis of buyer persona and on the traffic source to boost conversions.
Canva is best at personalizing landing pages and copy. It has created a different copy for each buyer persona.
If you choose Nonprofits, you'll be taken to a personalized landing page that’s specifically created for nonprofits.
If you choose Teachers, you'll be presented with content that’s relevant to teachers (teaching strategies and teaching resources).
A landing page becomes personalized when everything is relevant to the person visiting it. Think of headline, copy, CTA, form, images, testimonials, buttons, design, offer, and more.
2. Use Location for Personalization
Nothing works better than personalizing your website, offer, or content based on visitor’s exact location.
It isn’t a big deal to track visitor location. All tracking tools do it. You need to add a small piece of code to your website and that’s it.
And here is an example of how you can use location to personalize UX.
All businesses offer some kind of personalization based on visitor or customer location. When you visit a website with a global presence, you'll notice that you’re redirected to a country-specific website.
When you run a search query or visit indeed, you'll be redirected to an appropriate site based on your IP address.
When you visit Indeed from Australia, you’re interested in seeing jobs that you can apply on and are posted by businesses in Australia. How’d you feel if you were, instead, taken to the US version of the Indeed?
Not something you'll like, right?
That’s what you need to do: Use location for personalization.
Here are a few actionable techniques and tips to use geolocation for personalization.
- Send personalized cross-sell and up-sell offers via email to customers based on their location.
- Track IP address to redirect visitors to most suitable landing pages and to offer them right products.
- Capitalize on local events, holidays, and location-based happenings. Sending relevant offers via email.
- Send location-specific recommendations such as weather update, event notification, store opening, etc.
3. Use Dynamic Content
Dynamic content is one of the best personalization techniques that improve conversions significantly. The content updates based on visitor behavior and interest.
The content updates automatically which improves personalization.
Consider Bookings.com which uses a lot of dynamic content.
It shows visitors the number of people who are currently looking for a place in the same location. This is a nice way to add scarcity.
You'll see when a room was booked for your dates and how many rooms are left. This is again dynamic content that is used for personalization and to increase scarcity.
The content is updated in real-time and is a perfect approach to boosting conversions.
Here is another example by HubSpot:
You can use dynamic content to make your existing customer’s experience more personalized. You know their name, location, interests, and preferences which make dynamic content more meaningful.
Perhaps the best use of dynamic content is in email marketing. You can personalize subscriber name,
You create a single email with dynamic content and send it over.
Your subscribers will receive highly personalized emails. Here is an example.
There are several ways to use dynamic content on your website.
- Use dynamic CTAs to boost conversions. Use SharpSpringto implement dynamic CTAs.
- Use dynamic banners on your website to promote recommended products or relevant products that a visitor is more likely to purchase.
- Create a dynamic email campaign using tools like Avari, Kick Dynamic, and Act-on.
4. Personalization Based on Device Type
Device-based personalization is fairly common. No, it isn’t just about having a responsive website rather it goes beyond it.
Think of how you can personalize the content presentation, UX, CTAs, and other critical elements of your website based on a visitor’s device.
Do you use personalized CTAs for mobile traffic?
Statistics show that 61% of mobile searchers reported that click-to-call is the most valuable feature that helps them in making a purchase.
You need info about the visitor’s device to switch CTAs to boost conversions.
Not just CTA but you can change images, content presentation, and other elements too. If you have a mobile app, encourage mobile visitors to download your app with a single tap.
This will encourage visitors to download your app since they're already using a mobile as compared to persuading desktop visitors to download your app.
You can either use dynamic content for device personalization or you can create a separate website for different devices. A dynamic website is a preferred technique where the URL remains the same, however, different content/code is served to visitors based on their device.
Device personalization makes it convenient for visitors and your customers to get what they want with minimum effort. Ensure there aren’t any hurdles and they get what’s relevant to their device.
5. Gender-Based Personalization
Having your website personalized on the basis of visitor’s gender is a bit complicated. It’s hard to track a website visitor’s gender.
Even if a visitor is looking at a gender-specific page, such as female shoes, it doesn’t necessarily mean that the visitor is a female. It could be a male looking for shoes for his mother, wife, or sister.
You never know.
However, brands do use personalization that’s relevant to a landing page. The women section on a website is personalized for women having photos of women and things that are appealing to a woman.
And vice versa.
More specifically, here is how gender-based personalization can boost conversions.
Here is how content and website is personalized based on a visitor who is a female.
And if a man visits the same landing page, this is what he will see:
It requires real-time personalization which is used by 58% of businesses.
Gender-based personalization gets easier for customers and subscribers because you know their gender for sure. Think of email marketing campaigns, you can create highly personalized campaigns that target subscribers based on their gender.
Adidas sends emails to its subscribers that are personalized on the basis of gender.
It isn’t a good idea to send men shoes to females, it won’t work.
Make sure you do it right – every time.
Personalization will never disappoint you as long as you’re doing it right.
You need data to get better at personalization. There are two ways to collect data: Get feedback and track. Collecting feedback works when you have contact information (preferably email) of the visitor.
Everything else needs to be track with a powerful tracking tool. Yes, you need to invest in tracking and analysis tools to improve personalization – and conversions.