Wondering what are the benefits of website customization? In this article, we present ten advantages you can expect from website customization. These benefits range from improved lead management capabilities to shorter sales cycles and increased brand equity.
But first, what is personalization? Simply put, personalization is the use of data, customer information and technology to create customized customer experiences. And while most marketers understand the value of personalization, they often stray from implementing smart and often simple personalization tactics and miss the opportunity to build brands.
1. Shorter sales cycles
Selling online can be a real headache, but customization can make it less painful. According to Accenture, 75% of consumers buy from retailers who recognize them by name and recommend products or services based on their previous purchases. While the spectrum of solutions for personalized sales experiences is broad, anything from high-impact copy to website design and recommendation software can be implemented to help drive sales to customers.
Amazon is famous for its ability to make personalized recommendations. Although these recommendations are motivated by similar purchases, they are very effective. They are so effective that a study conducted by SmarterHQ found that 47% of consumers consult Amazon for recommendations if their retailer does not.
2. Increased customer loyalty
Customer loyalty is developed by consistently delivering positive brand experiences. Today, with tons of options and competitive markets, the need to take advantage of personalization is compelling. In a survey conducted by Salesforce, 84% of customers said that being treated as a person, not a number, is very crucial to earning their share of the wallet, proof that creating positive experiences can lead to more revenue.
3. Relevant offers
Although recommendations are very useful and more and more customers want them, recommending the right products and services at the right time requires intelligent customization. In fact, Akamai has found that 74% of online consumers are frustrated by websites that present irrelevant ads, offers and promotions. The good news is that smarter, data-driven creative campaigns can help you target customers effectively and with the right offers.
4. Very effective calls to action
While calls to action should be a basic element for every type of marketing you produce, not all calls to action are created in the same way or generate the best results. In fact, customized calls to action can be very effective.
Research indicates that they can be over 200% more effective than generic calls to action. Through strategic A/B testing campaigns and website personalization, you can make increasingly accurate guesses to find the best convergent calls to action. This information can then be used to feed marketing content specifically designed to gather leads and drive greater engagement along your buyer’s journey.
5. More conversions
It’s no secret that the home, homepage and product pages are fruit on hand for highly personalized shopping experiences. When well designed, these key website pages can help brands achieve better conversions, especially if personalization is a major asset. But to achieve better conversions, brands will need to be smarter in how they present their solutions and make them accessible to consumers.
For example, the Crazy Egg website analytics solution uses a fast integration hack to generate signatures. At first glance, this may seem hard to appreciate, but a closer look will show that they really understand how their target audience thinks and what they want to be able to create better results for their brands.
Conclusion
Personalization of websites is a must for brands. In a digital world where more and more people are turning to smartphones and tablets, the creation of personalized experiences can grow through creative, data-driven marketing campaigns. But for brands to truly leverage their data and deliver creative and compelling content and offers, they need to know their customers. Without an intimate understanding of their audience and their behaviour, brands will miss out on hidden but lucrative opportunities.
