Digital Marketing Blog

3 Reasons To Have Website Personalization

  • By Brad Poirier
  • 21 Dec, 2015

Making the case for personalization

If you go to almost any website these days, you’ll see what looks like a cookie cutter design. It’s the ONE-SIZE-FITS-ALL strategy used by many web designers. Few (major) companies have delivered a customized experience. You’ll see this with Amazon and eBay to name just two. That does not mean that your small business website can’t have the same dynamic content.

Breeze Digital Media websites offers incredibly useful tools that can now change what content is being displayed and when to display it to better match the visitors unique needs. This helpful tool with maximize conversion from existing traffic and engage your customers.

Here are three ways website personalization can improve the engagement of your site and immediately increase the conversion rate.

1. Timing

3 Reasons To Have Website Personalization - Timing
3 Reasons To Have Website Personalization - Timing
The phrase “timing is everything” rings very true with website personalization. If you’re going to change an aspect in your website at a predetermined trigger point, you need to make sure the change is relevant to the viewer.

Basically, you’re creating a personalized call to action (CTA for future reference). To get a better idea of what this looks like in real time, consider this example situation:

Jane is looking for a new skateboard for her son, so she starts a google search on her desktop computer and it brings her to awesomeskateboards.com. Jane has never been to that website before, but she knows what she wants to buy.

Because John (owner of Awesome Skateboards) uses website personalization, he has a trigger setup that recognizes when a customer like Jane visits his website for the first time. After a few seconds on the site, a coupon appears in front of Jane: “New Customers Get 10% Off Their First Purchase.” Jane's quick to claim the coupon, and she instantly gets it emailed to her phone to reference if she decides to visit the store.

But Jane isn’t an impulse buyer. She does her due diligence and checks out the websites of some other local skateboard shops around town. She finds that they all have a pretty similar selection of children’s skateboards, but only one offers a 10 percent discount. She’s made her decision, so she and her son head out to Awesome Skateboards
A personalized event should be a shortcut that minimizes the number of clicks or taps it takes to go from visitor to customer. A first-time visitor, like Jane, would be lured in by a coupon, but a skateboard enthusiast who visits John's website a few times a week doesn’t need a coupon popping up every time they land on the site. For them, a ‘Follow Us on Facebook’ button would be a better way to keep them regularly updated with different promotions and events.

2. Location

3 Reasons To Have Website Personalization - Location
3 Reasons To Have Website Personalization - Location
You could have the most beautiful website the world has ever seen, but if you run a brick-and-mortar business, it doesn’t matter unless you’re getting customers through your front door.
John knows that she needs to get more customers, so she uses website personalization to make sure the journey to her storefront is fast and smooth.
Jane just left her house to go buy her daughter a skateboard from Awesome Skateboard Shop, but she forgot to write down the address before she left. She pulls out her phone and goes back to awesomeskateboards.com to find the address, and right away she’s greeted by a “Maps” button. She clicks it and Google Maps immediately starts directing her to Awesome Skateboards.
Awesome Skateboard Shop has locations in Lincoln, Providence and Warwick, but his website’s personalization trigger recognizes that Jane lives in Lincoln, so it won’t send her on a ‘journey' to Warwick. Instead it will direct her to the outlet in her hometown.
It’s also worth noting the type of device that Jane is using. When she visited John's website on her laptop, it wouldn’t really be useful to get immediate step-by-step directions. A trigger in John's website can recognize the device being used, and display the most relevant content. Most people turn to mobile devices for navigation help, so it makes sense to prioritize navigation content on mobile devices over laptop and desktop devices.

3. Engagement

3 Reasons To Have Website Personalization - Engagement
3 Reasons To Have Website Personalization - Engagement
“Engagement” is one of the web design community’s favorite buzzwords. Everyone talks about how important it is to engage your customers and get them interacting with your website, and the concept is easy enough to grasp at surface level. But few websites are truly engaging.
John had some similar issues with her website, but he quickly found that website personalization was able to greatly increase customer engagement with her business.
It’s now August, and Jane's son is about to head back to school after spending a summer skateboarding around his neighborhood on one of John’s skateboards. He’s now old enough to skateboard to and from school, so Jane wants to get his son’s skateboard tuned up and ready for the school year. She opens up her laptop again and goes back to awesomeskateboards.com to see if they offer tune-ups.
Sure enough, there’s a whole page dedicated to tune-ups on the website. There’s plenty of information about different replacement parts, cleaning products, and DIY repair guides, but she wants to make sure that a professional takes a look to ensure her son's safety.
John has set up a trigger in his website that recognizes that Jane has visited the website a few times, and this prompts a notification for Jane: “Back to School Special: Free Tune-Ups For Previous Customers!”
Jane adds the special to her agenda, further inspired to return to John’s Awesome Skateboard Shop for her future skateboard related needs.

In closing

John and Jane are fictional, but your customers aren’t. They are real people who face the same type of challenges Jane did, and website personalization can solve a lot of those challenges. This article only has a few examples of ways that website personalization can help your business, but it’s still a very new and underutilized technology. If you want to have the upper hand against your competitors and instantly boost your conversion, then try out website personalization today.

Breeze Digital Media News & Resources

By Brad Poirier 18 Dec, 2017

Sometimes a potential client will ask us : “Do you use templates to build your websites?”, or also “What do you [platform] use to build your websites”.

The answers are : Yes/No and Whatever works for your business!

First of all, we are a Duda Pro partner, they cater to design agencies, and we primarily use them for our website development. We can use Wordpress,  but it will likely cost you 3x the price . We also recently starting using another design-agency-specific platform called Webflow.

Again, we use whatever it takes to build a performance based website that fits both your budget and your goal.

By Brad Poirier 22 Nov, 2017

Offline Advertising + Marketing Automation go together like PB&J (Jelly or Jam, whatever your fancy is)

If you’re like me, then you my friend, are a data junkie.

Even if you’re not a data junkie, you can still appreciate measuring your ROI (return on investment)

What I’m saying here, is that while the world is going (has gone) digital, you can still make excellent use of offline marketing campaigns and advertising. Let me explain.

Suppose you are advertising on traditional media, such as print, radio, TV – or even something as simple as handing out 500 flyers around town. Those media formats are excellent for reaching wide audiences, and yes, they CAN be tracked. There’s several ways to track offline advertising. We’re going to discuss tracking offline advertising using automation methods.

By Brad Poirier 18 Oct, 2017

Deadlines. Employees. Networking. Accounting. Advertising. HR. – The Party Planning Committee.

As a small business owner, you likely wear many hats.

“Wait, now I have to wear a marketing hat also?”

Well the short answer is no, you don’t have to. It really depends on how competitive you want to be in your industry.

Your big competitors invest lots of time and money into marketing their business, but that doesn’t mean you have to. Outsourcing your digital marketing to a digital marketing agency can both improve your lead quality and improve your overall ROI.

Let me explain.

By Brad Poirier 15 Aug, 2017
We are a visual society, so you should be using at least one of these options on your website.

Just like website design ranges from no use of images to the overuse of them, same is true with icons today. More than ever, some webpages are being cluttered with icons, that often add no context to the page or just add nothing to the user experience.

When is it good to use an icon on your website? Here's a few criteria I follow plus some resources for putting icons on your website.
By Brad Poirier 13 Jul, 2017
What’s more important to you: A shiny trophy for being number one on Google or a boat load of new clients coming your way.

Yes, we have said before that the number one position on Google gets 33% of the traffic for that keyword, but what do you see coming up as number one now-a-days?

Local Directories come up first. Do a quick Google search for anything local business related, for instance "restaurants near me". I did this search, and not one result on the first page was from a local business website. ALL of the first 10 results were local review sites such as Yelp, TripAdvisor and OpenTable.

Now to be fair, there were three local results that appeared first, in what we call the Google Snack Pack. Before the website results, Google displays three locations from Google Maps, which is also very important. For websites though, it was all local directories.
By Brad Poirier 18 May, 2017
There's pros and cons to this type of Facebook post. The pro, well, you're making an attempt to create business. The cons? How do you set an expiration date on that? Even if you indicate one in the post, there could be that customer that just says "oh, I didn't see that". Further, how do you keep track of it? Are you going to write down on a sheet of paper every time someone comes in and says "Hey, I saw this post on Facebook". Also, not everyone wants to mention that. People want to present coupons and get a deal, they don't want to announce that they're getting a deal.

There is a much better way to accomplish what you are trying to do. You may have seen it, used it, tried it, but here's how to get the most out of the post type called "Offer". Watch the video below to see an example or read below.
More Posts
Share by: