“Personalized marketing and advertising is not about sales. It’s about building a relationship with the customer.” – Julian Hillebrand, podcast host, author and keynote speaker.

Personalized user experience is at the heart of all marketing success.  As more data becomes readily available, marketers need to up their personalization game to beat the competition.  In fact, it is becoming the norm.  Consumers no longer hope for a personalized experience.  According to Evergage, 88% of marketers think their prospects and customers expect a personalized experience.  And so, if you’re not giving customers what they expect, it will likely lead to dissatisfaction.  Since 82% of shoppers seek out negative reviews according to Power Reviews, the last thing your brand wants is a dissatisfied customer!

Personalized content is a fast fix for this.  As marketers focus their efforts on personalized marketing — in email campaigns, social media and more — website personalization is the next evolution.  When customers are sent content that matters to them, they are likely to click through to your website.  But marketers need to ask the question — once they land there, what is encouraging them to stay and convert?  If visitors are leaving quickly, losing interest and not converting, this will wreak havoc on your SEO!  And, in turn, could have a negative impact on how your brand is perceived.

The goal of website optimization

“By optimizing for customer success, you’re more than likely optimizing for growth. And if your revenue doesn’t grow along with your customer success metrics, then you’re probably doing something wrong.” – Alex Turnbull, CEO & Founder of Groove

Like most things in marketing, website optimization is all about getting noticed.  A number of factors will come into play and impact how you rank on search engines.  The goal is to rank well and appear high up in places like Google and Bing.  The better you rank, the easier your website is to find.  This brings with it a few benefits, including:

  • Optimized websites need to be user friendly; so, your user journey will have to be easy to navigate if you want to rank well!
  • Being at the top gets you noticed and will make your brand more well-known.
  • You’re guaranteed more traffic due to high visibility.
  • You’ll be more credible as users trust search engines.
  • Rank higher than your competitors to stamp out the competition!
  • It is cost effective compared to digital advertising.

Website personalization can enhance all the above-mentioned areas of optimization.  If you want to work your way up to the top of Google, you’ll need to get personal.  The best way to do that is by including personalization in your strategy from the outset!

Where does site personalization fit into your website optimization strategy

“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” – Ann Handley, Author and Head of Content at Marketing Profs

Personalization should be a pivotal part of your strategy.  Start by establishing what you want to get out of website personalization.  Outline your goals and objectives, and make sure personalization will help you get there!  Next, you’ll need to decide how you’re going to achieve your personalization goals.  This will include defining your audience, getting to know them, and determining how website personalization can ensure they make the purchase.  Then, you’ll need to split your audience.  You will need to decide on a segmentation model that suits your business.  Or, highlight the key accounts you are hoping to target.  We’ve recently explored segmentation and account-based marketing.  Behavioral targeting boasts multiple benefits for B2B organizations.  It can help with effective product recommendation, and appropriate prompts and reminders, for example.  Finally, you’ll need to look at where you’re getting your data, and what data you are missing.

For an in depth look where web personalization fits into your strategy, you can look at our guide to website personalization here.  It is up to you to decide whether it is the best model for your business.  But, if your objectives include any of the following, then personalization slots in perfectly:

  • Improve customer experience
  • Tailor communications
  • Boost your ROI
  • Improve CRO
  • Enhance customer retention
  • Create a loyal customer base
  • Reduce bounce rate
  • Increase click throughs

The impact of dynamic website personalization on site optimization

“Just like restaurants trying to cater to each customer’s individual taste, online retailers should optimize their site to give visitors an immersive, individualized experience.” – Albert Liu, Senior Digital Experience Strategist at Corra

Website personalization, like all personalized marketing, is about improving user experience.  It looks great, resonates with the user and gives them an experience they’ll struggle to forget.  Plus, the stats speak for themselves.

  • 80% of companies have seen an uplift since embracing personalization, according to Econsultancy.
  • SalesForce found 59% of customers say tailored engagement based on previous behavior is important to winning their business.
  • 56% if consumers are more likely to buy from a retailer that recognizes them by name, according to Accenture.
  • HubSpot found that personalized calls to action perform 202% better than standard CTAs

Businesses that embrace personalization reap the rewards, and they have the highly ranked website to prove it.  To stand out, your brand needs to make a lasting impression.  With so much competition, this is tougher than ever.  Enter website personalization.  Making use of quality data, customer personalization tailors your website based on who is visiting.  Real time personalization means your visitors will receive a unique experience on arrival.  Embracing website personalization tools like Webeo is the first step to success.  Webeo is a leading global website personalization software, changing the face of personalized marketing as we know it.

It’s time to learn the power of website personalization. Discover Webeo and book your free demonstration today!