The World Wide Web is going into an agile and user-centered uniform. More often it proves that relevant, quality content will outperform mass information sources. Moreover usability is the key of winning new customers and retaining existing ones, as users are constantly on the move, looking for quick solutions, therefore there is no tolerance for usability setbacks.
These key elements – relevant content and usability are the cornerstones to guide a visitor to reach their desired goal. Either it’s an item purchase or viewing a video tutorial, visitor experience has to be as seamless as possible. Here are web personalization tools and methods that help generate more sales:
I have divided this guide in 3 simple steps:
- Segment your sites visitors
- Determine goals that each segment should achieve
- Tailor the experience for each segment to achieve desired goals
First step is to know your target audience and how it is segmented. There is a range of ways how to fragment your sites visitors, it depends on what is your sites content and main goal. Use Google Analytics (or any other preferred site analytics tool) to recognise your sites visitors. To filter the data use metrics such as: new and returning customers, frequency an engagement. With this information it will be possible to divide the visitors in categories. For example, I’ll choose three basics ones such as: random visitors (1), browser’s (2) and interested prospects (3).
When you have grouped the visitors simplify the analysis of visitors behaviour during the website visit by using Goals. Set up the Goals depending on the actions of each visitor group. Let’s say that Goal number 1 is to familiarize users with the brand, Goal 2 is to acquire interested users and Goal 3 is to convert the prospects into customers.
When you have a brief idea of who are the visitors and what are they doing, while they are on the site, you can create specific actions that a visitor will have to take based on their behaviour. For example catch an interest of a random user by early showing some great offers you have on the site or show related products to a browsing visitor like amazon does. If the visitor is interested, create the simplest check out process possible. It is a long and tedious process to find out what will work the best for your sites visitors and will require a lot of A/B testing along the way.
[bctt tweet=”Website personalization needs to be done carefully with a user-centered approach in mind”] Provide the most relevant service and content for each visitor. While crafting a seamless website experience be careful not to distract the visitors to achieve their primary objective, by forcing them to take too many actions during the visit.
ABOUT RIHARDS SAVICKIS
Rihards is a Digital Marketing Specialist at Queue-It.
He is also a board member at Future Entrepreneurs of Denmark.