WEBSITE PERSONALIZATIONTHE NEXT GREAT FRONTIER FOR SMB WEBSITES
PRESENTED BY // AMIR GLATT CTO OF DUDA & KATE COX CMO 123 REG
What Is Website Personalization?Website personalization is the application of technology and web
design to create one-to-one visitor experiences that maximize customer engagement and conversion.
Website Personalization
For example, a website can be personalized based off of a visitor’s physical location or time of day.
Contextual
Website Personalization
Behavioral personalization is when a website changes based on past browsing history or on-site action.
Behavioral
Website Personalization
DemographicWebsites can also be personalised by gender, age, profession, etc.
Website Personalization
LACK OF TECHNICAL EXPERTISE
In fact… Due to technical barriers, only 29% of all businesses currently implement website personalization on their website.* exacttarget 2014*
Website Personalization
Barriers to Entry
COST PROHIBITIVE
People have grown accustomed to having a more personalized experience online, and websites that don’t provide this experience
feel outdated.
Website Personalization
HOWEVER, IT’S EXPECTED
Add-on SaaS products
Incorporated tools in a CMS or website builder
Custom coding
Website Personalization
Options For A Solution
A personalization tool needs to have an easy-to-use interface, while still providing a site owner or marketer with a full set of advanced options for creating one-to-one visitor experiences.
Website Personalization
Usability
Any proper personalization solution needs to enable the user to implement more than one or two changes on a website.
It should also be required that there are multiple triggers for each change.
Website Personalization
Flexibility
TrackingThe need for tracking which of your website personalization efforts are working is essential for most site owners.
Therefore, you need to be able to track engagement across a wide range of various user actions.
Website Personalization
PrivacyPersonalization relies on a website owner, designer or marketer knowing something about the user. However, this can easily go too far and come across as invasive to potential customers.
Website Personalization
A Personal Touch Is A Strength For SMBsTraditionally, one of the strongest assets for SMBs in driving sales and
building customer loyalty has been their ability to create one-on-one, high-touch relationships with their customers.
According to recent research by You Gov and Behavioral Scientist, Patrick Fagan, which was commissioned by 123-reg and conducted in the UK:
Over half of British adults (56%) say that “the personal service they offer is a benefit of buying in store from small businesses.”
71% of British adults who ever purchase items online from a business' website agree that “offline, small businesses provide a more personal service than big businesses.”
56% 71%
But This Advantage Is Lost Online
59% of adults felt large business websites are generally better than small business websites. This rises to 78% for 18-24 year olds.
REASONS WHY
When purchasing items directly from a business’ website, almost a quarter of adults (23%) prefer to buy items from big business websites rather than their small business counterparts. This rises to 45% of those aged 18-24.
Empathy and Trust Usability Social Media Functionality And, of course, Personalization
59%
78% 45%
23%
The Democratization of Technology Is Changing This
ACCORDING TO RESEARCH BY YOU GOV, WEBSITE PERSONALIZATION COULD ALMOST CUT LOST SALES OPPORTUNITIES IN HALF FOR SMBS.
The experiment showed that the amount of respondents who disagree with the statement "I would purchase an item at this website” fell from 52% to 29% and when personalization was added to a small business website.
52%
29%
With the increase in cost-effective website personalization options, SMBs are reclaiming this advantage.
Website Personalization
Personalization of a site significantly affected people’s trust and
empathy with the business which in turn directly translated into
purchase, behavioral intent and loyalty
- Patrick Fagan, Behavioral Scientist, Brainchimp
FOR FULL RESULTS SEARCH 123 REG PERSONALISE THE WEB
Website Personalization
Real-World ResultsPhoenix, Arizona-based restaurant, The Gladly, implemented website personalization via a simple notification bar combined with with a text link above the navigation during Restaurant Week.
This accounted for a 70% increase
Result:
in their customer conversion rate.
Real-World ResultsRaydiance for Women needed to find a way to educate its website visitors about its products and services. So they added a welcome video on auto-play to only display the first time someone comes to the website.
Website Personalization
Raydiance for Women experienced aResult:
65% increase in conversion rate.
This Is Good News For More Than SMBsHosting companies, telecoms, digital marketing agencies and all web
solutions providers can benefit from the ability to provide their customers with easy-to-use website personalization tools.
Website personalization is an advanced feature that separates you from your competitors On-site personalization is an additional, ongoing marketing service you provide, much like SEM or email marketing
Positioning to clients:
Website Personalization