Website personalisation refers to the process of creating a customised experience for somebody who is visiting your website. Put simply it’s about taking a standard web page and altering it to match an individual customer’s wants and needs.
When used correctly, brands can tailor their generic website to present visitors with personalised content, providing a user-friendly route to the content that particular visitor or stream of visitors care about the most.
When we talk about online or website personalisation, we’re essentially talking about how we can use data to drive a website’s appearance and content in real-time. That might sound scary, but it’s actually quite a simple process. In fact, it’s been happening across social media and eCommerce websites for quite a long time.
As a leading provider of web development in Melbourne, here at Newpath Web, we pride ourselves on being at the forefront of new and innovative development technologies. We understand the importance of website personalisation and how it can be best achieved in a seamless and user-friendly manner.
Why should businesses care about website personalisation?
As technology has improved and the digital space has evolved, the demands and expectations of users have continued to grow. Customers no longer want to see the same old website homepage, which is being shown to a million other customers. They want to be able to access what they need in as short a time as possible.
Sometimes users might not be able to describe what sets a good website apart from a bad one, but they’ll remember the websites that gave them a simple, easy user experience. Most users might not even be aware that elements of content on websites are personalised, they’ll just see that website as helpful, or easy to navigate.
Website personalisation is most successful when it’s implemented to improve a user’s experience. There are some very simple, but effective uses for website personalisation, including:
- Changing a homepage to show content and imagery which aligns with the user’s demographics (prioritising products which cater to a male or female audience, for example, or displaying messaging relating to older users).
- Tailoring a landing page to reference the specific geographic location where the user is searching from.
- Personalising content on a landing page to reference the specific search query (keyword) that a user typed into Google.
- Changing how a website attempts to convert a user depending upon whether the user is on a mobile device or desktop. (ie. ‘give us a call,’ in place of an online form).
- Changing the content and imagery on a website depending upon the time or day (for example, late night Sunday browsing suggests a visitor might need to get this sorted before Monday).
These are all fairly basic personalisation experiences to create and excellent starting points for someone just exploring the world of website personalisation. Here at Newpath Web, as part of our comprehensive web development services, we can explore personalisation further based on the needs of your business and your existing and prospective customers.
Personalisation experiences such as the above offer significant opportunity for businesses, as there is almost always a conversion rate improvement to be gained through the personalisation of content. It’s simple — from past experience, we know users will respond well to a website that is personalised to them.
What website personalisation offers
The team at Newpath Web have created website personalisation experiences for a large number of clients, and we’ve found there is a clear and demonstrable return on investment for this work. We’ve consistently seen improved conversion rates after building personalised websites, which is, after all, the goal of having a website in the first place.
Website personalisation can provide a strong competitive advantage, which is why we recommend it to many of our customers. To learn more about our web development services and our team of experienced developers, contact Newpath Web today.