Top 10 Benefits of Personalizing Your Website for Better User Engagement

Since its launch in the 1990s, the WWW, or World Wide Web, has come a long way. First, it blossomed into Web 2.0, where user-generated content was “The King.” Suddenly, everyone wasn’t just browsing; they were creating content like pros.

Fast forward to today, when Web 3.0 has already entered our lives. It brings incredible power, which allows you to website personalization benefits with every click, scroll, and interaction.

In 2021, a report by McKinsey predicted that 71% of customers they had surveyed expected to encounter a personalized website journey. Nearly 76% of customers got frustrated when they did not find it. So, web personalization is no longer a nice-to-have; it is a must.

Without much ado, let us deep dive into the world of web personalization and see why it is such a game-changer.

Website Personalization: Unique Experiences for Broader Impact

Picture this: you’ve just revamped your website and added great content. You are also attracting traffic. But something’s off… your visitors are leaving without much engagement. Why? You are talking to everyone but connecting with no one.

Now, imagine creating an intelligent and personalized story within your website. It will make your users feel like you are having a “one-on-one” conversation. Adding knick-knacks that make your business engage and convert better.

So, what was different about the second approach? Website personalization. You made the pivot from generic, run-of-the-mill content to targeted messaging. You made every visitor feel special.

Fundamentally speaking, web personalization is a UI/UX design practice where you create a customized journey for each visitor coming to your website. Using the data collected, you search for patterns in your users' behavior, analyze them, and use the insights generated to create unique, memorable experiences. The ultimate goal is to draw them deeper into your sales funnel, resulting in increased sales, better engagement, and deeper loyalty.

User Engagement: Tailored Experiences and Optimized Benefits

The relevance of web personalization lies in its benefits. You can experience a 10 to 15% increase in revenue. That is not all. The list of benefits is quite long, as are the statistics that corroborate the benefits. But it all drives down to two things:

• Increased revenue
• Improved website metrics

Let us now look at some critical website personalization benefits.

Improved customer conversion rates

Google data suggests that 63% of mobile users prefer buying from websites where they get relevant product or service recommendations. By customizing your landing page, you stand a better chance of converting a lead than a click on your Google Ad or a marketing emailer.

Ever wondered why?

When you customize your landing page, you potentially highlight products or services that are relevant to the user. This piques his interest. He will want to explore more, increasing your website visit time. Also, the more he visits, the more data you keep collecting and the more insights you gain from them. Eventually, your insights will help you nurture your lead better, increasing the chances of making a conversion and, eventually, a sale.

Builds loyalty

Approximately 62% of businesses experienced better customer loyalty after investing in web personalization strategies. Such is the impact of personalization on business growth.

You are not selling to your customers. You are building strong relationships by showing them you know and you care. But, customer engagement is as tricky as it is critical. Customers can become disinterested in your website with just a click.

Adopt a personalized user engagement strategy. Increase your engagement levels with your customers by addressing their pain points, and by offering precise recommendations. They feel understood, and they stick around. You get more time to nurture and convert them. That is how loyalty is built. And when they tell their friends about their experience with your website, you build authority and credibility.

Increases average order value

When you recommend precise products or services or leverage data to improve CX, you effectively eliminate conversion barriers. The result? A 10% increase in AOV or customer average order value.

This is a time-tested strategy.

Here’s an example. Say you are an ecommerce store selling cookware and homeware products. You find your customer adding two coffee mugs to the cart, ready to purchase. What should you do now? Give them precise recommendations. Show them other related products like coffee storage containers, frothers, stirrers, etc. You will either see them making additional purchases straightaway. Or they will tuck this information into their memory and come back later to make more purchases. Either way, your sales revenue increases.

Decreases bounce rates

First impressions matter. So, greet your customers with related content and see the difference. When they see what they are looking for, they get hooked. Instead of bouncing off, they will stay, explore and sometimes even make a purchase. The result? You will experience a significant dip in your bounce rates.

So, integrate a dynamic website personalization strategy and give them a reason to hang out and explore your website. They will want to come back again and again.

Conversion-enabling CTAs

Collecting data increases your understanding of your customers. Some critical information that you track through data collection:

• Browsing history
• Demographics
• Purchase history
• Geolocation etc

Analyzing this data will help you create buyer personas that resonate precisely with the type of customers visiting your website. The more you get to know your customers, the better your CTAs will be.

Statistics show personalized CTAs perform 202% better in enabling conversions than their traditional generic counterparts. Personalized CTAs are subtle nudges that interact with your customer needs, suggesting actions they truly want to take.

More relevant product recommendations

Irrelevant product recommendations are as annoying as they are frustrating. We have all been there. It is frustrating, right? You would never want your users to go through it.

Let us take the example of Amazon. They have nailed the art of precise product recommendations. They do the finest job of offering relevant product recommendations, which eventually results in increasing conversions, driving sales, and enabling higher cart values. All thanks to their laser-focused web personalization strategies.

Emulate their vision and thoughts. Get your recommendations spot on by implementing robust website personalization solutions and witness firsthand the power of serving the right products at the right time.

Less wasted sales time

Nothing irritates salespeople more than validating leads and fielding calls from unqualified leads. You can minimize this and even prevent it. Implement web personalization to improve user engagement. Make it your secret weapon to cut down on sales time loss.

Use personalization to drive user-specific marketing campaigns. This will segment your audience, making it easier for the sales team to talk to the right people; ones who are interested in what they offer. You generate better-qualified leads, resulting in more effective sales calls and conversions.

Greater brand affinity

We have already established that personalization leads to happier customers and higher conversions. Let us now discuss how it also leads to improved brand affinity.

When you create a journey that brings a smile to your customer’s faces, they tend to remember you. You create a feel-good factor. There is greater brand recall as they connect you with good experiences. As you consistently offer superior customer experiences, you establish an emotional attachment with your customers, improving your brand loyalty.

Competitive advantage

Surviving in a crowded online marketplace is tough. Today is all about creating unique experiences. Make web personalization your game-changer and witness a boost in your lead conversions, making it a cakewalk for you to survive and thrive in the digital landscape.

Dynamic content delivery

Thanks to new-age technologies like AI, ML, data analytics, etc., you can easily collect and analyze information. You interpret user needs better. With these insights, you can curate dynamic content that changes based on individual user behavior and preferences. It is like giving them a website made exclusively for them. Such adaptability will tailor unique user experiences, engaging them further.

Wrapping up

Today, customers have infinite choices. So what will make them choose you again and again? Experiences that are etched in their minds, experiences that they feel are worth returning for.

Personalization is “table stakes” for businesses. You must invest in it to stay in the race. Tap into its power to generate more leads and enhance sales leads through superior customer engagement.