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Having a business that has a great website isn’t enough for most consumers nowadays; they want more and they want it now.
But how do you give them more I hear you ask? Well, personalising their online experience is a great way to show potential customers you’re listening to their needs and reacting to what they want to see online.
Customers that shop online has to part with a significant amount of data these days as businesses are keen to gather data about their audience via systems like cookies, app tracking and interactive surveys. With all this information to hand, businesses can now customise user experiences – but why aren’t more websites doing this?
Well, the biggest part of the problem is actually a lack of understanding when it comes to exactly how to implement these personalised experiences. Despite this, there are a couple of simple and reliable strategies you can use to add more customisation to your customer experiences.
Why Do Customers Want More Personalised Experiences?
First things first, people want to know they are valued as a customer. They are parting with their hard-earned cash when they visit your website, so surely you can show them a little love!
Competition is also a huge part of this demand – people are exposed to an average of 5,000 different advertisements every single day. Recycled messages and tired old formulas can get very boring very quickly, so a uniquely personalised experience is both memorable and more engaging.
Another factor is our need for instant gratification; something we’ve grown to yearn for ever since Facebook likes and Twitter followers were created. We live in a culture that increasingly craves immediate validation, so customised experiences deliver targeted and more precise results.
Our 5 Personalised Experience Strategies
Intelligent Search – Years ago, businesses focused entirely on volume rather than quality. Nowadays however, users want more relevant and targeted offers that they feel relate to their personal needs, and businesses have the data to do this.
Targeted Content – Although a popular style of marketing, too many businesses focus on the broader topics that obviously have a wider appeal, but generally fail to generate much interest. The niche content topics with a smaller but more engaged audience tend to do much better.
Better Market Research – Dig deeper into your market research (that you should be doing regularly!) and utilise the insights from there to personalise your customer experiences. Are there hidden niches or individual sectors that have needs? Are they different from everyone else? Could you serve them up a set of specific products?
One-on-one Interactions – It would be fair to say that the majority of the working world is heading towards more self-service and automated options, one-on-one interactions with your customers can make a big difference. You can’t beat a good old-fashioned personal conversation; something that is especially important for long-term client relationships.
Interactive Content – Give your readers something to get involved with and think up ways to make your content more interactive; maybe a quiz or online poll? Get creative! You can even go down the route of using your market research data to make personalised web experiences that cater to individual customer behaviours.