Call us: 
0821-7733-6889
Call us: 
0821-7733-6889
Call us: 
0821-7733-6889
Call us: 
0821-7733-6889
#SERIES 58

A better browsing experience

Most businesses have a number of different ideal customers or segments that they target with their products or services. These could be people with varying levels of experience, that live in a variety of locations, who work in different industries and much more.

The content on your website will ideally be focused on your ideal customers, but it's difficult to be hyper specific unless you utilise website personalisation.

Personalisation allows your content to be dynamic, adapting to suit each visitor. This can be based on demographics, search data and even previous interactions with your website.

Amazon provides a great example of website personalisation on their homepage. If you are logged in and you view their homepage, you'll see multiple areas of personalisation. These include items you've previously viewed and suggestions based on your browsing or purchasing history.

By tailoring a user's experiences and providing suggestions, Amazon are able to provide a better service and generate more sales from their existing customers.

You can do the same sort of thing on your own website. For example, let's imagine you provide accountancy services and you specialise in working with people in the creative industry.

Your website content could be tailored towards different professions such as: graphic designers, web designers, marketers, copywriters or videographers.

Website personalisation allows you to tweak the content of your website based on those different professions. For example:

  • You could tweak your headline to show the profession. E.g. "Accounting Services for Web Designers" or "Accounting Services for Graphic Designers".
  • You could change the wording on your buttons or CTAs (Call To Actions), to target different industry professionals.
  • You could use different imagery to suit the different professionals. Perhaps you have a video camera for a videographer and a typewriter for a copywriter.
  • You could customise the testimonials so that a user sees testimonials that are specifically from fellow graphic designers or videographers.
  • You could even change the features in a pricing table to specifically talk to each profession.

This is just a small example of website personalisation, but each of these options is very powerful. You can dive a lot deeper into personalisation if you have more visitor or user data, such as through your CRM platform.

Personalisation works really well when you're running paid ads for your business. Each advert that you create can target a different customer demographic. When a visitor clicks through from a particular advert, you can then show them a personalised page, immediately capturing their interest.

You can carry out website personalisation using software such as RightMessage or Google Optimize. Alternatively, you could consider making separate landing pages on your website that suit different segments of your audience.

When you personalise a page to dynamically suit your visitor you provide a better browsing experience. Your visitor will feel like they're in the right place as your content is specifically talking to them.

Providing a better experience to your visitors will help to bring you more leads, more sales and more happy customers.

P.S. If you'd like to talk more about website personalisation, please schedule a call with me. You can book a call at a time and date that suits you on my calendar here. Book a meeting with me.

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