When users get overwhelmed with information they don’t require, they quickly migrate to other relevant websites. Now-a-days, a revolution of inbound marketing has spread which enables consumers to filter out the irrelevant content to get access to options that are more personalized. A common example of this is Google which has been providing custom made search results to all its users. As technology has started to allow personalised experiences, more and more buyers have started expecting it. Personalised websites lead to higher conversions which further leads to satisfied visitors.
Conducting personalisation requires making use of a strategy. The idea is to diminish friction and drive in faster conversions. To devise a strategy, first you need to think about the reasons behind friction and then cater to the interests of visitors by becoming more relevant to them.
Things to consider while thinking about personalisation devices
Let’s begin with an important friction point that takes mobile optimization into consideration. According to a Google research, around 61% mobile visitors quickly look for other sites if they do not get access to what they are looking for right away.
If your website is not optimized for usage on mobile, you need to employ responsive design for your next design of website. In case your website is already optimized for mobile, begin thinking as to how your strategy for content should concentrate around the mobile user. A website should be personalised for mobile user by removing excessive content and elevating points of conversion so that it is easier to take action.
- Demographics: Demographics play a vital role in decision making by users. Go through the case studies and testimonials of customers on your site. You need to determine whether the company from where you are about to make a purchase has a history of working with a company that is similar to yours. Personalising content according to demographics can also restructure conversions from a practical point of view.
- Timing: You cannot force people to make decision if they are not ready. You need to think where a customer is in his/her decision process. Imposing a sales or demo conversion to users when they are still in the middle of their research process can lead to friction.
- Psychographics: While it is easy to take into consideration the demographics, psychographics require little more time to understand. The better you understand the various concerns and questions of your user, the better you can make your content adapt according to your user’s needs and requirements. Remove the content clutter that no longer solves some purpose and restructure the visits. You can devise a strategy that best matches the content to your visitors’ interests.
These days, buyers are encountered with myriad choices of information. The businesses that have cast a great impact on their customers are the ones that can create seamless and relevant interactions on their sites.