In an era dominated by digital landscapes, staying ahead of customer expectations has become a daunting challenge for businesses. With household names like Netflix and Facebook setting the gold standard in personalization, the expectation is for every organization to offer highly customized and engaging experiences. Yet, the perceived complexity and costs often require companies to embrace this new paradigm. However, the reality is that personalizing your customer’s journey can be straightforward. With thoughtful strategies and a focus on customer transformation, businesses can provide top-notch personalization without breaking the bank. Here are five such strategies to consider:
Here are a few ways to personalize your organization’s website like they do without breaking the bank.
Start with knowing who your Customers are
You will only be able to personalize customer experiences by first knowing who is visiting your site. Be sure to capture simple items like user email addresses, names, and, if possible, demographic data like age, location, or industry they work in. You can also dive deeper into your data to find out what browser they use to access your site on a mobile device or desktop. Data is available through Google Analytics for free, or use a more in-depth experience solution like HotJar. Any information will help you begin personalizing the customer’s journey.
Personalize Customer Experience at a high level
As simple as writing “Hi Chris” on a webpage may seem, the experience goes much deeper towards making a new customer feel special. Implementing Call-to-Actions around what you know about a user can improve the user experience. But rely on more than just the data you know about the user. You should use all available data, such as time of day, where the user came from, and specific pages the user visits. This changes your simple message above to a more complex personalized message like “Good Morning, Chris, glad you found us on Twitter. Here are some new shoes for you to look at today.” Plugins like Duda on WordPress can help with this process and create easy-to-implement personalized experiences.
Be sure you are testing your website’s personalization points and tracking what has the best results. A/B testing using services like Google Optimize will help you create more engaging customer experiences. Testing and tracking are simple and require creating different messages, web pages, or call-to-actions. Once you set up two different user experiences, Google Optimize will display one experience to 50% of your traffic and the other 50% to the second user experience. Now sit back and see what your customers engage with the most, then make the adjustment permanent.
Staying up-to-date on tech
We can not avoid the continuous transformation of technology. Business activities must stay up-to-date to leverage tech’s impact on customers. If your users expect to engage with you in a specific way and cannot meet that expectation, you may lose that customer. Being familiar with technologies your customers use will help you craft unique personalized customer experiences. Be proactive in your research. One strategy would be to start with the personalization elements you want to see on your website, then find technologies that help you achieve that user experience. Along the way, you’ll learn about new tools and stay up-to-date on technology trends and usage.
Consider the offline experience.
Although it may sometimes feel like we all live online, we still spend much time offline and unconnected. Don’t limit your marketing and personalization strategies to only digital. Refresh your perspective on the entire customer journey and include both online and offline experiences. Extend the conversation and engagement beyond your website with traditional marketing elements that build true relationships. Then, drive those experiences back to your website in a personal way that converts and transforms your customers into influencers.
Bringing It All Together
The art of personalization extends beyond gimmicks and superficial tweaks; it’s about creating a genuinely engaging and relevant experience for your customers. By taking the time to know your audience, implementing high-level personalization, staying agile with technological updates, testing your strategies, and considering the full scope of customer interaction, you open the door to true customer transformation. The ability to meet and exceed the ever-evolving expectations of your customers isn’t just a lofty ideal—it’s both achievable and essential for business success. Start small, iterate often, and keep the customer at the heart of your personalization efforts. Remember, a profoundly personalized experience isn’t an end; it’s a journey that supports your brand and customers evolving together.