Website Personalisation

Use website personalisation to create custom user experiences across your digital portfolio

Where to start with website personalisation

Website personalisation drives great customer experiences and it all starts with knowing your visitors. Gaining insight into past visits to your site enables you to tailor content specifically to their needs on future visits. Use web analytics data to establish the best customer journey for each of your visitors. Understanding their product preferences, when they visit your site and through which channel, are simple measures that can start to take you on the road to personalisation.

Why website personalisation is important

Consumers of today will generally expect a personalised digital experience, much like they would expect offline, in a physical interaction.

No two customers are alike so using website personalisation you can deliver tailored and intuitive experiences to them rather than a broader, more generic experience. Brands can deliver a relevant and consistent personalised journey to every customer by leveraging user demographics, behaviour and intent.

Whether it’s the copy on a landing page or a personalised offer on a particular product, you’ll have the ability to target customers with unique, highly impactful content allowing you to differentiate your brand from the competition.

Person lit up in crowd, highlighting how user experience should be personalised to meet & exceed visitor expectation

An introduction to website personalisation

Watch this short video for a brief overview of how you can use some fairly simple website personalisation tactics to enhance your visitors experience using information on how they arrive at your site (and where from), recognising if they have visited before, asking questions to further understand their objectives etc.

Website personalisation with Webtrends Optimize

Using Webtrends Optimize you can serve up content that is tested and proven to perform based on a visitor’s attributes and previous activity.

You can also integrate information from your CRMs, loyalty programs, eCommerce platforms and lots of other data sources; even score visitors, to create customer profiles and target relevant offers to those with high-value potential.

Webtrends Optimize allows you to analyse and consolidate the results of your personalisation campaigns across your digital portfolio so that you can deliver experiences that drive results and create happy customers. Here are a few more key website personalisation techniques and tactics to consider.

Mobile phone showing how you can add personalisation into your visitors journey using historical and real-time data

Personalise experiences while customers are on your site

With Webtrends Optimize you can tailor a visitor journey & deliver content based on both historical and real-time behaviour as well as demographic and location. Providing exceptional experiences that will improve your conversion rates.

Website and Mobile App showing how personalisation can be used across different devices

Tailor experiences across devices types and engagement method

Personalised targeting allows you to offer visitors a great experience on every device regardless of how they are engaging with your website or app. Create loyal customers by using Webtrends Optimize to give them a seamless and tailored experience for every screen and browser.

Mobile phone showing example of geotargeting

Create context through geotargeting

If a customer is searching online for vacations in Italy and lands on your travel site, delivering an Italy-specific landing page is giving the customer exactly what they want. Use Webtrends Optimize to capture and leverage keyword search terms as the user arrives on your site. This will improve the results on your landing pages and campaigns.

iPad showing an example where higher value customers are targeted with premium services

Engage high-value customers

Financial services companies may want to present their higher-value customers with premium services or offer credit cards branded with personal images or local interests based on geographical segments. Use targeting to take action on your audience segments and provide relevant offers to make them feel special.

Key website personalisation tools

We have a range of website personalisation tools and features that allows you to maximise the ROI from your website and other digital assets. Our product recommendations engine uses a combination of your own customer data, machine learning and tailored business-driven rules to provide personalised recommendations.

We also provide a powerful social proof engine, the ability to overlay exit and welcome messaging, onsite retargeting and the ability to combine with AB testing to ensure you always deliver the very best UX. And all of this comes as standard – no technology/product upgrades or restricted functionality exists in our platform.

Get in touch

Want to know more about website personalisation, or how Webtrends Optimize can help your increase your conversion? Click below to send us a message or call us on 0333 444 5502.

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