Types of website personalization that will help in strategy and conversions.

Website personalization is picking up pace in the market where businesses are going berserk in adapting them in their marketing strategies. Website personalization is the process where companies offer personalized website content to specific users based on their preferences. So, every user gets to enjoy unique experiences every time they visit the site. But it is not as simple as it sounds because there is more groundwork needed before going live with your content. We bring you extensive information on different types of website personalization and its uses.

Website personalization is built under two primary factors. One is based on data and information collected from customers and the second is based on customer experiences. Did you know that website personalization is one of the best features of AEM services?

Let us look at each one of them in detail below.

1. Website personalization built on data collection

· Explicit Website Personalization

As the name suggests, in explicit website personalization the basis is straightforward and easy to understand the customer’s point of view. Here, the website experience is custom-selected by users. Customers choose the location, gender, age, etc.

For example, when you visit websites of pioneer platforms such as Adobe, they ask you to choose the location among their website version options. The platform will record your preferences in cookies and your information is stored. This will help you and the enterprise when you revisit the website next time.

This gathered information will help businesses to show relevant products and offer better customer experiences.

· Implicit Website Personalization

In implicit website personalization, algorithms are used to track user behavior and segment customers into different groups. Implicit personalization is an interconnection between content, products, and users.

The data and metadata collected from the algorithms help in defining the subsequent user experiences.

A user is determined as a baker with the following website behavior:

· Selects baking content.

· Is interested in utensils.

· Looked at sustainable products.

· Is uninterested in other categories.

· Contextual Personalization

In contextual personalization, context is used to build personalized experiences. Context can be derived from your browsing history such as the time of the day, weather, videos watched, search history etc.

Google accurately fits into the definition of contextual personalization. Google search engine recommends things to do or places to eat based on user’s present location and time. Google is showing relevant information in that particular scenario and is not based on any other data or information.

In some scenarios, a lot of websites combine contextual and explicit website personalization methods to enhance user experience.

2. Website personalization built on experiences

· Interruptive experiences

In interrupted experiences, the customer gets to witness experiences that they are not really expecting as they may or may not be your returning or loyal customers. These experiences are created to attract the users to perform or engage in some actions which help the brand to understand them better.

Businesses can control when and whom to show the experiences and it need not be for everyone who visits the website.

Push notifications, pop-ups, info bars etc are some examples of interruptive experiences.

· Seamless experiences

Seamless experiences are the opposite of interruptive experiences. Seamless experiences become the core of your marketing strategy as your customers expect you to provide them with more perks. Customers expect loyalty programs, rewards, points etc packaged in a uniquely personalized way.

It is definitely easier to transform between a personalized and general sections of the website with seamless experiences.

Conclusion

Website personalization becomes futile without accurate information. The right information and the right to use this information plays a crucial role in planning and executing website personalization.

The deeper you go into the personalization of content the better it is to earn customer loyalty and sales conversions. To support you in your journey you need a partner who understands your business objectives and assists you throughout the cycle. Embitel is an industry expert with over 16 years of experience who will help you deliver immersive experiences through website personalization. Our proficient team is just a call/click away. Reach out to us at sales@embitel.com