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Usability Tools

5 years ago 5 min read

4 Simple Tactics To Start Personalization On Your Website Right Away

Usability Tools

Usability Tools

Have you recently heard about a company that managed to double their sales due to their web design? Or their low prices? We’re talking here about small and mid-sized companies, of course, who cannot compete with the low-cost strategies adopted by the leading retailers on the market.

Competition pricing wars aren’t efficient approaches for differentiating small and mid-sized companies anymore. That’s bad news for those who still believe it’s efficient as product quality is now perceived as assured by consumers. They are excited to get involved into new experiences with brands.

As U.K. retail guru Mary Portas once said, “There’s no excuse for not pushing boundaries”. “Retailing tomorrow is not going to be about product; it will be third or fourth down the line. The shopper of the future will take great products for granted.”

If the consumers start taking the product for granted, companies need to do something to capture their attention. The future in retail and e-commerce belongs to personalizing the consumer’s experience.


Fortunately, marketers have finally made it to their most desired state of being: they have the tools to put into practice all of their creative ideas. Their challenge now is creating marketing campaigns with the sole purpose of treating the customers like VIPs. That’s why they need to apply tactics to start personalizing their strategies.

Surely, web personalization tactics differ within industries and business models, but usually they rely on the same basic principles. Currently, technology allows two possible ways for personalization:

1. On site content personalization – which involves personalizing a website’s content based on data about users. Amazon is doing it using recommendation engines, which they developed about four years ago.

Example of content personalization from Amazon

2. Interactive targeting (the overlay creative visuals) – displaying messages through pop-ups and other visual creatives. You may have already observed that this is common for many industries, including e-commerce and B2B lead generation websites.

Lead generation tests with the highest impact

It’s a more versatile tactic that offers opportunities to increase engagement and transform the website into an interactive place where companies and their consumers trade desires and values. In this case, the products are not the end of this relationship.

Psychology plays a vital role in marketing. Besides knowledge and experience, the marketer has to understand fully how human beings act.

Consumers expect newness every time they visit a website. 74% of online consumers get frustrated with a website’s content (e.g., offers, ads, promotions, etc.) that has nothing to do with their interests.

On the B2B market, 46% of customers consider tailored offers as extremely significant activities in terms of maintaining or growing the relationship with the business provider. From a marketer’s perspective, we can observe that more than 90% of in-house marketers consider web personalization critical to their present and future.

Marketers are aware that personalization is a huge opportunity for them. Though, many companies out there, especially the e-commerce ones, have fallen beyond the trend of innovation.

Although the e-commerce market is still growing, it has started grow at a lower rate (in sales) each year. To give you an idea, the e-commerce industry has been growing at a 20.1% rate this year, reaching $1.500 trillion in sales.

It is perfectly normal to understand this trend in the e-Commerce market, as the number of e-Commerce websites are increasing, therefore strengthening the competition. One has to differentiate to survive in this market.

Now that you are aware of the importance of personalization, here are four simple tactics to begin with.

Tactics To Start Personalizing On Your Website

1. Branding: welcome messages for new visitors to emphasize the brand’s values, USP or UVP (depending on the company’s goal).

According to SeeWhy’s extensive research, 99% of e-commerce websites visitors don’t buy from the first visit. Therefore, the first visit is crucial to start communicating with the consumer and differentiating from competitors.

2. Having more interactive sales campaigns

Instead of showing off on the homepage, use versatile methods such as persuasive copy within creative pop ups on-site. Regarding persuasion, I could give an example: “reciprocity” involves offering something for free in return for a favor.

Procter & Gamble considers the retail channel the only avenue that can combine the ‘first and second moments of truth’, retail and consumption, that happen at the same time. Showing off promotional offers on your homepage and hoping for increased sales is already a passing trend. Companies need to think about creating interesting, sophisticated campaigns for their target consumers.

Interactive sales campaigns
Example of interactive sales campaign

3. Increasing trust – targeted testimonials on key pages

Social proof – another persuasion principle, is a growth factor for successful brands. It is linked to Word of Mouth, a key element that makes concepts go viral. As you may know, viral online campaigns are the most efficient channel to drive traffic to a website. Compared to any other channel such as email, which has a good ROI, viral traffic sent to the website is the cheapest and most rewarding. Only if you’re prepared for it.

Testimonials help with increasing trust if they appeal to various triggers regarding similarities between people: same location, gender, age, style, etc. Used on relevant pages optimized for segments of traffic, testimonials can increase conversion rates and sales within a short period.

4. Loyalty programs

It’s 5-8 times cheaper to keep an existing customer than to acquire a new one. As RJ Metrics discovered, the top 1% of customers spend 30x as much as average customers. I think this is enough to prove my point that companies should focus on personalization and VIP treatment for their customers. It’s vital to use the customer’s voice and personalize their experience on site-based on behavior.

As far as web performance is concerned, I think that it is vital to track the right metrics. Here is an example of personalization alternatives based on advanced segmentation by LTV ( Lifetime Value of the Customer).

Finally, I would say to get ready for change and embrace it. We have the time now, but not forever. The fast moving context we’re living is yelling for us to go along with it. Anyone who is confronting it instead of going with it will suffer in a way, or another, especially in business and tech.

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Usability Tools

Usability Tools

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