As defined by Econsultancy, website personalization is "a digital marketing tactic used to make the customer experience more relevant to individual visitors".
Website personalization is also known as one-to-one marketing because it allows marketers to treat customers as individuals. And it's become key for allowing eCommerce companies to stand out in today's cluttered digital media environment.
Web personalization can include a range of marketing activities:
- Product recommendations are based on behavior rather than wisdom of the crowd or business rules.
- Websites dynamically show a shopper’s favorite brands on the homepage or highlight content based on the shopper’s location or the weather forecast for their area.
- Website navigation highlights the shopper’s favorite categories.
- Website pop-ups and banners are tailored to the shopper’s browse behavior on-site or lifecycle stage.
Successful website customization ties in with personalized content across email and other channels to provide consumers with a 1:1 customer experience. True personalization engages your shoppers through content that meets their current needs and desires.
If you’re not already convinced, we've compiled a list of website personalization stats that will change your mind:
1. 71% of companies have adopted personalization, an increase of nine percentage points from 2014 to 2018. (Econsultancy)
2. Four in five (80%) companies report an uplift since implementing personalization (Econsultancy)
3. 80% of consumers are more likely to do business with a company that offers personalized experiences (Epsilon Marketing)
4. 59% of customers say tailored engagement based on past interactions is very important to winning their business. (Salesforce)
5. Personalization can increase the efficiency of marketing spend by 10 to 30 percent (McKinsey)
6. Basic personalization can give an 8% sales uplift. (Fresh Relevance)
Here’s an example of how a home page banner can be personalized based on the shopper’s favorite product category
7. 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invespcro)
8. 71% of ecommerce websites offer product recommendations (Internet Retailing)
9. Personalized product recommendations can increase click-throughs by more than 100%, versus generic product recommendations. (Fresh Relevance)
10. 79% of consumers are willing to share relevant information about themselves for personalized product recommendations (Salesforce)
11. 38% of consumers say they won’t return to an online retailer that recommends things that don’t make sense for them. (Salesforce)
RipCurl offers personalized product recommendations on the homepage
15. Displaying a popover on our own website increased email newsletter subscriptions by 800% (Fresh Relevance)
16. The average conversion rate for all pop-ups is 3.09%. The top performers average 9% conversion rates. (Sumo)
17. A well placed, relevant popover can increase subscribers by 300% (Fresh Relevance)
Popovers can be tailored to the customer’s lifecycle stage. Sunuva tempts new customers with the offer of a discount, while Cottages.com welcomes returning browsers with their last viewed product.
17. 59% of consumers say real-time, personalized offers are an important part of the in-store shopping experience (PWC)
18. 44% of shoppers want brands to personalize coupons based on location (Episerver)
19. Nearly 60% of people want real-time personalized promotions and offers as they browse your website (Pure360)
20. 92% of consumers use coupons, and 45% use them at least frequently. (Valassis)
21. 68% of consumers are more likely to join a retailer’s/brand’s marketing list if they receive an instant coupon. (CodeBroker)
- 61% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location. (Google)
If you’re keen to get started with cross-channel personalization, download the ebook to find out how: