Keeping your website up-to-date and well-organized is just the beginning. Website personalization is the next step to take your customer experience to the next level. By providing a tailored experience for each visitor, your website can be more engaging, inviting, and helpful than ever. Personalization is now integral to the digital experience if you want to stay ahead of the curve.
This article will explore the concept of website personalization, the reasons you need to personalize your website and the methods and tools you can use to implement personalization on Drupal websites.
What is Website Personalization?
Website personalization is simply creating a customized experience for your website’s visitors based on their individual preferences and behaviors. This can be done by tracking user data and using analytics to understand their interests and habits. In fact, instead of providing a basic, general website experience, web personalization lets you give your visitors a fully personalized online experience tailored to their wants and needs.
For example, If a user frequently visits a website and tends to view the same content, personalization can be used to offer them more tailored content.
A basic example would be if a user visited l many pages about working for your company, you could show them the jobs closest to them. Or, if you're an international company, you could show the contact details of the office nearest them based on their location.
The other example is that if a user tends to purchase certain products, the website can be personalized to offer them related products that may be of interest. For instance, if the user visited a number of articles about email marketing, you could suggest other email marketing content to them. Also, you can use personalization for your advertising efforts; for example, if a user has looked at 10 articles tagged with Xbox, you could then display an advert for the Xbox One.
Website personalization can make the overall user experience more enjoyable by displaying relevant content and providing personalized recommendations based on user data, such as demographics, interests, preferences, and past behaviors.
Why Website Personalization Is Essential for Your Business?
Today’s audiences expect brands and businesses to deliver high-quality, relevant, and personalized experiences. To put things into perspective, research has shown that 74% of customers feel frustrated when website content is not personalized, and 66% of customers said that website content that isn’t personalized stops them from making a purchase. You can see how much of a difference website personalization can make for your business.
1. Higher conversion rates and more sales
Personalized websites are more engaging than generic ones. They are designed to capture the user's attention and interest. Customized websites are more likely to convert visitors into customers because they are designed to meet the user's specific needs, and therefore, more users convert to customers. By providing customers with a more personalized experience, you can increase website traffic, generate more leads, and ultimately improve your bottom line.
2. Simplify customer’s decision
Personalization has been instrumental in helping customers make their final decision on a purchase. By giving them access to the best and most useful information and creating a compelling experience, customers are more likely to select the brand they have had the best journey with. Having a centralized view of all content has enabled marketers to ensure content selection, publishing, and syndication are tailored to each visitor. In turn, businesses can now provide customers with the personalized experiences they desire and make the most of their content investments.
3. Boost customer retention
When a customer makes a purchase, it must be one of your business goals to keep them around. Personalization can help you do this by providing context-based personalization on the website, which is the main focus of many businesses. With open APIs, marketers can incorporate personalized experiences across web, email, mobile, social, IoT, and other channels.
Additionally, it gives you more control over how content is displayed, allowing you to tailor it to your needs. As you familiarize yourself with customers, you will be better able to recommend relevant content to them. All of these benefits will produce a great customer experience and foster customer loyalty, while also reducing bounce rate and improving website metrics.
4. Promote loyalty and advocacy
If you can give your customers a truly exceptional experience, they will be sure to come back and, just as likely, tell their friends about it. Your loyal customers can work as your brand's advertisement, helping you reach a larger target audience. With personalization, marketers can access many reports and dashboards to better understand their customers and achieve their desired personalization objectives. This allows marketers to improve their CX and increase their competitive advantage continually.
Simplify Drupal Personalization with Acquia Personalization Tool
Acquia Personalization brings your data and content needs together to help you simplify the process and deliver fully personalized content with an easy-to-use interface that anyone can use. It offers an application based on the personalization features of Drupal, allowing digital teams to easily create and launch personalizations for digital experiences. This no-code solution requires no technical skill, allowing anyone to utilize its point-and-click functionality to customize experiences.
You can test, build, and integrate your site's content in one place. Acquia Personalization tool allows you to:
- Quickly and easily create and deploy three-step personalization campaigns,
- Capture unified customer profiles,
- Preview personalizations via a visual builder,
- Define and target customer segments with adaptive segmentation,
- Syndicate content across a network of sites and channels,
- Schedule personalizations to align with announcements, promotions, events and product releases,
- Track metrics, review content and segments from a central dashboard,
- Gain actionable insight through dashboards and reports with an analytics engine.
In fact, Acquia Personalization is the only personalization tool that is optimized for Drupal. It provides a simpler, more efficient, and more effective way to personalize your site and provide top-notch UX. With the help of this tool, Drupal website personalization is an achievable reality without worrying about complicated code and technical skills.
In conclusion, website personalization is essential to providing a great customer experience and growing your business. While it can be difficult to implement, personalization tools make the job easier and more efficient.
Having the right tools and a strong partnership can bring your business to new heights, allowing you to take on bigger projects and improvements. Instead of being limited by your platform, you can start thinking about how to take your business even further. Invest in the right tools and find a partnership to support your ambitions and help you move forward.
With Acquia Personalization, you can centralize data and content into one place, improve your CX/UX, build stronger brand awareness, and have more freedom and flexibility. No matter what your goals are, Symetris can provide the services and expertise you need to get the most out of your digital presence. As an Acquia partner and with our team of Drupal specialists, we’re here to provide the support you need to unlock the power of website personalization and evolve your website. Contact us today to get started on your digital journey.