Why Companies Should Personalize Their Websites 

Published On February 22, 2021 | By Lisa Patterson | Technology

In the age of technology, the use of websites to promote a company’s brand can be argued to be an essential business function. But even if a company uses a website, that doesn’t automatically make it a success. 

A successful website experience involves engagement with the customer, and the best way to achieve that is by personalizing the website content to suit the individual user’s needs and preferences. 

This article will touch on website personalization is as well as the different ways in which companies can benefit from implementing personalization strategies on their websites. 

How Does Website Personalization Work? 

When a company personalizes content for users, they track user activity to provide users with a more curated viewing experience. 

For example, if a user is searching a travel site for airline bookings in Mexico, the site may generate a banner with highly reviewed hotels or restaurants in Mexico. And when it comes time to book tickets, the user may click a link at the top of the page that will automatically scroll down to the bottom of the page where the booking portion of the page is. This linked movement is known as having anchor text

The ability of anchor text to redirect to a different area on the same page instead of to a wholly different one to perform an action like making a purchase provides the user with a one stop shop experience. 

What Are the Benefits of Website Personalization? 

  • Better utilization of user data – Building personalization metrics into a website allows a company to better keep track of the information their users are looking for and the actions they want to take. Utilizing this data will then allow the company to further curate the personalization to provide a more efficient and effective experience for every user that logs onto their site. 
  • Increased customer loyalty – Similar to the point above, if a company uses website personalization to mine the habits of its visitors in order to create a more efficient and effective experience, this has the potential to increase the customer’s loyalty, keeping them coming back and telling their friends about the personalized experience they’ve had on the site. 
  • Decreased sale time – If a company website implements a customer personalization strategy, the user may be more likely to utilize the website for its intended purpose more quickly than they would if they had to search the page and affiliated windows and pop-ups in order to find the information they needed to help close the deal. This, again, demonstrates the importance of the anchor text that can help to keep content all on one page and thus easier to navigate. 

A Final Word 

Website personalization is a marketing win for not only the company that implements it, but also for the customer they are serving. If a customer’s website visit is more tailored to what they want and need, their level of satisfaction will be higher. And if that’s the ultimate outcome, the company benefits, as well. 

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