3 Ways to Personalize Your Small Business Website to Better
Connect With Customers
Website user experience (UX) is something that most small businesses don’t focus on. They tend to quickly create a website and launch it without thinking about how it impacts their brand. However, in order to allow your website to become an asset to your business, you need to consider personalization.
Why Personalization Matters
We all love it when things are personalized to our preferences. That’s why we enjoy buying tailored clothing, working with architects to create custom floor plans, and choosing custom features when purchasing a new vehicle.
From a business perspective, it’s important that you recognize the desire for personalized shopping and let these principles drive your website design and development. The problem is that investing in a personalized website is often viewed as too challenging.
“Delivering personalized shopping experiences at scale—to thousands or hundreds of thousands of prospects and current customers—requires leveraging sophisticated data sets, processes, and technologies,” e-commerce expert Kathy Kimple says. “That can feel overwhelming.”
Personalization is how people sift through the overabundance of information that exists in the marketplace and make educated purchase decisions. And while it may feel overwhelming on the surface, it’s something you have to deal with. Kimple points to a study in which 31 percent of executives say personalization is among their top three priorities. If it’s not one of your major focuses, it’s possible that you’re out of touch with your target market.
Personalizing Your Site
But how can you personalize your website in a tangible manner that delivers a high return on your investment? Here are a few strategies that leading websites are using:
1. Implement relevant filtering features. If you sell a large number of products on your website, give visitors relevant filtering features that simplify the search process and make it easier for them to find what they’re looking for.
The website for Garden Delights is a good example. Because the company sells plants that are often dependent on certain climates, it’s imperative that customers know whether or not the item they want to purchase will thrive where they live. That’s why Garden Delights uses locational tracking to identify where the customer is accessing the page from and then provides a “Garden Zone” number that’s used to show which plants work in the respective ZIP code.
2. Provide suggestions. You may try to avoid cookies after dinner, but when it comes to the internet, they are a good thing. Website cookies are little bits of information that your site collects from individual visitors. This information can then be leveraged in the future to provide personalized shopping experiences that are tailored to individual users based on past behavior.