According to Gartner, 46% of B2B customers consider tailored offers as extremely significant. A study by one marketing automation company found that personalized calls to action are 42% more likely to lead to a conversion. A whopping 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. There is little doubt at this point that website personalization works. Let’s talk a bit about why website personalization works.
As of last Thursday there are 1.21 billion pages on the indexed web. Your customers and prospects have a lot of options. If they don’t determine that your site contains what they are looking for very quickly, there are plenty of other places they can go. Website personalization is an effective way to immediately deliver content that reassures your visitor that they have come to the right place. You must overcome that hurdle almost immediately.
Most websites cater to multiple audience segments. You may serve clients in different industries, geographies, and roles. If nothing else, you likely have new prospects and existing customers visiting your site. Each group of visitors has different interest and will connect with different messages and content. Website personalization allows you to tailor the experience for each segment and helps you lead with your best shot.
One reason why website personalization works is that it allows marketers to match content to the buyer’s stage in the buyer’s journey. People look for different kinds of information at as they progress from investigating potential solutions to committing to a vendor. Aligning content to your buyer’s current need is an effective way of moving them through the cycle more quickly and increasing the odds that you will capture the business.
Website personalization gives marketers the opportunity to connect more deeply with visitors in ways they might not even notice. Delivering customer testimonials from clients located near the visitor, for example, is one way to reinforce the idea that you do business with people like them. Delivering content that uses the exact same words and phrases that a visitor typed into Google is another, subtle, yet extremely powerful way to increase the visitor’s receptiveness to your copy. (It’s not bad for your SEO either.)
As more and more marketers embrace website personalization, consumers and business buyers alike are coming to expect it. Website visitors do not like digging to find information that is relevant to them. They’ve come to expect a more dynamic and individualized experience and are loyal to sites that provide one. In business to business marketing, website personalization is still rare enough to be a competitive advantage, but this won’t last. Personalization will soon be as fundamental to site development as search optimization and responsiveness.
Website personalization is a bit of a mix between psychology and pragmatism. It makes sense that people want to find relevant, timely information quickly. It also makes sense that caring enough to deliver that experience makes your visitors feel good about the interaction. Giving the people what they want is, and has always been, a brilliant business strategy.