“I don’t care about the interests of my clients” was something a CEO of a big company told us six months ago. Now that person’s company filed for bankruptcy. Let me explain why it is important to know your customers and what the benefits of a personal approach are.
In today’s society, companies cannot survive by only raising public awareness about their products, known as mass marketing. We need more! Segmenting our clients in different groups and then targeting each group in a slightly different way? Well, we even need more than that. We need to know who our clients are, what they need, want or are interested in. Each person has its own background, motivation and goals. By discovering that, we can personalize their brand experience. Everyone is unique and needs to be treated in that way.
So how can we treat every individual on a personal level? Yes, exactly, by personalizing the content on the website they are visiting. In a previous blog, you could read about what personalisation actually is and how it’s currently being used. Now let’s focus on why personalisation is so important. Why is it relevant for you as a person? And why should a company care about personalizing the content on their website for each visitor?
Why is personalisation relevant for you as a person?
Imagine you are a bookworm and you want to find a new book to read. You go to your favorite online bookstore – with millions of books – and see a standard homepage with all the books you already read. Are you willing to go through all the books on the website to find one you haven’t read? Or do you prefer seeing a personalized homepage with the books you are interested in and didn’t buy before? I thought so! When seeing a webpage based on your personal interests, you’re able to find something that you will like. This will save you a lot of time, which you can invest in other things, like reading more books perhaps?
If books aren’t your cup of tea, imagine you are a vegetarian craving for food. You take your smartphone or computer and look up the menu of the best restaurant in town. Would you like to see all the meat dishes they have? Or would you prefer seeing all vegetarian dishes immediately? Again, I think the choice is easily made.
How about looking for a dress to impress for a special upcoming night? Apart from the stress involving choosing the right shoes, are you willing to go through Zalando’s online web shop to find the perfect dress? Keep in mind that Zalando, for example, has millions of dresses – good luck finding the perfect one. Wouldn’t it be better and less stressful to see an overview of dresses within your style? Yes please!
Thanks to personalisation, people save time that they can spend on other things and people can discover new interesting things within their interests. There is an overload of content on the World Wide Web and we sometimes don’t know what to do, read, watch or listen to. Sometimes, we even cannot describe what we could be interested in. That’s what dynamic content personalisation can offer you.
I can hear what you’re thinking, how about my privacy? Personalisation is not about violating your privacy. Personal data like email addresses or phone numbers are not needed to provide a personal relevant webpage. There will be more on this topic in a later blog. But for now, don’t worry, your privacy will be guaranteed.
Now back to the blog. We now know why personalisation is relevant to the ones visiting a website, but is personalisation worth the effort for companies?
Why should a company implement dynamic content personalisation?
A happy customer is the greatest advertisement! With personalisation, you can give every customer a personal brand experience. If your customers like what they see on your website, they are likely to spend more time on the website and are very likely to come back for their next purchase.
When brands use static content personalisation, e.g. personal headers, they see:
- a 65% increase in conversion rates
- a 62% increase in visitor engagement
- a 61% improvement in customer experience
Not bad! But imagine what dynamic content personalisation can do for your business.
Dynamic content personalisation is possible thanks to an algorithm that can predict what the visitor is interested in – even if the person itself doesn’t know it. Subsequently, hyper-relevant content is displayed to that person. This is especially relevant for content-heavy websites, who rely on their content to tell their story. These powerful systems can understand customers in real-time and automatically deliver a personalized experience. Sounds like magic! This deeper dimension of personalisation will result in an extra:
- 20%-35% increase in sales
- 29% increase in clickthrough rates on personalized call-to-actions
- 20% increase in customer loyalty, because the customer does not get frustrated with irrelevant online content and will therefore come back
This is just great, don’t you agree? Unfortunately, study shows that 60% of marketers struggle to personalize content in real-time, yet 77% believe real-time personalisation is crucial. For which companies is personalisation crucial? Curious? The answer can be found in our next blog post.
Written on August 10, 2016