#web personalization

With the recent increase in online purchasing, businesses leveraging web personalization tools for improved website personalization are reaping the rewards.

Buying online brings with it a level of convenience and ease that traditional shopping cannot match. As the e-commerce landscape changes before our eyes, customers demand more engagement, optimized relevancy, and improved experiences from retailers.

Website personalization has become important, now more than ever, for e-commerce businesses, as tailoring online shopping experiences is proving to be beneficial to both their brand strategy and ROI.

While there are several different ways to personalize the customer journey, we take a closer look at the best web personalization tools and trends that successful e-Commerce businesses are putting to use.

Recommended Web Personalization Tools

With new web personalization tools being developed and released regularly, it can be difficult to determine which would benefit your website most. Choosing the right tool depends on the type of experience you want to create for your customers, but we can recommend the following as some of the leaders in website personalization.

Google Optimize: Google Optimize integrates with your Google Ads and Analytics accounts and utilizes data from your ads campaigns through A/B testing to optimize and personalize content for the user. Google Optimize is free and most useful to small businesses, while Google Optimize 360 is a paid service for larger enterprises.

Proof: Proof software offers a user-friendly web personalization tool that can create a variety of different user experiences on the same URL using a visual editor. Text, images, layout, and more can be changed with ease, and clients can easily be segmented and targeted for personalization.

Personyze: Personyze offers a full suite of tools utilizing machine learning and marketing automation to enhance website personalization and enhance the customer experience and each stage of the journey. This web personalization tool offers advanced targeting functionality which draws upon real-time data for optimized targeting.

Yusp: Yusp makes use of machine learning to analyze customer behaviour to personalize information displayed and products recommended to the customer. This web personalization tool uses information gathered from the customer's engagement history to enhance the user experience.

Current Web Personalization Trends

The tools of the trade are, however, evolving rapidly as web personalization trends continue to change based on what customers want from their online shopping experience.

Current web personalization trends include large-scale customize content delivery and personalization through engagement using audio and voice applications.

LiftIgniter, for instance, aims to develop software that personalizes the content on every page of a website based on the customer’s buying and browsing history. This will enable websites to morph in real-time to provide relevant information and products to the customer as they engage with it.

Companies such as Aflorithimic, on the other hand, are looking to set the tone for the future of web personalization trends, by introducing personalized audio experiences for customers, such as greeting the customer by name and detailing offers relevant to the customer.

Ebook by Baynote

Summary 

This is a free ebook that outline's eight common mistakes in Web personalization. Web personalization is still a evolving area and still has some major issues but has some major benefits if constructed properly. 

The first common mistake is living and dying by profiles. It is not the best idea to rely on profiles for users because there are risks associated with that, like the profile is not up to date, computers are shared among a group of users. A better option is to have intent clues which show the users intentions. 

The second mistake is building it on your personalization strategies alone. This is because they can be problematic and clash. A better approach is dynamic personalization. 

The third mistake is thinking like NASA. If you think it is going to be this massive undertaking it is best not to do it at all. 

The fourth mistake is waiting for the big signals. You cannot wait for a purchase to occur to determine a signal.  You have to examine engagement points and respond to theses behaviours while a session is in process.

The fifth mistake is looking backward instead of forward.  This just describes insight lag. A better practice is to monitor each interaction and see it improve over time. 

The sixth mistake is letting the persona drive personalization. Personas are static and human behaviour is unexpected and evolving. Personas are a segment of personalization. 

The seventh mistake is limiting your personalization on the web. You have to carry over personalization to all digital touch points. 

Lastly the eighth mistake is forgetting the power of the search. You cannot ignore the search feature as the most powerful intent signal.