Personalisation and branding are design essentials when it comes to web design and development. Personalised websites result in higher conversions and happier visitors.
The goal of personalisation is to make your site and everything in it more engaging, so that visitors stay longer and are encouraged to become clients. Making your site reflect your brand and business, however, requires a clear strategy.
With that, here are four best practices to help guide your website redesign and personalisation project.
What They Use
Personalisation isn’t all about including everything about your brand on your site. It’s also about personalising the design and content to suit your customer’s needs and platform.
Based on a research by Google in 2012, 61 percent of visitors said they’d quickly switch to another site if they don’t find what they are looking for in a mobile site.
In Australia, for instance, there were at least 19.6 million subscribers who accessed the Internet via a mobile handset, as of June 2013. This means if your site isn’t mobile-friendly, you could be missing out on millions of potential customers.
Who They Are
Aside from knowing what customers use to access your site, it’s also important to know who your customers are.
Personalising the content and layout of your site to suit your target audience streamlines conversions from a more practical point of view. The more they relate to your site, the more likely they will trust you, which eventually results to lead conversions.
VoodooCreative.com.au, a web development company in Canberra, adds that prioritising the location closest to your website visitors is the best approach if you have offices in multiple locations. This local SEO strategy gives customers in the area information they need much quicker.
What They Think
Be in your customers’ shoes; the better you understand their various personalities and browsing behaviours, the better you can adapt your site elements to meet those interests.
Also, it’s a great way to find out what visitors don’t like about your site. You can then use this data to reduce clutter in your site, keeping only the things that customers want to see.
When Do They Want It
Timing is everything; you can’t force visitors to make a decision when they’re not ready. Forcing visitors into a demo or conversion when they’re still gathering more information about your product or service leads to friction, which could turn them off.
Let the customers come to you when they’re ready. Give them the option to buy from or work with you, but don’t push the sale.
Buyers nowadays are faced with endless information and choices. Be one step ahead of the competition by creating relevant, seamless, and useful interactions on your website.