A 6-Step Guide to Creating a Website Personalization Strategy

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The web has evolved to become a digital marketing powerhouse. Companies need to understand what makes them different from the competition, and how they can take advantage of this unique selling point.

The following six steps will guide you through the process of creating your personalization strategy - from choosing your audience to setting your budget!


1. Develop a strategy

Before you start choosing an analytics platform or creating a marketing campaign, you need to understand why personalization is important. 

Website Personalization Strategy

When it comes to marketing and your website in general, think about what you want to achieve with it and how it corresponds with your company's overall strategic goals. Be sure to consider your website personalization strategy & best practices that could help your business grow. 

An example would be if your goal was to increase the number of email signups from your website or blog, then you might consider showcasing a pop-up and lead generation form. Or, when your business's goal is to increase sales, you might consider using a custom grid or showing relevant content above the fold when someone lands on a page. 

2. Know your target market

Once you have a general idea of what direction you plan to go with your website strategy, it's important to understand the people who visit your site - where they come from, what kind of devices they use the most, and how often they visit. This is where Google Analytics comes in. Installing this free tool will help you analyze your website traffic and break it down by demographics, interests, geography, devices used to access your website, etc. 

This also corresponds with selecting your target audience and is where you'll start to get specific about your website strategy. With Google Analytics, you can define your audience based on almost any metric. 

Once you've segmented your market by age, gender, keywords used to search for products or services that are associated with your business, etc., you can start thinking about what messaging might be most effective when it comes to reaching your customers. Personalization is about finding the right messages for your audience, but you want to avoid being creepy or putting people off with content that's irrelevant. 

3. Is your business eCommerce?

If your business is an eCommerce website or has several products for sale, personalization can be even more invaluable. When you're selling physical goods on your site, you need to consider how many different types of products exist.

If you have variations in color or size that affect the price (think T-Shirts with different available colors or sizes), it's important to be able to showcase the best one for each user. Using data from Google Analytics and your existing customer database, you can determine which factors might be most helpful in personalizing the content of your website.

For instance: Men seeking women's fitness wear might want to see information on new form-fitting yoga pants, while women looking for workout gear may be more interested in seeing a new pair of yoga shoes. 

4. Don't forget about mobile!

Today, most people are using mobile devices to access the Internet; whether it's a smartphone or tablet. Personalization can go beyond helpful on your website - it can also help make sure your social media messages reach the right people. 

Make your website mobile-friendly

With Facebook Ads, you can target your marketing messages to people's interests, demographics, etc. For instance, if you're selling sports nutrition products like protein bars and workout shakes, a fitness enthusiast who visits a site about rock climbing might be much more likely to engage with your social media ad than someone looking for food recommendations. 

Mobile personalization is also important because small businesses need to ensure that their websites and mobile apps will be functional using a variety of devices and browsers. 

5. Personalization isn't just for buyers

If you're not sure what kind of personalization will be most effective on your website, start with your customer service team. Provide them with information about who is contacting them and where they're coming from (geography, time of day, etc.).

This way, they'll be able to focus their efforts on providing a better experience that's personalized to their users' needs. 

Using the information from your website analytics, you'll be able to find out if your analytics will give you any clues as to what kind of personalization might help you achieve other goals, such as improving customer retention. Also, it's important to remember that personalization doesn't just have to be about marketing messages.

You could also use data from website analytics and your customer base to identify websites where people might post negative reviews of your business, and then work with the owners of those sites to address any problems for "free." 

6. Set your budget

Now that you know who you're targeting with your website personalization strategy, it's time to set a budget. To achieve the greatest results from personalized marketing campaigns, focus on quality over quantity. Only target people who have previously visited your site and are more likely to convert into customers. 

Set your budget

A good rule of thumb for starting your campaign is to spend 10% of your total revenue each month on personalization. If you're eCommerce, this might mean $100 per 1,000 impressions for desktop and $50 per 1,000 impressions for mobile. 

There are many ways to track how your website's performing through analytics. From customer service information that shows interactions with visitors to your site to the number of new conversions made, you should be able to get a clear picture of the return on investment personalized marketing has for your business.

With the right strategy and a little patience, you can achieve amazing results from your website personalization! Determine what you want to say to your audience through your website, and understand that different people have different needs and therefore require different messaging. 

If you're an eCommerce company and sell many types of products, it's important to be able to highlight the benefits of your best-selling items and reassure visitors that they're in the right place. 

Don't forget about mobile users, as they now account for more than half of all web traffic! With a little help from your personalization strategy, you can achieve lasting results for your business!

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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