Imagine you land on a website, and you’re greeted by your first name like this:

“Good morning Kylian. What would you like to have today?”

What would your reaction be? I bet the mention of your name would probably catch your eye. 

Ok, what if you weren’t addressed by your first name but rather by your Instagram/Twitter handle, company name, name of workplace, favorite soda drink location, or something peculiar to your background?

I can bet any of those would definitely catch your eye. And not just that, but you’ll likely spend more time on the site because of that lovely gesture.

How does such site personalization benefit the site owner?

For the site owner, that’s a low bounce rate and high session duration. Two good points scored on the SEO front.

This is the power of personalization. We’ve seen it many times at play in email marketing. We get an email addressing us by our first names or some other peculiar inclinations, and we’re hooked.

It shouldn’t stop at emails. It’s time to bring personalization to your web pages, too.

How do you gather data for visitor personalization?

For personalization to work, you need to have accurate visitors’ data. For example, if your site deals in guest post services and you wish to address site visitors by niche-relevant gestures, you must first have a way of accessing such information. For instance, your homepage may say something like, “Hey, Tech Geek, where would you like to get links from today.” That sounds like a catchy way to hook a tech blogger. But first, you must have a way of knowing that particular visitor is a ‘tech geek.’

Similarly, if you’d like to address visitors based on their geographical data, you must have a way of detecting visitors’ location once they land on your page. All in all, personalization can only be done after you’ve put some website visitor tracking measures in place.

So, how can you do that? We’ll show you soon.

Tools to gather data for visitor personalization?

The most effective way to gather demographic data about your site visitors is by understanding where they’re coming from. Did they click through via an email, Google search, online forum, or social media page?

Understanding the possible sources from which your traffic could come can help you customize your homepages to fit the different kinds of visitors you get.

Another way is by integrating the right software with your website. For example, the Cience tool is a pretty effective software that helps you track your site visitors’ behavior. Per the data generated via Cience, you can customize your homepages to look different for first-time visitors, repeat visitors, abandoned cart visitors, etc.

Another tool that can help is Google Analytics. If your site is built on WordPress or one of those popular site builders, you may also be able to gather useful insights.

A simple case study showcasing the importance of web page personalization

Let’s take a look at an example from Optimizely. Optimizely is a company that helps businesses conduct website testing and optimization. In the example below, they personalized their homepage to feature the bullseye’s logo of Target every time someone with the company’s IP address visits their website.

Source

If a worker from Target visits this page and gets greeted like this, chances are they’ll be more interested in hearing Optimizely out.

Here’s another fancy example from Optimizely again. In the image below, we can see the homepage is customized to appeal to night browsers – people who surf the internet at night.

Source

If you happen to be browsing around 3 AM and stumble on this kind of homepage content, you’re likely going to be hooked by the phrase, ‘Still Awake?’

Here’s another catchy example from VWO. The conversion optimization platform was trying to recruit workers for its newly-launched workspace in India. So, to attract Indian workers, they personalized their homepage for Indian visitors.

This is what the VWO web homepage looks like for ordinary visitors:

But this is how it looks like for visitors accessing from India.

What are the benefits of personalizing your web pages?

1.      Helps you deliver straight-to-the-point solutions: 

By personalizing your web pages, each visitor will know what you have for them specifically. This is better than generic content that makes visitors wonder how your offerings really benefit them.

2.      Helps to increase success duration: 

Someone is likely to stay longer on your site if the content appeals to them directly.

3.      Helps to reduce bounce rate: 

Bounce rate is a really important SEO ranking factor. And personalization helps to keep it to the barest minimum. Visitors won’t leave your site hurriedly if they find what they’re looking for.

4.      Increases leads and sales: 

Email marketing works so well because of personalization. You can rest assured that personalization will boost leads and sales when employed on website pages, too.

5.      A chance to widen your horizon: 

What’s trending in the UK may not be trending in Canada. By personalizing your homepage, you give yourself the chance to target your audience with the right kind of content.