Web Personalisation: Especially For you….
15-11-2007
Before embarking on the wonders of web personalisation it is important to highlight both the web basics and the glaringly obvious. Firstly, before even considering the idea of personalised content it is important to stress that your web site should be easy to navigate and search (in addition to looking the part). Very simple. After all, having the best personalisation features in the world in your website will not translate into more sales and opportunities for your business if the basic usability principles are not in place on your site first!
Having said that, what is personalisation and how can it help you?
Quite simply web personalisation allows you to provide targeted and tailored content to different user groups through an online medium. E.g. e-commerce, extranets, intranets and e-marketing all benefit from personalisation. The idea is that presenting tailored and more relevant content leads to more meaningful interaction and thus conversion and retention; thereby increasing leads, sales or knowledge share. Depending upon your goals.
The first step to moving towards use of personalisation is to really define your aim; a good example would be to say, ‘increase sales from our e-commerce site’. Here the classic Amazon example steps in, ‘Customers who bought product X also bought about product Y’. This can be an excellent way to cross and up sell other related products, services or training just before the payment process. Arguably, this is not the most subtle approach but none the less it will have a direct benefit to online sales, more so if this purchased information is retained to allow for further future personalisation and segmentation options (data capture is key).
The above is a dynamic way in which to capture and present personalised information; however, providing users with the ability to choose what types of topics (products or services etc) they are interested in is also critical. Specifically, when user data are well segregated and used as criteria for personalised e-marketing campaigns. Creating a more direct and focused approach inline with the user’s interests will lead to greater call to action - straight to your web site.
We have just touched on the surface of personalisation and the possible benefits but regardless of what should be personalised and whom it’s for, a simple and clear strategy should be defined from the outset. Personalisation is not about complexity; it’s about clarity, for your users.
Take a moment to think about the benefit impact personalisation could have on your business? With every new web project we deliver we are evolving as a business, providing tuned and immediate web solutions to our customers, are you? Call us to learn more 01908 223422 or email chrisw@spira.co.uk
