One of the first adopters of personalization in website design was Amazon, and the e-commerce giant has successfully done this by making recommendations of other products to consider based on the consumer’s purchase history on the website. ESPN is another great example of a website that has aimed to create a more personalized experience for users, and the brand has accomplished this by taking into account the interests, location, and device used to access the website by each visitor. Not only will ESPN’s website take a guess at a visitor’s favorite sports teams based on the user’s location, but it enables users to customize the homepage based on their personal preferences.
So how can you make your website design more personalized? Here are a few suggestions:
Begin by optimizing for mobile users.
Yes, you’ve heard this time and time again, and this is because Google now gives preference to websites with mobile friendly design. Not only will this help to prevent your search rankings from plummeting, but it will also enhance the user experience regardless of which device was used (PC, smartphone, tablet, etc) to access your website.
Incorporate lifecycle stages into your website design.
Consider the various types of different visitors that your website receives. For example, a loyal customer that has been an advocate for your brand for years likely desires a much different user experience on your website than a prospect that is viewing your website for the very first time. Enlisting the help of a contact or subscriber database can help you keep track of your visitors’ viewing history on your website to help deliver more relevant content for their next visit. This personalization tactic alone can do wonders in making the user experience more relevant and fulfilling.
Give users the option to personalize their settings on your website.
While you may have analytics tools in place that tell you where a user is accessing your website from (for example, an iPad in Atlanta), another smart enhancement to your personalization strategy is to give your website visitors the option to use filters to create a more customized user experience. Giving your website visitors a more catered user experience can make a significant impact in helping to move them through your conversion funnel.
When attempting to create a more personalized website design strategy, take into account how your visitors are using your website and what they really want to gain out of the experience. While personalized website design is still more of an emerging trend, its primary goal of enhancing the user experience is sure to contribute to more conversions.