4 Strategies for Personalized Web Content

How to Create High-Converting Personalized Web Content

When was the last time you were inundated with online advertisements for a product you were recently shopping for? It happens to everyone, and it’s no wonder why. Research shows that 89% of businesses are investing in personalized web content. 

Personalized content is not the same as customizable or customized content. Web personalization occurs when a user’s experience changes based on their online activity. Web customization is when a user can intentionally modify their own experience. 

While your beautifully customized website may do a great job showing who you are, adding a little bit of customer-focused personalization will go a long way.

Web content personalization is a smart business move. Statistics from ActiveCampaign indicate that 72% of consumers say that they will only interact with marketing messages that directly cater to their needs. 

Luckily for business owners, it’s easier than ever to give consumers a personal experience. Let’s explore the concept of web content personalization and its role in creating a better user experience.

Types of Website Personalization

There are several different ways to provide personalized website content. The three primary types of web personalization are user-driven, community-based, and experiential. 

User-driven personalization works well for websites that use customer accounts. This type of site personalization uses data from the customer’s account to determine what content is most relevant to them. Most eCommerce sites use this tactic.

Community-based personalization occurs when a website creates a personalized experience based on the activity of people in the user’s community (e.g. region or social media network). Many social media platforms and streaming services offer this type of personalization.

Experiential website personalization collects data on an individual user’s habits including browsing patterns, device types, active times, and more. This type of personalization is extremely effective because it lets website owners show their visitors the most relevant content possible.

The personalization method you choose varies depending on your website’s intent. You may also offer a combination of personalization methods. 

For example, your website may combine community-driven and experiential personalization by tailoring web content to the individual user while also displaying a “popular among friends” list.

The Top 4 Strategies to Provide Personalized Web Content

However you decide to collect your users’ data, you need to find a way to use it to give them a personalized web experience. These 4 web design strategies will help you make your customers feel like the pages on your site are personalized web pages made just for them.

1. Product Recommendations

If your business offers a variety of products or services, you can use data to show website visitors a list of personalized recommendations. Product or service recommendations are usually based on a customer’s purchase history. 

However, you can also use community-driven or experiential personalization to recommend products or services that are popular in a user’s community or reflect their browsing habits.

2. Hero Images (and Videos)

You may already be aware that a strong hero image is a great way to make your website more eye-catching. Did you know that you can personalize websites by making the hero image change for each target audience?

This tactic ensures that your hero image is not only eye-catching but relatable. For example, your hero image may feature a city skyline that changes for users in different regions, or at different times of the day. With just a picture, you would have already done a lot to build a connection with your visitor.

3. Personalized Landing Pages

Landing pages are notorious for having low conversion rates. Even when they’re fully optimized for SEO, they typically only see a 9.7% average conversion rate. However, personalized landing pages perform 202% better than static ones. 

There are a number of different ways that you can bring web content personalization to your landing page. You can make the content, design, and call to action all change based on the user. 

4. Featured Content

Informational blog posts are a great way to build trust and nurture leads. By adding posts to your featured content list, you are increasing the likelihood that people will read them. You can take this one step further with website content personalization.

Design your website to automatically adjust your featured content list and provide a tailored user experience. Featured posts are more likely to be read, but featured posts that target the user’s specific interests are even more likely to be read.

Website Personalization Best Practices

Whatever web personalization styles and strategies you choose, there are a few best practices that will make your web content personalization campaign all the more successful.

• Keep up with current web design trends and find ways to work them into your personalized websites.
• Use any data you have to your advantage. The more targeted the content, the better the customer experience.
• Have personalization at the top of your mind while customizing websites. Be careful not to add website features that will break your personalization features.
• Learn what machine learning has to offer to make user data retrieval and automated personalization faster.
• Don’t just personalize based on demographics or habits. Personalize based on the estimated buying stage too.

Get Expert Advice on Website Content Personalization

Pixelcarve is a leading, full service digital agency that has all of your customization, website design, and content personalization needs covered. Our expert team has helped thousands of companies over 24 years engage with their audience and increase conversions.

A professional web consultant will work with you to find the best type of personalization and website personalization strategies for your business goals. If needed, we can also build your dynamic, personalized web site for you.

Join thousands of other top-ranking companies who have benefited from our personalized website content. Contact us today about your next project.