Visitors arrive at websites seeking many things and with distinctive preferences of their own. The vast majority of websites today do little to accommodate these details and, instead, treat all visitors more or less the same.
A variety of tools and services, however, can now be used to enable website personalization of almost any kind that might be desirable. Personalizing websites to better suit individual users can produce benefits of many significant sorts for companies that make the effort.
Experiences That Better Reflect What Visitors Want, Need, and Like
Even two visitors who arrive at the same website after entering the same terms in a search engine will often have vastly different expectations, goals, and preferences. Visitors who spend any amount of time on a given site will inevitably reveal some of these details in the course of their activities, and there are plenty of other ways to make such information apparent.
While knowing is half the battle, taking informed action is what actually makes a difference. Unfortunately, relatively few website operators today do much of anything to personalize the experiences of their visitors. Some of the types of personalization that are most often effective and welcome relate to matters like:
- Suggested content. Being able to highlight stories, videos, or products that most interest particular visitors will always benefit all involved. Website users will find themselves enjoying their visits more, and companies derive more value from their digital presences.
- Page layouts. Even a well-organized page on a website will not always suit every visitor perfectly. Pages whose layouts can be adjusted on the fly to emphasize elements of more importance will help users utilize their time more efficiently.
- Past activities. It is almost always a positive sign when a past visitor returns to a website. Begin able to adjust the appearance and content of a page to reflect past activities will allow an especially powerful type of personalization.
Doing Away With the Impersonal Web Pages of the Past
While most websites still do a poor job of leveraging personalization, that is starting to change. Businesses that make personalization a core part of their own web strategies are sure to reap plenty of rewards.