Reach More Website Visitors with Hyper-Personalization Techniques
As technology continues to change the way we search and make purchases online so has the approach of website design. In today’s social driven world businesses are adopting a new, personalized approach, which is referred to as hyper-personalization (HP).
This modern face-to-face tool can be implemented in many different ways according to your target market. These elements could include several strategies:
- Interactive content
- Instant messaging
- Questions and answers
- Personalized design according to who is visiting
- Language tracking
- Dynamic keywords
Brands need to focus their attention on reaching the individual customer versus the older model of appealing to a mass market. This means websites should be developed and designed in a way that caters to each visitor’s preferences, background, and needs. The one-size-fits all model is now being overlooked — your landing page should appear unique according to the location and IP address of your visitors.
When someone comes to your website they are more inclined to subscribe after discovering that your business understands exactly who they are and why they visited in the first place. In order to create a more meaningful, and personalized approach for your leads here are a few steps to take first:
1. Segment your audience
Before beginning the changes with your developer and designer your business needs to perform adequate research in order to determine where your visitors are coming from, what devices they are using, common behavior patterns once they arrive, and organic versus advertising campaign traffic.
2. Determine a workable budget and project management
The next important element to updating your website is to map out a specific budget and knowing who on your team can manage customer interactions. If your are a solopreneur then you might need to outsource this type of work to a freelancer or independent contractor in order to best meet the needs of your audience. This might also include investing in tools that help manage communication as well as A/B testing.
3. Have a specific process in place
In order to fully understand your target market and research data you need to have a well laid out plan created for your personalization strategy. It all begins with a fact finding mission with information pulled from user behavior, professional resources in your industry, surveys, and user testing. This leads you to test out potential scenarios through different campaigns and opt-in designs in order to best determine what garners the most response.
4. Get over the technical fear and embrace change
The new conversational approach online has moved us into an age of artificial intelligence and the use of chatbots to immediately reach our potential customers. In order to effectively move into this format your business should focus on specific data and eliminate non-actionable items that no longer apply. Enlist the help of a developer or use a software platform that allows you to update your website to include direct interaction and measurement of your visitors.
We think you should be able to message a business, in the same way you would message a friend.” — Mark Zuckerberg
Facebook Messenger, Apple Siri, Google Allo and Amazon Alexa are good examples of providing instant feedback with your community. Customers can now search for information and purchase products using this new technology. More companies have entered into the arena, changing the way we take action on websites. In the future a user may not even physically see a website — but they will place an order or find products just through chat and speech.
As hyper-personalization continues to influence the way we reach our audience, one-one-one techniques will become increasingly vital to the growth of your business. It’s important to put a plan in place now that specifically addresses the individual needs of your community in order to be prepared to reach more people where they are at whether this be on their computer, a mobile device or smart television.
This article originally appeared in Susan Gilbert.