Creative Director art edition, a Chicago-based design consultancy. We create ideal user experiences for the world’s most innovative companies.
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Most, if not all, people thoroughly enjoy an experience tailored for them their specific needs and interests. It makes the experience unique and brings simplicity and convenience. While not necessarily new to the world of web design, personalization is being used more frequently for branding and marketing purposes.Personalization serves many purposes, but the overall intent is the same: Forget the concept of the “average user” And replace it with experiences specific to individual needs. Personalization is a subtle yet powerful way to make your business website more engaging.
What is website personalization?
Website personalization is the process of curating a unique experience for users as they interact with a website. Rather than providing the same experience to all users, personalization brings it down to the individual level. This adds value to the user experience and acknowledges their individuality.
You’ve probably come across a personalized digital product before—perhaps it’s a website or app that welcomes you to its landing page with your first name, or an e-commerce site that makes product recommendations based on products you’ve previously purchased or viewed. Spotify, for example, uses data on each user and curates playlists for them based on their musical tastes. This provides a human-centric experience that helps evoke brand trust.
Personalize with.customized
Personalization and customization in web design teeter on the same line, yet are fundamentally different from each other. Customization is usually done by users to make their experience more to their liking. Think back to the last time you were browsing an app that lets you customize your viewing experience. You may have the option to change the UI theme or enlarge the text to your liking. This is a form of customization because it is controlled by the user and relies on selections made through input. Customization options are usually available at a mass level – meaning every user has the same customization options.
Personalization, on the other hand, is usually done for the user and is controlled by the interface since it relies on data. No action is required from the user; the experience is often curated based on machine learning and observed user behavior.
What really differentiates these concepts, however, is that personalization is designed to drive each user’s specific experience. Many businesses personalize their interface because it provides a more pleasant experience.
Personalized for your business
No matter how successful your brand is, it’s crucial to incorporate user trends and preferences into your digital products. According to a Salesforce survey, 73% of respondents want companies to understand their individual needs and expectations. Since many consumers actively express what they expect from a brand, personalization has the ability to increase user loyalty, which in turn can help increase conversion rates. In a Twilio survey, 49% of consumers said they would return if a brand provided them with a personalized experience.
Consumers often want to be sure that the brands they buy are trustworthy and have their best interests at heart. Giving them a tailored experience is a great way to do this. With a tailored user journey, consumers can easily find what they need. If you’re looking to reduce your website’s bounce rate, this can effectively help with that goal because it reduces friction.
To start building personalization into your website, see many software program Use machine learning to target user preferences. It’s an easy way to add a layer of personalization to your user experience. Many programs on the market enable you to provide product recommendations, personalized marketing emails, promotions, and more. While many of these plans offer different services, choosing the best service ultimately depends on your specific business needs. If your goal is to incorporate product recommendations, you may want to consider an AI-based program that uses algorithms to make product recommendations. If you’re looking instead for personalized content and marketing, platforms like HubSpot, Segment, Google Optimize, and Adobe Target are great options for total service.
Learn more about your users
There is much debate about the use of consumer data, so remember that while providing a personalized experience is beneficial, prioritizing user privacy is critical. To protect user privacy, please ensure that you only use first-party or second-party data. These types of data do not come from outside organizations; they come from the user himself or your trusted partners. Data may come from product recommendation quizzes, surveys, and user activity. No matter which personalization method you take, make sure you use ethical information.
In the digital age where everything is moving fast, slowing down the experience with a personal touch encourages every user.
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