We live in an incredible time where an online identity is more than just a screen-name or profile picture. By observing a customer, you can learn their behavior; how they click, what they watch, what they buy, etc. When used correctly, all this information grants the power to provide an unbelievable user experience ~ one that will leave your customers no other choice but to adopt your product.
To figure out when personalization works best, we have to think as we do when we are the customer. We love personalization when we’re listening to our Spotify “Discover Weekly” playlists on Monday mornings or when Google finishes our sentences like our soulmate. But we don’t love it when we go to Facebook and see advertisements for screen protectors we looked at on Amazon a month ago…! It’s here where we find the very fine line between creepiness (no conversions) and the most impressive sales and marketing advancement of the decade. Let’s dig in and see what works best.
The most common use of personalization online right now is via directness. How many websites have you seen include a very simple “other items you might like” box at the bottom of the page? A lot. And that’s because it works! It works so well that 35% of Amazon’s total sales are from their “Recommended for You” bar. And 75% of Netflix’s total views derive from their suggestions list. It’s proof that customers don’t like to browse for hours, and are very quick to buy into good user experience. This isn’t news to any of us, e-commerce sites have had this sort of thing for years!
Where it gets very interesting is when the customer doesn’t realize they are getting a personalized experience. Through a myriad of strategies, companies are adapting their products to change for different customers depending on that customer’s behaviors. This form of indirect personalization can have incredibly powerful affect on how customers see your product. For instance, Airbnb suggests entire vacations to their customers entirely based on their past reviews, clicks, and similar customers. The goal is to give you ideas you’ve never thought about, but would love. So just like that, their service isn’t a platform to find cheap accommodation ~ it’s a platform for dream-like experiences. See the difference?
Think of a real estate website that learns what kind of areas you like, that you have a pet, or what you can and cannot afford. All of a sudden, the cluttered overwhelming housing market is just a map with great choices that you’re qualified for ~ and a much less stressful process. It’s hard not to use that service every time you’re moving apartments!
Whatever way you implement it, personalization is mandatory in 2017 to keep customers engaged on your site ~ we’re all so used to it by now. Use it as your cutting edge feature or as a mechanism to drive faster sales, either way you’ll see your top line rise. Here at Triton, you can add all that with our set of simple developer tools. Have an idea on how to turn your customers to friends? Contact us.