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How can web design be simultaneously all-inclusive and personalized?

In a world where the average person spends 6 hours and 42 minutes online per day, the importance of web design that is simultaneously all-inclusive and personalized cannot be overstated. The challenge is to appeal to an appropriately wide audience, while simultaneously giving customers the personalized experience that they crave. Overcoming this challenge starts with an understanding of conversion rates and proven personalization efforts that in a seemingly contradictory fashion apply to a large audience base.

The Stats On Web Personalization

Successful web design relies on increased personalization efforts. In fact, if you want your site to convert better, then you must first do a bit of market research. The stats:

  • 45 percent of shoppers gravitate towards sites that offer personalized recommendations.
  • 53 percent of online shoppers agree that personalization is valuable.
  • 57 percent of shoppers are happy to give away their personal information (to trusted sites) if they can gain some sort of benefit.
  • Personalized marketing messages will convert 10 tines better than a generic advertisement.

Now for the most impressive statistic, 74 percent of consumers are frustrated by content that doesn't come close to matching their interests. With these statistics in mind, it's time to explore how web design can be simultaneously all-inclusive and also personalized to every site visitor.

Focus On Your Primary Market.

The basis of web design is to focus on your primary market. In other words, your site should be built to appeal to your best and most frequent customer base. Let's say that your clothing store is based in North Carolina, but your online store has a global reach. A whopping 80 percent of your online traffic is from people on the East Coast and more specifically from Vermont to South Carolina. However, you occasionally have customers from the far reaches of New Zealand, Mexico, and Hawaii. With these data points in mind, it wouldn't make sense for you to promote warm weather clothing during the cold winter months. If you were to implement the latter ill-advised strategy, then you would be ignoring 80 percent of your primary market to focus on the outliers. A smarter web design strategy is to focus on your primary audience while simultaneously encouraging visitors to create customer profiles that will allow you to customize content to better meet their unique needs.

Encourage Visitors To Create A Customer Profile.

Every single ecommerce site should encourage customers to create profiles. The customer profile is essential to more efficiently monitoring both shopping and behavioral patterns. The latter data points can be used to provide product recommendations, and create a customized web experience. However, for companies that don't fall under the ecommerce umbrella, dynamic content is the way to go.

In layman's terms, dynamic content refers to "smart content" used by web designers and content marketers. Dynamic content is data-driven. In fact, it will change based on data-driven signals, which effectively takes content from all-inclusive to highly personalized. The cautionary tale is to ensure that you use dynamic content across all channels. For example, if a customer clicks on a dynamic advertisement and finds themselves abruptly redirected to a generic website, then they will probably fail to convert. The good news is that on-site content personalization can be achieved via real-time dynamic content that uses an appropriate CTA.

Change Your CTA.

Marketers love a good CTA. Unfortunately, the "good" nomenclature varies from customer to customer. With this in mind, if you want to find the ideal balance between all-inclusive web design that is simultaneously personalized, then you need to adjust your call to actions. Did you know that personalized CTAs can lead to 10 percent higher click through rates? Let's say that a lead acted on one CTA, such as downloading an ebook, the next piece of content should use a CTA that encourages the lead to take the next step in their buying journey.

Use Popups Effectively.

Popups can be a nuisance; however, when used correctly they can also be an incredibly effective tool. Let's say that your site encourages customer profiles. A new visitor lands on your site. You can instantly create a personalized experience (from your all-inclusive web design) with a simple pop-up that says "Welcome! Sign-up For A 10% Discount." (Arguably, you would come up with something that is a little more crafty and properly aligned to your brand voice.) Specific wording aside, the point of the popup is to a) add a new email address to your subscriber list, and b) begin gathering the data needed to create a dynamic and personalized experience for your new lead.

Concluding Thoughts: The Best Web Design Is The Perfect Blend Of All Encompassing And Personalized Content.

The moral of the story is simple, if you want to appeal to a wide audience, while simultaneously increasing conversion rates, then you need to focus on a personalized customer experience. Through the above personalization efforts you can actively create the foundation needed for a positive customer journey that focuses on the union of human insights and impactful communications. Discover your brand's perfect blend of all encompassing and personalized content with the help of Suits & Sandals.