Marketing Tips
Mar 13, 2024
Web Personalization Examples: How Top Brands Use Customization to Enhance User Experience?
Meenal Chirana
5 mins to read
Introduction
What is Web Personalization?
Web personalization is the process of tailoring your website content, design, and functionality to suit the needs, preferences, and behaviors of your specific audience.
This can include personalized product recommendations, targeted advertisements, customized landing pages, dynamic website content based on user behavior or demographics, personalized email campaigns, and more.
It can help you increase your reach, conversions, and brand image by creating a more engaging and relevant user experience.
Why Web Personalization Matters for B2C Marketers?
As a B2C marketer, you know the importance of reaching your target audience and delivering a compelling message that resonates with them. But what if your audience is diverse and has different needs, preferences, and expectations?
How do you ensure that your website communicates effectively across different segments and markets?
The answer is web personalization. Web personalization can help you achieve several benefits, such as:
Increase your reach and visibility:
By personalizing your website, you can attract more visitors and generate more leads from different sources, such as ads, social media, email, etc. You can also optimize your website for different devices, browsers, and languages, and ensure that your website is accessible and user-friendly for everyone.
Improve your conversion and retention rates:
By personalizing your website, you can create a more engaging and personalized user experience, which can boost your conversion and retention rates. You can also reduce your bounce rate, increase your average time on site, and improve your customer satisfaction and loyalty.
Enhance your brand reputation and image:
By personalizing your website, you can demonstrate your respect and appreciation for your audience’s needs and values, and establish a positive and lasting impression with them. You can also differentiate yourself from your competitors and showcase your unique value proposition and expertise.
Tip: Adding dynamic landing pages to your personalized web ads is like adding another shot of espresso! By incorporating dynamic landing pages into your personalized web advertisements, you enhance the chances of effectively showcasing your tailored content to users.
These dynamic landing pages adapt based on user data, presenting relevant information and offers that align with individual preferences and behaviors. Not only does this enhance the overall user experience, but it also increases the likelihood of driving conversions and achieving your marketing goals.
For more information try Fibr
How to Implement Web Personalization Effectively?
Web personalization is not a one-size-fits-all solution. It requires careful planning, research, and execution to ensure that your website meets the needs and expectations of your audience. Here are some of the steps that you need to follow to implement web personalization effectively:
Define your goals and metrics:
Before you start personalizing your website, you need to define your goals and metrics that you want to achieve and measure. For example, do you want to increase your traffic, conversions, revenue, retention, or brand awareness? How will you track and measure your performance and results?
Identify your audience and segments:
Next, you need to identify your audience and segments that you want to target and personalize for. You can use different criteria, such as demographics, location, behavior, interests, etc., to segment your audience and create personas that represent them. You can also use data from your analytics, CRM, surveys, etc., to enrich your audience profiles and understand them better.
Create your personalization strategy and content:
Then, you need to create your personalization strategy and content that you want to deliver to your audience and segments. You can use different methods, such as rule-based, dynamic, or AI-driven, to personalize your website content, design, and functionality. You can also use different triggers, such as ads, campaigns, referrals, etc., to activate your personalization and deliver the right message at the right time to the right person.
Test and optimize your personalization:
Finally, you need to test and optimize your personalization to ensure that it is working as intended and delivering the desired results. You can use different tools, such as A/B testing, multivariate testing, heatmaps, etc., to test and optimize your personalization and improve your user experience and conversions.
Web Personalization Examples from Top Brands
To inspire you and give you some ideas on how to use web personalization for your website, here are some of the web personalization examples from top brands in different industries:
Bank of America: Personalizing Landing Pages Based on Ads
Bank of America is one of the largest banks in the US, offering a range of financial products and services to its customers. To attract and convert more customers, Bank of America uses web personalization to tailor its landing pages based on the ads that the visitors click on.
For example, if a visitor clicks on an ad for a credit card, they are directed to a landing page that highlights the benefits and features of that specific credit card, along with a clear call to action to apply for it. Similarly, if a visitor clicks on an ad for a mortgage, they are directed to a landing page that showcases the different types of mortgages that Bank of America offers, along with a calculator to estimate their monthly payments and a form to request a consultation.
By personalizing its landing pages based on the ads that the visitors click on, Bank of America can create a more relevant and seamless user experience, and increase its chances of converting the visitors into customers.
Coursera: Personalizing Course Recommendations Based on Interests
Coursera is a leading online learning platform that offers thousands of courses and programs from top universities and organizations to its learners. To help and guide its learners, Coursera uses web personalization to recommend courses and programs based on their interests and goals.
For example, if a learner indicates that they are interested in data science, they are shown a personalized banner that says “You’re interested in data science. Here are some courses and programs that you might like.” and a list of relevant courses and programs that they can enroll in.
Similarly, if a learner indicates that they are interested in business, they are shown a personalized banner that says “You’re interested in business. Here are some courses and programs that you might like.” and a list of relevant courses and programs that they can enroll in.
By personalizing its course recommendations based on the interests and goals of the learners, Coursera can create a more helpful and relevant user experience, and increase its enrollment and completion rates.
Progressive: Personalizing Insurance Quotes Based on Segments
Progressive is one of the largest insurance companies in the US, offering a variety of insurance products and services to its customers. To simplify and streamline its insurance quote process, Progressive uses web personalization to segment its customers and offer them personalized insurance quotes based on their segments.
For example, if a customer indicates that they are looking for auto insurance, they are asked to enter their zip code and select their vehicle type. Based on their inputs, they are shown a personalized quote that reflects their location and vehicle type, along with a comparison with other insurance providers.
Similarly, if a customer indicates that they are looking for home insurance, they are asked to enter their zip code and select their home type. Based on their inputs, they are shown a personalized quote that reflects their location and home type, along with a comparison with other insurance providers.
By personalizing its insurance quotes based on the segments of the customers, Progressive can create a more simple and convenient user experience, and increase its conversion and retention rates.
Mint: Personalizing Financial Advice Based on Behavior
Mint is a popular app that helps its users manage their finances, budget, and savings. To educate and empower its users, Mint uses web personalization to offer them personalized financial advice based on their behavior and transactions.
For example, if a user spends more than their budget on dining out, they are shown a personalized message that says “You spent $X more than your budget on dining out this month.
Here are some tips to save money on eating out.” and a list of tips and articles that they can read. Similarly, if a user saves more than their goal on their savings account, they are shown a personalized message that says “You saved $X more than your goal on your savings account this month. Here are some ways to invest your money and grow your wealth.” and a list of ways and articles that they can read.
By personalizing its financial advice based on the behavior and transactions of the users, Mint can create a more informative and supportive user experience, and increase its user satisfaction and loyalty.
Conclusion
Web personalization is a powerful way to enhance your user experience and achieve your marketing goals. By adapting your website to the needs, preferences, and behaviors of your audience, you can create a more engaging and relevant user experience that leads to higher conversions and retention.
However, web personalization is not a simple task. It requires careful planning, research, and execution to ensure that your website meets the needs and expectations of your audience. You also need to use the right tools and methods to personalize your website content, design, and functionality.
It’s a lot of work! To make it simple try Fibr. Fibr AI is a web personalization tool which will help you to tailor your landing page for every visitor and convert more clicks into conversions with scalable, no-code website personalization.
Book a demo today with Fibr and become a better marketer!
Meenal Chirana
Meenal Chirana, Content and Social Media Manager at Fibr, brings five years of experience in the content field to the team. Her passion for creating engaging content is matched only by her expertise in SEO and social media management. Passionate about all things content and digital marketing, she is always on the lookout for innovative ways to connect with audiences and elevate brands.