Businesses have long ago found out that their clients like it when they are treated as individuals, and not as faceless sources of ready cash. Therefore, a personal touch always went a long way in making positive impression, in increasing sales and client return rates. In brick-and-mortar shops, achieving it isn’t all that difficult to implement – a skilled sales manager can find a way to effectively communicate with any client. However, for online shops this approach remained problematic for a very long time, for the very nature of arrangement made contacts between the store and the client anonymous to a degree.
Nevertheless, technology doesn’t stand in one place, and today we more and more often hear about the new ways to personalize your website to better engage your clients.
For quite a while, personalization in stores was limited to things like gathering information about client’s preferences and displaying lists of items similar to ones they’ve already bought to try and attract their attention to them.
It all changed with the start of mobile revolution and the emergence of responsive web design.
It used to be that all web designers and webmasters had to think about was making websites look good and function well on desktop computers. Then came the mobile revolution, and everything changed. People started accessing websites from scores of different types of devices, all using different software, with screens of varying sizes.
Responsive web design, specifically aimed at ensuring a positive mobile experience, is an approach to design that provides an optimal viewing experience, no matter what device a user is accessing a site on. Today, there are no serious web design companies that don’t work with this paradigm in mind, and such prominent companies as Duda dedicate all of their efforts to building products aimed making the creation of these sites as simple as possible.
To take it a step further, the most cutting edge companies also focus on something called website personalization, that enables a web designer to ensure that a website visitor also receives an individualized experience based on things like time of day, date, number of previous visits to the site, a user’s physical location and more.
Such an approach doesn’t simply change the way the site is displayed depending on the device, but effectively changes what content the visitors gets to see depending on any number of factors you want. You define certain triggers changing the information provided to the customer, such as time of day, date, the number of visits attributed to this customer, previous purchases, the site from which the visitor came to you, and so on – and define beforehand what your visitor is going to see. You may engage first-time visitors with special welcome videos, or improve weekend and holiday sales by giving discount coupons to those visiting you at those times.
When a visitor sees that you’ve paid special attention to them, that you keep your website up to date, that you are interested in improving their experience, you are certain to stand out, at the very least when compared to stores that treat all their visitors in the same manner.
Higher conversion rates are the least you can expect. In perspective, it may change your entire way of dealing with clients and customers’ attitude towards your shop. A lot is said today about how the most promising approach to business is to turn a store from a place where people go for purchases to a place where people go for an experience – a pleasant experience of having your wishes anticipated, being treated to pleasant surprises now and then, and, in general, being regarded as a friend and a member of a friendly community rather than a walking wallet.
Those who will embrace this policy early on are going to prosper; those unwilling to do so now are likely to soon wish they had.
Featured photo credit: Ed Gregory/stokpic.com via stokpic.com