Creating an Optimal Business Website
A buyer is more likely to go with a company that shows that it values and knows the buyer as a distinct individual, rather than with a company that merely keeps claiming that they care about you or your business – without any evidence to prove that.
If you care about your customers, you need to show – and not tell – them that. The way to do it is to create individualized, meaningful, and personal experiences throughout the buying process. This personalized approach pays for itself in the form of increased purchases, revenue, and of course, customer loyalty.
1. Customer Intelligence
The idea behind customer intelligence is to gather large chunks of buyer data and use it to obtain actionable, transparent, and real-time insights. This means that you will have to:
- Collect, store, and analyze increasing volumes of data.
- Convert data into practical intelligence.
- Use this intelligence to interact with contacts based on their current customer lifecycle phase.
When you are informed about the many aspects of your customers’ personalities, buying habits, and preferences, you will be able to draw inferences about their positions within the buyer lifecycle and their sales revenue potential.
2. Product Recommendations
Amazon is perhaps the master when it comes to customized marketing strategy – and part of that strategy is to provide shopping recommendations on the basis of your recent activities and behavior.
Amazon gathers its customers' purchase and browsing data and uses it to recommend products to every user.
Such tactics make buyers feel that you know and understand them, and you have more than a fair idea about what they might be looking for.
3. Use the ‘Buyers also liked’ Approach
Toys “R” Us, a renowned retailer, makes use of AI-powered automation technology and displays recommended items. These items are suggested according to website engagements from like-minded buyers.
Toys “R” Us has been successfully able to leverage machine learning to offer product suggestions to its buyers while they are browsing the company’s online stores. This process makes use of buying and browsing data from customers and recommends highly relevant products purchased by other customers who were browsing through similar or identical items.
With this tactic, you are effectively telling the customer that you will walk the extra mile to make sure that they have the ideal shopping experience.
When your database contains innumerable contacts, it is pretty much impossible to manually recommend personalized products for each buyer; bridging that gap requires assistance from an advanced recommendation engine. Self-learning algorithms and AI marketing technologies are highly
4. Pay Attention to Website Speed
As an e-commerce brand, you need to make sure that your business website speed is spot-on. Doing so will ensure that your site is more visible and has better click-through rates.
Specifically, when you increase your website’s load speed, you will be able to enjoy higher ranks in Google’s search results. This happens when Google increases your page speed scores in your Google Ads accounts. According to a study conducted by Google, increasing the page speed from 5 seconds to 1 second caused the bounce rates to go up by 90%.
Furthermore, your images should also be commerce-optimized, since Google Images ranks second in search engines in terms of volume.
When you use optimized images and include alt texts, you are increasing their chances of getting ranked in image searches that are related to products. The image link will lead the buyer directly to your product page, making the purchase easier and more straightforward for them.
5. Offer Personalized Incentives
Personalized incentives such as coupons target buyers according to their past activities (offers that the buyer has rejected or accepted before).
For instance, customer A might not need a discount to purchase, but customer B has a more stingy personality that will really appreciate 20% off. Customer C, who never makes a purchase unless they get a 30% discount, might be offered 35% off to encourage them to make a purchase.
Remember that a blanket ‘15%’ off coupon is massively different than offers that are unique to each buyer – however, the customer will not be aware of this difference. So, what you need to do is let machine intelligence take over and come up with the best offers, that is, offers that are likeliest to lead to conversions.
6. CRM Ads
A CRM ad allows you to redirect qualified traffic towards your business website, where you can further personalize the buying experience.
With CRM ads, businesses can leverage customer data that is already present in their CRM platform, and use it to produced ultra-targeted and highly customized experiences for their customers.
Businesses can use this within their marketing automation platforms – establishing connections with common social networks such as Google or Facebook, encouraging contacts to visit (or even revisit) pages or items on the website, through automated promotional campaigns.
In Summary
Remember that the best way to optimize your business website for conversions and sales is by creating a personalized experience for buyers and potential buyers. Buyers who feel that the brand knows them on a one-to-one basis are more likely to prefer that brand both in the short and long term. If you want to learn more about creating personalized buying experiences, please feel free to reach out to us.
