Approximately 80% of B2B marketers believe that personalization improves customer relationships. However, the debate rages on when it comes to website personalization vs. content personalization. Some marketers think content personalization is sufficient, while others believe that website personalization is more effective. Is one better than the other? Or should you be investing in both?
Before answering that question, it’s essential to understand the difference between website personalization and content personalization.
Website Personalization vs. Content Personalization: What’s the Difference?
Anyone who works in digital marketing has heard of personalization. Website personalization, content personalization, email personalization, you name it – we’re all familiar with the concept.
When it comes to website personalization vs. content personalization, are they all that different?
Website personalization is the practice of targeting content, design, and messages to customers on an individual basis. This means that different versions of a content piece, design, or message will be shown to different customers based on their behaviors and preferences.
Content personalization is the process of tailoring content to suit individual visitors’ preferences rather than a broad audience. Unlike website personalization, which is primarily focused on improving visitors’ experience on your website, content personalization aims to increase conversions and improve the performance of specific pieces of content.
Should You Invest in Both Content Personalization and Website Personalization?
When it comes to website personalization vs. content personalization, most marketers agree that both strategies are necessary for success. In fact, many experts believe that a well-rounded digital marketing strategy must include both website personalization and content personalization.
Both website and content personalization focus on creating a unique experience for individual customers, ultimately improving their experiences on your website and enhancing their loyalty.
With a personalization strategy, you can deliver the right message to the right person at the right time. This helps build a stronger, more meaningful connection between you and your customers, which results in increased sales and higher conversion rates.
5 Reasons Why You Need to Combine Website and Content Personalization
Personalization is an essential part of a digital marketing strategy. The ability to show customers different content or designs based on their behaviors and preferences is a powerful tool that can be used to improve conversions and build a relationship with your customers.
Still curious as to the benefits of combining website and content personalization? Here are five compelling reasons why you should consider investing in both strategies:
1. Reduced Bounce Rates All-Around
Increased website and content personalization can reduce bounce rates across the board. That’s because the content shown to your customers is more relevant to their needs and interests, which means they’re more likely to stay on your website longer, consuming more content and engaging with your offers.
For example, if you include an adaptive content hub on your website, you can show different content to customers based on their actions and interactions with your website. This helps you build a deeper connection with your customers, which results in higher levels of engagement and a lower bounce rate.
2. Prevents Customer Churn
Customer churn refers to the percentage of customers who are no longer actively using your services. When customers begin to feel disconnected from your brand, they’re more likely to churn, which can have a significant impact on your bottom line. The best way to reduce customer churn is to build a strong connection with your customers, which is something that website and content personalization can help you achieve.
When you’re presenting your audience with only the most relevant content and offers, it shows them that you’re invested in their success. Not only are you taking the time to ensure they are only getting the most relevant information possible, but you are also proving that you’re paying careful attention to their needs and preferences.
3. Increases User Engagement
The more relevant content you put in front of your audience, the more likely they will engage in that content. By including both website and content personalization strategies in your digital marketing strategy, you can increase your audience’s engagement with your brand, resulting in a higher level of conversions.
Not only does personalized content increase engagement while on your website, but it is truly informative, then your audience may feel compelled enough to share it with their own following via social media or email. This can help build a larger audience and generate more revenue.
4. Fosters Real-Time Interactions
When you combine website and content personalization strategies, you’re able to identify the most relevant content at the moment your customers are interacting with your website. This means you can show that content to your customers in real-time and foster a more personal interaction. This increases the level of engagement you can achieve, resulting in a higher level of conversions.
5. Personalized Experiences Increases Customer Loyalty
Finally, arguably one of the biggest benefits of personalized website experiences and personalized content is that they increase customer loyalty. When your customers feel like you’re paying attention to their needs and providing a tailored experience, they’re more likely to become advocates and continually promote your brand to their friends and colleagues. This builds a more extensive customer base, which can result in higher levels of revenue.
Take Personalization to the Next Level with Hushly
Personalization can mean a lot of different things to different people. But at its core, it’s all about providing your customers with a unique and customized experience that matches their preferences, thereby increasing conversions and building a stronger connection with your audience.
When you take it to the next level and incorporate content and website personalization strategies, you’re able to provide your customers with a truly immersive and personalized experience. This helps you build a deeper connection with your audience, which in turn increases the likelihood that they’ll become advocates and return to make future purchases.
This is what sets the Hushly experience apart from the competition. We help you create personalized account-based experiences built to improve conversions, increase engagement, and build stronger connections with your audience.
Ready to start creating a personalized account-based experience that your clients will love? Request your demo today!