A personalised website is one which tailors content to specific visitors so that every visitor’s needs are met at the right time.
A Infosys report states that 74% of customers feel frustrated if website content is not personalised, and that percentage is only likely to increase. We all want to feel special. We all want to be treated as an individual, as a human being, even when browsing an e-commerce site. This is the nub of the answer to the question: what difference does a personalised website make? To the website users of today, it makes all the difference in the world.
When a user visits a website, there is often a ‘what’s in it for me’ mentality. People lead busy lives; the time they spend online is limited. When browsing a website, a user wants to be directed to their goal straightaway and without complication. A personalised website will help to make the user feel special, feel appreciated, while smoothing the path to conversion.
Every business needs a website, and every business needs to present their customers with a personalised website – one which appears bespoke to every visitor. A website that delivers a personalised experience is important to the user – but also to the business itself.