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When Your Website Gets Personal

Revolution Digital discusses ways to make company websites more personal by taking a deep dive into how to create a more curated user experience, resulting in lasting positivity for users and brands.

Revolution Digital  |  November 4, 2020
When Your Website Gets Personal

There is, perhaps, nothing more inherent to the human condition than being called by name. Individuality and personalization are ingrained in us and color the way we live our lives, the choices we make, activities we participate in, and yes, even the products we purchase. In a social-media-fueled ecosystem, where brands are attempting to leverage new platforms and capabilities to create a more authentic, user-first experience, the one place where opportunities for personalization is oft-overlooked is the brand website.

Accenture reports that three-fourths of consumers want to purchase from brands who know them by name and remember past purchases/purchase history. As the online experience continues to shift to an ever-evolving mobile landscape, with personalized devices, settings, and flexible operating systems, brand websites are due to catch up.

The first step in web personalization is defining buyer personas. By identifying key segments of an audience and what they’re looking for, a brand website experience can begin to take on a more personalized approach. For a brand like care/of, identifying their audience by health need, and getting to the bottom of why consumers begin a vitamin regimen, you can see the evolution of their product/product detail page offering.

Investing in user personas and a choose-your-own adventure approach to web building allows for a richer experience for the user. Allowing users to broadly chart their own path, helping focus the experience, especially when users are coming to pages for things like specific product information or specific couponing, can allow for incredible ease of use.

Personalization has been a hallmark for the regulated pharmaceutical industry, as evidenced by large entities like Janssen instituting their CarePath program for savings, refills, and support, but this can also carry over into the DTC environment. With a simple front-end site integration to identify who a customer is upfront, brands can supply relevant product offerings, savings, and support, especially at the point of purchase. Even simple integrations like geo-targeting can help adjust websites by region and language. Cookies can also help segment new and returning users to provide a more tailored experience.

Customizing homepage content, including copy and imagery, based on referrals is also a small but powerful means of customization. Certain plug-ins like Optimizely and Tealium allow for site admins to set personalized homepage content, including copy and imagery, based on referring sites or source traffic. This level of personalization can extend to other site content, from CTAs to FAQs, all making the end-to-end website experience more relevant to individual users.

At Revolution Digital, our experience bringing personalization to brand websites can be best summarized with the inclusion of the Neocate Footprints program, as part of the overall Neocate website redesign on behalf of Nutricia. Revolution Digital, using best-in-class user experience, including audience research and user journeys, crafted a highly personal and customizable experience to guide consumers through the process of managing food allergies in children. For more information on how we did it, reach out to newbusiness@rev-d.com

The potential for brands to personalize their website experience is something we at Revolution Digital are looking to bring to clients across categories. With a strategic, UX-focused, mobile-first approach, we’re looking to add to the agency’s already impressive portfolio of website work. If you’re interested in learning more, visit our website at RevolutionDigital.com, or reach out to us online or at newbusiness@rev-d.com.

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