Web Personalization for Improving Conversion

E-commerce business owner?

Then you’ve probably heard of Conversion Rate Optimization (or CRO, for short) before. As a business owner, it’s all about optimizing business revenue, and in today’s thriving digital business space, boosting sales has an entire doctrine dedicated to it. CRO is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, making a purchase, or otherwise. Once a user completed one of these actions, they’re referred to as ‘converted’. This is why, essentially, CRO is about improving the conversion rate, which is given by the number of visitors to your website who take that desired action, divided by the total amount of visitors to your website.

There are multiple strategies to pursuing CRO, but one prominent strategy stands out of competition as it is based on an extra powerful technology you may have heard of, named machine learning. Machine learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. It focuses on the development of computer programs that can access data and use it to learn for themselves.

Let us rewind a little bit to present the machine learning based strategy we were talking about – introducing web personalization. Website personalization is the process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, website personalization allows companies to present visitors with unique experiences customized according to their needs and desires. It utilizes machine learning for these exact purposes – those advanced algorithms are all about accessing user data, learning user behavior through this data and making predictions based on that to provide a perfectly tailored experience to every individual user.

The principle is very straight forward – if you study your users, you’re more likely to offer relevant content that could have them engaged or more driven to take desired actions. The personalization itself can be applied to all aspects of the website – be it product recommendations, a slightly different layout based on recent user engagements, and even changing the appearance of your “Add to Cart” button or the entire purchase page. Personalization can be done globally or even in the smallest things – and they are both capable of nailing the job and get a user converted.

If you’re intrigued at this point, but you’re not at all sure as to how to get started – don’t let that be a bother. Personalization and automation engines all around the world are at your service. Twik is one instance of a personalization engine that has set its goal on helping e-commerce website owners implement a complete personalization system easily and instantly – within just 5 minutes. No need to hire an IT professional or to get extra compute power, and not even get education on the topic.

To conclude, web personalization seems to be one of the hottest trends right now in the e-commerce world, helping many businesses optimize for better business revenues.