infoTECH Feature

June 26, 2018

Website Design with a Personalized Touch: Pros and Cons

Personalized website design is interesting, especially for designers looking to show off their skills. However, there’s always one question you have to answer first – is it worth it?

Netflix and Adidas have proved personalized websites could work. Will you be able to replicate their success? Will personalization benefit your website as well? Here’s a closer look at website personalization.

Website personalization – what is it?

Personalized websites bank on the principles of personalized marketing. Based on data collected from the user’s activity, an analysis, algorithm, and automation, the company provides recommended content or services to the customer.

These websites have one goal – make the user feel as if the website was built to cater to all their needs. As a result, conversions and profit increase.

Users visiting the website enjoy a personal touch

Most users don’t realize that a website serves to cater to their needs. Options filtered to cater to the individual tastes of users give the business an edge over its competitors.

Personalized website design includes simple things from the name of the customer to providing recommendations on products and services. Sometimes, the user can even customize the appearance of the website including colors and font size.

Spotify (News - Alert) is one of the most personalized websites out there. The “Discover Weekly” playlist, for instance, uses an algorithm based on what the user listens to. In most cases, fully personalized websites will request the visitor to log in to enjoy a higher level of customized service. Cookies or referral information may also be used to personalize the website.

Here's a Related Article from a Website Design Agency in Melbourne: “The 10 Principles of Good Website Design”

Algorithm and behavior analysis may be incorrect

When a website knows your needs and understands you, you feel special. However, there are cases where the website calls you by the wrong name or offers an offensive product.

There are no perfect data systems, and even big players will commit mistakes.

When you purchase a product for someone, for instance, the company can keep on giving recommendations based on that purchase. It can be irritating to see ads related to wedding items, if you just bought a wedding gift for a friend.

Personalized choices often come with excellent customer service

Website design personalization has another benefit – it makes users feel like they have a bond with your brand. This makes the user feel a personal connection even if they are only doing online business with you.

As a result of this bond, you will be one of the first businesses the users will think of when they need something that you can provide. Of course, they expect you to respond promptly to their queries.

Maintaining personalized websites is costly

Providing personalized service will cost you money due to all the data you need to collect and analyze. You need people to interpret the data and another team to design the website to suit the requirements of users.

Customer loyalty and better conversions

One astounding result website design personalization has, according to BGC, is more revenue. Revenue increases for companies capitalizing on this service can range from six to 10 percent. Retail, financial services, and healthcare will see a big shift, as more users prefer personalized services. Companies in these industries can increase revenue by as much as 15 percent if they get things right.

Starbucks, for instance, has a strong online presence and they won’t miss the chance to let you know your favorite drink is discounted. This keeps you coming back for more.

Personalized service comes across as creepy to some users

Knowing a lot about a user’s wants and needs makes your company appear like a stalker. Some people can be paranoid over the personal data websites collected about them, and who gets hold of that information.

Being transparent about what information you collect from users, how you store it, and who has access to it is crucial to ease the fears of visitors. Always secure your website using HTTPS and SSL.

Consistency across devices

Changing devices throughout the day is more common now than ever. Users want to retain the same feel about a website irrespective of the device they are on. Maintaining the design and content on a mobile and desktop can help users adapt to the format quickly and get on with the activity they are doing.

Consistency also supports the trend for responsive website design which has become more prominent given the rise in mobile users.

It takes up too much time

Personalized websites can take up a lot of your time. The research that goes into personalizing a website design is no joke. Everything is intense - starting with the sketch of your first wireframe.

Your work will continue forever and it doesn’t end when you launch the website. You need to keep improving on the personalized features of your website design.

Final note

There are many benefits of having personalized website design. However, you need to plan carefully to make sure your project succeeds.


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