Advanced Skills: Personalized website design

Advanced | skills | design

Personalized communication has been in our daily life, the concept of online personalized service has been accepted by most people, such as personalized web pages and personalized email, but it turns out that designing a personalized Web site is not as simple and sometimes challenging as the average marketer might think.

The first step is to study the customer motivation, on the basis of which personalized service strategy will be easier to consider.

One of the challenges: convert a static web site into a personalized web site, where should personalization be achieved? There may be many facets to personalization, but how to decide which aspects actually have personalized value. At the beginning of the planning process, it is important to establish clear goals that will guide you in making choices among the many personalized factors.

For example, if the goal of personalization is to increase brand loyalty, then from the point of view of inspiring visitors to visit many times, it is more ideal to add the features of the website. On the other hand, if a company's customers often make large quantities of purchases, including a large number of research and evaluation processes, but after the completion of the purchase activity, they do not gain any benefit from repeated visits to the site, then the focus of personalized services should be for the customer's purchase decision-making process to provide simple and high-quality services.

Challenge two: Once a personalized goal is decided, the question to be studied is: how does a customer collect information and make a purchase decision?

Salespeople and network marketers have accumulated a lot of experience from daily interactions with customers that can be applied to different stages of a customer or customer purchase process, providing different service options for customers at the beginning of the purchase survey phase and the decision to purchase phase, and sometimes The difference lies in the questions they ask, or in the order in which they are asked.

It is not easy to talk with customers through the Web site, so to have the most appropriate marketing information, we must use a variety of methods to meet the needs of customers.

One of the best sources of information for customers of different types and motivations is successful marketers who often keep in touch with their customers, chatting with marketers and product managers, and may be able to gain insight into the needs of customers.

Some customers are sensitive to the brand and want to establish a reliable and continuous relationship with the brand--or because of the special emotions that the brand attracts, customers look for brands they recognize and value, and do not have to look for content that teaches customers why they choose a brand. Other customers may need guidance on the product catalog or on a specific product, and we can help these customers by comparing the information collection process of the characteristics, functions, and benefits of similar products.

A type of visitor between a brand-oriented purchaser and a customer in need of a service is a potential customer, and their ideas are complex, with complex emotions such as attitudes, needs, feelings and even concerns that need to be addressed through personalized services. Only by understanding the customer's ideas before making a purchase decision can we achieve sales goals through internet marketing.

For example, if a company's sales target can be grouped into three categories: the first category is brand-sensitive, the second is price-sensitive, and the third category seeks maximum value, the information must be tailored for each purchase motivation. In addition, some people may be studying the product catalog, some people know what they need and are comparing products, while others may be making a final decision.

There are nine ways to personalize your marketing information because you want to consider three different buying motivations and three purchase decision stages. The following simple expression of nine kinds of personalized information under different circumstances.

Different stages of purchase
Decision-making stage in the evaluation stage of learning stage
Brand-sensitive experience represents the most familiar brand of quality trust quality
Features sensitive design different product features view product features important our characteristics meet your requirements
Price Sensitive all product features like compare and save low price products

Once you develop personalized information topics that attract different segments of the market, then it is easy to plan personalized web site and support personal email marketing, so you will be in personalized Web services in a favorable position, customers on your site to provide services will be very satisfied with the online business strategy can be successfully achieved.