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The growing importance of delivering a personalised experience online is highlighted in a new Econsultancy and Monetate survey in which 94% of businesses stated that personalisation ‘is critical to current and future success.’
Furthermore, the research found that for two-thirds (66%) of client-side respondents, both improved business performance and customer experience are the main drivers for personalising the website experience.
The Realities of Online Personalisation is based on a survey of more than 1,100 digital and ecommerce professionals working for brands and agencies, carried out in February 2013.
It looks in detail at what is driving online personalisation, the tactics and types of data being used to tailor the online customer experience and the barriers to success.
What is the main driver for personalising the website experience?
One of the key trends identified in the report is the fact that as businesses have become more digitally mature, marketers are conscious of the need to deliver experiences which are more personalised and nuanced not only for existing customers but also for first-time site visitors, using real-time behavioural data.
And the benefits of personalising the consumer experience are obvious. Businesses that are currently personalising web experiences and who are also able to quantify the improvement (in the context of online sales or their key website performance metric) are seeing an increase in sales of 19% on average.
This translates into hundreds of millions of pounds and dollars of additional sales for online businesses across a range of business sectors.
But although nearly all businesses are aware of the potential rewards from personalisation, the reality is that most respondents have yet to implement it on their own digital platforms.
More than half (56%) of companies stated that they are not personalising the web experience for visitors, while only 4% say that customer experiences are ‘very’ personalised.
Thinking about your own organisation/clients, how would you describe the extent to which the website experience is personalised for visitors?