Personalization has become inevitable in today’s digital world. Studies show that 71% of consumers now anticipate personalized interactions throughout their customer journey.
This trend presents a huge challenge for businesses. Failing to personalize can lead to lost opportunities and decreased engagement, as generic websites may struggle to retain visitors’ attention.
So, how do you navigate this?
The key to success often lies in the data companies already have. CRM systems contain valuable customer information, which can be a goldmine for personalizing web experiences.
In this blog post, we’ll explore methods for leveraging CRM data to create customized website experiences that will help you boost your business growth.
Website personalization is the process of customizing your website and making it unique for each visitor. It’s about giving people a special experience, not just a generic one-size-fits-all solution. This means changing things on your site to match what each person likes or needs.
Why does this matter? Well, people want to see the effort taken by businesses to know them better and create experiences that are relevant to them. If your site doesn’t do this, visitors might not feel that they are special to your business and leave.
To effectively implement the personalization strategies, it’s essential to choose the right website hosting provider. Opting for a hosting solution that offers high uptime, robust security, and seamless integration with your CRM systems can significantly enhance the performance and reliability of personalized website features. Investing in quality website hosting is critical to ensure that your personalized content reaches your audience without interruptions, thereby maximizing engagement and conversion rates.
Personalization can help in many ways. It can encourage people to stay longer and engage on your site. It can also help them find what they want faster. This is good for both the visitor and your business.
Some examples of personalization are:
Website personalization isn’t just a new trend, it’s becoming a must-have for businesses. Studies show that 63% of people now expect personalized service from companies.
However, achieving this is not always easy to do. You need the right data and the proper tools. And that is where CRM data comes in.
CRM systems are gold mines of customer data. But which of these data is useful for your website personalization? And, how do you collect and manage this data? Let’s dive into it:
Customer demographics are basic info about your customers, which includes data like age, gender, and location. To collect this data, use sign-up forms on your website. Keep these forms short and simple, as you don’t want to scare people away. Another good method is progressive profiling. This means asking for more details over time, not all at once.
Purchase history is a record of what customers bought, when they bought it, and how much they spent. To get this data, connect your online store to your CRM. This way, all purchases are tracked automatically.
You can also use order confirmation emails to get more details. This info is super helpful for understanding what your customers like and can help you suggest products they might want to buy next.
Browsing behavior is about how people use your website. It shows which pages they look at, how long they stay, and what they click on. To collect this data, put tracking pixels (small bits of code that record your visitor’s actions) on your website.
Most CRM systems can do this for you. If not, you can use tools like Google Analytics and then connect it to your CRM. This data helps you understand what your visitors are interested in.
Email engagement tells you how people interact with your emails. It shows who opens them, clicks on links, and forwards messages. To collect this, use an email marketing platform.
Most CRMs can connect with email marketing platforms and pull in the data automatically. This info is great for seeing what kind of content your customers like. You can use it to send better emails in the future.
Support interactions are all the times a customer talks to your support team. This includes phone calls, emails, and chat sessions. To collect and manage this data, teach your support team to note down the details about each interaction in the CRM. This helps you understand any problems your customers have had. It also shows you how to help them better in the future.
Sales funnel position is where a customer is in their buying journey. This information about the customer gives crucial insights such as if they’re just looking or if they’re ready to buy. To track this, you can use lead scoring in your CRM. Give points for actions like downloading a guide, signing up for your newsletter, or watching a demo.
The more points, the closer they are to buying. This helps you know how to talk to each customer. Someone just looking needs different information than someone ready to buy.
Loyalty program status is about how much a customer has used your rewards program. To track this, connect your loyalty program to your CRM. Keep track of points earned, rewards used, and how often they participate. This data lets you give special offers to your best customers and also helps you encourage others to use the program more.
Seasonal buying patterns are trends in when customers buy more products. Some might always buy gifts in December and others might stock up on swimwear every May. To spot these patterns, look at purchase history over time. CRMs can make reports to show these trends. This info helps you know when to promote certain products to different customers.
Device usage is about what kind of device customers use to visit your site. Do they use phones, tablets, or computers? To collect this info, use your website’s data analytics. Many CRMs can pull in this data directly. Knowing this helps you make sure your site works well on the devices your customers use most. It can also help you make sure the UX design of your website is the same across all devices.
Remember: data collection and management is an ongoing process. Set up your CRM to continuously update these data points. Use forms, website tracking, customer interactions, and integrations with other tools to keep your data fresh.
However, always remember to check your data quality regularly. Remove duplicates, update outdated info, and archive inactive contacts. Good data hygiene ensures your personalization efforts are based on accurate information.
Now that we understand which CRM data to collect, let’s see how to use it for website personalization.
Here are some ways to make your site more personal for each visitor:
Your homepage is like the front door of your website. It’s the first thing many visitors see. Personalizing this can help make this first impression count.
Here are a few ways how you can personalize your home page content using CRM data:
For new visitors, you can use data from similar customers to guess what they might like. The key is to make the homepage feel relevant to each visitor. This can increase engagement and time spent on your site.
Here is a great example of how Amazon personalizes its website for its customers. The brand uses customer-centric personalization based on name and address.
Product recommendations can be a powerful tool when done right. Use purchase history and browsing behavior to suggest items customers might like. If someone often buys running shoes, showcase your newly launched athletic gear.
Don’t just focus on what they’ve bought before though. Look at what similar customers have purchased. This can help you introduce new products they might not have considered.
Sephora, a beauty brand, does a great job promoting its product through product recommendations. They offer curated “Similar Products,” “You May Also Like,” and “Use It With” product catalogs based on the user’s browsing history. These products are usually alternatives or products that complement the products they are looking for.
Timing is important too. If someone buys a printer, don’t immediately try to sell them another printer. Instead, suggest ink cartridges or paper a few weeks later. This shows you understand their needs over time.
Data from a CRM system can enhance a business’s ability to set up and offer competitive prices. Image you own a pest control business, by leveraging customer segmentation, dynamic pricing strategies, and targeted marketing, CRM data will allow you to customize services and tiered pest control pricing based on detailed customer data, ensuring tailored offers that maximize both satisfaction and profitability.
CRM data can help you give the right offers to the right people. Use customer lifetime value to identify your most valuable customers. These VIPs might get exclusive discounts or early access to new products. For new customers, you could offer first-time buyer discounts to encourage them to make that first purchase.
Look at purchase history to create targeted offers. If someone always buys during sales, send them special sale alerts. If they regularly buy certain products, offer a subscription service for those items. You can also use browsing behavior. If someone keeps looking at a product but hasn’t bought it, offer a small discount to nudge them towards purchasing.
Here is an example of how Booking.com uses customer data to set different room prices for different customers. As you can see below, the same hotel on the same dates for the same number of people, the prices can vary.
Pop-ups can be useful, but they can also be annoying if not done right. Use CRM data to make sure your pop-ups are helpful and not irritating. Look at browsing behavior to show relevant offers. If someone’s looking at winter coats, a pop-up for a scarf sale might be welcome. But if they’re reading a blog post, maybe wait until they’re done before showing a pop-up.
You can also use pop-ups to collect more data. If you notice a customer often buys a certain type of product, use a pop-up to ask about their preferences. This shows you’re trying to understand them better. For returning customers, you might use pop-ups to highlight new features or products they might like based on their past purchases.
Here is an example of Lammle’s, a fashion brand, using personalized popup features to upsell their most popular products.
Remember, timing is important with pop-ups. Don’t show them right when someone lands on your site. Give them time to look around first. And always provide an easy way to close the pop-up. The goal is to enhance the shopping experience, not interrupt it.
How people move through your site can make a big difference in their experience. Use CRM data to customize navigation for different users. If someone often checks the sale section, make that link more prominent for them. For a customer who regularly buys from a specific category, highlight that category in the menu.
You can also use this to simplify navigation for new visitors. If data shows most new customers look for certain information, make those pages easy to find. For returning customers, you might create shortcuts to their frequently visited pages.
The goal is to help each visitor find what they’re looking for as quickly as possible. This can lead to more sales and happier customers.
Calls to Action (CTAs) are crucial for boosting your conversions. Research has shown that personalized CTAs provide 202% better results than basic CTAs.
Use CRM data to make CTAs as effective as possible. For new visitors, your CTA might be “Learn More” or “Explore Our Products”. For returning customers who haven’t bought yet, try “Shop Now” or “See Today’s Deals.”
Take SpotDraft for example, a platform designed to automate and streamline contract management processes for businesses of all sizes. Their CTA invites customers to “Request a Demo” or “Take a Product Tour”, directly engaging them in an interactive experience that shows the user exactly how the product can benefit them.
Look at past behavior to tailor CTAs. If someone often uses your wishlist feature, a CTA like “Add to Wishlist” might work well. For frequent buyers, “Buy Again” might be effective for products they purchase regularly. You can also adjust the language based on customer preferences. If data shows certain words or phrases work better with different groups, use those.
CTAs like “Pick up where you left off,” “Keep shopping for,” and “Buy again” are some great examples of personalized CTAs that Amazon uses to push its customers to make purchases.
However, always remember to test different CTAs. What works for one group might not work for another. Use A/B testing to see which CTAs get the best response.
Also, consider the placement of your CTAs. Use heatmap data to see where customers are most likely to click. Place your most important CTAs in these high-engagement areas. The right CTA in the right place can significantly boost your conversion rates.
Utilizing CRM data for website personalization is a great way to enhance customer satisfaction. We have looked at the top CRM data points and strategies for leveraging this data to tailor your website for better outcomes. The objective is to create an experience that resonates with each visitor making them feel like the site caters to their needs.
Now, managing all this customer data can be quite a task. That’s where tools like DejaOffice come in handy. DejaOffice is a customer relationship management tool that syncs your laptop and phone, allowing you to track and optimize client communications.
By using DejaOffice you have the convenience of accessing customer details whenever and wherever you need them. Consider using DejaOffice to streamline your CRM efforts and boost your website personalization strategy. Book your free trial today!
Virtual reality headsets are much more than entertainment devices—they are tools for innovation, education, and…
Finding a harmonious balance between work and play is essential for the well-being and success…
Toronto offers a great quality of life, with its cultural vibrancy and reputation for being…
Digital tools are fostering better business relationship building. As the tuse of digital communications increases,…
Custom application development services let businesses improve internal processes and offer unique products, custom apps…
Discover how financial metrics and benchmarking against industry peers help businesses optimize performance and ensure…