Content Personalization:

Why it Matters for

Businesses

Zooseo

1145 South 800 East #101A

Orem, UT 84097

435-200-3305

Content personalization is all about making the Internet or web experience more

helpful and relevant to the users. This is a targeted approach, as it encourages

visitors to remain on the site much longer. Variations in content personalization

enable businesses to deliver its purpose in different settings.

Dynamic and Unique Website

Personalization makes the website dynamic and unique. It aims to alter the content

to give visitors a more tailored experience. Studies show that a personalized

ecommerce website can increase conversions by up to 70 percent.

This content strategy works because the visitor’s likelihood to convert correlates to

the experience they have on the website. If the site has relevant content, visitors

will have a reason to spend more time on it and go deeper by searching for more

information on products and services.

Dangers of Non-Personalized Website

A non-personalized website offers the same content regardless of the user’s profile or

preferences. It provides a static experience, as all users get the similar type of

information. It does not offer a navigation structure or search facility that can help

modify client’s experience.

Non-personalized information or content can be distracting and may cause clients to

leave the website immediately. This is why it is never a wise idea to display irrelevant

content. Marketers and website owners should always focus content creation on

different buyer personas.

Focus on Consumer Interest

As customers and visitors are getting better at recognizing irrelevant information, this

makes it even more important to tailor or personalize web content. Personalized

content reflects the consumers’ interest. This can maximize brand preference, sales,

and customer engagement by delivering tailored experiences for different visitors.

Through content personalization, businesses can expect an increased return-on-

investment (ROI) and lower bounce rate. While this may take a great deal of effort, it

is a good and worthwhile investment. Its advantages can outweigh the costs and

effort by bringing more customers.

According to research, personalization matters to majority of marketers. This makes

customers become more emotionally connected with a company and brand. This can

translate to brand loyalty or free marketing that gives the company a bigger chance of

successfully reaching goals.

Resources:

http://www.zooseo.com/brand-marketing

http://www.digital-marketing-university.com/Articles/Why-Personalization-Matters.aspx

http://aci.info/2014/12/04/personalization-makes-or-breaks-content-marketing-

success/