Personalized UX Design: How Does It Fuel Your Next Conversion Target?

Nov 2018 / jenny

Personalized UX Design: How Does It Fuel Your Next Conversion Target?

Personalization is exercised more than it sounds and has greater strength in the marketing domain than any other tactics used for promoting UX design. The key to achieving success and getting advantage over competitors in dense digital environment is serving customers with personalized products tailored just for them. Also called one-to-one marketing, personalized marketing tactics are the best way to appear unique and relevant in surrounding clutter of similar businesses.

However, not all organizations that claim offering rich user experience and interactions through UX designing have gained the target audience. They are still falling far behind in the battle to win customers majorly due to lack of data management, implementation and talent. Netflix, Amazon, Facebook are all capitalizing on the maximum potential of personalization and have developed machine learning algorithms to deliver addictive user experience and optimize conversion.

Personalized marketing is never going to be evanescent and is constantly changing UI/UX design approach to create better customer retention opportunities. Let’s take a look of how this trending ripple is fundamentally reshaping the conversion tactics for digital authorities.

UX and the age of personalization

In the world buoyed up with interactive environment, it is imperative to build devices and applications that respond to users’ tastes and preferences in order to enrich user experience. With intelligent cognitive algorithm and IoT network technology being applied to almost every household appliance, there is no surprise why we are growing accustomed to using applications with personalized features and services these days. Due to active dynamics of tailored services, customers tend to pick from the choices served by the brand software. No wonder, why Netflix and Amazon Prime enable abundant comfort and convenience by eliminating search efforts and empowering users with personalized recommendations on movies and shows.

In a study conducted by Janrain & Harris Interactive says that over 70% of online consumers get frustrated with websites because their promotional and marketing appears to be irrelevant to their interests.

Facebook on the other hand is no longer just a social platform. With continuous expansion and brave implementation of personalization technology, users receive reminders and suggestions for the events happening in the neighborhood. Light as breeze, buying from the proposed suggestions matching user interest is an effortless job. In the age of personalization, the website content not only has a minimalist approach but also encourages flexible elements to suit customer’s trending requirements, which enhances UX design impact.

Personalization technology is not reserved solely for tech giants

Like all the industries, online market is equally buzzed with wrong narratives saying that personalization tactics is too ambitious to be implemented by small businesses or ecommerce startups. This is not entirely true.

Despite major emphasis on data security and privacy, as Monetate and Accenture Interactive confirms, 61% of U.S. prefer getting relevant offers from companies over keeping their online activity private. 50% of them will happily share their personal data in exchange for getting more improved shopping experience.

It is also wrong to believe that personalized UX design structure can only be designed for the domain of tech giants, which is another misapprehension. As cloud computing exponentially evolves and Saas infrastructure is growing economical, it has become significantly more feasible for small scale companies to enter the space of personalization technology to achieve rapid conversion.

Personalization is not just a word; its smart practices and implementation create boundless opportunities for today’s entrepreneurs, offering a competitive stand in the market!

How power of personalization boosts conversion rate

From the colossal success of leading ecommerce giants, it is evident that adding personalization to user experience engage more users, increases repeat business and boosts conversion opportunities. This is how you can weave personalized elements in your next conversion optimization strategy:

Content optimization

Static content is no longer appreciated, or even considered, by users dedicated to digital world. Companies learning to optimize the content to users’ personal cravings and preferences will likely be among the most successful ones.

According to Hubspot, 69% of people surveyed state that dynamic, personalized content is essential for their website.

This is what Amazon and Netflix has done. Netflix fascinates users with their personalized recommendations to win and expand the user base. Both companies have potentially leveraged unique UX engine to adjust and modify UI response across various screens.

Zero distraction approach

The last thing customers want to experience is unnecessary distracting elements on their interface when they follow your email marketing template. The art of UX designing involves no negative distraction. Don’t show them a direct finger to sign up page. To offer cleaner and more relevant page content, you must remove such distractions as cluttered interface belongs to an evanescent age. Implementing clean UI does not consume a lot of your time when you use UTM channels and condition the appearance of UI elements to minimum distractions.

According to Marketo, 79% of consumers are likely to engage with a personalized offer that reflects previous customer-to-brand interactions.

Conversion-oriented approach for personalization

Customer segmentation should be focused on target audience personas, demographics and their behavior, future trends predictability and business model.

Customer journey has to be monitored to foster the strategy to reengage cart abandoners with positive, relevant and influential confidence boosters.

As Evergage reveals, staggering 88% of U.S. marketers experienced measurable improvements after personalization, with more than half reporting a boost greater than 10%.

Conversion-oriented customer experience means following a holistic, multi-layered approach that goes beyond usual greetings and involves ways to incorporate entire customer profile, behavioral pattern and shifting choices.

Refined CTA to increased conversion

Being a part of impactful UX/UI design, CTA (calls-to-action) of online content offers alternative power to steer visitors ahead down the conversion funnel. Using personalization technology, you can present customers with recent announcements and events, product promotion content or milestone. The effort goes beyond newsletter signup option and obsess them with the best of your products and offerings.

As HubSpot suggests, specially tailored Calls-to-actions (CTAs) that align with customer interests have a 42% higher view-to-submission rate than generic made-for-all CTAs.

Personalized CTAs with refined personality creates a clean brand image, spruces up UX designing style and works as a lead magnet.

Curb bounce rates

Bounce rate is a critical factor in deciding the traffic density on key webpages for a given duration. The amount of time users spend on your web page should be large enough to reduce bounce rate and engage users with your brand value proposition. If your analytics show average performance on key landing pages, it means you need personalization. Keep an eye on traffic sources and what it reveals about visitors, which can help build customer profile. Use this information to personalize landing pages they visit.

Salesforce says by 2020, 51% of consumers will expect companies to anticipate their needs and craft most relevant recommendations before contacting them.

Final words: Personalization is an investment worthwhile

In this digitally chaotic yet revolutionary times, those who hesitate to join the revolution will have a lot to lose and little to gain!

Due to incredible capabilities and realistic goals, marketers are interested in delivering personalized and more intuitive customer experience:

  • Unified login and registration process across multiple digital channels
  • Customer profile data storage and management for extreme personalization
  • Business-specific data analytics for relevant insight

From above statistics on UX designing and personalization, it is clear that personalized experience boosts engagement and radically reshape conversion tactics. Implementing data-processing technology based on machine learning can help aspiring entrepreneurs establish an interactive interface with personalized content.

To extract the best results, add and test new ideas of personalization and keep the ones that has strong influence on customers.

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