Website personalization - the next great frontier for SMB websites - presentation from World Hosting Days 2016 conference in Germany

1. WEBSITE PERSONALIZATION
THE NEXT GREAT FRONTIER FOR SMB WEBSITES
PRESENTED BY // AMIR GLATT CTO OF DUDA & KATE COX CMO 123 REG

2. What Is Website Personalization?
Website personalization is the application of technology and web
design to create one-to-one visitor experiences that maximize
customer engagement and conversion.
Website Personalization

3. TYPES OF WEBSITE
PERSONALIZATION
Website Personalization

4. For example, a website can be
personalized based off of a visitor’s
physical location or time of day.
Contextual
Website Personalization

5. Behavioral personalization is when
a website changes based on past
browsing history or on-site action.
Behavioral
Website Personalization

6. Demographic
Websites can also be personalised
by gender, age, profession, etc.
Website Personalization

7. LACK OF TECHNICAL
EXPERTISE
In fact…
Due to technical barriers, only 29% of all businesses currently implement
website personalization on their website.* exacttarget 2014*
Website Personalization
Barriers to Entry
COST
PROHIBITIVE

8. People have grown accustomed to having a more personalized
experience online, and websites that don’t provide this experience
feel outdated.
Website Personalization
HOWEVER, IT’S EXPECTED

9. Add-on SaaS products
Incorporated tools in a CMS or website builder
Custom coding
Website Personalization
Options For A Solution

10. Website Personalization
THINGS TO
THINKS ABOUT

11. A personalization tool needs to have
an easy-to-use interface, while still
providing a site owner or marketer
with a full set of advanced options
for creating one-to-one visitor
experiences.
Website Personalization
Usability

12. Any proper personalization solution
needs to enable the user to implement
more than one or two changes on a
website.
It should also be required that there
are multiple triggers for each change.
Website Personalization
Flexibility

13. Tracking
The need for tracking which of your
website personalization efforts are
working is essential for most site
owners.
Therefore, you need to be able to track
engagement across a wide range of
various user actions.
Website Personalization

14. Privacy
Personalization relies on a website
owner, designer or marketer knowing
something about the user. However,
this can easily go too far and come
across as invasive to potential
customers.
Website Personalization

15. WHY
PERSONALIZATION
MATTERS
Website Personalization

16. A Personal Touch Is A Strength For SMBs
Traditionally, one of the strongest assets for SMBs in driving sales and
building customer loyalty has been their ability to create one-on-one,
high-touch relationships with their customers.
According to recent research by You Gov and Behavioral Scientist, Patrick
Fagan, which was commissioned by 123-reg and conducted in the UK:
Over half of British adults (56%)
say that “the personal service
they offer is a benefit of buying in
store from small businesses.”
71% of British adults who ever
purchase items online from a
business' website agree that
“offline, small businesses provide
a more personal service than big
businesses.”
56% 71%

17. But This Advantage Is Lost Online
59% of adults felt large business
websites are generally better than small
business websites. This rises to 78% for
18-24 year olds.
REASONS WHY
When purchasing items directly from a
business’ website, almost a quarter of
adults (23%) prefer to buy items from
big business websites rather than their
small business counterparts. This rises
to 45% of those aged 18-24.
Empathy and Trust Usability Social Media Functionality And, of course, Personalization
59%
78% 45%
23%

18. The Democratization of Technology Is Changing This
ACCORDING TO RESEARCH BY YOU GOV, WEBSITE PERSONALIZATION COULD
ALMOST CUT LOST SALES OPPORTUNITIES IN HALF FOR SMBS.
The experiment showed that the amount of
respondents who disagree with the statement
"I would purchase an item at this website” fell
from 52% to 29% and when personalization
was added to a small business website.
52%
29%
With the increase in cost-effective website personalization
options, SMBs are reclaiming this advantage.

19. Website Personalization
Personalization of a site significantly affected people’s trust and
empathy with the business which in turn directly translated into
purchase, behavioral intent and loyalty
- Patrick Fagan, Behavioral Scientist, Brainchimp
FOR FULL RESULTS SEARCH 123 REG PERSONALISE THE WEB

20. Website Personalization
Real-World Results
Phoenix, Arizona-based restaurant, The Gladly,
implemented website personalization via a simple
notification bar combined with with a text link
above the navigation during Restaurant Week.
This accounted for a 70% increase
Result:
in their customer conversion rate.

21. Real-World Results
Raydiance for Women needed to find a way to educate its
website visitors about its products and services. So they
added a welcome video on auto-play to only display the
first time someone comes to the website.
Website Personalization
Raydiance for Women experienced a
Result:
65% increase in conversion rate.

22. This Is Good News For More Than SMBs
Hosting companies, telecoms, digital marketing agencies and all web
solutions providers can benefit from the ability to provide their customers
with easy-to-use website personalization tools.
Website personalization is an advanced feature that
separates you from your competitors
On-site personalization is an additional, ongoing marketing
service you provide, much like SEM or email marketing
Positioning to clients:
Website Personalization

23. Q&A

24. For follow-up questions, please feel free to visit the Duda booth.
THANK YOU!
AMIR GLATT CTO OF DUDA & KATE COX CMO 123 REG