As website personalisation changes the way businesses sell their products and services, the customer experience is being transformed into something just as unique and individual.
Using AI for web design can help to create customised journeys that are tailor-made for each and every visitor, making the content feel more relevant and engaging.
We look at how web design personalisation can be aided by various AI tools, and how they benefit both businesses and consumers.
What is Personalisation at Scale?
When talking about personalisation at scale it is in reference to the analysing of large amounts of data to create tailored experiences that are relevant to the specific behaviours, needs and preferences of an individual customer.
For example, the likes of Spotify and Netflix analyse the viewing history of their users to gain a deeper understanding of their preferences, which allows them to recommend new and relevant content they may enjoy.
It is also widely used in the ecommerce sector to encompass first-time and returning customers, delivering content, products, site layouts, personalised messages and more.
Why is Website Personalisation Important?
Where it was once enough to create a website that reflected the services, products and ethos of the brand, there is now a much higher demand for personalised experiences.
The digital landscape is more competitive than ever, which makes it more challenging to stand out in the crowd. By integrating a personalised approach, websites can ensure they are living up to customer demand and delivering services that make the customer feel like their experience is unique and valued.
How Does AI Support Website Personalisation?
AI for web design is in integrated in a few different ways:
- Natural language processing: Search queries and interactions on the website can be analysed to provide more relevant and accurate results.
- Machine learning: Website visitors' preference and behaviours can be studied over an extended period to improve personalisation. This ensures current personalisation settings are correct whilst helping to identify new patterns and opportunities.
- Dynamic pricing: This is a relatively new model that automatically adjusts pricing based on demand, competition and other factors. This can help to provide personalised offers and pricing that are tailored more to the individual.
- Chatbots: From personalising customer service to providing basic ad-hoc information to support the sales process, chatbots and virtual assistants can contribute to website personalisation.
What Are The Benefits of Using AI For Web Design Personalisation?
Using AI for web design personalisation can offer benefits such as:
Boosting User Engagement
One of the biggest benefits of using AI content personalisation is to enhance user engagement. AI systems study user behaviour to deliver tailored and relevant content to individuals, which helps to keep them onsite and more likely to return. It can be used for content and customer service, with features like chatbots available around the clock to provide instant and personalised assistance.
Improving Customer Retention
Website personalisation supported by AI can play a role in increasing customer loyalty and retention. People are far more likely to return to a website if they feel the content is not only useful but relevant and is likely to be of help in the future. According to a report published by Accenture[GS1] , 91% of consumers are more likely to shop with brands that provide recommendations and offers that are relevant to them.
Increasing Conversion Rates
The personalised experiences provided to customers can also help to significantly improve conversion rates. AI is able to analyse demographics and browsing behaviour to dynamically adapt website content to the individual, provide targeted sales messages and useful product recommendations. This allows brands to present relevant information and offers that can increase the chances of the user engaging with the buying process.
Better Data Collection
Utilising AI for web design personalisation can lead to better collection of data, as the behaviour and preferences of users can be analysed in greater detail. The mechanics of the system allow you to drill down to discover valuable insights into your target audience, helping to make the experience more bespoke, whilst also potentially benefiting other marketing efforts.
Final Thoughts
Website personalisation continues to evolve thanks to the arrival of new AI web design tools. In the age of customisation, it allows a growing number of businesses to create engaging and relevant content to boost sales opportunities and improve conversion rates. At Webshape Design we use the latest AI tools in conjunction with traditional methods, giving you a data-driven and a real-world human-based approach that can benefit your brand the needs of your customers.
