How Personalisation Became the Game-Changer in Website UX (and What That Means for You)

By now, personalisation is not new to you. You experience it, use it, and play around with it in your everyday lives whenever you use a website. 

Knowingly or unknowingly, you are leaving a trail of your behaviour and patterns on the websites. Websites have AI personalisation these days, which lets it understand user behaviour on the platform, based on which it delivers customised and tailored experiences. Personalisation includes everything starting from tailored recommendations based on user preferences to theme customisations. 

So, in this blog, we will see how personalisation actually works on a website and how it transforms the overall customer experience. 

How Does Website Personalisation Work?

In our personal lives, the examples of personalisation are so common. For instance, a waiter bringing an order by your name, a customer support executive helping you find items from the shopping aisle, etc. On a website, however, personalisation is when online retailers provide targeted offers to shoppers based on the browsing behaviour of users.

Personalisation is basically AI and machine learning algorithms understanding a user’s browsing history, demographics, geolocation, first-party data and past purchases based on which it creates a tailored website experience. With tailored, we mean users will see dynamic content that matches their preferences on the website. 

For instance, finding products users like, getting tailored discounts, and other role-based personalisations, which is a result of AI intelligently predicting user behaviour and creating new touch points. 

Bottom Line? Why AI Personalisation in Websites is a Game Changer for Retailers? 

A large number of smartphone users are highly likely to buy products from an ecommerce app on their mobile. When retailers deliver tailored product recommendations through their websites and mobile apps, it builds brand loyalty and drives more conversions. 

So for retailers, it’s a win-win situation, which is why they should invest in AI and machine learning algorithms to integrate into websites. It will create personalised experiences for customers, and you will get all the credit for improving their journey on the website. 

More than a journey, AI personalisation enhances the overall customer experience of users, which means much more than conversion. Retailers today are not only focused on improving conversion rate, they want to improve customer loyalty. AI personalisation in websites increases the average order value, and retailers are getting obsessed with it. 

Now the only question that remains is how you can redesign your website to fit the changing user preferences and needs. So choose VerveLogic, a top mobile app and website development company in Boston, where developers will help you achieve website personalisation that creates the most engaging experience for users.