In today’s highly competitive market, having engaging online content is fundamental when attracting new and returning customers.
Personalisation is a great way to target your audience and tailor your website to their needs. The travel industry in particular is a perfect example of how to use data to improve overall customer service.
Why do you need personalisation?
For the best chance of success, websites must be engaging and dynamic, as well as playing a part in creating the company’s overall online presence.
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This gives visitors the information they’re likely to be looking for quickly and easily, reducing the amount of searching required.
In the travel industry especially, competition is so fierce that, if companies don’t deliver a perfect customer experience, they risk losing out to competitors. Monitoring users and collating data is a priceless tool for marketers, as this information can then be used to increase sales through a more personalised website for each customer.
A personalised experience online, where the site adapts to the visitor, can secure that you actually can bring your segmentation strategy online, which means that you can communicate to each target audience in a unique way.
Award winning travel company Co-operative Travel is a great example of a company utilising personalisation techniques to deliver a superior customer experience. The personalisation features used by Co-operative Travel enable customers to seamlessly glide through to booking pages, providing an easy to use and integrated site, increasing conversion rates, and reducing the number of customers dropping off after an initial search.
In 2011, since the joint venture switchover, Co-operative Travel has seen a 95% increase in visitors and 217% increase in revenue, demonstrating just how much personalisation can help your business increase sales.
via How to use web personalisation to increase sales | Econsultancy.