How can website and SEO personalisation increase conversions?

In recent years, personalisation has evolved from a luxury to a necessity. This means that if your business is looking to gain an edge in conversion rates and customer retention, website and SEO personalisation is an important factor to consider. But how can website and SEO personalisation increase conversions? And what are the personalisation strategies that actually work?

So what is personalisation?

First of all, what exactly is personalisation, and what does this mean for website design and SEO? Well, personalisation refers to the process of tailoring the digital experience for your user’s, based on a range of factors. These include user behaviour, preferences, demographics, location, or previous interactions. In essence, this involves delivering the right content to the right person at the right time.

For example, a returning visitor from Stockport browsing a clothing website might see different promotions or recommendations than a first-time visitor from London. Similarly, a user searching Google for “best running shoes for flat feet” might be better served by a landing page optimised for that specific need, rather than a generic product category page.

When executed properly, personalisation helps users feel understood and valued, which builds trust and drives conversions.

How can website and SEO personalisation increase conversions?

Whether you’re aiming for sales, sign-ups, downloads or enquiries, conversions depend on how well your site meets the individual needs of your visitors. A personalised experience shortens the decision-making process by removing friction and increasing relevance. This all adds up to an  improved customer experience, and ultimately an increase in revenue. 

Website personalisation tactics that work

While personalisation can increase conversions, this only works when it’s implemented well. Website personalisation can be applied in several strategic ways, depending on your business goals and customer data. Some of the most effective methods for increasing conversions include:

• Geolocation-based content- Serving different content based on a user’s geographical location is one of the simplest yet most effective personalisation techniques. With this, you can show relevant offers, events or shipping information based on where a user is located.
• Behavioural personalisation- Tracking user behaviour allows you to tailor their journey in real time. Showing the right products at the right time can significantly reduce cart abandonment and increase average order value. To do this well, consider:
  • Showing product recommendations based on browsing history.
  • Displaying recently viewed items.
  • Highlighting popular content or offers that match their interests.
• Customer segmentation- By categorising your audience (e.g. B2B vs B2C, high-value customers vs new leads), you can tailor messaging and user journeys accordingly.

SEO personalisation

While traditional SEO focuses on optimising for search engines, personalised SEO aims to deliver content that matches the user’s specific intent. It involves creating tailored content that addresses nuanced search behaviours and personal contexts. This can involve:

• Search intent mapping- when searching for a product or service, searchers may use regionally specific language or phrases. Understanding search intent, whether informational, navigational, transactional or commercial, is essential to matching content to the right audience. For example, someone looking for “weekend trips to Preston” is likely ready to book, so optimising for transactional intent and including pricing is crucial. On the other hand, someone searching for “car radiator problems” is more likely to be seeking information, before deciding on what to do next. This means that a blog or checklist would be more appropriate.
• Creating personalised landing pages- Rather than sending all traffic to a generic homepage or product page, you can create landing pages that reflect the keyword or audience segment. For example, a company might create different landing pages for their services in Liverpool and Manchester, each optimised with personalised content, testimonials, and location-specific information.

How exactly does personalisation drive sales?

Ultimately, personalisation removes barriers to purchase and builds a more intuitive, enjoyable journey. Here are a few ways it translates into increased sales:

• Higher engagement rates- Personalised websites have lower bounce rates and higher time-on-site metrics. This is because when users feel understood, they are more likely to stay, explore and eventually convert.
• Increased Average Order Value (AOV)- Product recommendations based on user preferences, complementary items, and upsell suggestions can directly increase basket sizes.
• Improved email and retargeting performance- Personalised retargeting ads and email campaigns, based on previous visits, abandoned carts, or wishlisted items, see higher open, click and conversion rates.
• Higher customer satisfaction and loyalty- When users consistently receive relevant, helpful content and offers, they’re more likely to return and recommend your business. Loyal customers not only spend more but also cost less to retain.

Here at Pumpkin Web Design, we are Preston’s leading web design and web marketing experts. From SEO to content, we are the team you can count on for your businesses online success. Why not get in touch today to find out more?