Marketing expert Seth Godin on the art of online ... - EPiServer
Marketing expert Seth Godin on the art of online ... - EPiServer
Marketing expert Seth Godin on the art of online ... - EPiServer
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eST dreSSed webSITe<br />
5You adapt your words to <strong>the</strong> pers<strong>on</strong> you are talking to, and your website should do <strong>the</strong> same.<br />
gEt PErsONAl<br />
14 ePiserVer engage<br />
by DavID WIlES<br />
Pers<strong>on</strong>alizati<strong>on</strong> allows you to make your c<strong>on</strong>tent relevant to your visitors, based <strong>on</strong> factors such<br />
as where <strong>the</strong>y live, <strong>the</strong>ir purchase history and how <strong>the</strong>y found your website. It is a bit like a skilled<br />
salespers<strong>on</strong>: you find out who your customer is and what <strong>the</strong>y like, and you use that informati<strong>on</strong> to<br />
make <strong>the</strong> sale. Pers<strong>on</strong>alizati<strong>on</strong> is already widespread am<strong>on</strong>g <strong>the</strong> biggest web players – every Google<br />
search is pers<strong>on</strong>alized – and this is <strong>on</strong>ly expected to grow. Experience shows that most people<br />
actually resp<strong>on</strong>d positively to pers<strong>on</strong>alized c<strong>on</strong>tent. And it pays – just ask Amaz<strong>on</strong>.com.<br />
6<br />
ANAlYzE tHIs<br />
Knowing how many visits your website gets is <strong>of</strong> course interesting,<br />
but it is even more important to know what visitors actually do <strong>on</strong> your site.<br />
Every page you create should be made with a clear objective in mind. If a<br />
page doesn’t have a goal, you probably shouldn’t create it. By establishing<br />
objectives, you can analyze how successful <strong>the</strong> page is in achieving that<br />
goal, and make changes based <strong>on</strong> <strong>the</strong> results. Do testing to see how different<br />
designs or structures help make c<strong>on</strong>versi<strong>on</strong>s – such as visitors sending in a<br />
form or completing <strong>the</strong>ir purchase. In many cases, small adjustments can<br />
lead to big results. And if you really want to know what your visitors think,<br />
just ask <strong>the</strong>m. Use c<strong>on</strong>tact forms or surveys to find out if <strong>the</strong>y experienced<br />
any problems or have any questi<strong>on</strong>s. Armed with this informati<strong>on</strong>, you can<br />
optimize your site and ensure <strong>the</strong> best possible results.<br />
Read our whitepaper “The <strong>art</strong> <strong>of</strong> a successful website”<br />
at www.episerver.com/effectivewebsite
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