Personalising website content for first-time visitors

You might understandably imagine that the idea of personalising the content on your website for people who are only visiting for the first time can’t possibly be a ‘thing’. After all, what is there to know about someone who has landed on your site right now, who has no prior history with you?

As it turns out, there’s actually quite a lot of data you can potentially gather from someone making their first ever visit to your website. Indeed, when you have the right personalisation platform or plugins installed, it should detect and take account of such data points as:

  • The fact that this person is visiting your site for the first time
  • Where they’re coming from – a paid advertisement, for example, or an email
  • The page they landed on
  • Their geolocation
  • Their device, so that you can optimise how you present your website content to them

The above is hardly an exhaustive list. But now that you know personalising the content of your website for a newbie visitor really can be a ‘thing’, what are some of the strategies that digital marketing consulting firms like ours might suggest you use?

Here are a few…

Personalisation based on their first-time visitor status

If your website has the ability to know whether someone is a newcomer, this could enable you to present content and campaigns to them that provide details about your company in general. You could, for example, display a greater amount of introductory and ‘how-to’ content and videos than a previous visitor would see, or highlight products or content that are trending right now.

Personalisation based on where they came from

Whatever it was that actually brought the person in question to your site can be a powerful driver of the experience that you give them. If, for instance, the first-time visitor clicked on an ad related to swimwear, presenting them with a page that simply promotes sweaters and trousers will make for a more confusing and less cohesive experience for them. In this sense, personalisation can be great for keeping a first-time visitor’s pathway to buying consistent. That way, it’ll be a cinch for them to find the product that they desire and complete the purchase process.

Personalisation based on where they landed

Let’s imagine that someone’s first experience of your site is a product detail page, or perhaps a blog article. Either way, there’s a key opportunity to make the most of their interest by featuring recommendations for related content and items ‘above the fold’. It’s a great way of effectively saying to your first-time visitors, “if you aren’t keen on this item, perhaps these other options will take your fancy?”

Don’t allow your first-time visitors to go to waste!

From the very moment someone lands on one of your pages for the first time, the right personalisation platform or plugin will enable you to begin gathering and capitalising on invaluable data about them.

And remember, too, that when you do manage to keep someone on your site for longer with such personalised content, this will allow you to glean even more insights from such behaviour as how long they spend on certain pages, and how they click, hover and scroll. That, in turn, will mean you can be even more refined and targeted with your personalisation and recommendations.

Would you like to further explore the possibilities that we could help you to realise for your site, drawing upon our expertise as one of the leading digital marketing consulting firms? If so, don’t hesitate to give the PENNInk Productions team a call today on 020 8144 7931.

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