How Website Personalization Can Drastically Increase Conversion Rate

If your site doesn’t offer personalized content catered toward specific visitors, you’re missing out on precious conversions that you could capture with just a few changes.

Website personalization allows you to present specific versions of your site to specific visitors, giving them an experience that is unique to other audiences.

By making a few strategic changes to personalize your site, you can serve visitors a dish they can’t resist, sometimes before they knew it was what they were hungry for.  And when that happens, those users will be more likely to convert than if they stumbled across your site and a generalized, boring homepage met them.

Here are the ins and outs of why you should care about website personalization if you want to increase your conversion rates.

Why you should care about website personalization

You don’t always get a chance to communicate with your customers online like you would with a physical brick and mortar business. Understanding your online customers and gathering information about what they want (and how they want it) can be a bit tricky.

But it’s essential that you take the time to do it. Lack of personalization is one of the main reasons that website conversion rates are lower than the conversion rates of physical stores.

In an online store, you never know what might cause visitors to abandon your site and abandon making that conversion you desire, whether it’s downloading an ebook or making a purchase. The only way to solve this problem is to track metrics on your site and A/B test different variations to find out how to personalize each page to specific audiences.

Your audience will love the personalization. It makes them feel special and valuable, all while leading them toward precisely what they were looking for (which means boosted conversions).

In fact, 65% of marketers say that the main benefit of website or in-app personalization is increased conversion rates. And 86% of consumers say that personalization affects how they make purchasing decisions. Luckily, creating your first personalization experiment is simple with Freshmarketer.

Just select a campaign name, choose your URL, and decide how you want to personalize the page. You can use Freshmarketer’s visual editor to make personalized changes or personalize by redirecting visitors to separate dedicated landing pages.

Then, select which kind of conversion goal you want to measure.

Do you want to measure conversions by how many people make a purchase? Click a specific CTA button? Download your latest ebook? Select that goal here.

Freshmarketer will track clicks on all elements and links on the page so that you can measure your results and choose the variations that work best.

One way to personalize your site and drive up the number of visitors who convert is to greet new users who are visiting your site for the first time with a popup.

Greet new customers with popups to boost conversion rates

If someone hasn’t been to your website before, chances are they aren’t familiar with your brand or your site’s navigation. Create a popup that explains your business or provides a brief overview of how to navigate your site.

Or, give new customers an incentive to take the action you’re looking for. Here’s an example from Julep where an offer for 20% off of the visitor’s first order appears if they enter their email.  This method will give new users a reason to sign up for your email list if nothing else.

Even if they don’t decide to purchase something with their coupon code that day, you’ll still have a new email subscriber. This will allow you to retarget them time and time again and build a lasting, personalized relationship through targeted emails.

The average conversion rate of a popup window is 3.09%.

While that might not seem like a large number, you’ll get 300 more conversions with the popups for every 10,000 visitors who click on to your site that you weren’t getting before.

If your conversion rates are higher than average, the payoff could be much higher. The top 10% of popups see conversion rates of up to 9.3%.

That’s at least 900 conversions for every 10,000 visitors. So whether you see 300 new conversions per page with added popups or 900, either one is better than nothing.

Boost conversions and help visitors make decisions on your site by using behavioral personalization.

Help customers make decisions with behavioral personalization

When Brooks Running began to turn their attention toward personalizing their website, they started by analyzing their site visitors’ behavior. What they found showed that many shoppers on their site put several pairs of the same shoes in different sizes in their cart.

For example, some shoppers might add a size 8 shoe to their cart in addition to the same shoe in a half size larger or smaller. When they compared this to data about product returns, they found that users who bought multiple pairs in different sizes returned at least one pair.

Returns can be a considerable expense for online businesses and a huge inconvenience for customers. Sometimes, returns can cost retailers as much as 30% of the original purchase price. So Brooks wanted to decrease return rates for a particular group of visitors: those who have more than two pairs of shoes that are a half size apart in their shopping cart.

Their solution? A personalized message for that specific group.

It reads:

“Not sure what size to get? Our expert customer service can help you figure out the one for you so you don’t have to return one later. Call 1-800-2-BROOKS or chat with them now to get fitted.”

After adding this behavioral personalization message to their site, Brooks saw a decline in return rates for this audience of 80% and a 2% increase in the conversion rate for the same group.

On top of that, 88% of customers who received the message said that they appreciated the personalized offer to help them decide on the right size. If you’re not an ecommerce brand, this process can still be just as helpful.

You can use the same tactics as Brooks to understand your customers’ behaviors, recommend content to them, or help them decide which services to buy if you’re a SaaS company.

In Freshmarketer, you can easily track how well your conversion rates improve over time after making these personalized changes. Once you create variations of certain pages with behavioral personalization elements, you can compare their performance to original pages without having to do any of the legwork.

If you aren’t personalizing your site to target visitors in specific locations, you’re missing important conversions that you could be earning.

Target visitors based on location

It doesn’t always take a ton of personalization to boost your conversion rates. Sometimes, it’s as simple as targeting certain visitors with personalized images or text that are in specific areas by tracking their IP address.

This is commonly known as geotargeting. And it’s estimated that mobile ad spend for location-targeted ads will reach more than $32 billion by 2021.

Why? Because they get users to convert. Location-powered mobile ads, for example, outperform other mobile targeting strategies by 2x. That’s why there are different versions of Amazon’s site for users located in different locations.

If particular content, products, or services seem to sell better to customers in specific locations, promote that information to site visitors from those locations for increased conversions.


Just by personalizing your website, you can dramatically increase conversion rates that you’re missing out on now. By presenting visitors with a hyper-focused version of your site, you’ll give them a unique browsing experience that they won’t forget.

And chances are, they won’t be able to resist the temptation to convert.

Returning customers are familiar with your brand, but new customers typically aren’t. Greet new customers with popups that offer them an incentive for converting. Behavioral personalization can help you assist visitors with decisions that they would otherwise be unsure about.

Recommend content, messages, items, or services that you curate with each user in mind.

Finally, don’t forget to use geotargeting to help users in specific locations find what they need. Track trends in user behaviors for site visitors in certain areas and use that data to serve up customized landing pages to your visitors from different regions in the country (or in the world).

Start experimenting with personalized messages and pages on your site to reach more visitors and increase conversion rates.