With the recent increase in online purchasing, businesses leveraging web personalization tools for improved website personalization are reaping the rewards.

Buying online brings with it a level of convenience and ease that traditional shopping cannot match. As the e-commerce landscape changes before our eyes, customers demand more engagement, optimized relevancy, and improved experiences from retailers.

Website personalization has become important, now more than ever, for e-commerce businesses, as tailoring online shopping experiences is proving to be beneficial to both their brand strategy and ROI.

While there are several different ways to personalize the customer journey, we take a closer look at the best web personalization tools and trends that successful e-Commerce businesses are putting to use.

Recommended Web Personalization Tools

With new web personalization tools being developed and released regularly, it can be difficult to determine which would benefit your website most. Choosing the right tool depends on the type of experience you want to create for your customers, but we can recommend the following as some of the leaders in website personalization.

Google Optimize: Google Optimize integrates with your Google Ads and Analytics accounts and utilizes data from your ads campaigns through A/B testing to optimize and personalize content for the user. Google Optimize is free and most useful to small businesses, while Google Optimize 360 is a paid service for larger enterprises.

Proof: Proof software offers a user-friendly web personalization tool that can create a variety of different user experiences on the same URL using a visual editor. Text, images, layout, and more can be changed with ease, and clients can easily be segmented and targeted for personalization.

Personyze: Personyze offers a full suite of tools utilizing machine learning and marketing automation to enhance website personalization and enhance the customer experience and each stage of the journey. This web personalization tool offers advanced targeting functionality which draws upon real-time data for optimized targeting.

Yusp: Yusp makes use of machine learning to analyze customer behaviour to personalize information displayed and products recommended to the customer. This web personalization tool uses information gathered from the customer’s engagement history to enhance the user experience.

Current Web Personalization Trends

The tools of the trade are, however, evolving rapidly as web personalization trends continue to change based on what customers want from their online shopping experience.

Current web personalization trends include large-scale customize content delivery and personalization through engagement using audio and voice applications.

LiftIgniter, for instance, aims to develop software that personalizes the content on every page of a website based on the customer’s buying and browsing history. This will enable websites to morph in real-time to provide relevant information and products to the customer as they engage with it.

Companies such as Aflorithimic, on the other hand, are looking to set the tone for the future of web personalization trends, by introducing personalized audio experiences for customers, such as greeting the customer by name and detailing offers relevant to the customer.

As website personalization continues to evolve, however, business strategy specialists Boston Consulting Group (BCG) recommend that businesses work toward integrating real-time market-level data with digital indicators, such as web traffic and online search trends, to determine which markets to focus on and take action as quickly as possible.