Web Site customization and personalization
To truly get to know your customers and provide the service they
are looking for, learn as much as possible about their likes,
dislikes, needs, and preferences.
Important questions include: What incentives will I offer site
visitors to identify themselves? How will I gather and process
information on customers' preferences? How can I use that
information to customize the site for the individual customer?
The answers to these questions will help you evaluate and choose
the most appropriate personalization and customization options
for your Web site.
Benefit from personalization and customization. Savvy Web
merchants gather data from site visitors by offering incentives,
such as contests or rewards programs, that motivate visitors to
identify themselves and share information on their shopping
habits.
Understand the technology behind personalization and
customization. Before you choose a software solution, you'll
want to gain a basic understanding of the technology behind
personalization and customization.
"Cookies" and query strings are two common scripts used by Web
merchants today to implement personalization and customization
on their sites. Each method has its advantages and drawbacks.
You will want to evaluate both options before you begin your
personalization project.
Identify areas for potential personalization and customization
on your site. Consider your site architecture and identify areas
for potential personalization features in your corner of the
Web. There are several categories of customization and
personalization, including automatic log-ins and customer
greetings, personalized page views, and individualized shopping
and ordering assistance. Early in the planning phase you will
want to evaluate and choose the customization features most
likely to appeal to your target audience.
Decide whether to outsource personalization and customization or
go solo. If technological expertise is one of your core
competencies, creating programs in-house may be an attractive
alternative to purchasing software. However, if you decide to
outsource the task, consulting firms and software providers can
assist you in delivering a personalized experience for your
customers. In either case, you should carefully consider the
pros and cons of outsourcing vs. in-house development before
making your final decision.
Choose personalization and customization software for your site.
Once you've formulated a game plan for personalizing and
customizing your site, you'll need to choose the technology to
make it all come together.
Software packages are designed to provide you with complete
personalization capabilities, and consulting firms are always
ready to help. You can find additional vendors by typing the
phrase "personalization software" into any of the major search
engines. Be sure to evaluate each program based on standardized
criteria so that you know you're choosing the best solution for
your site.
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