From AI in content marketing and creation to chatbots and all things automated, AI has endless possibilities. So how can AI help you to personalise your UX web design? In this insight, we will discuss the importance of personalisation on your website and within your marketing, how to implement AI into your website, and all the benefits and challenges of using AI for personalisation. Looking to boost your website’s interaction…your answers may lie below!
Why is personalisation so important for UX
Ultimately, UX in web design is centred around understanding and addressing the needs and behaviours of users to create a website that not only looks good but is also functional and easy to use. By creating a personalised site for your users you are encouraging satisfaction and relevant and meaningful interactions. Personalised content and recommendations can reduce bounce rates. With technology ever-evolving, users’ expectations are also changing. Tech and AI are limitless, right?! So expectations go up! Let’s explore some more benefits of personalisation using AI for user experience.
Reduction of information overload
By personalising and tailoring your content for users, AI can reduce the overwhelming amount of information and choices. You can input content into an AI platform and it can summarise the content and make it more manageable for people who are looking for information quickly. An overcrowded website can really impact your user experience if they can’t find what they are looking for.
Better user retention
Personalisation essentially helps you to build a stronger relationship with users. So when a user feels they are being catered too specifically, they are more likely to return to your site for that same positive user experience, which increases your retention rates.
Efficient content delivery
AI can analyse large amounts of data to determine the most effective content for each user. This means that you can get more content out there.
Enhanced product recommendations
AI algorithms can provide product recommendations based on user’s browsing history, preferences and previous purchases. Not only does this improve your shopping experience but it also increases the likelihood of upselling and cross-selling.
Improved accessibility
Website accessibility means you are ensuring that people with disabilities can use your website effectively. Addressing the needs of different user groups ensures that the website is usable by as many people as possible, creating an inclusive environment. Features such as clear headings, easy-to-use menus, and logical layouts benefit all users by making the site easier to navigate. Many countries now have laws and regulations requiring websites to be accessible for example, WCAG is a global adherence. Many accessibility features, like larger clickable areas, better contrast and simplified navigation can benefit all users, not just those with disabilities! We are working with a great client that creates and delivers inclusive virtual, hybrid and in-person events that people want to attend. Check out their site here!
Implementing AI personalisation in web UX design
There are several types of data to collect in marketing. Behavioural data, demographic data, transactional data, contextual data and explicit data are a few examples of the most common forms of information you can collect through your website.
Tools such as Google Analytics, Adobe Analytics and similar platforms track these metrics. Cookies and other tracking pixels can also monitor user behaviours and their activities. From here there are so many AI-based platforms that can collect and store this data ready to be transferred to other data sources for example CRM systems. Machine learning models can then group users based on similarities, categorise users into segments, suggest products, content or services based on their information and also forecast future user behaviour. This can be used on your website but also on your social media and CRM systems such as email campaigns.
AI in personalisation can be effectively used in most industries however at the minute it is most commonly used for Travel companies, for example showing offerings and deals for holidays you may have browsed before. Another common industry that uses AI personalisation effectively is e-commerce websites. They can track your cookies and suggest products personalised for you. You may begin to see more ads based on the types of products you have been browsing.
How to implement AI?
There are so many popular AI tools to help you personalise your website and user experience. We’ve collected a few for you!
- Optimizely: A leading experimentation platform that helps in the creation of personalised digital experiences through A/B testing and recommendations
- Adobe Target: Part of Adobe Experience Cloud, this tool offers powerful AI-driven personalisation capabilities, including automated personalisation and A/B testing
- Evergage (now part of Salesforce): provides real-time personalisation and customer data platform capabilities, allowing for highly targeted content and product recommendations
- Google Cloud AI: Offers a suite of tools and services for building and deploying machine learning models, including AutoML for custom model creation
- Intercom: offers customisable chatbots and messaging tools to engage users in a personalised manner
- Translation (Google Translate effectively)
Things to consider when choosing your platform:
Ease of use
A user-friendly interface that allows marketing and non-technical staff to utilise the platform effectively. This can relate to using the platform day to day as well as setting it up and integrating it with the platforms that you use now. It should aid your specific needs and fit in rather than causing more problems!
Support and resources
What customer support is available for the platform you have chosen? Is there documentation or training resources to help your team? This will all help with ease of use and set-up.
Cost and ROI
Compare the prices of each software or platform. Would subscription-based or usage-based suit your needs better and fit with your budget? What is the potential return on investment through improved engagement, conversion and satisfaction? What are your goals? To increase ROI or just help with your processes?
Scalability
If your business is growing and changing you need a flexible platform that can be scaled up efficiently and process large amounts of data without performance issues.
Security
What are their security measures? When handling customer data it is so important to ensure the platform complies with relevant regulations.
Conclusion
So it’s very clear that using AI to personalise your website is a great way of improving UX, however, It’s crucial to research platforms that align with your objectives. AI is always developing and integrating it into your site can be a great way of innovating your business and delivering a user-friendly web experience that can drive results for your business. You can read more about AI in web development here!
