Only personalized websites in 2025?
PERSONALIZATION Three out of four marketing decision-makers at small and medium-sized enterprises are certain that, in ten years, every website visitor will be shown a version of the website tailored to their needs. This is according to the latest study, «Web Analytics and Website Personalization in Germany,» by etracker GmbH. 73 percent of respondents believe that the relevance of website content for different visitor groups is becoming increasingly decisive for a company's success. There are hardly any doubters. Only one in ten respondents (11%) is convinced that their company website would achieve the desired success even without personalization measures.
Challenges: Lack of know-how, IT effort, data protection concernsHowever, marketing decision-makers face many challenges on the way to a personalized website. Every second respondent (49 percent) does not know how to approach the topic. Regardless of company size, four out of ten respondents (38%) shy away from the technical effort required for a personalization strategy. Respondents also have data protection concerns. Every second respondent (51 percent) fears that users could feel persecuted by personalized offers on the website. For this very reason, two out of three respondents believe that personalization can only be successful if companies make the origin of the data transparent for website visitors.
"You don't need rocket science for personalization"Olaf Brandt, Director Customer Acquisition & Communications at etracker GmbH, encourages companies to take the plunge into personalization now to avoid being left behind by the competition: "If website visitors receive incentives that match their interests and behaviour at the right moment, sales, customer loyalty and user activity can be increased. Small and medium-sized companies or online stores can also implement personalization measures on their website without rocket science or gigantic budgets. There are now a whole range of affordable and intuitive solutions to offer visitors a more personalized browsing and shopping experience, to target promotions or to save conversions."
