Individualised personalisation: Show users what they want

October 3, 2018

Recently, the Nielson Norman Group published an article* reviewing the benefits of individualised personalisation on websites.

Their conclusion?… “Users appreciate personalized content suggestions and are willing to give up some of their privacy for quality recommendations, while accepting some inaccurate recommendations.”

Technology has reached a point where we can predict what an individual might enjoy watching on TV, which recipe they should cook for dinner this evening and what their fashion style is. With all these data points, personalisation is now relevant. And, therefore, useful to users.

So much so, that customers are more willing than ever to give away information about themselves IF they feel they are getting something quality in return.

individualised personalisation

Recently, we’ve worked with two clients who we think should heed Mr Nielson’s advice. One, a flooring provider with almost infinite range of possibilities. The other, a family holiday site with a highly complex booking process.

In both instances, users want to be told what they want (even if they don’t know it!).

For example, a family with young children booking flights for a holiday know they do not want to take an unreasonably early flight with multiple changes. Alternatively, a couple choosing flooring for their kitchen in a beautiful country house know they want something in keeping with this style of home.

So why show them the other options?

How we browse the web is becoming an increasingly personalised experience as more and more data becomes available. Attention spans are already limited, and we are quick to dismiss seemingly irrelevant options. So make sure you remain relevant and personalise your product or service for your users.

How can you do this? To start with, you need to know who your users are. Personas are a great place to start to give you a flavour of your users. Use these alongside individual behavioural data and you can offer a truly bespoke experience.

Read more about personas

*https://www.nngroup.com/articles/recommendation-expectations