According to the 2013 Online Personal Experience Study by Janrain and Harris Interactive, customers are dissatisfied with websites they feel do not meet their individual interests and preferences. The study, which surveyed the thoughts of 2,091 US adults, illustrated that an overwhelming 74 per cent of customers become easily frustrated with websites when online content, advertisements or exclusive offers are irrelevant to their central needs.
Larry Drebes, CEO of Janrain asserted that, “These results align perfectly with additional market research indicating that consumers have reached the tipping point when it comes to being shown content that isn’t relevant to them”. He later added, “It’s a wake up call for brands to fix this problem or risk losing customers and prospects”.
To illustrate the significance of these results, the study also asked participants what they would choose to give up in order to receive more relevant and appropriate content based on their personal interests. Overall, responses demonstrated that 28 per cent would give up social networks for a week, and 21 per cent would rather give up their mobile for a day to avoid seeing content unrelated to their own preferences.
As Janrain’s report outlines, the research highlights, ‘a huge opportunity for online marketers to personalise website experiences for customers,’ and boost customer engagement.
By creating a central CRM database of customer information, from previous purchases and browsing behaviour, to a history of the consumer’s interactions with the business, a company has the opportunity to learn more about what drives each individual’s shopping behaviour. Using this information, the business can then choose to adapt the content displayed through its site to better satisfy the consumer’s own needs, delivering a more satisfying customer experience.
For more information on how brands can improve the relevance and effectiveness of customer communications, contact numero.