Benefits of Using a Website with AI
A website with AI means tailored customer journey, which means great customer experience!
Picture this: you have a website and you're using it to market your products and services. Many visitors will click on your website and they will all have one question on their minds. What's the question, you ask?
The question is: what’s in it for me?
Whatever kind of industry you’re in, it’s likely that you’re in the business of serving your customers. One of the best ways to offer stellar customer service via a website is to tailor it to the needs of your target audience hence using a website with AI.
Why Using a Website with AI?
Ideally, you should be able to anticipate the needs and intentions of your ideal customer, then use that information to customise a website into a sort of cosy environment where your visitors like to stay and spend money (think: the feeling you get at your favourite café or a bookstore). That’s all about the experience!
In other words, your goal is to build an extraordinary website experience for your customer, where they feel valued and seen. If you can do that, then you’re nailing website personalization!
However, with all the other aspects of doing business, focusing on website personalization can be a time-consuming task – and quite a difficult one.
The development of technology has brought on many novelties that can make running your business simpler and there is one helpful tool in website personalization that you can rely on – and that is artificial intelligence.
But what does artificial intelligence mean in the context of website personalization?
Just like the word says, it’s the kind of intelligence that can mimic the way a real human thinks. Here’s how it works: you feed it with data about your customers and your desired outcome (typically, conversion) and in return, artificial intelligence makes its own decision on how to make your desired outcome happen. Amazing, right?
Now that we’ve established that a website with AI can be your ally in having a higher conversion rate, let’s take a look at some benefits of using it for website personalization:
1. AI as a Virtual Shop Assistant
A website with AI can act as a virtual shop assistant to your customers, which can lead them to spend more than they initially intended to.
When a customer is shopping in a physical shop, if they need some help or a recommendation, there’s typically a sales person ready to help them out. You can mimic that sort of experience on your website too, by using Artificial Intelligence.
How? Artificial Intelligence has algorithms that can collect data from every purchase your customers make in real-time. In a virtual setting, it can keep track of every item they click on, reserve, put in their cart, buy or give up on buying, words that they type into a search bar and much more.
Based on this information, AI can predict what other items might pair well with their recent purchase or what else may cater to their needs. Then, AI can use those predictions to make suggestions to your customers as to what else they could buy.
For example, if a customer purchases a bridesmaid dress on your website, upon clicking “buy” AI could open up a “people who have purchased it have also purchased” or a “related items” section that offers your customer shoes and accessories that pair well with the dress.
To sum it up, you can use Artificial Intelligence to anticipate the needs of your buyer and keep them coming back to spend more money on your website.
2. A website with AI for Customer Care
Not every consumer cares about or prioritises the same things.
For example, if a busy businesswoman has only a five-minute break before her next appointment, she will want fast customer service when grabbing a cup of coffee at Starbucks.
And, an elderly man who lives by himself will want to hear a compassionate customer service rep on the other side of the phone, if he dials a call centre for help with an appliance, car or anything else.
It can be difficult to cater to the specific needs of the consumer, when they vary widely. Artificial Intelligence makes this easier. AI is capable of continuously learning about your ideal customer’s habits and needs. Engage in a conversation with your customer with the help of a chatbot to learn more about what they need and what they expect.
It can identify patterns such as the time of day when your visitors buy the most, how many times per day or week they return to your website, what kind of products they’re most interested in, what deters them from making a purchase and so much more.
By using these collected insights, AI can offer each customer content that’s personalised to their purchase history and other behaviour on your website. By doing so, you can make your customer feel like they're important to your business as a specific individual.
3. AI For Content Marketing
AI can personalise your marketing content to every group of your target audience
Similarly to the situation above, perhaps the products that you’re selling or services that you are offering aren’t targeted towards a narrow audience. Maybe your customers are of all genders, various age groups and they come from all over the world.
If they don’t have many things in common, how do you target them all when marketing your product, without sounding too generic?
Well, it’s a tough job, for sure – but not for AI!
AI collects all the data about all of your audience and it can use this data to create personalised newsletters which cater to each person’s unique preferences. People who are buying gadgets could get emails on the latest gadget trends, while customers looking into room décor could receive inspiration ideas for their home.
Instead of spending a crazy amount of time creating personalised content manually and for each of your target groups, your website with AI can create a large number of copies instead, and do it fairly quickly.
In fact, AI can be programmed to use natural language and add a conversational tone to your marketing content, which you may not have a knack for. Think of it as your own in-house copywriter.
Studies have shown that personalization goes a long way when it comes to consumer opinion about your brand, and their purchases.
4. AI for Ad Targeting
Surely, you’ve looked for a certain product online or even just had a conversation about it with your phone nearby and then BAM! Suddenly, that exact thing is all over your social media as sponsored ads and you can’t seem to get rid of it.
If you’re wondering how that works, well, it’s all AI. Social media platforms ask users to allow access to the microphone, then use voice recognition software within AI to extract data, which is later used for targeted advertising.
So, why wouldn’t you too use AI to improve your ad targeting?
By using AI, you can gain insights about the right moment to advertise a product to your customer, and the right customer to advertise it to. You don’t want your products popping up all over their social media platforms too soon, but then again you don’t want to wait too long or a competitor might swoop in.
The exact social platform or digital environment where they see your ad matters too, and an expert from the best digital agency can confirm that. Artificial Intelligence can find a relevant platform that is a good fit for your industry, as well as the interests of your target audience.
In the end, if you’re offering multiple products and services, AI can choose which ones are the right fit for each customer. If a consumer has recently purchased a microwave, you don’t want to offer them the same product again. If you’re selling microwave-safe dishes on the other hand, now that’s a much better fit!
5. AI Chatbot To Improve Sales
Customers have different habits and they can come from all over the world, meaning that your website might be getting visitors and buyers at different times and experiencing issues throughout the entire day. You, on the other hand, can't be awake and available for support and resolving issues 24/7.
However, there is someone who can. Yep, you guessed it right! It’s your best friend – Artificial Intelligence, again.
An AI chatbot can provide constant and consistent support to your customers, even when you're away. This way, you can focus on the more demanding and important aspects of your business and therefore save both money and time.
Furthermore, an AI chatbot can serve as a guide for your customers when exploring your website. However easy your navigation may be, your customers may still find themselves confused or simply in a rush to find the exact product that they need.
Instead of having to converse with another living being, which many people dread and consider inconvenient these days, they can have an AI chatbot direct them towards the product they’re after. Their conversation will sound just like any other human interaction but without any of the stress that comes with involving multiple personalities. Ideta has a chatbot solution in which you can implement AI and use machine learning to make your chatbot better and better.
Finally, an AI chatbot can receive and analyse customer submissions in real-time, which can significantly reduce customers’ waiting time for a response to their inquiry or a solution to their problem.
Using Artificial Intelligence for the personalization of your website can elevate the overall customer experience and positively impact multiple aspects of your business, including your marketing strategy, human resources, operation automation, sales and many more.
Melissa Gray is a freelance writer and an organisational psychologist. Her focus is primarily on marketing and new digital trends across the world. She is also a passionate gamer, with special interest in narrative design. She writes for Digital Strategy One.