As the homepage is typically where consumers first encounter a brand, it’s critical to make the right first impression. Yet only 21% of brands in L2’s Data and Targeting report use customer data they collect to personalize site homepages or account pages.
Personalized homepages, based on either logged-in account information or browser-based cookies, lower bounce rates from 48% to 39% on average, according to L2’s Content and Commerce report. Additionally, personalization drives consumers to spend 46% more time on a site and view 39% more pages per visit.
If brands choose not to invest in data-driven site personalization, they can implement mass personalization strategies. For example, editorializing the homepage can help brands exude a personal touch. Segmentation data like gender and age can be easily reflected on the main site, as demonstrated by H&M, which funnels customers to product pages by activity. Curated looks like “Party Ready” clearly target the fast fashion brand’s core demographic of young, fashion-forward men and women.
However, brands attempting to achieve mass personalization must strive to do so meticulously. Poor execution can damage the customer experience, particularly with misplaced recommendations on PDPs. Recommending products for the wrong gender or pushing non-complementary items confuses customers, compromising the carefully constructed image that the brand projects on the homepage.