Making visitor attraction websites personal

Personalisation has emerged as a game-changing strategy for websites across various industries. From e-commerce giants like Amazon to streaming platforms like Netflix, personalisation has become the driving force behind user engagement and conversion rates. Now, it’s time for visitor attraction websites to harness the power of personalisation to create more meaningful and immersive online experiences. In this deep dive, we’ll explore why personalisation matters and how it can transform the landscape for visitor attractions.

Understanding personalisation 

Personalisation involves tailoring a user’s online experience based on their preferences, behaviour, and past interactions with a website. It goes beyond addressing users by their first name in an email; it’s about delivering content, offers, and recommendations that resonate with individual visitors.

The significance of personalisation

Personalisation is all about making visitors feel valued and understood. When a website provides relevant content and recommendations, users are more likely to stay engaged and explore further. According to a study by Evergage, 88% of marketers reported measurable improvements in business results due to personalisation.

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Personalisation also helps to build a deeper connection between visitors and a website. It encourages users to spend more time exploring the site, which can lead to higher conversion rates. In fact, research by Segment found that 49% of consumers have made impulse purchases after receiving a personalised recommendation.

The ultimate goal of personalisation is to drive conversions, whether it’s signing up for a newsletter, making a purchase, or booking a visit to a visitor attraction. A report by McKinsey & Company revealed that personalisation can lead to an increase in sales by up to 20%.

Now, let’s delve into how visitor attraction websites can implement personalisation effectively to reap these benefits.

Personalisation for visitor attractions

Visitor attraction websites are unique in that they aim to translate online engagement into real-world visits. Whether it’s a museum, zoo, amusement park, or historic site, the ultimate goal is to entice visitors to experience the attraction in person. Personalisation plays a pivotal role in achieving this goal.

• Tailored content recommendations

Imagine a family planning a visit to a zoo. When they land on the zoo’s website, personalisation algorithms can analyse their past interactions and preferences. If they’ve previously shown interest in animal encounters and educational programs, the website can prominently display related content and offers. This tailored approach not only enhances user experience but also increases the likelihood of a visit.

• Dynamic pricing and offers

Personalisation can extend to pricing strategies. By analysing user behaviour, websites can offer dynamic pricing or exclusive discounts to visitors who have previously shown intent to visit but haven’t made a purchase. This approach can effectively nudge potential visitors towards conversion.

• Event recommendations

Many visitor attractions host special events throughout the year. Personalisation algorithms can identify visitors who have attended similar events in the past and recommend upcoming events that align with their interests. This proactive approach can boost event attendance and revenue.

• Membership and loyalty programs

For visitor attractions with membership or loyalty programs, personalisation can strengthen member engagement. Websites can provide personalised recommendations for members based on their historical interactions, making the membership more valuable and encouraging renewals.

Overcoming Challenges

While personalisation offers substantial benefits, it’s not without its challenges, especially for visitor attraction websites:

• Data privacy: Personalisation relies on collecting and analysing user data. It’s crucial to navigate the intricacies of data privacy regulations, such as GDPR, to ensure compliance and build trust with users.
• Resource investment: Implementing personalisation requires the right technology, resources, and expertise. Visitor attractions need to weigh the potential return on investment against the costs involved.
• Balancing personalisation: Striking the right balance between personalisation and user privacy is essential. Overpersonalisation can make users feel uncomfortable or even stalked, leading to a negative experience.
• Testing and optimisation: Personalisation algorithms require continuous testing and optimisation to ensure they’re delivering meaningful recommendations. It’s an ongoing process that demands dedication.

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What now?

As visitor attraction websites evolve, personalisation will continue to play a role in driving engagement and conversions. The key is to approach personalisation strategically, respecting user privacy and preferences while delivering valuable content and offers.

By harnessing the power of personalisation, visitor attractions can transform their online presence into a dynamic and user-centric platform. Just as a memorable visit to an attraction leaves a lasting impression, a personalised online experience can inspire visitors to take the plunge and experience the attraction in person.

In conclusion, personalisation is not just a buzzword; but a strategy that visitor attractions should embrace. When implemented thoughtfully and ethically, personalisation can bridge the gap between the digital and physical worlds, enticing more visitors to explore the wonders and delights that attractions have to offer. 

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Rubber Cheese is here to support you. Our team has a proven track record of helping leading attraction and destination brands stand out online and drive more visitors. We understand the challenges you face in creating remarkable visitor experiences, both online and offline, and we’re dedicated to helping you achieve your goals.

If you’re ready to discuss your specific requirements and explore how we can work together to elevate your attraction’s online presence, please don’t hesitate to reach out to Kelly Molson at kelly@rubbercheese.com. We look forward to helping.

Photo credit: Andrea Enríquez Cousiño on Unsplash

Author:

Kelly Molson Managing Director

Host of the popular Skip the Queue Podcast, for people working in or working with visitor attractions, she regularly delivers workshops and presentations on the sector at various national conferences and universities including The Visitor Attractions Conference, ASVA and Anglia Ruskin University.

Read more about me