10 Retail Website Personalization Myths Debunked

Sep 19, 2022 2:00:00 PM
5 min read


You’ve decided to build an online store, but there’s one decision you still haven’t made: Should you add website personalization software? And if so, which one? After all, there are many different options out there, and each has its own advantages and disadvantages. 

Website personalization software is one of the most effective ways for businesses selling online to increase sales and customer satisfaction. Why do retailers often avoid implementing them out of unfounded fears?

We've assembled the 10 most common customization myths. As you learn the truth, you’ll be better equipped to decide whether your e-commerce business can benefit from this powerful tool. 

1. It takes too much time to implement.

Most retailers avoid website personalization software because the implementation process is too long. But in reality, you can start implementing personalized e-commerce experiences in just a few minutes.

Many software providers that specialize in personalized experiences also offer full-service set-up or set-up support options, making the entire process pain-free for you.

The key is to find a system that fits your needs, and then follow the instructions for implementation. There are a variety of softwares available, so you should have no trouble finding one that meets your needs and timeframe.

2. You have a loyalty program, so you don’t need it. 

Loyalty programs are a great way to keep customers coming back, but they shouldn't be the only tool in your website's arsenal. Here's why:

  • Loyalty programs are often static and don't take into account changes in customer behavior. A good website personalization software will be able to track customer behavior and make recommendations accordingly.
  • Loyalty programs typically focus on discounts and rewards. Website personalization can provide a more delightful customer experience that helps build a stronger connection with your customers.
  • Website personalization can help you segment your customers and target them in real time with specific content and offers that are the most relevant to them. This helps create a more individualized customer interaction that can ultimately lead to higher conversion rates.
  • Loyalty programs only support existing customers, but 77% of shoppers remain anonymous to brands on their websites.

3. Your customers don’t like it.

Personalizing the digital journey allows you the ability to offer tailored experiences that delight each individual visitor.

Contrary to popular belief, customers actually like when brands take the time to personalize their experience. In fact, statistics from Startup Bonsai show that 72% of customers say they’re more likely to do business with a company that offers personalized experiences.

If you're not utilizing personalized targeting, you're missing out on a key opportunity to provide a more user-friendly experience and increase your bottom line.

4. The technology isn’t ready yet.

A common misconception is that website personalization technology isn't mature enough to be used for e-commerce purposes. However, this simply isn't true. There are many software programs available that have powerful features for personalizing website content. 

Some of the key features of e-commerce software you should look for include: the ability to segment customers, create targeted content and track engagement metrics. With these capabilities, online businesses can effectively tailor their website experience to each individual visitor. 

In addition, many website personalization platforms now offer integrations with popular e-commerce platforms like Shopify and Magento. This makes it easy to get started with personalized experiences without having to make any major changes to your existing website setup.

5. Personalized website features confuse people.

Man browsing cars on a websitePhoto by Burst from Pexels

A study by McKinsey found that when people were given customized recommendations on a website, they were more likely to find what they were looking for than when they weren’t given any recommendations at all.


Another study from Forbes found that personalization helps people feel more engaged with a website, making them more likely to return in the future.

So if you're thinking about adding some personalized features to your website, don't be discouraged by this misconception. Instead, give it a try and see how your users react.

6. Security is an issue.

Software that integrates with e-commerce stores has to adhere to strict security standards if it handles PII (Personally Identifiable Information.) However, not all personalization software needs to touch your shoppers’ info. Companies use strong encryption methods to protect user data and prevent unauthorized access. Additionally, these systems are constantly being updated with the latest security measures to ensure that they remain secure.

If you’re looking for a way to improve your website’s customer experience, don’t let security concerns hold you back. Look for companies that are GDPR Compliant, part of the Privacy Shield Framework, or AICPA SOC Service Organizations. (For example, Granify is SOC 2® certified.)

7. Results can be inconsistent.

Personalized website results are often more accurate and relevant than those from traditional search engines. Website personalization software takes into account a user's individual preferences and browsing history to provide more targeted and useful results. This approach can result in a more satisfying and productive experience for the user.

There are some instances where website personalization may not work as well as expected. However, this is usually due to factors outside of the system itself. For example, if a user's preferences change over time, or if they deliberately try to game the system by repeatedly clicking on irrelevant results.

8. Data quality may be an issue.

The data collected by these systems is incredibly granular, including data on a variety of shopper touchpoints, and can be used to provide accurate insights into customer behavior. This data is usually processed and stored in a way that makes them resistant to corruption or loss.

Take, for example, the Freshdesk system. It maintains a high standard of data quality by regularly verifying and cleansing its data. This ensures the data used for website personalization is accurate and up-to-date. Moreover, the system updates its algorithms regularly to ensure that they continue to produce high-quality results. 

9. It’s too expensive.

The cost of these tools is generally based on the features they offer and the size of the website they’ll be used on. Website personalization software can range in price from a few hundred dollars to several thousand, depending on the needs of the business.

Many of the most popular software offer a free trial or proof-of-concept period. As well, some platforms (like Granify) operate on a pay-for-performance model. This means that you'd only pay for the increase in results you see from using the tool.

10. It’s only for big retailers.

Sales of personalization systems are on the rise, with big retailers like Amazon and Walmart leading the charge. However, recently we've seen more and more small businesses also getting in on the action.

Small businesses can use personalization systems to customize their website in a number of ways. For example, they can recommend products based on customer behavior, offer personalized discounts, and create targeted content.

Personalization can have a big impact on business, helping small businesses increase sales and build customer loyalty. If you're thinking about adding personalized experiences to your website, there are options for you no matter your business size.

Don’t Let Myths Roadblock Your E-Commerce Success

Website personalization software isn't as complicated or time-consuming as retailers believe. The benefits of having a personalized website, such as increased sales and engagement, outweigh the negatives. Hence, retailers who haven’t implemented a website personalization software should consider doing so to stay competitive.

The Fast Track to Personalized E-Commerce

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