Everyone knows, either from a digital marketing and a development point of view, that UX is the biggest focus for an online store or a simple portal, given the fact that a solid UX heavily boosts CRO, bounce rate, impressions and everything that comes in between. What we've seen in the industry, lately, is the rise of cloud-based tools which are establishing themselves as the new industry standards for UX manipulation and management. Although these tools are, mostly, still in beta versions or just about to be released, the impact they could have in the market is absolutely phenomenal. Let's break down the subject in more detail.
Website Personalization 101: Why Is A Silent Industry That Will Take Over
When it comes to software development, especially if applied to front-end web development, website personalization is the main result that comes in mind, given the fact that the entire industry is basically a natural application of software development into the UX realm. Web personalization is something that wants to improve the user's experience on an online portal, by adapting listings to the impressions' preferences, by controlling the abandoned cart or other features. Being automated, generally, these tools are speaking in the ML language per definition, also known as Python.
Although the CRO industry is a relative niche matter, there are proofs of many triple-A investments in many different startups, which is why this industry should be monitored for future developments.
Although these machine learning tools are born with a very desktop-based focus, there are reasons to believe that they will be also applied to the mobile world. Given the fact that mobile traffic is currently fluctuating around 59% of the overall internet traffic, it's quite easy to understand why many iOS app development companies decided to analyse the technology that operates behind these tools.
Although mobile UX is quite different from its desktop version, there are certain aspects we could consider for both of them: stretching listing personalization, for example, could be the winning factor for a fast fashion mobile store who gathers 40.000 impressions per day, by simply automatically presenting the male or female collections accordingly.
Why Is It Cloud-Based?
Generally speaking, there are two ways these tools have to gather data: one being Google Analytics and the other one being Cookies. With that being said, having a cloud-based tool which automatically understands and processes these data is architecturally better in many ways. First of all, because it can guarantee direct access to Analytics data (linking those to the actual UI) and, most importantly, because it would be secure these data on protected servers.
The Market Value
Whilst the mainstream market has deeply dived into a more FinTech-related connection (examples of ML tools related to the finance world are seen everywhere from small businesses to NASDAQ), the UX side of the personalization cloud is the reason why there will be a strong impact on the matter in the near future.
As listed above, the e-Commerce world is moving and evolving faster than ever, with many different business models and approaches to it. Therefore, it's safe to say that there will be a consistent round of investments in the subject in the near future, most likely from titans in Silicon Valley.
How Does This Affect A Site?
Generally speaking, these cloud personalization tools are made to reduce the bounce rate: logically, a potential client who sees the entire catalogue modelled after his preferences and tastes is definitely something that will highly boost the entire user experience. Also, given the fact that these tools are generally based on tools like Google Analytics, it's important to state that they have a substantial monitoring side in their architecture, which is why this kind of applications will definitely tear apart the above mentioned Analytics, in the near future.
User flow and bounce rate, for example, are two of the biggest focuses within both the UX industry and the SEO one. Being able to track and manipulate such behaviours is definitely something that will be big in the near development-related future.
The UX side of a website is definitely the biggest focus in SEO and other Marketing-related businesses, which is why in-house directors and managers are considering personalization cloud as the main tool for their UX strategies. Although startups like Bunting have been called out multiple times for the flaws in their personalization cloud tool, there are many major and minor players in the market who are ready to take the infamous "startup throne". The next couple of years will be definitely the breaking point in the matter.
About the author:
Paul Matthews is a Manchester based business writer who writes in order to better inform business owners on how to run a successful business. You can usually find him at the local library or browsing Forbes' latest pieces.