eCommerce as a whole drastically changed its roots in the last couple of years. With a bigger focus on its technical side, many companies, especially within the fashion realm, decided to implement a variety of tools into their development strategies in order to improve both their conversion rate and their UX, two parameters which have been working hand in hand lately. Of course, due to the automatic nature of such a process, Python and Machine Learning are dominating this niche, let’s analyze why and how.
Website Personalization: A Big Data-Based Process
Big data processing is massive when applied to cookies and user behavior, as it can be tailored and processed in order for it to be applied onto pages which have a lot of different impressions and audiences, such as brand new catalogues. Web personalization as a whole is in fact, normally associated with the “CRO Industry” (Conversion Rate Optimisation): it applies big data to a (generally) Python coded tool which automatically “presents the right product to the right customer”, drastically improving the likeliness of a conversion. The web personalization industry has grown massively in the last couple of years, moving from a very embryonic, startup-visioned realm into a more mainstream market.
A Very Front-End Based Tool
The advent of such tools wasn’t just impactful under a digital marketing point of view, but also from a strictly development-related one. In fact, front-end developers who worked on sites’ building are now approaching Python-related features and tools in order to improve the performance of their sites. This is definitely groundbreaking, as it actually confirms the prediction which many analysts worded 5 years ago, stating the fact that digital marketing would have collided with development in a single, very technical-focused realm. With this being said, CRO-related tools which are made to improve sales are definitely, in 2019, a front-end matter.
Although very groundbreaking and being, possibly, the first mainstream machine learning application, Web personalization had to deal with the recently implemented GDPR law in Europe, where big data exploitation and general gathering was indeed thoroughly analysed and strictly regulated. With this being said, cookies and automatically generated data are indeed (most of the times) highly exploited by these tools, mainly because there are several flaws in the GDPR guidelines when it comes to this matter. It’s safe to say, though, that this is very likely to change in the nearest future, as many of these tools are slowly becoming “industry standards”
The Mobile World
Web personalization and big data do not just apply to desktop traffic. In fact, given the fact that mobile as a whole currently peaked over 58% of the entire internet’s traffic, it’s easy to understand why many companies want to install such tools to their site’s mobile version. In the UK, where some app developers have been recently awarded for their groundbreaking big data applications, this is definitely moving forward, given how the local job market is actively looking after Python developers.
Website personalization is just an ounce in the sea of big data-related strategies that are currently being implemented and created by companies in order to exploit an internet realm which is very much algorithm dominated. We will definitely see a massive growth within the topic in the upcoming years.
This post was submitted by Paul Matthews on TechNuovo.
Paul Matthews is a Manchester based business and tech 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.