Machine Learning In Your Web Development
In recent years there has been an increase in the use of Artificial Intelligence (AI) across all aspects of technology. From advances in robotics to the use of machine learning in our day-to-day life, it is becoming the norm.
When it comes to your business’s website, creating a personalised experience for every user would be impossible to do manually for each user. Introducing Machine Learning (ML).
What Is Machine Learning In Web Development?
ML relies on a set of algorithms created to allow computers to learn from information, experiences and data. This learning allows them to adapt based on fresh data, and user interaction, and solve problems when or even before they arise.
Within the realm of web development, this allows sites to offer a tailored experience to customers that visit. Not only improving the UX (user experience) but also increasing the conversion rate.
The most prevalent use of ML is customer segmentation. By using segmentation ML can adapt the site to display the most relevant information and products to the user. This can include eCommerce sites segmenting those who have previously purchased, those who have previously browsed, and new customers, to offer the best experience based on the marketing funnel.
Other variables that can be used to adjust the website through ML are traditional demographics and geographical variables.
Tailored Search Results
You will already be familiar with Google’s use of ML within its search engine results pages. The Google algorithm (which is updated regularly) provides tailored results, based on the user’s search. These results are displayed based on the algorithms learning from what that particular user has previously viewed and searched, combined with where users of similar searches have been.
This can be applied to the search function on a website itself, and can be particularly useful on eCommerce sites to help display the most likely product to purchase.
With over 80% of individuals having made a purchase online in the last 12 months the importance of an effective eCommerce website has never been more prevalent.
The most common use of ML in eCommerce is to display related products such as frequently brought with and similar items. This will take data from previous users to display the best results. Without the use of ML, this function would display a stagnant selection, which may not be relevant to the individual user. For those previous customers, ML can also filter previous purchases, and incorporate products related to similar purchases.
Many websites now offer a “speak to us” function in the form of a live chat box. For many businesses, the initial responses that customers receive will be automated. While this in itself is not ML, further continued chats can be maintained through the use of ML.
This functionality would typically resolve any customer queries, reducing the requirement for human interaction.
Improving Knowledge Hub Fluidity
When customers have burning questions, they typically head towards an FAQ page or a knowledge hub section. When here, ML can offer your website the ability to suggest relevant suggestions based on what the user has already viewed, rather than just the latest in the category. Again, this can help to improve the UX and thus the customer journey.
Knowledge hub articles are great tools for search engine optimisation (SEO). As they offer condensed pieces of information, they are perfect for featured snippets, alongside offering the use of focused keywords.
Speak to our team about search engine optimisation in Staffordshire, to see how a Knowlege Hub, built with ML, can help to improve your UX and SEO today.
If your website is due for an upgrade, you are looking for a completely new design, or you can see the benefit of incorporating machine learning into your eCommerce website, we would love to hear from you. For more information on web development in Stoke on Trent, contact our team of experts today.