The world before the internet evolution was pretty simple for customers. All they had to do is just walk into the store and find a friendly clerk who would help them with the products they wanted to buy. Unfortunately, this kind of personal attention given to customers is missing in the digital realm. However, leading ecommerce businesses are striving hard to bring back the human-like shopping experience for customers via ecommerce personalization.
What is Ecommerce Personalization?
When customers land on ecommerce stores to buy any product or service, they find some customized product recommendation based on their previous orders or their searches. Creating such a personalized shopping atmosphere for a customer is called Ecommerce Personalization.
Personalization is different for every user. It can be created according to interests, behavior, browsing history, personal data, and demographics.
The primary goal of personalization is to enhance the user experience and thus, the sales. A useful analysis of customers helps in tailoring the strategies to create a personalized buying experience.
Why does Ecommerce Personalization Matter?
The ecommerce market is exceptionally competitive, so to stand out, businesses must implement effective marketing strategies to push their sales. Personalization is an important marketing strategy that offers tailored shopping experiences to gravitate customers, increase interaction, drive sales and repeat purchases.
There are multiple forms of personalization – product recommendation, customized retailer’s homepage showcasing the particular product, online shopping cart abandoned emails, and personalized discount offers to push sales, etc.
Social proof: Stats to Showcase Importance of Personalization
- According to Statista, 90% of U.S. consumers find personalization in marketing appealing.
- New Epsilon research states that 80% of consumers are more likely to purchase from brands that offer a personalized experience.
- Hubspot’s research states personalized call to action performs 202% better than a simple call to action.
- 59% of consumers stated that a tailored approach based on past interactions is crucial for winning the business- Salesforce.
- 92% of shoppers got influenced by personalized cart recommendations to buy products- Instapage.
Pillars of Ecommerce Personalization
A personalized shopping strategy should not intimidate your visitors. There is a very thin line between personalizing and intruding. The idea is to develop ecommerce stores in such a way that makes the visitor feel understood rather than infringed.
Let’s explore the areas of personalization and possible personalizations.
|Areas of Personalization||Personalizations|
Product Display on Category Pages
|Personal Data||Onsite Popups|
Onsite Product Recommendations
Email Product Recommendations
Paid Media Recommendations
|Paid Media||Re-targeted Advertising on Facebook, Google, and other Social Media platforms.|
|Onsite Product Recommendation||Product Displays on Category Pages|
Upsells & Cross-sells on Product Pages
|Onsite Search||Search Results|
|Payment Gateway||Choice of Payment|
What Information is used for personalization?
Interactive data collection is the first step of personalization. Several track points are gauged to offer tailored services to the users. The motive is to discover a new audience, push conversion and retain customers.
To achieve the purpose, here are critical data collection points that enable personalization:
- Onsite interactions
- Personal Data
- Paid Media
Here are some ecommerce personalization examples:
1. Deliver Weather-Sensitive Personalization
It is one of the exciting personalization tricks where a user is shown weather-sensitive landing pages, products, and offers based on past interaction on the website. E.g., a homepage for eyewear stating – Hey Anne, it’s a sunny day outside. Don’t forget to wear XYZ’s Sunglasses.
2. Send Personalized Email Based on User Behavior
To keep customers recall about the product they left in the cart is one of the effective strategies to draw them back to the website. It could be done by sending follow-up emails and personalized newsletters about the same or similar product to alert them.
3. Use Geo-Location Targeting
Geo-location targeting identifies the user’s location according to I.P./GPS data and shows the city or country-specific content. However, you can personalize it by redirecting the visitor to the right store. E.g., a customer who regularly purchases from the U.K. sees a customized banner suggesting a change of country when she visits the U.S. store.
4. Adjust Navigation to Visitors’ Interests
Changing the homepage as per the user’s prior interest is another good example of personalization. If a user is a woman logging into a unisex clothing brand website for the second or third time, based on the past searches, she will see clothes for women and discount related on the homepage.
5. Show Category-Specific Discount Coupons
To enhance the customer experience in ecommerce, retailers can create discount coupons more relevant to customers by analyzing their browsing history on the website. For instance, if a user has browsed for T.V. in the past, you can show special offers related to T.V. to push the sales.
6. Sort Recent Products by Interest Level
The ecommerce retailers can understand trends in online shopping by going beyond sorting products. Customers’ level of interest can be gauged by understanding how much time they spend browsing product pages. Every customer will see different sort orders depending on previous page interaction.
7. Suggest Complementary Products
One of the common ecommerce personalization is showing related products to the customers before they place an order.
8. Pitch an Upsell At and After the Purchase
According to an analysis, approximately 75% of consumers are more likely to buy products from personalized recommendations. You can drive more sales by recommending products to customers while they are at checkout. – Accenture
9. Personalize Search Results
Based on customers’ previous interactions on the platform, ecommerce retailers can show the most relevant results. For example, if the customer has browsed home decor products, based on that, top searches could be curtains, wall hangings, and other decor related products.
10. Remind Shoppers about Previous Engagements
Another perfect example of ecommerce personalization is reminding shoppers of the products they have either viewed or purchased. Making them recall those products via in-app notification increases the chances of a sale.
11. Use a Style Finder
You can personalize the ecommerce experience for customers by asking them what they want. For instance, giving an option to customers to choose from four different outfits on a homepage- party wear, casual wear, nightwear, or sportswear. After the user selects a casual outfit, you can further personalize the experience by offering them dresses, tops, jeans, or co-ords.
12. Recommend Product Categories Based on Browsing Behavior
Another typical ecommerce personalization example is recommending product categories based on user’s browsing behaviors and recent purchases. For instance, if a user has brought a phone, the ecommerce platform will automatically start recommending products like mobile cases, wireless chargers, ear pods, etc. The recommendation is pretty accurate to push the customer to buy a sub product.
13. Show Product Recommendations Below the Product
Product recommendation is one of the best ecommerce personalization methods. Recommending most bought products by other customers encourages the user to buy them.
14. Personalize the Homepage Banner by Category
Customers love to be remembered – so when they arrive on your platform, welcome them to a homepage with a banner and pictures of products that they have previously demonstrated. It boosts the rate of clicks and conversions.
15. Show Personalized Offers to Returning Visitors
Enticing customers with special offers on the product they abandoned in the carts is a brilliant example of ecommerce personalization. You’re precisely targeting from where you can recover revenue.
The influx of personalization in the online retailing business has transformed the ecommerce industry and has leveled up competition among marketers. Now users look forward to a more personalized shopping experience and are willing to share personal information for an individualistic approach.
To equip your business with effective ecommerce personalization strategies, the store requires highly interactive and robust capabilities that can cope up with the modifications smoothly. Evince Development offers reliable eCommerce solutions to fulfill the emerging market demands. The ecommerce systems encompass cutting-edge technology for superior and scalable performance with the aim of delivering business growth.
Always remember, an understood Customer is a Happy Customer!