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?
eCommerce personalization refers to tailoring the online shopping experience to individual customers based on their behavior, preferences, and demographics. It can include personalized product recommendations, targeted marketing messages, customized landing pages, and more. By providing a more relevant and personalized shopping experience, ecommerce businesses can improve customer engagement and loyalty and ultimately drive sales. Personalization can be achieved through various methods, including data analysis, machine learning, and customer feedback.
Why does Ecommerce Personalization Matter?
eCommerce personalization matters because it allows businesses to provide a more tailored and relevant shopping experience for their customers, leading to higher engagement, loyalty, and sales. By using data and technology to understand individual customer preferences and behavior, businesses can offer personalized product recommendations, targeted marketing messages, and customized landing pages that are more likely to resonate with customers and drive conversions. Additionally, personalization can help businesses build stronger relationships with their customers, as it shows that they understand and care about their needs and preferences. In today’s competitive ecommerce landscape, personalization has become a prime factor in attracting and retaining customers. It is often considered a must-have for businesses looking to succeed in the long term.
What Is eCommerce Personalization for B2B?
eCommerce personalization for B2B (business-to-business) refers to tailoring the online shopping experience to individual business customers based on their unique needs, preferences, and behavior. It can include personalized product recommendations, pricing and payment options, and customized user interfaces.
Unlike B2C (business-to-consumer) eCommerce, where the focus is on individual customers, B2B ecommerce is focused on catering to the needs of businesses and their purchasing departments. eCommerce personalization for B2B can streamline the buying process, increase efficiency, and improve customer satisfaction by providing a more relevant and personalized experience.
- 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 |
| Traffic Segmentation | Currency Content Product Display on Category Pages Onsite Popups |
| Personal Data | Onsite Popups Onsite Product Recommendations Email Product Recommendations Paid Media Recommendations Welcome Messages |
| Newsletters Marketing Automation Product Recommendation Sales Offers Special Events Surveys |
|
| 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 Cart Checkout |
| Onsite Search | Search Results Product Recommendations |
| Payment Gateway | Choice of Payment |
| Push Notifications | Announcements |
| Pricing | Dynamic Pricing |
| Post Purchase | Packaging Product Recommendations |
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:
- Traffic
- Onsite interactions
- Personal Data
- Paid Media
- Purchases
- Search
- Pricing
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 users’ 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 the 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.
16. Personalized Content
eCommerce businesses can also offer personalized content to customers, such as blog posts and product descriptions that are tailored to their interests and preferences. By using data such as browsing behavior and purchase history, businesses can create content that is more likely to engage customers and drive sales. For example, a customer who has shown an interest in sustainable products might be shown blog posts and product descriptions that highlight the eco-friendliness of the products.
17. Customized Landing Pages
eCommerce businesses can also use personalized landing pages to create a more tailored shopping experience for customers. For example, a customer who has previously shown an interest in athletic apparel might be directed to a landing page featuring products in that category. In contrast, a customer who has previously shown an interest in luxury goods might be directed to a different landing page featuring high-end products.
18. Targeted Marketing Messages
Another example of eCommerce personalization is using targeted marketing messages to reach customers with relevant promotions and deals. By analyzing customer data such as location, browsing history, and demographics, businesses can offer targeted discounts and promotions that are more likely to convert. For example, a company might offer a discount code to customers who have abandoned their cart to entice them to complete their purchases.
Conclusion
eCommerce personalization has become an increasingly important strategy for businesses looking to succeed in the competitive world of online commerce. Businesses can improve engagement, loyalty, and sales by tailoring the shopping experience to customers’ needs and preferences.
To implement eCommerce personalization strategies to boost business sales, you may need to work with eCommerce web development services providers with the expertise to develop and integrate the necessary technology and data analytics tools. These providers can help businesses create customized user interfaces, personalized product recommendations, targeted marketing messages, and other elements crucial for eCommerce personalization.
Evince Development offers reliable eCommerce solutions to fulfill emerging market demands. The eCommerce systems encompass cutting-edge technology for superior and scalable performance to deliver business growth. Always remember, an understood Customer is a Happy Customer!