While online shopping is very convenient, at times it can feel like it lacks a personal touch compared with an experience shopping at a brick-and-mortar store.
Additionally, we all want to have a hassle free, seamless shopping experience online. And at times, online shopping comes with unwanted advertisements and information about products that you really don’t care about. eCommerce personalization helps you solve this problem.
With the right technology, eTailers can track the touch points throughout the customer journey and on-site behavior that will help formulate a personalized online shopping experience.
Why eCommerce personalization is important
By providing a personalized online shopping experience based on the shopping history, demographics, and personal preference of the customer, your business could potentially reap the following benefits:
- Maximize conversions
- Increase average order value (AOV) thanks to useful product recommendations
- Increase customer confidence in your brand and product
The best time to start personalization
Before going all in on personalization, it's best to ensure that your website is in good working order and that your marketing plan is set. This will make implementation easier.
Additionally, if you're really serious about personalization, you may need to invest in some software. Therefore, if you're strapped for cash or just starting out, it may not be the best time to implement personalization.
Types of personalization in eCommerce
How do you go about implementing personalization for your eCommerce store? Here are some popular methods to consider:
- Website personalization - Use pop-up messages and menus to customize the user experience. You can even go so far as to only recommend products that the user is interested in.
- Personalizing products - Promote or recommend your best selling products. You can also cross-selling by using similar products or offering deals to increase conversions.
- Show reviews and testimonials - People love to know what other buyers think of a product in order to validate themselves purchasing it. You can also display the percentage of people who like it.
- Triggered emails - This is the oldest trick in the book: automatically send emails to customers to recommend products, share promotions, or encourage them complete their purchase.
eCommerce personalization examples
Here are a few examples of what eCommerce personalization looks like in practice.
- Send targeted emails to the right people by segmenting your email list. Instead of sending a mass email that may only appeal to a small percentage of your customer base, create various emails based on age, gender, region, and other defining factors to give a more personalized online shopping experience. This can help with conversion as the displayed offers will more likely be of interest to the targeted audience.
- Send behavior-based emails. This is based on what the customer does while shopping on your site. An example of this is when a customer abandons their cart - you can automatically send an email to remind the customer to complete their purchase.
- Personalize within your emails. Use an email software that allows you to insert your customer's first names within the email body. You can also send follow up emails that recommend products similar to the ones they previously bought.
- Have a pop up on product pages that shows real-time shopping figures. For example, the pop up can show that 2 other people are looking at the same product, or that "Reggie F. from New York, NY just purchased this product". This can have a "follow the herd" mentality, encouraging customers to buy.
eCommerce personalization tools
There are many eCommerce personalization tools to help carry out your personalization plans. Check out the following tools which help with email, triggered reminders, personalized behavioral recommendations, analytics, and more.
Personalization provides real benefits to eCommerce businesses and can positively impact your bottom line if done right.
While it may not be of utmost priority if you're just starting out, once your business is up and running it's definitely something you should focus on in order to take your store to the next level.
However, it's also worth mentioning that when you do decide to personalize your store, make sure you don’t overdo it! Avoid sending too many product recommendations or utilize a lot of intrusive pop ups - this can be annoying to customers. And, don’t push the customer into actions like making an account for just for a one-time purchase.
We hope you find these tips useful - if you have any recommendations for other eCommerce personalization tools, do share them with us in the comments below!