How to win at ecommerce personalisation. Customers have come to expect personalisation when they’re shopping online. They’re starting to see this as a standard service and appreciate receiving special, tailored offers.
Ecommerce personalisation enables you to treat every customer like a VIP. And when customers feel like VIPs they’re more likely to stay loyal to your brand.
1. Encourage customers to create accounts
In order to build a customer profile (or buyer persona) you need to gather data from your existing subscribers and buyers. One good source of data is the information that’s input when a customer signs up to buy or subscribe to your newsletter.
When you have amassed enough data you can dig through it to identify common traits that many of your customers have. Such as, if they are in specific age groups or genders. Then you can use this information to help you create an ideal customer profile and targeted campaigns for people in those demographics.
Having customer profiles will help you implement personalisation strategies. It will help you monitor your customers’ behavior. (This is something that customers are generally happy for you to do, so long as it leads to them having an improved shopping experience).
Once you can identify customers by their profiles, you’ll be able to offer them products or information that may be of interest to them.
When you ask people to create accounts, make it easy for them to do so by adding a checkbox at the checkout that nudges the customers to add their details.
2. Personalise your email product selection content
You don’t need to segment your email lists any longer if you install SwiftERM on your site. It first imports all the buying history to learn and appreciate each individual consumer you have, and then as they happen, it stores every impression each individual ever makes on your site, to learn and appreciate every nuance and subtlety about that consumer.
Unlike marketing emails, PPS (Personal Product Selection) software then send exact content, regardless of frippery like location, age, culture. Instead is based on products identified that are most likely to be, not only the most interesting to that person, but has their highest potential buying propensity. What they are going to buy next.
You don’t have to worry about landing pages, as each product is linked to the facility to simply load it to the basket. Cutting out superfluous elements that while they look good, or fit in with the pleasantries of a campaign being run, cause distraction and lack of singular attention to the purpose in hand.
Yes, to selling products to make profit, yes to captivating the consumer with your agility to always keep “on the money” in what you offer them, yes to your appreciation of that individual’s needs, wants and desires. Yes, to maximising the customer lifetime value. and yes to increasing their average order value.
Linking them to the specific page where their product is (rather than the generic homepage) increases the likelihood of them taking action.
Of course the layman’s interpretation of personalisation – the email subject lines and including their name (groan – so obvious) is included. It is a lot more than just getting their name right.
3. Create personalised homepages
Homepages are your online store’s front door. So apart from making sure, your landing page is optimised, make sure you give customers a warm personalised welcome based on their purchases or browsing history. By using tracking cookies you can see which pages a previous user has visited and present them offers that might be relevant to them.
If, for example, someone has previously visited a blog on ‘how to start an ecommerce business’, next time they visit you could invite them to download an eBook on order management systems.
Or, for instance, if someone has previously browsed the ‘15% off boots section’ on the ‘women’s sale’ page you can show them ‘new women’s boots just-in’’ on the homepage next time they browse your site.
4. Provide personalised online store assistance
Invite customers to participate in quick quizzes around the size or style of items they’re looking to buy. By storing the results, you can personalise product suggestions. If you’re a fashion e-retailer you could provide personalised wardrobe suggestions that fit budgets, sizes, and tastes. Indeed with technology moving to fast for ecommerce you need to keep up with the future of ecommerce personalisation. There are many must haves for online stores.
Having this information also opens up further marketing opportunities in terms of email updates about new products that might fit the bill. If, for example, a customer has expressed an interest in creating sales literature for their website, you could send them an email inviting them to use your online digital brochure maker.
5. Personalise product pages using location data
For example, you can personalise sizes and currencies based on the visitor’s store selection. This means shoppers no longer have to use size conversion charts for each product category if they’re shopping from abroad.
If a visitor has already selected the US on the top bar on a previous visit, you can make sure they’re taken directly to this store next time they visit.
6. Capture visitors when they’re about to leave
When visitors are about to leave your site, show them a personalised offer based on their browsing activity – either to complete a purchase, sign up for your newsletter, etc.
Fashion brand Minimum offered the following incentive to customers in order to get them to complete an order. The campaign was wholly successful with a conversion rate of 37.4%.
7. Offer incentives to win back customers
Personalisation can not only help you win and retain customers, but it can help you win back old ones. If certain customers haven’t purchased from you in a while, use retargeting ads. Include offers based on previous purchasing history along with incentives such as special one-off discount codes to give them a reason to shop with you again.
8 Use live chat software or chatbots
Most companies still use the same pop-up chat messages for all visitors on their site. But it makes far more sense to personalise the introduction message based on a visitor’s URL, their behavior, or any other data you can collect.
Once you understand behaviors you can deliver price discounts or other incentives to persuade a visitor to proceed to purchase.
eCommerce is here to stay and shoppers are demanding an ever more personalised shopping experience. You need an eCommerce personalisation strategy to help you attract and retain customers.
Which aspects of personalisation you choose to invest in or focus on is a major challenge. This is primarily because personalisation needs data and infrastructure, which takes time and budgets to build.
While there can be hundreds and thousands of variables that feed into personalisation, it’s important to know which of these variables make sense to you. You can identify these variables through A/B tests. These A/B tests may be front end driven or may even be driven by the server side.
This is where an A/B Testing tool comes in very handy – to run experiments at scale with statistical reporting to precisely know the impact of each tested variable. Once the personalisation variables of value are known to you, you should then set out to invest in them.