They know you well enough that they can make it easier for you to buy.
It may be called an exclusive shopping experience in real life. But in e-commerce, you can treat every visitor like an exclusive customer–thanks to e-commercepersonalization
Online shoppers want personalization.
Accenture’s recent research shows that 91% of consumers will buy from companies that remember them and offer relevant offers. 83% of respondents are willing to share their personal data for personalized experiences.
Personalization gives customers a sense of belonging and enhances the shopping experience.
This means loyal customers and high conversion rates in your online store.
Today I will share 7 of my top ecommerce personalization strategies with top brands. You can also easily increase your conversions.
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7 E-Commerce Personalization Strategies You Should Try
1. Personalize your homepage
2. Personalized Guides Available
3. Show Recently Viewed Items
4. You can personalize product pages based on your location
5. You can create special campaigns based on user behavior
6. Email Marketing: Get Personal
7. Get more personal recommendations
1. Personalize your homepage
Your homepage is your front door to an online store.
Your potential customers have arrived at your door. Now it is up to you greet them with the best possible greeting.
Personalization is key.
Online shops offer the opportunity to meet their customers in person, unlike brick-and-mortar stores. This is possible because of cookies.
You already have a lot of information about potential customers if you collect cookies through your e-commerce website. This information can be used to improve the shopping experience and make your next customer visit more enjoyable.
Boozt is aware of this and uses cookies in order to remember my preferences and interests.
This is what I saw my first time I visited their website.
A homepage for e-commerce that targets all three product categories, and displays offers for everyone.
After clicking the banner, I browsed a bit and explored the category for women.
When I entered boozt.com into the address bar on my next visit, it automatically redirected to the page for women and showed only relevant offers.
Because the company knows I am interested in this particular category, I don’t see it on the main homepage. They take me straight there without any distractions.
The same applies to the country information. They remembered my selection and took me to the correct store each time I tried to select the United Kingdom from the top bar.
It is simple to personalize your homepage, but it makes it easy for customers to find their way in every visit.
Customers can shop in one place, focusing on the product they are interested in. This means that they will have a better shopping experience and you will get more conversions.
Editor’s Note
MeUndies has mastered the art of personalizing their homepage according to where users are in their marketing funnel. Read our post “9 Strategies MeUndies Used To Grow 1,583% in Three Years (Case study)” to learn more about their conversions.
Sam Thomas DaviesHead Content
2. Personalized Guides Available
It would be wonderful to provide a personal shopping assistance for each customer. However, that would be a huge expense.
This is not true if your e-commerce business is successful.
You can help your customers make better purchasing decisions by providing on-site assistance with style and size guides, quizzes and other tools.
What if you could remember the results of these quizzes so that your product suggestions were based on them?
This is exactly what Topshop does.
Topshop made a customized wardrobe for me after I answered some questions about my style preferences, size and budget.
You can see my highly customized product recommendations that are right for you.
It gets even better. Topshop sends me emails about new products that are regularly added to my wardrobe.
It’s like a shop that is designed just for you… how personal could it be?
(Topshop uses Dressipi, a third-party tool for its wardrobe.
The ASOS app offers personalized recommendations.
They suggest products according to my preferences and brands. I also get recommendations based on my shopping and browsing history.
These examples are my favorite because they offer personalized guides.
They offer more than just a page of size charts. They help me to develop my style and find new products based upon my past activities and preferences.
Of course, I’ll be more inclined to purchase something from the products that I like, than from a long list of products that I don’t want to ever buy.
Even if your niche isn’t fashion, quizzes can be created to find out more about users’ favourite brands and product groups. You can remember their preferences and provide personalized recommendations to help them make better choices.
3. Show Recently Viewed Items
Sometimes, I just casually look at products from a company (especially when they’re on sale), but not with a strong desire to purchase them.
Despite my trust in my visual memory, I doubt I can recall all of the product pages that I have visited.
It’s a shame. It’s because if I visit a product page, it indicates that I am interested in it. At this point, I could benefit from some assistance from the store.
Zalando provided the assistance I needed:
The “Recently viewed” section of the homepage was a reminder that I had last checked. It reminded me to visit the site again.
The company reminded me of the items I had discussed in my last session, and asked me to reconsider them.
The company personalizes the homepage based upon my past sessions. This allows me to have an uninterrupted shopping experience. They also increase my chances of purchasing those products.
It gets even better as I scroll down.
They suggest new brands that I should explore based on my browsing history, rather than recommending products similar to those they already recommend.
They help me find more products that I like from a variety of product categories. It also means more sales for the company and more conversions.
4. You can personalize product pages based on your location
Most e-commerce websites can track their visitors’ location and ship products by using cookies.
This valuable information can be used to give more precise results for users.
It is easy to customize product pages based upon your location, but it makes shopping easier.
There are many ways to use this information in order to be more relevant for your visitors.
Here’s an example from Allbirds:
This is what you will see if you select the US store from top menu and go to a product page.
The currency used is US Dollars. Size information is based on US shoe sizes.
If you are browsing from the UK, however, the size information will change to UK sizes.
This is an excellent example of location-based personalization, as the company anticipates their visitors’ problems.
You’re probably an online shopper and you know what it’s like. If you shop from abroad, size conversion charts are required for each product category.
That is something that no one enjoys.
You should ensure that you are relevant to your destination visitors if you ship to multiple places. Be aware of seasonal and cultural differences. You wouldn’t suggest winter jackets in Australia when it’s only 29 degrees.
Geo-targeting allows you to display relevant campaigns based upon the user’s geographic location.
Rosemunde informs US visitors and encourages them to shop.
5. You can create special campaigns based on user behavior
Visitors are not the same.
Your returning visitors and users who have just landed on your site are likely to have different questions and needs.
You can personalize your messages on-site, so why offer them both the same thing?
Every visitor is not a potential customer the first time they visit.
You can also offer a incentive for first-time visitors to sign up for your email newsletter and encourage them to return.
My Best Book offered a 10% discount for their first purchase.
Make a similar campaign
NEW
You like what you see? This high-converting template can be loaded in our editor. You can then customize it to suit your business’s look and feel.
It’s worth a try
Editor’s Note
You want more popup templates? You can get instant access to over 100+ tested and proven popup templates for free.
Check out our Popup Gallery.
Sam Thomas DaviesHead Content
This campaign converted 22% website visitors in a week. Not bad, huh?)
You might personalize your message if a visitor is already subscribed.
This is a great opportunity to highlight your most popular products and current promotions.
Here’s an example:
Make a similar campaign
NEW
You like what you see? This high-converting template can be loaded in our editor. You can then customize it to suit your business’s look and feel.
It’s worth a try
Another well-known example behavior-based campaign is Exit-intent.
It’s important to catch visitors before they leave, and to convince them to do something (usually to make a purchase or sign up to an email list).
This is how to get minimum leads for an exit-intent campaign with a discount
Make a similar campaign
NEW
You like what you see? This high-converting template can be loaded in our editor. You can then customize it to suit your business’s look and feel.
It’s worth a try
In case you were wondering, this conversion was at 37.4%
You can personalize pages according to user preferences. Your site messages can be personalized and displayed with highly relevant campaigns.
Personalized campaigns are effective, I can tell you that.
6. Email Marketing: Get Personal
Email is, as you probably know, one of the most efficient channels for ecommerce marketing.
Email marketing can generate $38 per $1 of revenue.
Email is a part of your marketing strategy, hopefully. Personalization can help you get more from your email marketing.
These are four easy personalization strategies that you can use in your email strategy.
i. Personalize Email Subject Lines
To be noticed, companies are battling in users’ inboxes.
How can you get your email opened in this competitive environment?
You did it! Personalize your email subject lines.
A study found that emails with personal subject lines are 26% less likely to be opened. This is about getting to know your subscribers on a first-name basis.
This Curioos example shows how they address the recipient directly.
(Remember how curiosity is evoked by it.)
Here’s how Chubbies uses personalization confidently:
These examples are more likely than others to be opened as they speak directly to you, making it more interesting.
ii. Celebrate Anniversaries and Birthdays
There is nothing more personal than someone’s birth day.
It’s a great way for your subscribers to show appreciation and reengage their email lists by celebrating milestones, birthdays, or anniversaries of your company.
You can encourage your subscribers to shop again by adding a little incentive to the celebration.
Here’s a sample email that kikki.K might send you for your birthday.
A beautifully designed birthday card with a $10 coupon.
They don’t stop there. They also recommend products they think you’ll love under the birthday card:
The email will conclude with clear instructions on how and when to redeem your voucher.
Perfect birthday email: Everything you need.
Here’s an alternative way to ask for your birthday information after signing up:
This note is added by Chubbies to every email they send. They encourage you to share your birthday information with them in a humorous way. They make it clear that there is something for you.
It evokes curiosity and promises an offer. This is a tempting offer that can’t be ignored.
iii. Send emails based on user behavior
So far, I have talked about personalizing pages or campaigns based upon user behavior and data.
You can send targeted emails to prospects if you already track visitor behavior on your website.
Rikke recently found this example.
She decided to watch a video while browsing Frank Kern’s website. Here’s what she got shortly after viewing the video:
URL tracking allows you to track the actions of visitors on your site, and then follow up via email. This is just like the example shown above.
You can use behavioral marketing to e-commerce in many ways that go beyond paid ads.
Website visitors can be sent highly targeted emails based on their search terms, what items they purchase or add to their wishlists, and other factors.
Combining them with urgency, scarcity and urgency will result in high-converting emails.
iv. Re-Engage Inactive Leads
Personalization can be used to not only show appreciation or grab attention, but also to win back customers.
You can probably already tell who hasn’t bought anything from you in a while or who hasn’t clicked on and read any of the emails.
This information can be used to create an email campaign to inactive leads, and win their hearts.
This email was found in our Gmail account.
I was immediately drawn to the personalized subject line, and the curiosity-evoking questions.
So I clicked on the email, and this is what I saw.
HomeAway sent this reengagement email to us because we hadn’t read or booked their emails for a while.
This email is more personal and includes tailored recommendations.
However, I believe this email still lacks an important element: An incentive.
You could have offered a discount code to win you back, and give you a reason to return to their site again.
(I’m sorry, HomeAway, we’ll continue being inactive for now…)
7. Get more personal recommendations
You already know the importance product recommendations in e-commerce.
Barilliance’s study found that personalized product recommendations are responsible for nearly 31% of all e-commerce revenue and have a significant impact on conversion rates.
E-commerce sites should be able to suggest similar or complementary products on their product pages.
How can you make personalized recommendations that aren’t pushy?
Include product recommendations in your emails.
My favorite tactic is to use product recommendations in abandoned cart emails.
As in the Fabletics example:
It looks just like any other abandoned cart email. It starts with a strong headline and compelling visual, followed by a list containing my abandoned cart items.
As I scrolled down, I came across this section:
They made product recommendations based upon my cart items.
These items were definitely favorites of mine, so I will most likely be interested in them.
(Note also the personal touch and friendly tone that they added to their copy. It was great.
They can convert an abandoned cart with this email. They can also sell more.
To incorporate personalization, you can use addwish or another third-party tool.
Send us your recommendations.
Free Downloadable Bonus
Need more conversion optimization tips?
We have 12 CRO resources that will help you generate more leads and increase revenue.
We have something for everyone, whether you are looking for product page examples or satisfaction guarantee examples.
Additionally, you’ll have immediate access to 23+ bonus resources, which are categorized in Notion.
Download Swipe File now
Conclusion
Personalization in e-commerce isn’t a trend. It is here to stay.
Your customers want a more personal shopping experience. They are willing to give you their personal information.
Personalization doesn’t have to be technical.
Third-party tools are simple to implement and can be used to personalize the shopping experience of your customers. These tools include Evergage, Monetate and Barilliance.
The rest is just cookies and email segmentation.
Personalization can make your marketing more effective and result in higher conversions.
Are there any other examples of ecommerce personalization that you like? Please let us know your thoughts in the comments section below.
Sleeknote’s first article, 7 E-Commerce Personalization Strategies for Boosting Your Sales, appeared first on Sleeknote
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By: Seray Keskin
Title: 7 E-Commerce Personalization Strategies to Boost Your Sales
Sourced From: sleeknote.com/blog/e-commerce-personalization
Published Date: Tue, 25 Jan 2022 17:17:32 +0000
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