Drive sales through Personalization
Personalization is all about the relevant content and not just about a user's first or last name. In this article, you will know about e-commerce personalization and its use cases through this article :
An online business requires finances as well as smart work to sustain growth. Whether its a small or medium enterprise. Every e-commerce business must have the resources that keep it going in the long run. Apart from resources, what drives business is its customers. Customer retention has been one of the major goals of any e-commerce business.
Customers generally differ in tastes and opinions. You cannot sell each and every product to a specific customer. That is how a specific offer can attract a particular customer and deviates another customer’s attention on the other hand. That’s why an e-commerce business requires personalizing customers. This will allow a business to earn greater revenues as well.
What is Ecommerce Personalization ?
E-commerce Personalization refers to personalizing various offers, product recommendations, and content to your visitors. But how does personalization work? By segmenting users on the basis of their previous actions, demographics and other personal data.
Before personalizing, you must be sure that you are presenting a relevant offer or recommendation to the visitors.
What are the key points to consider while personalization :
- Segmentation : As discussed above, Personalization requires segmentation as its basic foundation. You can analyze the location of the visitor, browser or device they are using and their behavior and other demographic factors. Without it, personalization might not be possible.
- Customer experience : Again, what matters is a customer’s experience. A good ecommerce personalization should consider the following facts :
- First of all, it must meet customer’s needs.
- Secondly, you must avoid giving poor recommendations to your visitors.
- Use only where your potential return justifies your investment.
Examples of personalized marketing in e-commerce :
1. Offer Weather-Sensitive Personalization
Winters are just around the corner. This is an apt time to engage users with your exquisite winter collection. You can promote your products on the basis of their previous actions. Increase your conversion rates by recommending visitors to your special collection.
2. Alter navigation according to visitor’s interests
You can change your homepage and navigation according to your visitor’s interests.
For example, Your visitors generally comprise the women's section. You can engage them by navigating the URL to a specific category in which your visitors have shown most of the interest.
3. Suggest products based on their browsing behavior
One of the key influencers of personalization is to recommend products to the visitors on the basis of their browsing behavior. For example - In case a customer has bought a product or simply added a product to the cart. He will be recommended with similar or matching products while he visits the site again. It will definitely boost your sales with a great ratio.
4. Engage customers through personalized mail
You can redirect the customers who are somehow leaving your site. Send them personalized emails or newsletters to remind customers to pick up from where they left.
You can easily retarget the customers through email marketing. When visitors browse through your site again. You can target them by displaying specific product categories through page-level targeting.
You can enable users to see a specific page. Simply enter the URL where you want your campaign to appear.
5. Engage users through geo-location targeting
Geo-location targeting is another key highlight of personalization. You can segment users on the basis of their location and can thus engage him through specific offers. Also, you can inform the users about the delivery options to their place. This way you can target customers using geo-targeting.
6. Recommend complementary products
Recommending complementary products is a great sales booster. For example, if a customer is buying an outfit from your site. You can incite his interest by recommending its complementary products, such as stelatoes.
Websites such as Forever 21, allows the customers to shop an entire outfit all at once. It provides apt suggestions to simplify the buying process of a customer.
7. Upsell products during or after the purchase
Most of the customers generally buy from the products recommended to them while they proceed to check out. These product recommendations can uplift sales to a greater extent.
Look at the below image for more clarity :
Amazon does this often when a customer proceeds to check out.
Have a look at another example of upselling your product.
8. Ask customers what they want
One of the best ways to personalize is to ask the customers what they actually want. Let’s understand it better with the help of examples.
For example: Swarovski crystals allows the user a choice to select their shining moment and how :
You can further engage the customers as Swarovski did by recommending products to the visitors that meet their needs.
9. Personalize homepage by category
Increase your sales by personalizing your home page banner to display different products on the basis of visitor’s interests.
Shoeline.com did the same and saw a breakthrough in their sales rates and conversion Rates.
It’s a win-win situation for e-commerce websites to adopt personalization in their marketing strategies. One can explore personalization at each and every minute step of sales process. Thus, personalization enables improvement in conversion rates and sales growth.