There was a time not too long ago when personalization in ecommerce simply meant adding your customer’s name to a sales email, unfortunately these days are gone. In a recent survey of online shoppers, 3 out of 4 respondents said they had felt frustrated after being shown content that had nothing to do with them. This can become a big problem quickly as frustrated shoppers don’t buy.
Today it’s become more and more important to provide your customers with highly personalized experiences. That’s why this week we’ll be exploring why personalization is so important and sharing three easy ways to begin customizing the shopping experience on your website.
Before we dive into the ways you can start personalizing your shopping experience it’s worthwhile to explore why you should be thinking about personalization. Beyond creating better experiences for your customers, personalization has actually been shown to be a very effective way to boost your bottom line. 40% of consumers say they buy more from retailers that personalize their shopping experience across channels. Not only does personalization bolster sales, but it can also increase customer loyalty. 44% of customers said they would become repeat buyers following a personalized shopping experience.
One of the best ways to add a personal touch to your customer experience is to show site visitors customized product recommendations based on the pages that they’ve already visited. Even if a user is not logged into an account you can still track page views and provide maximum value to visitors by suggesting products based on their session’s activity.
And if your customer is signed into their account, showing “Recently Viewed” products is a great way to leverage customer data and enhance their experience. Not only does this allow customers to easily find products that match their interests, but it can act as a reminder for customers to increase their purchase frequency and average order size.
Past Purchases or Missed Items
Past customers should always have some level of personalization as part of their shopping experience and personalizing your communications based on past purchases (or past purchase categories) is a great place to do it. Referencing the fact that they’ve already bought from you as well as highlighting new products that compliment their last purchase really stands out for consumers.
Another great personalization tactic is sending your customers abandoned cart emails. When your customers add an item to their cart and decide not to go through with the purchase at that time, there is still the chance to win them back. These types of emails and communications deliver a personalized experience right to your customer’s inbox and show that you’re paying attention to them.
Date from Last Purchase
If you offer a product that’s consumable, you can personalize outreach based on your customers’ previous order date, combined with the average lifespan of your product. For example, if you sell beauty products and know it takes a month to use them up, you can proactively send a reorder notification saying you think they might be running low. Again, this provides a much stronger connection with your customers and really shows them that they’ve chosen a brand that values their business.
Going into 2020, customers don’t only appreciate personalized customer experiences – they’re expecting them. By incorporating these personalization strategies, you can help make your customers feel special and keep them engaged with your brand.
Whether you are creating personalization anonymously through behaviour tracking or in a targeted manner based on customer data, these tactics are a great way to build loyalty and boost sales.