The Importance of Personalization (and 5 eCommerce Personalization Tactics to Start Today)

May 10, 2016
importance-of-personalization-feature.png

It used to be that your personalization strategy could begin and end with first name personalization in an email. Nowadays, that’s old news. It’s become even more critical to offer personalized experiences to your shoppers, since 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests And frustrated shoppers don’t buy.

 

Personalization Pays

Beyond not annoying your buyers, personalization boosts your bottom line. 40% of consumers say they buy more from retailers that personalize their shopping experience across channels, with 41% saying they buy more from retailers that send them personalized emails, and 39% saying they buy more from retailers that personalize on site recommendations.

5 ecommerce personalization tactics shopping experience

The holy grail of ecommerce is a truly omni-channel experience, delivering a seamless and consistent experience across channels, while factoring in the different devices your customers are using to interact with your brand.

 

One-Too-Many Personalization

Segmentation and marketing automation comes to the rescue in developing your personalization strategy. By segmenting your database, you can market to your customers (and prospective customers) based on their interests. And, you can provide that one-to-one personalized experience without having to market to everyone in your database individually.

5 ecommerce personalization tactics segmented market

Beyond your database, you can even personalize experiences on your website anonymously, based on the information you’ve gathered from their browsing session (even if you don’t know who they are). You can show what products are available based on their IP country or recommend items based on previously viewed pages. By providing these highly personalized experiences, you’ll see the benefits of getting the right products in front of the right people at the right time.

If you’re ready to get started, here are 5 ecommerce personalization tactics and segmentation tools to implement immediately.

1. Device

Personalizing based on device type is critical to the success of your store. Mobile is becoming more and more important. In fact, it currently accounts for one in six dollars spent online.  

5 ecommerce personalization tactics mobile spending

Personalizing experience based on device type is something that you can (and should) be doing for every visitor to your site. On site, make sure that everything is optimized for a mobile experience, from navigation to adding items to cart and checkout. In your marketing communications, make sure that emails are mobile optimized and calls-to-action are easy to click.

2. Location

If your store serves multiple markets (for example, both the U.S. and Canada), you need to personalize the store based on those markets.

5 ecommerce personalization tactics different currencies

At the very least, you can show different currencies to buyers from each country. Based on IP country, this is anonymous personalization you can deploy across your entire site. By providing a seamless experience, buyers know that their market is a priority for your store.

3. Pages Visited

Another anonymous personalization opportunity, you can show site visitors product recommendations based on the pages that they’ve visited.

5 ecommerce personalization tactics recommendations

Product recommendations for “People Also Viewed” or “People Also Bought” can be an opportunity to provide valuable recommendations. Even anonymously, you’re providing maximum value to visitors by suggesting products based on their interests.

4. Past Purchase Item

Your current customers should always have a personalized experience. After all, they’ve bought from you, so you have no excuse for not knowing their preferences and interests! Personalizing your communications based off past purchases (or past purchase categories) can be a powerful way to drive upsells and cross-sells.

5. Past Purchase Date

If you product is consumable, you can personalize outreach based on their previous order date, combined with the average lifespan of your product.

5 ecommerce personalization tactics purchase date

For example, if you sell supplements or candles and you know it takes a month to use them up, you can send a reorder notification saying you think they might be running low (and you wanted to remind them to reorder).

Even if your products aren’t consumable, if you know the average time between orders, you can automate outreach to customers who are past that window of time to re-engage them.