July 2nd, 2021 | 3 min
Any good retailer knows that the key to boosting sales is personalising your customer’s journey and improving your customers’ buying experience. Ensuring that the user experience is more relevant to the individual customer will result in both short-term and long-term gains.
To cultivate a connection with your customer you need to continually improve your product offering. This applies more today than ever before since more people are now working from home, online engagement has surged. In 2020, retail E-commerce sales grew 27.6% year over year! This opens up opportunities for E-commerce businesses but also presents the challenge of standing out.
But the question still stands, what is personalisation in E-commerce? And how can I personalise my E-commerce customer journey? Let’s find out!
In a nutshell, E-commerce personalisation is a marketing strategy that, based on the data that you have collected, helps you target products to potential customers.
As the usage of online shopping increases, users’ attention spans are beginning to shorten. This will lead to the loss of interest in a brand or product if it can’t be navigated easily. Of course, a website cannot cater to everyone but regular drop-offs and a low conversion rate are worrying signs.
In effect, E-commerce personalisation is delivering the right message to the right person. Now that E-commerce marketers can access data in real-time, they can now directly target the recipient as a single individual which will increase the likelihood of conversions.
“Personalization programs can yield 20% higher customer satisfaction rates and a 10-15% increase in sales conversion rates.”
(source: https://www.mckinsey.com/industries/retail/our-insights/personalizing-the-customer-experience-driving-differentiation-in-retail)
If a user arrives on your website from an AdWords campaign, a link in a newsletter or any other source that can be tracked, you will have the opportunity to offer customer-specific content. This method of personalisation works well for existing customers or if a customer is logged into their account.
Examples of this method could be time-limited special offers pop-ups, welcome pages that present items most likely to be of interest to that individual or even geolocation-based custom content.
Does your E-commerce business have a large or international market? Then it may be worth considering location-based personalisation. Geolocation targeting is founded on the IP address of visitors and can be implemented by displaying items in the local currency and language.
Personalising your content to fit the user’s location can catch a visitor’s attention and build trust as a visitor knows your business is located near them. This reduces the chance of a visitor leaving your site and in turn increases conversions.
In some instances, buyers may browse your E-commerce site multiple times before placing items of interest in their carts. This will give you the opportunity to see which products they’re clicking on and create offers on these recently viewed products. Recently viewed items can be located on the homepage or even landing page linked to a marketing email.
Not only does this help you give a “nudge” to the buyer but it gives you the opportunity to serve product recommendations. These can be based on user behaviour and the recommendations can be based on his or her shopping history.
These kinds of personalisations could make the difference between a customer committing to a product or leaving it behind. Allow your customer to keep track of all the items in which they were interested enough to click on.
In short, personalisation drives your sales and revenue. It is a vital component of a successful E-commerce marketing strategy. By showing relevant and engaging content with a personal touch, online retailers can improve the customer experience and quickly increase their sales and revenue.
The goal should be for your customers to have the same experience they would get at a brick-and-mortar store, from the comfort of their own home. Speak to a member of Brave’s E-commerce experts today. Our team will aim to create a personalised E-commerce website experience for you and your customers.
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