Five Ways to Personalize Your Ecommerce Customer Journey For Better Returns
Online engagement has risen as people adapt to the rise in at-home work. In 2020, retail ecommerce sales grew 27.6% year over year, which totals $4.3 trillion. Ecommerce offers many opportunities, but it also poses the challenge of being unique.
Personalizing the buyer's journey is essential if you want to make your customers feel better, build a relationship with them, and increase sales and retention.
Consider how brick-and-mortar stores personalize items for customers. Employees learn about their customers and give them freebies. They also keep track of which products are most popular. You can personalize your ecommerce strategies with today's technology and creative thinking.
This is what this guide will cover. Five ways to make your buyer's journey memorable.
- Create personalized homepages
- Show recently viewed items
- You can cater to your location
- Create campaigns based upon user behavior
- Personalize your emails
- Make recommendations
Let's start with the basics.
What is ecommerce personalization?
Personalization is vital to a successful ecommerce marketing strategy. We are referring to the art of tailoring a shopping experience to each individual based on their behavior and the information they have provided. You can make your customers more comfortable with your business by making them feel more personal. The more they interact with you, the more you can customize their experience. What is the result? An interactive experience with your users that improves their satisfaction and drives the results you want.
Personalization programs can result in 20% higher customer satisfaction and a 15-20% increase in sales conversion rates.
You can also avoid spending time and money marketing materials that they don't want by providing relevant content.
Before personalizing your ecommerce strategies, here are some things to keep in mind
There are some important points you should consider before you begin implementing ecommerce personalization strategies. These are the things you need:
- This is a way to gather data about users. This data includes transactional, behavioral, and demographic data that you collect through loyalty programmes and cookies (but hopefully not first-party data).
- Analyzing the data collected. You can then combine different visitors to create marketing campaigns.
- A way to deliver an experience to each segment effectively.
After you have established your targeting rules, you will be able to set up conditions in your marketing program to personalize content according to those criteria. You might send an email personalized with an offer to customers who have not contacted you in 60 days.
Machine learning is another option. AI technology is improving in its ability to simplify complex and large-scale processes, such as individual personalization. Both strategies of computer and human are not mutually exclusive. For example, robotic process automation (RPA) uses robots that learn, mimic, and execute rules-based business processes. They can interact with the system or application in the same way as a human, but they can work around the clock with precision and reliability.
https://gritglobal.io/blog/ecommerce-automation-trends-2021/
https://gritglobal.io/product-updates/update-trello-http-request-automation-backorder/
https://gritglobal.io/blog/ecommerce-automation-platform/
https://gritglobal.io/blog/ecommerce-holiday-shopping-calendar-2021/
https://gritglobal.io/blog/track-shopify-discount-code/
https://gritglobal.io/blog/top-email-segments/
How to personalize the ecommerce experience of your customers
Now that we have a foundation of what ecommerce personalization is and where to start, let's look at the different ways you can create an individualized customer journey for your users. Keep in mind that even though personalization can lead to significant payoffs in customer satisfaction and conversions, it still requires resources. Consider the feasibility of personalization within your marketing strategy. Some of these methods may be more effective or easier depending on the industry you are in. It is important to create an experience that will be memorable and worth the investment.
1. Create personalized homepages
This personalization is best for existing customers. You can send welcome pages to customers who are logged in to their accounts. These pages will highlight the most relevant offers and products that they might be interested in.
The offers on their personalized homepages can include things like time-sensitive promotions or suggestions based on previous purchases. These can help encourage customers to move through your ecommerce sales funnel, which illustrates the process an individual undertakes to go from potential customer to loyal customer.
2. 2. Display recent viewed items
Users may browse your ecommerce site multiple times before placing items of interest in their carts. Users can see the items they have clicked before and are prompted to go back to their original browsing.
These products can be made into offers. This could make the difference between customers buying a product or abandoning it. Or if you offer free shipping, they may be more likely to throw additional items in their cart. You might also consider making your offer time-sensitive to create an urgency.
You can find recently viewed items on the homepage, or a landing page linked from a marketing message. They can be found at the bottom of any page in your ecommerce shop. This allows customers the ability to track all items they clicked on.
To keep data on items viewed recently, you need to aggregate customer data. Consider investing in IaaS if you don't want to invest the money and time necessary to store and use this data.
What is IaaS? It is Infrastructure as a Service, a type of online computing infrastructure. IaaS provides computing resources via the internet. It can be scaled up and financed as needed. Your IaaS product can handle hardware, servers, virtualization, cloud storage, and all other aspects of computing.
3. Your offerings should be adapted to the location
If you have a business with a large reach or an international market, consider personalizing your ecommerce feeds based on location, such as by displaying items in the local currency and language. Many enterprise ecommerce platforms are customizable to suit your business's specific needs and can handle a higher volume of clients.
You can also personalize your products based on where you live. If you own an online clothing shop, for example, you might have different products depending on the season. California's winter season is quite different from Michigan's. Catering to climates and regional fashion styles can make your campaigns that much more effective.
As you can see, what is considered "comfortable clothing" varies by country (Source: Google).
4. Create special campaigns based upon user behavior
You know that your customers have different needs and interests so why not offer them different products? This personalization involves the collection of data about how visitors interact with your website. Using that data, you can then employ behavioral segmentation to create special campaigns for specific groups within your customer base
You can use this strategy to target both existing and new customers. For example, you can offer first-time visitors an incentive to sign up for an email list or loyalty program. If an existing customer has recently received items from your company, you can ask them to leave a review.
Reviews are importantTo any company's success. In fact,If a product receives five reviews, the likelihood that it will be purchased by customers increases by270%.
You can tailor offers to customers based on their interests as they interact with your site over time. When creating personalized campaigns, here are some things you should consider:
- What are they clicking on?
- Which pages are they most likely to visit?
- What's in their basket or on their wishlist?
- Which product category do they particularly like?
- How long have they been without a purchase?
5. Personalize your emails
In the world today, there are 3.9 billion daily email users. This gives businesses a great opportunity to connect with their customers, but there is also a lot of competition. How can you make your subscriber's inboxes stand out? Personalization.
If a customer has opted in for marketing emails, you can use their behavioral data to send them offers and information targeted at their interests. You'll make them more likely to click your links. Just be sure to include personalization in your subject lines too--you've got to get them to open the email first!
These emails are beneficial to all ecommerce companies. It may also be beneficial for DTC businesses to compete with Amazon and other businesses in the digital marketplace. What is DTC? Direct to Consumer is an acronym that stands for Direct to Consumer. It allows manufacturers to avoid the traditional distribution process and deliver their products directly to customers.
6. 6.
31% of all ecommerce site revenue comes from product recommendationsAccording to a study done byBarilliance. It is therefore impossible to overlook its cost-benefit potential.
If your online store has a substantial number of products, a customer may lose interest before they find the product they love. Your website can provide personalized recommendations to help customers.
If it were a brick-and mortar store, the personalized recommendation section would be the employee who assists customers in the changing area. You may not have loved the item but they might like this. You may also like this one if you loved the item!
These personalized recommendations can be based on abandoned carts and pages that the user has visited. You can make better recommendations if you have more information about the user.
Personalize your customer's ecommerce journey and start it today
Personalization is a vital component of a successful ecommerce marketing strategy. Customers should have the same experience at home as they would in a brick-and mortar store.
Discuss with your team the best ways to personalize ecommerce sites and products. You can use video conferencing software, VoIP solutions or even if you are working remotely.
You will see greater customer and employee satisfaction if your customers and employees feel connected through communication and personalization. Start personalizing the customer journeys.
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