7 E-commerce Personalization Strategies That Work

Richard Sutherland
April 19, 2019

Website personalization allows you to create a unique experience for your visiting user instead of a tired one-size-fits-all website. With our personalization services, you can offer a personalized retail shop that’s different for each segment of customer. Indeed, you can make your site differently tuned for every individual visitor.

1 — Remove Selection Paralysis

If you have a large product selection, your customers can often feel overwhelmed by choice and leave without buying anything. It’s a common problem in both online and offline stores. If you see a high number of long visits without a purchase, it could be an indication that your visitors are suffering from selection paralysis.

DataCue can help you reduce the instances of this paralysis by hiding products or categories that are unlikely to be relevant to the user based on their previous interactions. This highlights the products they are most likely to want to buy and reduces the amount of thought they need to put into their purchase.

You can also include a personalized content page that showcases products from each of your categories. These will be products that the user is most likely to be interested in based on what you know about them.

2 — Personalized Upsells

With DataCue, you can offer customers items that they didn’t realize they even needed. Rather than just upselling popular items, you can upsell items relevant to their purchase and previous purchases.

Are they buying a mountain bike? As they move to checkout, your site can suggest complementary safety gear and a bike lock, for example. Consider offering additional discounts if they purchase these additional items as a bundle.

3 — Welcome Back Users Who Have Abandoned Cart Items

It’s common for users to stick things in their online shopping cart only to abandon it later. Over 70% of shopping carts are abandoned, so don’t feel bad.

With a personalized home page, those who come back to the site after abandoning a cart can be reminded immediately where they left off. Show them what they had been in the middle of buying to encourage them to pick up where they left off.

4 — Personalized Exit Offers

Detect when the customer is about to leave the site, and offer them a custom discount on one of the products they have been viewing the longest. Consider a countdown clock in the trigger that suggests the special discount will expire. This creates urgency and can move people to take a further step.

5 — Dynamic Remarketing

Remarketing is showing an ad for one of your products on another site after they have shown interest in it but left your site.

It’s a proven strategy that works, reminding customers on an ongoing basis that your product is still available to them if they return to you. To add a sense of urgency, you can indicate that there is a flash sale on for that product today so the user is compelled to return. As with all discounts, make sure you’re not cutting into your profits by offering this discount to those who were likely to pay full price anyway.

Dynamic remarketing also subconsciously makes your brand seem bigger, as it appears on all of these other sites too.

Consider cross-platform dynamic remarketing too. If someone previously showed interest in a product while using your mobile app, make sure that when they come back to your site using a desktop browser that the product shows up again. This makes the buying process seamless.

6 — Personalized On-Boarding

Turning a first time visitor into a customer is hard. Don’t make the mistake of trying to push too hard to make a sale on their first visit. Why show a pushy ad about discount sneakers on offer when you don’t know if they’re even interested in sneakers yet?

For a first time visitor, usually the best-case scenario we’re looking for is to get their email address. This opens up future personalized emails, better tracking, and a slow drip on-boarding experience that builds trust and turns a visitor into a customer.

Getting that email address can be done in a number of ways. Think about what your usual customer would want from you in exchange for their email address. Is it a voucher offering a juicy discount on their first purchase? Is it a flash newsletter that lets them know first when there are special offers? Is it a free giveaway or entry into a raffle?

At each point in the on-boarding process, offer the user something relevant to them that provokes the action that you want them to take.

7 — Personalized On-Site Notifications

Pop-up ads are passé and annoying. DataCue instead allows you to offer on-site notifications akin to the notifications we often get on smartphones and on web apps. They’re unobtrusive yet can inform the user with information specific to their needs.

With the detailed knowledge on each customer stored by DataCue, the personalized notifications will be different based on their prior purchasing habits. Powerfully, the notifications can alter in real time, reacting to what the user is doing on your site.

Find out how DataCue can increase your store sales

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About the author

Richard Sutherland has worked in online marketing and search engine optimization for over 15 years. Excited about how we can offer the customer a streamlined, personalized online experience, Richard looks for every way to increase conversion percentages with a high return on investment.

Sobre el autor

Richard Sutherland tiene más de 15 años de experiencia en marketing online y optimización de motores de búsqueda. Apasionado por ofrecer una experiencia inteligente y personalizada a cada consumidor, Richard está constantemente buscando nuevas maneras de incrementar la conversión y, con ella, los retornos a la inversión.

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