Are you one of the few online e-commerce businesses not taking advantage of personalization of your store? According to a recent Accenture Strategy Global Consumer Pulse Research report that surveyed over 25,000 people, 43% of consumers are more likely to make purchases from companies that personalize the buying experience for them and 31% of consumers find great value in services that learn about their needs.
Of course, at DataCue, we’re all about personalization. DataCue can help you easily and automatically personalize your website and emails to offer a highly customized version of your brand for every visitor.
There is a huge list of potential ways you can personalize the experience for your visitors, and once you’ve begun realizing how fluid and dynamic your website can become, we’re sure you’ll continue to come up with more bright ideas on how to target your specific dynamic.
Here are some examples of personalization that we love to give you some idea of the power e-commerce personalization has.
Intelligent Product-Detail Page Recommendations
As soon as you know what a visitor is interested in, you can offer them relevant, similar, and complementary products. It makes it easier for customers to find what they want, and it makes it easier for them to buy more!
Dynamic up-selling can be achieved by highlighting items that are similar to their choice but that offer you as the retailer a higher profit margin.
Cross-selling can be performed by suggesting complementary products, inspiring customers to buy other items that pair well with their choice. A fashion e-commerce store, for example, can show complete outfits. A furniture store can show other furniture that completes the set.
Forever21’s e-commerce store shows this in action.
Continuous Shopping for Return Customers
It was perhaps Netflix that popularized the concept of catering to the returning visitor with their ‘continue watching’ feature, but e-commerce stores like Shoeline quickly got in on the act by letting returning customers pick up where they left off when they come back to the homepage after some time.
Instead of requiring the visitor once again to find the products they were interested in from your vast list of products, implementing a ‘continue shopping’ feature on your site that shows them what had previously been interested in helps make it easier to continue the buying process.
Adjusting Navigation Based on Visitors’ Interests
In general, the navigation on your website should remain clear and consistent. However, we can help the visitor reach the products they are most interested in by performing some unobtrusive auto-redirection.
Head to the ASOS home page, for example, and they will automatically redirect you to their Men’s or Women’s section based on your previous visits. This may not seem like much, but it’s an entire page that they help visitors skip in the buying process, getting them to the content they want to see much more quickly.
Consider also streamlining your navigation bars on a per-visitor basis if you have many products that don’t have much crossover.
Personalized Emails for Shopping Cart Abandonment
Once you track what people are doing on your site, you can consider sending personalized emails upon specific behavior. One common example employed by e-commerce stores like Kogan is the abandoned shopping cart reminder.
The number of people who abandon a shopping cart is actually quite low, and Listrak found that sending a reminder email within three hours after abandonment leads to around 40% of people opening the email and 20% clicking back through to the website.
With a personalized email that includes further details of the product they were interested in and a good call to action, you can salvage those customers and get them back. Consider offering them alternative but similar products, and highlighting how a special price will expire if they don’t purchase soon.
Order Follow-up Emails
Remember that the checkout isn’t the end of the business-customer relationship – it’s the beginning! HBR shows that increasing customer retention by just five percent can see a profit increase of up to 95 percent.
Time a personalized follow-up email discussing some of the ways to best use the sold product and suggest further items for sale that complement it. Additional emails can cement your brand as the expert in your field and see you gain a customer for life. The more personalized the message is, the less obtrusive the emails become.
Timed Social Retargeting
When a customer browses your site and flies away without buying anything, you can retarget them with ad platforms like Facebook.
Really drilling down into the exact product or service the visitor had been interested in to personalize the Facebook advertisement shown to them on another website is key to making it an advert that can draw them back.
You can granulate your retargeting, spending more on ads for visitors whose behavior suggests they could be high value, and spending less on those who, over time, seem less and less likely to buy.
eBags is an e-commerce site that uses this facility, offering you ideas for backpacks in retargeted ads if you’ve previously browsed that section of their site.
Pop-ups onsite can work to drive up conversion – that’s why so many e-commerce stores use them – but they're also considered annoying by most website visitors.
Instead, DataCue can help you add smart notifications to your web pages. These offer more functionality than basic popups and are less intrusive. The visitor can see that a notification is available for them and can make their own choice whether to view the notification.
All the more powerful is that these notifications are personalized so that visitors are only receiving updates on things they might truly be interested in. Perhaps a product they’ve previously shown interest in has come back in stock, or is now on sale. Perhaps a product is down to its final five units in stock. All of these occurrences can trigger a notification automatically, gently letting the visitor know about events particular to their interests.
DataCue can implement these personalization strategies on your store to improve your conversion rates.