Deliver experiences that speak to every individual with eCommerce Personalisation

There’s just something about going into your banking app or favourite brand’s website and seeing them welcome you, by name. The familiar feeling of being known and understood makes you want to stay longer. It’s the same feeling you get when you go to a local store where they know your name, what you like, and what you are looking for before you even ask because you are a regular customer they know well.

Such apps and websites don’t use the power to read minds to achieve this, but they do use the power of data. Data gives your business a better idea of who your customers are and how they behave as consumers. With the right tools and analytics, you can use this same data to figure out the specific type of experiences you need to deliver, to make them want to buy more. This is where eCommerce personalisation begins. Here is a quick introduction to the concept, along with an infographic you can refer to whenever you like.

So, what exactly is eCommerce Personalisation?

eCommerce personalisation happens when you use data to create experiences that are relevant, impressive, and effective for your customers. In other words, your website store adapts its communication and content to match each site visitor and their preferences – creating a magical website experience.

How does it help my business?

According to stats (Epsilon), 80% of shoppers prefer to buy from companies that personalise customer experiences. That means 80% of people who prefer shopping online are more likely to fulfil their shopping cart with you if you personalise your online customer experiences. That one change to your eCommerce strategy will automatically:

Boost your sales
Create better customer experiences
Enhance your customer engagement
Increase customer loyalty and conversions
Decrease cart abandonment and bounce rate
Make customers trust you
Give you access to accurate customer insights

Types of eCommerce Personalisation?

The range of website elements you can adapt according to your different types customers is broad. Choosing which elements to use, however, should be based on the goals you want to achieve with personalisation. Once you know what goals you want to achieve, create customer personas and personalisation strategies based on the customer data you have. This will guide you on what to personalise and how to personalise it. Your choices include personalising:

Messages and copy
Images and content
Products on display
Product recommendations
Homepages
Site layouts
Language
Email marketing based on cart abandonment

Ways to use eCommerce personalisation

1. Recommend popular items

Give customers a view of products that are currently the most popular, to simplify their experience and decision-making process. e.g., showing a customer, the best-selling phones when they search for smartphones on your site.

2. Use images of products your customer likes

Show items your customer has liked or favourited before on your website and marketing content. e.g., Putting the image of a phone cover a customer liked, in a personalised email you are sending them.

3. Complimentary product suggestions

Suggest items that go well together and inspire customers to buy items they didn’t initially think of getting on your online platform. e.g., Suggesting phone accessories when someone adds a phone to their cart

4. Have personalized specials for customers

Offer specials that are relevant to your customers, that they want to convert on the spot or remember to return for that offering. e.g., Offering 15% off or free delivery on customer’s first online purchase.