With the increased demand for online shopping opportunities and the rapid growth of eCommerce, customers expect exclusive shopping experiences. With e-commerce personalization, the online stores can provide each customer with top-notch services, knowing what they like the most, what they usually choose, and what they’ve been eyeing for a long time.
In a nutshell, e-commerce personalization makes purchasing easier and allows to create a significant base of loyal customers. Actually, a lot of people are more likely to buy from the stores that provide relevant offers and remember them, and are willing to provide the requested data to improve their shopping experience.
With personalization, each customer feels special, which results in higher conversion rates and the business’s ability to stay on top of the competitors.
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Turning to the matter of e-commerce personalization in today’s world, let’s take a look at the advantages it provides and top strategies that can help you improve conversions.
What are the benefits of eCommerce personalization for the business?
Around 80% of customers are more likely to opt for a company that offers personalized experiences, while 77% of them have recommended or paid more for a brand that cares about customized shopping experiences.
Each visitor interacts with a business in multiple ways. And the companies pay attention to site search, browsing data, landing pages, and other interaction points to make sure they work coherently to create a complete picture of each customer.
So, when leveraging personalization, that’s a win-win situation for both businesses and customers because they achieve their goals. Apart from this, there are other benefits of eCommerce personalization, including:
1. Improved conversions
Personalization helps to target the right customers and catch their attention long enough to encourage them to make a purchase. However, the attention span of modern customers is little because they are rather volatile. So, the companies have a limited window of opportunity, which they still have to use correctly.
So, personalization helps to present the information relevant to the customers by adopting a focused approach. In this way, a particular product will be promoted based on their likings and behavior, resulting in a successful transaction.
2. Increased customer loyalty
When providing a personalized user experience, you make the customers feel special by making them understand your company listens to their preferences and puts effort into making their lives easier. Also, personalization enhances customer retention.
Besides, loyal customers are both likely to make more purchases from your brand and be its advocates by recommending your products to others. So, the customers are your biggest influencers, and it’s necessary to establish a healthy and sustainable business environment.
3. Enhanced customer experience
Targeted ads, personalized emails, and customized landing pages can go a long way by helping users find specific content that appeals to their needs and build long-term relationships with them.
In this way, the companies prove that they are more inclined to be customer-centric rather than business-centric and improve the lifetime value associated with each buyer.
4. Provides a competitive advantage
Since there are thousands of other similar stores all over the Internet, personalization is what can make your business differ from them and attract shoppers. The friendlier your website is to the people, the bigger your loyal customers’ database will be; it’s a simple rule, which, yet, makes a huge difference.
5. Improved engagement with your website
If your website remembers customers’ contact details and their purchase information, it automatically increases the engagement rates and helps you save some dollars spent on marketing initiatives. Also, if you opt for customized calls-to-action rather than use the same ones for each customer, the website will experience a higher view-to-submission rate.
Examples of the best practices in eCommerce personalization to keep in mind
With the advancement of e-Commerce, there are trends that emerge continuously, and the websites that want to keep their positions have to stay on the same page with them. Nevertheless, some practices are here to stay, so consider using them in your business:
1. Create personalized guides
Although providing a shopping assistant for each customer is damage to the business owner’s pocket, quizzes and different guides can easily replace them. These solutions help customers make better buying decisions and create compilations of the clothes that match their tastes.
For example, Topshop offers people to answer some questions about their taste, size, style choices, and budget. And then, based on these answers, it generates a personalized wardrobe for each respondent.
Asos, in its turn, takes a step further by providing the recommended products based on customers’ shopping habits. Personalization becomes even more personal (no matter how crazy this sounds), and eCommerce websites help visitors develop their styles.
2. Display recently viewed items
It often happens when a person wants to check several items before making a final decision but simply can’t find the product they liked the most. That’s when the “recently viewed” section cuts in, displaying the products the person checked during the online visit.
Also, some companies use a strong call-to-action by writing “pick up where you left off” above the mentioned section. This helps to encourage customers to review the products again and make their final shopping decisions.
3. Provide “endless” shopping experiences
Netflix is one of the prominent examples regarding this point because it implements the “continue watching” feature. It prevents users from rewatching the same moments again and continuing a movie they have left off.
As for the online stores, they remember shoppers’ preferences based on their previous sessions and offer “hyper-personalized” recommendations that are tailored for each person. Besides, the customers can pick up exactly where they left off, being reminded about their viewed products.
Want to increase sales, customer engagement, and customer loyalty? Opt for eCommerce personalization.
As you can see, people are ready to give their personal information in exchange for customized offers that mention their preferences and make their lives easier. So, if you aim to stand out among the competitors and attract clients with an innovative approach to online shopping, make sure your eCommerce is personalized enough.