Customers are the key factor that drives revenues to business, so building long-term relationships with customers is hugely important to any business, especially eCommerce merchants. By taking advantage of a personalization strategy, businesses can enhance the buying experience and increase customer retention, and of course, make more sales. So, having an overview of a couple of effective eCommerce personalization examples is really useful to understand how personalization strategies can drive business success.
Let’s get started!
What is eCommerce personalization?
In simple words, eCommerce personalization can be defined as the process of delivering personal experiences which target the right customers. It is the act of tailoring experience based on customer’s behaviours. With the aim of driving more sales and conversions as well as keep customers coming back, eCommerce personalization creates personalized shopping experiences that allow businesses to increase the trust and credibility of customers.
Going into detail, eCommerce personalization consists of displaying content, product recommendations, specific offers, browsing shopping history, demographics, and other personal data.
Since eCommerce is rapidly developing, the demand for satisfying customers and driving sales has been bigger in recent days. Therefore, marketers are seeking appropriate personalization methods for their eCommerce business in such a competitive market.
For your better understanding, we will show you some types of eCommerce personalization and some outstanding eCommerce personalization examples.
The impressive eCommerce personalization stats
E-commerce has flourished and become a growing trend in the digital world. There are plenty of merchants participating in this industry, so you need to have an effective method to attract and compel customers to buy your products. One of the best ways is personalizing your services, products, and even approaching methods. There are some eCommerce personalization stats that may impress you:
- 91% of consumers say they prefer to shop with brands that provide offers or recommendations that are relevant to them – Accenture.
- 80% of consumers will purchase products if the brand provides personalized experiences. – Epsilon.
- 90% of U.S. consumers suppose marketing personalization is appealing – Statista.
- 66% of consumers say irrelevant content will stop them from making a purchase. – CMO by Adobe.
All these impressive statistics show us the importance of eCommerce personalization and prove the power of this method. Customers are often attracted by something that is relevant or familiar to them. They choose products that fit with their characteristics and are distinct from those ones. Some buyers are even willing to purchase higher-cost items that are tailored as they want.
Therefore, to become a winner in the eCommerce race, merchants should have appropriate personalization strategies for each of specific customer groups.
Benefits of personalization in eCommerce
Enhance customers experience
One of the most notable benefits of eCommerce personalization is that you can increase the likelihood of your users coming back. This will build, maintain and enhance a long term relationship between brand and customers.
Ecommerce has the edge over traditional shopping as it can give each user a unique experience. Personalization entails establishing relationships through various approaches, including customized landing pages, targeted adverts, and curated email messages, among others.
Personalization leads customers to find their specific content relating to suitable products. As a result, the experience becomes more consumer-centric than company-centric; one consumer’s virtual purchasing environment may differ significantly from another’s.
Nurture customer loyalty
Personalization is a method to make customers feel special and precious because it proves that you actively listen to them and put in the effort to deal with their problems. A loyal client may be easily enticed into additional business, and not only by the consumer – loyal customers are most businesses’ largest influencers and brand champions, who not only buy the items but also promote them to others. According to one research, cutting attrition by only 5% may increase profitability by 25% to 80%. All of this contributes to a healthy, long-term internet business environment.
Increase sales with a higher conversion rate
Personalization also helps to lessen information overload. When visitors to your site are inundated with hundreds of goods they don’t care about, they will feel frustrated and irrelevant. Visitors can exit your page as soon as possible after reading tons of information not relating to their needs. Thus, you can lose some potential customers if your content on the website is not categorical and specific.
Customers spend more time on your online store when they find the appropriate information for them. For example, when visitors want to find a cosmetic product for their oily skin, they want your store to have recommendations about this type of skin. Thus, they can reduce time to find what cosmetic is suitable for them and decide to buy products easily.
Top 15 eCommerce personalization examples
Get your eyes on some compelling eCommerce personalization examples that are easy to replicate to boost conversions.
Offers are regarded as the most crucial aspect of your site to personalize. You can start by customizing the product itself, the price, impose time limits, or change the copy and visuals supporting the offers.
Inline content personalization means you change the content presented to customers to give them helpful information and motivate the prospects while surfing the shopping page. The steps included are changing which features of products are shown, blog posts, or downloadable assets.
So what to do when prospects are about to leave your shopping page, use pop-ups. It will capture the attention of buyers so they could probably keep their eye on the ad before leaving. Browse abandonment, on-click, timed, on-scroll, and any other sort of pop-up can all be personalized.
Merchants can integrate our Popup extension into your site to focus on the exact content and drive them action with CTA. It is fast and simple to create beautiful pop-ups with our pre-designed templates. You can design unlimited popups in various types like Yes/No button, subscribe form, social sharing, contact form, static content and hot deal.
There is another effective way to maximize the value of each visitor on-site. It is by using information bars. For example, you can offer different shipping rates depending on location to offer higher-priced items to returning visitors in the top 25% of your AOV in the previous orders.
Web push notifications
This is a quick yet effective way to gain customers’ attention since some customers may not be willing to give their personal information such as email addresses. Therefore, these types of push notifications are call-to-action and can help to boost customer engagement and retention.
If you don’t know how to set up web push notifications, you can use our Notification Box extension on your site. You can schedule and push unlimited notifications for customers to inform them about important news such as order status updates, new products, promotions and discounts, etc.
Optimize post-checkout page
After a customer has finished checking out, you will have the opportunity to persuade customers to buy your products in the future. Buyers who make purchases are willing to spend money on your products because they really trust your brand. You can give them a voucher made only for them to use next time, or maybe offer customers a gift because their orders reach a specific range of value.
Personalized product recommendations
Apply personalized product recommendations in your business; you are able to engage your buyers better and ultimately increase conversions. This is one of the most well-known eCommerce personalization examples.
Your homepage definitely contributes to the possibility that customers pay attention to it.
You can take advantage of this feature and apply it on your home page by simple steps such as tracking clicks, mouse movements, and scrolls. It allows you to create a heatmap of where visitors fixate their attention.
Classifying your products into different categories will make customers have a better and comfortable shopping experience on your site. Moreover, category page recommendations create algorithms to offer categories precisely, which suit the buyers using the data on their previous browsing sessions.
Retargeting ads on social media
When customers visit your online store, all their actions like adding something to a cart, viewing a product, or buying something are recorded and reported by cookies on your site. The cookie lets your retargeting platforms like Facebook or Instagram know when a bounced visitor appears on social pages. These visitors will then be served ads based on prior engagement and purchase intent.
Retargeting allows you to remind users of products or pages they viewed and encourages them to buy. It also can be used to create awareness by drawing users’ attention to products or announcements that are relevant to your business.
Writing blogs based on customer demand
Customers want to find information before deciding to buy any products. Thus, it is easier for them if your site provides sufficient information and advice about items they should use. For example, a customer wants to buy a lipstick that fits their warm-tone skin. The first step she does is finding a blog recommending which colour of lipstick she should use and what brand is good for her. After deciding the product she will buy, this customer will find a store having this lipstick. It takes time to find out the appropriate product.
Thus, merchants have to deal with this problem of customers. You can write some blog relating to specific issues of a group of customers and give them the solution by recommend your product and add the direct link on your post. Or even you can hire some influencers or bloggers to write blogs that introduce your product.
Interactive quizzes on social media can personalize the content presented for users. This method brings about many benefits that can be listed as:
- generate leads.
- build contact list.
- boost SEO ratings.
- increase social media reach.
Choose the right time to send an email
Email marketing is such a traditional way to get in touch with customers, but businesses must be aware to find a proper time to send their email since a variety of people do not have the habit to check their inboxes regularly. According to research, 10 am is the best time to send emails for those who are entrepreneurs and executives.
Different types of customers have different habits of checking emails so it really depends on your target audience. For example, if your businesses target young customers who are still in school, send your emails at the end of the day; or if your customers work 9-5 at companies, the proper time to send emails should be around 8 am.
Match personalized emails and landing pages
Make sure your email and landing page have the same look and copy so customers will have a unified experience which makes them more likely to convert.
Because you’re presenting them individualized content based on data, the customer will have a unified experience, which will make them more likely to convert.
Set up automated behavioural trigger emails
Behavioural trigger emails are known as real-time reactions to how your customers are using your products. These types of emails allow your business to give immediate value at key moments in customers’ shopping experience, such as emails announcing they have abandoned their shopping cart.
Sending promo codes (with greeting card)
Promos and discount coupons are something that attracts customers a lot. Instead of just sending them greeting cards on their birthday, Christmas, New Year, etc., you should attach one or two promo codes or discounts as a gift. I assure you that customers will be impressed and like your brand more. You can either display it as a pop-up notification or send it as a follow-up email.
Successful case studies about eCommerce personalization
These are four businesses that have successfully applied personalization and have significant results. Let’s take a look at eCommerce personalization examples from these giants!
Early in 2015, Amazon was regarded as a platform that offered the best personalized experiences for customers. The social proofs can clearly point out that Amazon truly nailed personalization.
Later in 2016, 53% of customers felt Amazon had the best site experience overall. 33% listed Amazon’s site experience as the main reason why they chose Amazon over other retailers. More than 50% distinguished Amazon’s site research and product-filtering capabilities as superior. 41% have left a retailer’s site for Amazon after a poor site-research experience. And lastly, 50% have left a retailer’s site after not being able to find a product they knew the retailer carried.
One of the personalized things they have done is creating a “My-Mix” feature that enables customers to have their personalized shopping feed. This feature allows customers to save what they want or what they consider to purchase so it is a range of customers prioritizing products.
In 2018, Walmart was reported to be the last retailer to offer a personalized online shopping experience. They redesigned their website Walmart.com with a more modern design, a new colour palette, icons, fonts, and various visual changes.
On the new website, they have offered a more personalized shopping experience for their customers. It recommends new, best-selling, or seasonal products based on the categories a customer has been buying or browsing. Walmart also uses geo-targeting to show items that are trending in the customer’s location. In addition, their customers are able to see what services or special promotions are available in their specific location.
For instance, if a new mom just bought a stroller or a crib on Walmart.com, the website might recommend diapers and car seats, too. And it actually works so well. Online sales increased by 30 percent to over %10 billion in its fiscal year that ended January 31. Walmart has seen big growth in its eCommerce business.
This coffee giant focused on personalization beyond emails and into mobiles in order to target customers based on knowing their tastes and interests. For example, emails and Starbucks apps will send unique offers for customers. Starbucks analyzes customers’ interest from their purchase history, listed preferences, or account information. In addition, it recently added the ability to redeem within the ordering process, which delivers excellent customer excitement. As a result, Starbucks generated nearly 50% of their revenue through the Starbucks Rewards program in 2020.
Nike uses an app to build relationships with its customers. It provides access to the Nike Plus rewards program, which offers exclusives and early access to new products. By understanding which customers to target and when to pursue them, Nike has increased its client acquisition and retention. The app they use – Nike Direct is not simply an app, but a useful method to know customers at their best and offer them better products and services.
If you want to deliver the best shopping experience, the critical thing is you should know your customers well to give them the thing they want. Use the proper personalization tactic to bring more customers to your site and keep them coming back.
Above are some eCommerce personalization examples that help your business to build stronger connections with customers and drive more sales. Please be aware of following the best examples that will work effectively for your type of business. Thank you for taking your time scrolling to the end.