Customers are the ones who drive revenues to business so they have a direct impact on deciding whether this business is successful or not. Building long-term relationships with customers are hugely important for business, in this case, we’ll talk about a specific one which is an eCommerce business. In order to maintain that relationship, marketers should focus on targeting the right audience, understanding customer’s insight to deliver the products they want. By taking advantage of a personalization strategy, businesses can enhance the number of engagement, customer involvement, and of course, make more sales. Convincing customers to make a purchase is a process and understanding your customer is a key element in that cycle. Therefore, having an overview of a couple of eCommerce personalization examples that help business is really useful.
This article will give you an overview of eCommerce personalization – a perfect way to attract customers and offer them a targeted experience. In the following parts, you will find out the eCommerce personalization examples which clearly explain how personalization helps businesses.
Table of Contents
What is eCommerce personalization?
In simple words, this term 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 behaviors. 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 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.
eCommerce personalization types
Get your eyes on some effective eCommerce personalization examples that are easy to replicate to boost conversions.
Offer is regarded as the single most important aspect of your site to personalize. You can start by customizing the product itself, the price, impose time limits, or change the supporting copy and visuals supporting the offers.
Inline content personalization means you change the content that is presented in front of customers with the aim of giving them useful information as well as motivating the prospects while they are 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.
There is another effective way to maximize the value of each visitor on-site. It is by using information bars. It can be done really easily by offering shipping rates depending on location to offering higher-priced items to returning visitors who are in the top 25% of your AOV in the previous orders.
Web push notifications
This is a quick yet effective way to gain customer’s attention since some customers may not be willing to give their personal information on filling out their email addresses. Therefore, these types of push notifications are call-to-action and help to boost engagement and retention.
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.
You can take advantage of this feature and apply on your home page by some 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.
Order confirmation recommendations
Until customers make their purchase and are about to pay for it, grab the chance and thank them for their recent purchases by showing them the confirmation of their order with an included message.
Retargeted ads on social media
Social media platforms are definitely an easy way to deliver personalized content to your audience. By creating posts on your profile page, you are able to target specific audiences via various types of demographics such as age, gender, location or any specific interests.
This method is also used as a way to remind users of your products or services they had viewed and encourage them to make a purchase. Depending on your specific types of products, choose the appropriate social media platform to design your social retargeting campaigns.
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 behavioral trigger emails
Behavioral 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 customer’s shopping experience such as email announcing they have abandoned their shopping cart
eCommerce personalization: Some successful case study
These are five businesses that have successfully applied personalization and have significant results. Check four 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 is 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 color 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 customer’s 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 great customer excitement. As a result, Starbucks generates nearly 50% of their revenue by 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. Make use of the right personalization tactic to bring more customers to your site and keep them coming back. Thank you for taking your time scrolling to the end. Above are some eCommerce personalization examples that help your business to build stronger connections with customers and drive more sales. Please be aware to choose the eCommerce personalization examples that will work effectively for your type of business.