Why The Need For Ecommerce Personalisation?
Too many retail businesses, despite large customer acquisition costs are still experiencing poor conversion rates, lack of customer loyalty and insight into their visitor’s onsite requirements. If your business has a poor or a static online conversion rate, the high cost to acquire new customers to your site can be a very much a false economy.
More and more retail businesses are adopting ecommerce personalisation as a clear way to reach their online conversion and customer loyalty objectives. Personalising the customer journey creates engagement and website stickiness. Here’s some food for thought. It costs eight times more to acquire a new customer than it does to retain one. Over 90% of consumers are more likely to buy from companies who remember them and provide them with relevant offers, products and content than those that offer little or no personalisation.
The growth in consumer demand for real-time personalisation is at an all-time high. It’s a fact, customers are not only becoming more connected, they are also becoming more informed, demanding and unpredictable.
By personalising the online shopping experience through ecommerce personalisation features, these conversion issues can easily, quickly and cost effectively be resolved.
What is Ecommerce Personalisation?
Ecommerce personalisation delivers relevant and engaging online shopping experiences enables businesses to present creating personal interactions and experiences on their online stores by showing content, media, or product recommendations based on the buyer’s previous and current behaviour, demographics and customer profile.
The key to effective ecommerce personalisation is that it works in real-time which means that the content and product recommendations change as a visitor or customer navigates their way through your online store. The AI can predict which recommendations should be presented and where on your website ensuring the online journey is as relevant as its can possibly be. Coupled up with the ability to overlay marketing campaigns targeting the individual with relevant offers and promotion, makes for a very powerful online experience.
What if I already have product recommenders on my product page?
You should be able to personalise any area of your website. Your key buying pages are critical, but personalisation shouldn’t be limited to those areas. You need to cover your homepage, category listing pages, product pages, basket, checkout and order confirmation emails but this should only be the start. What is no longer considered effective is purely adding static product recommendations on to the product pages. Consider the key landing pages your visitors come in from the campaigns you are running, the results they are seeing in your search drop down and search results pages. In addition, don’t forget those invaluable emails you are sending including those triggering from your abandoned baskets and those incentivising your lapsed customer to reengage with your brand.
AI Automated Recommenders
Automated AI recommenders work 24/7 with no manual intervention. By profiling visitors’ current and past behaviour, the AI can select the most appropriate and relevant recommender type to show to the individual.
Personalisation Within Search
Ecommerce Personalisation integrates with your existing website search and assesses what people are looking for. With this information the AI can present either automated product / brand recommendations within your search bar results and on your search results pages.
Manual Personalised Recommenders
These are ideal for those times when you want to push specific products, brands & categories to targeted groups of customers you can override the AI and show tailored manual recommenders. A great way to move excess stock or launch a new product.
By offering relevant promotions and offers you can enrich the experience with personalised banners targeted at the individual based on their past & current behaviour. These campaigns not only spotlight relevant, products, categories and brands but reinforces loyalty and incentives customers to purchase.
Personalisation within Email
Ecommerce Personalisation enables you to easily include highly personalised product recommendations within your own email campaigns that you include in emails sent through your email broadcast provider, such as Mailchimp, Campaign Monitor or DotDigital.
Is Ecommerce Personalisation suitable for B2C or B2B?
The straight answer is ‘both’. The B2C retail market was the earlier adopter of ecommerce personalisation following the success of the Amazon model direct to consumers, however the B2B market is now following closely behind leveraging many B2C tactics while accommodating the unique aspects of B2B transactions. There are three key differences.
B2B ecommerce personalisation allows you to have specific pricing for different customers. This means that your B2B customers will see the price relevant to them in the images, products, brands, categories, merchandising zones and emails.
B2B ecommerce personalisation allows you to show and hide specific product groupings to certain client account types. Your customers will only see the products you want them to see. This is important for many B2B businesses who may have license restrictions on certain products that they can sell to certain customers geographically.
Finally, your B2B customers often know the products they want and the brands they want to buy. Ecommerce Personalisation allows you to build marketing campaigns by account type, account number and associated buying habits.
How to Measure Success
Effective analytics provided within the software platform will show you which search terms, recommendations, promotions and campaigns are giving you’re the best return. All aspects of ecommerce personalisation are fully trackable. Effective systems allow A/B testing, provide performance insights and recommendations and enable you to fully optimise the performance of your online store and email campaigns.