How to customise your ecommerce store
Customising your ecommerce store unlocks huge potential for growth. AI-powered personalisation software allows you to create seamless customer experiences for every single one of your visitors, by adding an element of human-touch to an online shopping experience.
Implementing features, such as personalised banners, pop ups, and product recommenders can increase conversion, maximise revenue, and improve customer loyalty.
Ecommerce store customisation will, research suggests, create a total $2.19trillion of online retail growth over the next decade. Hence, 74% of UK and US businesses are already offering personalised experiences in some form. So if you’re yet to customise your ecommerce store, now’s the time to start.
Step 1: Make an irresistible offer on your homepage
A welcome banner is the first thing your customers see when they land on your homepage. Appealing to your customers from the outset creates the opportunity to promote products, a big seasonal sale, or give them a warm welcome.” First, you could address them by their first name if they’ve bought something before. Lots of ecommerce stores do this. See Life Sportif and Squires as examples.
Next, let’s take it to the next level; use information you already have available – from analytics tools like PureClarity’s – to make them an offer based on where they are in the world. Let’s say they’re browsing from Burlington, Vermont, where it’s currently 09:30 on a cold winter day.
- Your banner could acknowledge the time of day there (“Good morning, and welcome”).
- Then you could make an offer based on the weather right now (“Here’s a code for 15% off scarves, just for you. Perfect for those Autumn afternoons”).
- And that’s not all; you could personalise Stephen’s experience further still, based on what he’s bought before. If, for example, he bought an item from the top end of your product range, you know he’s likely to do so again, so you can promote your higher value items (“Here’s a code for 15% off cashmere scarves, just for you”).
Here’s how The French Bedroom Company, achieved 15.4% increase in conversion with PureClarity’s AI-driven product recommenders.
The French Bedroom Company after speaking with PureClarity realised that personalisation wasn’t an ecommerce strategy they had previously considered. After being shown the functionality that PureClarity has to offer with the automated AI and the ability to overlay enriched personalised campaigns, they soon recognised that it was essential to reach a higher level of customer experience. AI product recommenders allowed the store to be more effective at selecting the right products to show to each customer at the right time.
You could also use readily accessible data on return customers’ interests to show them the kinds of products you know they’re likely to want. This data could come from several sources:
- What they looked at on each previous visit, and in what order
- What they clicked on last time
- What they added to their basket last time, and when (ahead of, for example, a national holiday)
- What they purchased last time, and when
So you can recommend the same, similar or related products this time around too, using a ‘recommended for you’ type section on your homepage, perhaps even with a reward for their loyalty or an added incentive – like free delivery – to nudge them over the line.
Step 2: Capture customers’ attention with a personalised popup
Popups are a powerful way to target customers with relevant, impactful sales messaging. There are lots of things you can do to customise your ecommerce store with popups:
- For first-time visitors, you could incentivise them to buy with a discount code or freebie – something like “Hey! It looks like you’re new around here. Here’s 20% off winter boots, just for you”.
- If they’re about to abandon their basket, you could use a popup to tempt them back with, for example, free delivery.
- Or if your goal is to drive email signups, popups could achieve that too; again, by offering them an incentive to take action.
One thing to consider, though: popups can seem intrusive when they’re not used sparingly. Stick to one per visitor, keep the wording short and sweet, and make it easy to close.
Check out our blog on personalised popups to see what that can look like in practice and how they can be used to customise your online store.
Step 3: Help them find what they’re looking for
How to personalise your ecommerce store depends on how much you know about your customer. Data from ecommerce personalisation tools like PureClarity’s does a lot of the legwork for you, of course, but there’s another place you can find out precisely what a customer is looking for: the search bar.
AI-powered search recommendations can then match their search terms with relevant products in two places on your site.
- Within the search bar: The most effective place to show personalised search recommendations is within search itself. That way, you’re making their customer journey that little bit shorter; they don’t need to click on anything to see the products, and that leads to higher conversions.
- On the search results page: Here, too, there’s a chance to personalise a customer’s experience based on what they’ve searched for; you could spotlight key product recommendations above the search results, or within the results themselves.
Step 4: Show them products which complement each other
This type of ecommerce personalisation strategy is all about cross selling and upselling. It’s how Amazon makes over a third of its revenue. As soon as a customer clicks through to a product page, they’ve shown you what they’re looking for today – so you know which other, related products you could show them too.
Or, using machine learning in an intelligent ecommerce personalisation tool, you could spot the trends in customers’ buying habits, see the product combinations which sell together most frequently and recommend those same combinations for each customer. There’s no leg work needed on your part; it’s completely automated.
Here can see an example of the brand Beige‘s product page for this lovely wool coat. They have decided to include automated AI-driven product recommenders to increase conversion and add more personalisation onto the page for each individual. ‘You may also like…’ is a common product recommender to include to encourage people to buy more.
There are main three places you could potentially cross sell or up sell with intelligent product recommenders: a product page, or the basket page, or the order confirmation page. They can all be highly effective, but PureClarity clients often find that product page recommenders deliver the best results.
- A cross sell campaign could focus on ‘completing the look’, like in fashion, homeware or lifestyle product ranges.
- Or it could show customers what ‘people also bought…’, like, for example, a phone charger to accompany the iPhone hard case they’re currently viewing.
- An upsell campaign, meanwhile, could recommend similar, but higher value items than the ones the customer is viewing; somebody looking at a £150 espresso machine may well be tempted by a premium, £235 alternative. And this, of course, is another great time to offer them an incentive!
Step 5: Talk to them!
It’s never been easier to create a one-to-one dialogue with your customers, just like if they were in your store in person. Live Chats like PureClarity’s give both you and customer a way ask and respond to questions, (“What are you looking for today?”, “Do you have pencil pleat curtains in stock”) and interact in real time.
Many consumers prefer Live Chats to chatbots; automated customer service technology still has a way to go in actually understanding what a person wants and, at the same time, many shoppers are suffering from technology fatigue.
With PureClarity’s Live Chat feature you can use the AI technology to understand exactly what products to recommend based on their shopping habits. For example, you can establish information such as; products in their cart, time spent on site, device they are using, their current page, plus more.
This information will improve the communication, personalisation aspect, and overall customer experience. Moreover, if you recommend the right products at the right time your customers are more likely to convert into a sale.
PureClarity can customise your ecommerce store
So, as we’ve seen, there’s a whole host of ways you can give every customer a shopping experience that’s unique to them. PureClarity’s ecommerce personalisation software can automate the whole process, so your business can be just like Amazon. It’s quick, simple and cost efficient.
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