How to turn browsers into customers
It doesn’t matter how much traffic your online store receives each month if the people visiting your site don’t start converting into loyal customers. One common pain point that SMEs face is turning browsers into customers. So, how do you achieve this?
Implementing a reliable ecommerce personalisation solution, like PureClarity, into your business strategy will allow you to connect and engage better with your customers. Personalisation allows you to connect with your customers on a deeper level. It allows you the ability to ‘get to know’ your customers and understand their likes, interests and shopping habits.
Customers who have a more succinct and enjoyable shopping journey are more likely to convert from a browser to customer. If your customer is then fully satisfied with their whole experience – from the moment they entered your online store, to the moment they received their order – they are likely to convert into a returning customer. The main challenge is to first ensure that the content that they see is always personalised and relevant to them.
Let’s get started with five ecommerce personalisation features that will lead to better customer retention:
1. Personalised content
Each year technology becomes more and more advanced, the pandemic has caused ecommerce trends to be fast forwarded by 5 years, which means that consumers expect more from their online experiences. People expect their shopper journey to be personalised to their individual needs and wants.
Personalised content can happen anywhere on the site. PureClarity’s personalised zones can be applied to any part of your site. Here’s two examples that you could try:
Personalisation on the homepage:
Who doesn’t love it when you return to a website, you previously visited or made a purchase with, and the content on there is now tailored to your likes, wants and interests? Personalising the homepage can be an essential part of initially engaging with your customer.
Take this example of Life Sportif, image 1 shows the site before adding a personalisation, and image 2 shows what it could look like to add a ‘welcome back [insert name]’ banner. This is the kind of warm welcome that anyone would be happy to see.
This kind of welcome banner can be applied and adapted for all kinds of customers (returning, first time visitors, cart-abandoners etc.). Customers can be grouped into segments and then assigned content based on the criteria they meet when they first enter the store. For example, first time customers could be greeted with a ‘nice to meet you’ banner which then reveals a 10% discount on their first order.
Let’s take this a step further. You have just added a homepage banner with a personalised welcome back message – great stuff! Now add another enriched homepage banner campaign that highlights products that Danielle will love (based on her last visit) accompanied with best sellers (based on previous customers data).
Now when Danielle looks at this homepage it is crawling with content that is personalised to her. It is much more welcoming and engaging, increasing the chances of a purchase.
Personalisation on a product page:
Adding personalisation to a product page encourages your customers to make a purchase. For instance, Life Sportif have used PureClarity’s enriched campaign banners on their product listing page for gym leggings.
They have featured a top banner incentivising people to purchase more than one product to receive a discount.
Then they have added another banner directly underneath promoting the ‘best sellers’ based on previous customers purchases.
It is common knowledge that people trust people. If other people have bought this product and liked it then it encourages others to do the same – especially when there is also a great deal on
Pop ups can be extremely effective at converting browsers into customers. They demand the attention of your customers and can be very versatile depending on their purpose. PureClarity pop ups can take the form of an email capture, product promotion, discount codes, or product recommendations – the list is endless.
EXAMPLE 1: The main purpose of adding our pop up is to convert more browsers into customers. However, our average order value needs increasing as well. Therefore, this pop up could be featured on the homepage – to immediately grab our customers attention – and offer a free delivery code to every purchase over £30.
EXAMPLE 2: Again the main purpose of the pop up is to convert more browsers into customers. But we also want to promote a line of products, so this time we direct our customers to the line of products by giving them a 25% discount on all ‘Spring items’. To make this even more desirable a ‘limited time only’ could be introduced.
Now let’s take a look at some pop ups in action:
Since joining PureClarity Harry Hall have used a series of targeted pop ups throughout their online store to: incentivise their customers to buy and spend more, remind customers of their charitable affiliations, and also provide thanks to their ‘One Club Members’ by means of additional and exclusive discounts.
These pop ups are used tactically within key category listing and product pages and within basket and checkout.
From implementing pop ups and other personalisation features they have so far increased their overall conversion by 10% and revenue by 17.5%.
3. AI-driven and manual recommenders
PureClarity are experts in AI-driven and manual recommenders. It has now become an expectation to have recommenders on your online store. Up-selling and cross-selling is one of the best ways to encourage customers to purchase more products – and product recommenders on your homepage, product pages and basket page are the way to do it!
Many of our clients are already reaping the benefits of using PureClarity’s product recommenders. See below to see how:
Cutwel are one of the UK’s largest independent engineering tooling distributors, supplying cutting tools for milling machines and lathes to a comprehensive range of engineering solutions. Here you can see a campaign that they did using PureClarity’s AI-driven recommenders.
Cutwel has a large range of products and wanted to make the buying process easier for their customers – whilst reducing browsing time. The overall objective was to incentivise customers to make bigger purchases by seeing what alternatives are available as soon as they land on the homepage.
Moreover, another client of ours, Comfy Homes – a Yorkshire based luxury home furnishing retailer – has seen a 20% increase in their total orders since implementing PureClarity’s product recommenders.
One of the main objectives for Comfy Homes was to offer a relevant and engaging shopping experience for their customers. They wanted to mirror the in-store experience as much as possible.
Comfy Homes understood the importance of understanding their customers better. They wanted to know what they liked, what they were looking at and how they were behaving online.
Email is a great way to convert browsers into customers. It allows you the opportunity to reach out to your customers in a more personal way. This can be done through welcome messages, informative emails and sales focused emails.
One of the most important things about an email is to make sure it is personalised to the individual. Nobody wants to see a generic email, people want content that is relevant to them.
Personalisation within emails
Below image A shows an email before personalisation was added to it – it’s boring, generic and text heavy. People tend to scan through emails. If it is not eye catching it will be overlooked. Image B shows the same email after adding personalisation. It now features product recommenders based on this customer’s last visit and a personalised banner advertising sports trainers.
Both emails feature a 10% discount. However, image B’s email is aesthetically pleasing, includes stronger call to actions (CTA), and is personalised to suit this particular customer’s style and taste in trainers. Which one do you think would convert more browsers into customers?
5. Live chat
Live chat is another great feature of personalisation on an ecommerce store. More and more people are searching for that human touch when shopping online. A live chat which enables customers to talk directly to an employee to receive assistance is a great way to connect with your customers.
Put yourself in your customer shoes. They know what product they are after but are unsure on maybe the type, brand or style. This problem in-store can be solved simply by asking a shop assistant to help or give advice. Live chat can be a quick solution to offer this kind of personal experience online.
Here’s two ways that you can convert browsers into customers through live chat:
PureClarity understands that to have an employee covering the live chat messages 24/7 might be difficult. Therefore, having automated messages allows you to continue to provide help and assistance when a member of your team is unavailable. Moreover, PureClarity’s live chat leverages our segmentation allowing automated messages to be shown to the right customers at the right time.
Provide product recommendations
The live chat feature can also be used to show product recommenders to your customers. If they ask about a certain product you can recommend similar alternatives or complementary products.
For instance, this example shows the AI-recommenders recommending a similar product. The next few messages could present an opportunity to suggest a camera case to increase their basket value.
As I said earlier people trust people and if your customer feels like they are speaking to someone that is knowledgeable on the product they are interested in they will listen and are more likely to convert.