Personalisation in ecommerce: What is it and how do you do it?
The growth of ecommerce has been rapidly accelerated by the recent pandemic, with far more people visiting and buying from online stores. According to emarketer, by 2025 ecommerce will potentially account for 38.6% of total retail sales.
With so much consumer demand, competition will only get fiercer for ecommerce companies. Shoppers’ expectations are higher than ever with today’s online shoppers demanding a seamless and personalised buying experience.
Brands that fail to prioritise personalisation will suffer.
But simply ticking a box and offering lacklustre personalisation won’t cut it. Personalisation in ecommerce can help you increase sales as well as boost customer engagement and loyalty. But only if it’s done right.
You need to fully commit to your personalisation initiatives and make sure your tactics are spot on if you’re to fully capitalise on this strategy. We’re going to examine what’s meant by ecommerce personalisation and offer you some practical ways to incorporate personalisation into your marketing campaigns.
What is personalisation in ecommerce?
Personalisation in ecommerce involves delivering personal experiences to visitors to your ecommerce site. This can be done by dynamically showing content like product recommendations and specific offers, based on a visitor’s previous actions and browsing behaviours.
Content can also be personalised to align with purchasing history, demographics, and any other relevant personal data. The goals of personalisation are to provide a unique user experience and drive sales through it.
Examples of personalisation in ecommerce can vary widely. From personalisation on a site’s homepage or category pages, to cart abandonment retargeting emails, and onboarding forms and quizzes.
However it’s done, every retailer’s aim should be to find out more about new and existing customers’ preferences and show them other items they might like or otherwise personalise—and improve—their experience.
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Why should you perform personalisation in ecommerce?
Successful brands understand that the best way to make a customer feel special is to give them a personalised shopping experience. This applies not just to luxury brands, but to any online merchant that wants to put their customers centrestage. They know that when a customer feels connected to a brand, sales and loyalty increase.
Personalisation is becoming more and more important to sellers who want to engage shoppers, increase conversions, and boost repeat purchases.
What is the importance of personalisation in ecommerce?
According to a recent survey, 80% of shoppers want a personalised experience when shopping. With stats like this, the importance of personalisation can’t be overstated. The recent pandemic has also changed consumers’ mindsets when they’re shopping. Without the ability to shop in-store, the line between shopping as an experience—and actually having to buy something—has blurred.
Personalisation in ecommerce is also important in order to ensure the right products are showcased to the right customers. If they’re not, product inventories could remain untouched and lingering in warehouses for the long term.
Leading benefits from personalisation according to marketing professionals
Despite this, many companies have yet to initiate a personalisation strategy. This could be down to the perceived complexities, especially when so much data needs to be tracked and analysed.
Effective personalisation can be seen as involving a big challenge operationally, especially for many smaller companies that are reliant on legacy CMS or other tech systems. Without access to rich data sets (including customer preferences, interest, intent, and past browsing behaviours), and the ability to apply this data in real-time, retailers face an uphill battle.
The only way to address this is to implement real-time customer identification and data capture technology. Dedicated ecommerce personalisation software can help marketers capture consumer opt-in data at all touchpoints and stages of intent, based on a variety of different prompts.
Armed with this data, ecommerce retailers can send personalised, triggered communications to their customers. Customers, in turn, will benefit from receiving personalised product recommendations and updates.
Amazon pioneered the use of ecommerce personalisation
Amazon, is a prime example when it comes to ecommerce personalisation. The company has been making very effective use of personalised product recommendations for decades, and has raised the bar for all players in the ecommerce marketplace.
Amazon integrates recommendations into almost every part of the purchasing process. From bundling “frequently bought together items”, to showing visitors a list of “best-selling” items in the categories they’ve been browsing, Amazon offers a masterclass in how to show consumers appropriate products at the right time, in suitable positions, on the right pages.
Time and again, Amazon has shown that personalisation in ecommerce increases revenue, loyalty, and conversions.
The good news is that nowadays all ecommerce companies, both large and small, can compete with Amazon when it comes to personalising their websites.
With advances in artificial intelligence (AI) and machine learning, along with an increasing affordability of ecommerce personalisation software, all ecommerce retailers can offer their customers the same level of personalised shopping experience.
PureClarity, for example, is an intelligent ecommerce personalisation solution that has the features and functionalities to help you increase revenues, boost conversions, and create a loyal customer base.
Our software gives ecommerce companies the ability to give each of their visitors a unique online shopping experience, by showing them targeted content, including offers and promotions that build awareness and loyalty.
What are the benefits of personalisation in ecommerce?
The level of personalisation shoppers could previously find in-store has previously been difficult to represent in digital form. But, thanks to solutions like PureClarity, many online brands and retailers are now managing to recreate the ultimate personalised customer experience. Doing so offers a host of benefits, including:
Average order value (AOV) is a metric that’s worth taking notice of. Even if your traffic and conversion rates are high, a low AOV could indicate there’s a problem. AOV is one of the most important ecommerce metrics to track because it provides merchants with insights into the customer base, not just customer acquisition.
AOV refers to the amount each customer spends on average each time they order on your website. It’s considered one of the most important metrics for ecommerce retailers because it helps to inform their marketing and influences pricing decisions, too.
If you can increase AOV, revenue growth should grow, too. Average order value allows retailers to investigate customer behaviours in more detail, giving them a clearer picture of how much they’re spending each time they buy.
How to calculate average order value
It’s quite simple to calculate your AOV. It’s:
Total revenue divided by the total number of orders
For example, a company with a total monthly revenue of £75,000 has 1250 orders that month. Their average order value will be £75,000 divided by 1250 = £60.
Once ecommerce merchants understand their AOV, they can tailor pricing and digital marketing strategies to increase it, and ensure customers buy more. There are a number of ways ecommerce retailers can increase AOV, while also boosting customer loyalty. These include loyalty programs, up and cross selling, and offering free shipping.
Personalisation can increase AOV
Personalised recommendations can also impact revenue positively when it comes to customers’ total order values. They offer the opportunity to upsell and cross sell based on a customer’s interests, and this results in them purchasing more than the initial item they intended to buy.
High conversion rates
When you tailor content to a specific user based on their behaviour or demographics you’re able to make your message more persuasive. That’s why personalised content drives higher conversions.
Tailoring content to an individual’s needs on the homepage can help people quickly find what they want to buy based on their past interests and interactions making them more likely to buy.
Conversion rates increase significantly with the number of personalised page views. According to recent research, viewers who viewed three pages of personalised content had conversion rates of 3.4% compared to 1.5% for those exposed to two pages of personalised content.
Increased customer loyalty
Creating a loyal customer base is every brand’s aim, and is key to running a sustainable business. Providing customers with a tailor-made, personalised experience builds brand loyalty and enables brands to stand out in the noisy world of digital retail.
Ecommerce personalisation helps consumers see content that’s appealing to them and discover new products that may be particularly useful. Personalisation prevents consumers from facing too much information overload.
By being offered products they are actually interested in, consumers no longer have to sift through a huge number of choices. You’re offering them the information you know they’re already looking for.
Offering this kind of frictionless, intuitive service to customers is sure to impress. So much so that when they next need to do some shopping, yours is likely to be the first site they think of.
It’s also worth bearing in mind that keeping a customer is far more cost-effective than acquiring one, so it makes sense to keep existing customers coming back for more.
Cross-channel personalisation experiences
Customers demand seamless and uniform experiences from merchants that access all channels, and cross-channel personalisation offers a way to do this.
Also known as omnichannel personalisation, the idea is to provide a high quality user experience (UX) across multiple channels simultaneously. This involves having a single unified customer profile with all customer data accessible at one central location.
Cross-channel personalisation ensures that customers engage with your brand on a regular basis across all the channels they use, which increases the chances of them converting and staying loyal.
As opposed to multi-channel, cross-channel allows you to target and follow up with customers based on the stage they’re at in the buying cycle. It allows you to avoid certain pain points, such as when an ad on social media redirects you to the generic homepage of a website you’ve already visited several times.
Cross-channel personalisation ensures customers have the same experience of your brand across all mediums and this increases their comfort levels.
Cross-channel personalisation allows you to interact with the same customers at different times of day on different platforms, so you can customize their content to their stage of the purchasing cycle.
You could, for example, send a delayed push notification and an email reminding them to complete a purchase, or give a link to their cart at all times, so they’re able to see what they have in the cart to motivate them to complete a purchase.
A cross-channel personalisation tool can help you ensure you don’t miss any opportunities. PureClarity is a software solution that’s compatible with all ecommerce platforms and offers plugins for Magento, Shopify, BigCommerce, X-Cart, and WooCommerce.
With all your platforms integrated, your data can be viewed via one API making it easy to manage and optimise all your personalised marketing campaigns in one place.
How to choose an ecommerce personalisation platform
When you’re selecting an ecommerce personalisation solution the right fit is dependent on a vendor’s capabilities, as well as many other factors. It’s important that the selected software provider has the same vision around personalisation as you, so that they can align themselves with your current needs and your future roadmap.
A prospective ecommerce personalisation provider also needs to be able to provide you with proven use cases to show they have expertise within your industry and all the necessary infrastructure to support your growing business.
When you’re choosing ecommerce personalisation software, make sure it has the following features:
Can act on anonymous users
Good ecommerce personalisation software should be able to identify anonymous visitors through their onsite behaviours. Once you can see what visitors are interested in, you can deliver them personalised content.
Through various techniques like cookie-catching, browsing activity, data onboarding, reverse IP identification, and others, it’s possible to find out more about these unique visitors and turn them from unknown to known. PureClarity can help you make use of these valuable insights, so you can offer visitors contextualised marketing messages.
Good personalisation is based on good data. There’s a perception that first time visitors present a “not-enough-data” problem. In fact, it’s possible to tap into various data points and offer them a personalised experience so they feel they’ve come to the right place the first time they visit.
Look for a personalisation platform that shows you:
- The fact that they are a first-time visitor
- Their referral source, for example, paid media or email
- The page they’ve landed on
- Their geolocation
- Which device they are using
- Their initial intent data: Which messages or categories are they engaging with
Look for software that can collect both first-party data from your app, website, or CRM, second-party data from social media and website activities, and third-party data collected from outside sources.
A big clue as to the preferences of your new visitors is which referring website brought them to yours. Third-party data from other sources can help to give you a bigger picture so you can work out how to provide your new visitors with a warm welcome when they access your website.
AI driven segmentation capabilities
AI driven segmentation allows you to create a one-to-one personalised dialogue with your online visitors.
With a personalisation software like PureClarity you can use pre-built criteria to segment, so you can target users with personalised content and ensure they have a unique, relevant shopping experience.
PureClarity allows you to:
- Create custom-made segments: With no limit to the criteria you can set per customer segment. You can create niche segments and treat visitors as individuals
- Use external factors such as a visitor’s location, the device they’re using, the campaigns they’ve clicked on, and more, to create a relevant shopping experience for users
Want to optimise your digital customer experience?
It’s now a multi-channel world, so your ecommerce personalisation solution needs to be able to target users across their entire customer journey, incorporating all and any devices and channels.
You need to be able to integrate your system so that you get a unified view of your customers to analyse their behaviours on whichever platforms they prefer. Customers also expect a seamless user experience (UX) when they access your site via different devices.
PureClarity supports your efforts at creating an omnichannel personalised experience for customers by integrating with all major ecommerce platforms. These include:
Magento: Open source commerce platform Magento features a robust set of cloud-based omnichannel solutions for its customers. These include both in-store and order management technologies. With the ability for retailers to integrate their site with PureClarity’s ecommerce personalisation solution, customers can be provided with real-time, relevant promotions, offers, and products.
Shopify: Shopify is an ecommerce solution that helps users start, grow, and manage their businesses. Being entirely cloud hosted means there’s no need to upgrade or maintain software or servers along with the advantage of being able to run a business anywhere there’s an internet connection. PureClarity works in conjunction with Shopify to guarantee online users have a real-time relevant experience.
WooCommerce: This open source customisable ecommerce platform is used by businesses all around the world. PureClarity’s integration provides online customers with “in the moment” promotions, offers, and products that are relevant to them.
Koomo: Koomo’s feature-rich tech stack allows businesses to easily manage their orders in one place. The ecommerce platform also enables customers to deliver an exceptional shopper experience, by integrating all sales channels, incorporating one-page checkouts, and automatically listing products on the world’s best known marketplace. PureClarity’s ecommerce personalisation features take things to the next level with the ability to provide shoppers with real-time relevant products, offers, and promotions.
X-Cart: Leading PHP shopping cart ecommerce software, X-Cart is able to handle huge product catalogues and SKUs. The platform features a wide variety of ecommerce tools that help customers quickly scale their business operations. PureClarity integrates with X-Cart to provide a seamless user experience across any number of industry verticals.
BigCommerce: BigCommerce is a leading ecommerce platform which allows users to create online stores featuring lots of tools designed to help users sell online. PureClarity’s software integrates seamlessly with BigCommerce so that all campaign data can be seen from one portal.
PureClarity’s templates are responsive and look great on mobile and tablet devices as part of an omnichannel strategy.
Holistic data driven approach
Consider the types of data that will be useful to your organisation. This will include your in-house customer data and also historical third party data. Postcodes, weather, and relational geography can be valuable bits of information, for example in terms of the appropriate shipping policies to use for each customer’s specific location.
Check that any personalisation solution you opt for will allow you to track the following metrics as part of your personalisation strategy:
- Time spent on site per visitor
- Time spent on individual pages
- Frequency of visits
- Pages visited
- Volume of new versus returning visitors
- Number of actions taken on site
- User feedback
- Increase in ROI as a result of incorporating personalisation
- Revenue attribution gained via personalisation
If you’re using a personalisation ecommerce platform like PureClarity it’s easy to dig deep and get these types of insights. These metrics will tell you how your ecommerce business is performing in terms of your personalisation efforts, so you can maximise revenues and customer loyalty over the longer term.
PureClarity’s performance insights can help you understand which of your campaigns are engaging people the most. This, along with in-depth ROI analysis, will give you full visibility into your sales funnels and show you how well your personalisation is working in terms of return on investment.
When you’re planning to rollout your personalisation strategies, you need to identify which pages are to be prioritised for personalisation. While you will already have page templates or layouts on your site, they need to be improved by adding personalisation.
The types of page templates that will need to customised are:
- Product category pages
- Product pages
- On-site search result pages
- Promotions pages
- Order confirmation pages
- Lead generation landing pages
- Pop ups and headers and footers across all page types
A fundamental requirement of a high quality ecommerce personalisation solution is the ability to tailor layouts and structures of those pages, according to individual preferences.
What a shopper sees on each page should be based on data you’ve gathered about them over the course of their visits. Layout personalisation should also serve the current needs of a shopper so should take into consideration their current behaviours.
You will also need to apply personalisation to your email templates. PureClarity offers you full design flexibility with fully customisable recommendations to use in your emails that align with your brand and your design.
AI capabilities powered by manual control
Your ideal ecommerce personalisation software should offer users the ability to use both manual and automated algorithmic decisions.
This level of flexibility allows users to make better strategic decisions around A/B testing, personalised offers, product recommendations, and more. Automated algorithms are especially useful when it comes to optimising marketing campaigns at scale.
PureClarity is flexible in allowing users to let AI run all personalisation with the option of overlaying personalised campaigns onto this automated AI for even more engaging customer experiences.
You can choose to let the system run itself then, when required, create personalised campaigns to maximise your online conversions. This allows you to intervene at the right moments and set your own personalised content and recommendations, stipulating where and when they are shown.
AI and Big Data technology mean you’re able to collect data on each and every website visitor. That allows you to track all their interactions—both on and offsite—and create a rounded picture of their behaviours and preferences.
When using PureClarity, your customers’ experiences change for the better over time, becoming more personalised as the software collects more data on them.
PureClarity uses a suite of hybrid algorithms including:
- Collaborative filtering: These work on “conditional probability” which ensures recommenders do not include products bought highly frequently
- Pattern mining
- Machine learning
This means that a large amount of data can be analysed to find the most optimised cross and upsells possible based on the products your customers have been viewing, are currently looking at, have purchased, or are predicted to buy next.
PureClarity software allows you to carry out A/B testing, too, which allows you to see which campaigns and CTAs are working. A/B testing is the process of running two or more campaigns against each other for a specified amount of time. Then you can compare the results to see which performed best depending on your success criteria.
Microtargeting or micro-targeting (or micro-niche targeting) is a marketing strategy that enables you to identify the needs of specific individuals or groups of customers.
Your ecommerce personalisation platform should help you boost your customers’ experiences by allowing you to pin-down individual customer behaviours in as granular a way as possible.
The better brands are at micro targeting their audiences, the better they can tailor their offerings to appeal to a niche market segment of the customer base. A good ecommerce personalisation solution helps brands get as close to a one-to-one relationship with customers as possible.
Flexibility at business growth
The option to scale is critical. A robust ecommerce personalisation tool needs to enable businesses to take advantage of a growing customer base. Ideally, a solution should allow brands to easily present their content in a way that’s going to be visually appealing to each target audience.
How to personalise ecommerce experiences
A good way to approach ecommerce personalisation includes a few simple steps, as follows:
Choose your target audience
The first step in creating any personalisation strategy is to focus on identifying the customers you want to target. In order to do this you need to analyse your segmentation and targeting data. This will help you see who your most profitable customers are, what their preferences are, and give you the ability to create dynamic profiles for them.
These profiles can be based on demographics, their browsing behaviour, social media activity, and anything else you can gather data on. You can also use qualitative data. For example, you can interview customer service reps or send out feedback forms for customers to complete, to help you identify your best customers.
In order to take your personalisation efforts to the next level, you need to collect data from as many channels as possible and unify it with device IDs, cookies, POS data, and loyalty program information. All of this data, when combined, can help you create dynamic customer profiles of your known customers.
Dynamic personalisation takes into account not just the buyer’s characteristics, but their place in the consumer journey.
Once you’ve created your profiles, you can match shopping experiences to individual preferences and expectations across all touchpoints and channels.
Set your objectives
The next step in developing your personalisation strategy is to define your objectives so you can measure success. This is an essential element in any personalisation initiative and one that will help you develop your own unique personalisation strategy. Your personalisation objectives must be aligned with your organisational goals.
Without this alignment, your reason for incorporating a personalisation strategy can become lost and your personalisation efforts can do as much harm as good.
Don’t focus on minor objectives like increasing the number of clicks on your website. More important objectives could be to increase customer average order value or lifetime values. Once you’ve set your objectives, you need to identify your tactics. When implementing personanlisation on a website to increase conversions your tactics may include:
- Personalise based on visitor stage in the buying journey
- Personalise based on visitor location
- Personalise based on visitor behaviours
Whatever your company goals and objectives around personalisation, make sure your team is on board with them and keep everyone up to date with them so you can optimise towards the correct outcomes.
Plan your strategy
Your ecommerce personalisation strategy will form the foundation for the subsequent steps of your personalisation plan. When you’re developing your strategy consider implementing the following:
- A cross-departmental project committee. Creating a personalisation team with each member having specific responsibilities, can help keep things on track
- A budget designed specifically for personalisation
- An implementation plan for your ecommerce personalisation solution
- Established protocols for continuous improvements using testing and evaluation
When you’re planning your strategy you will need to get buy-in from senior management around investment into an ecommerce personalisation solution. Marketers need to be clear and describe how such a solution will improve campaign performance.
Highlight the benefits of automation when it comes to personalisation and get specific about how the features of your selected software will help improve the team’s workflows and help improve the company’s bottom line.
Benefits of a proposed ecommerce personalisation solution to highlight could include:
- The ability to respond quickly to opportunities. For example, boosting your high margin products
- The ability to build better internal relationships with merchandising teams. For example, for leaving a slot in the recommendations folder for new product lines
- The ability to deliver more targeted recommendations to encourage repeat business
- The ability to integrate and optimise the rest of your tech stack
Before you bring a particular solution to senior management, do your research. By predicting their concerns you’ll be better placed to get your budget agreed. Even if the answer’s not an immediate “yes”, you can prepare for your next meeting by pinpointing their concerns and better relaying how your selected ecommerce personalisation solution can address them.
Plan how to onboard your ecommerce personalisation solution
When you’re implementing new software for your personalisation strategy, create a comprehensive onboarding plan. Determine how files will transfer and how to keep workflows efficient.
With PureClarity, integration and onboarding are simple, and clients can be set up and running with the software from day one. As well as integrating with all the major ecommerce platforms we can also integrate with bespoke platforms, so you’re assured of a seamless transition for all the team.
Signing up for a free 30-day trial gets you a full support package and onboarding process along with advice and tips on how to get the most out of our software. You’ll also receive regular emails and access to the PureClarity Academy.
Once you have a team, budget, and established processes to work with, your ecommerce personalisation strategy should be comprehensive enough and prioritised to achieve your organisation’s chief goals.
Whether your personalisation strategies work or not is based directly on the technology you employ. Choosing the right ecommerce personalisation tools is crucial to the success of your activities.
Look out for an AI-driven platform like PureClarity, that can support your omnichannel campaigns simultaneously. It should be user-friendly and be able to process data in real-time.
PureClarity is an open-architecture AI-driven ecommerce personalisation platform that allows users to segment audiences using multiple data sources including audience signals, behaviours, and context. PureClarity also supports the usage of both first and third party data.
PureClarity uses AI technology to collect data about all your individual website visitors. We can then track both their onsite and offsite interactions so as to build an accurate picture of them in terms of their behaviours, preferences, interests, and habits. The more data collected, the more intelligent and intuitive things get.
Over time, your PureClarity software gets better at predicting in detail what your visitors are looking for, and which items they’re most likely to purchase.
Customers can then be shown these products or services at the right times—driving up conversions.
Ecommerce personalisation strategies that drive sales
Create personalised home pages
Homepages are your online store’s shop windows, and when you have people browsing your storefront you need to offer them a welcoming experience. Personalisation is the key. Unlike at physical stores, online stores can get to know their visitors well after just one visit, thanks to cookies. If you collect cookies on your ecommerce website, you will have lots of valuable information about your potential customers.
So why not put this to good use when they visit you next, so you can improve their shopping experience?
For example, if someone visits your website for the first time, they’ll be presented with a generic landing page with all your product categories up for view. They will usually click toward categories they find of interest.
You can use this data to personalise their homepage experience next time they visit your store. When they type your URL in the address bar they can be automatically redirected to the pages they were interested in previously, and presented with relevant offers.
Previous visitors don’t get to see the initial main homepage that targets everybody, because you now know they’re interested in a specific category. Taking customers to their preferred pages leaves no room for distractions, and helps customers go directly where they want to go.
You can also customise the homepage so it reads in a previous customer’s language and currency. If they’ve previously clicked UK as their preferred location, for example, this is the choice of country information they’ll be presented with on their next visit.
By taking away the friction of having to click through pages to get to their preferred destination, you’ll provide a better shopping experience for users—and get higher conversions to boot.
Use PureClarity’s advanced features to personalise your homepage
PureClarity offers you multiple ways to personalise your homepage.
For example, you might add banners targeted at individuals. With PureClarity’s advanced audience segmentation feature you can make sure your banner is shown to the right person at the right time. You can further optimise the shopper experience by placing banners anywhere in your website from the homepage to the search results and order confirmation pages.
Offer personalised guides
While you can’t provide each visitor with their own personal shopper in a brick and mortar store, you can online. By providing onsite support in the form of quizzes and style/size guides, you can help users make better purchasing decisions. You can then offer shoppers suggestions based on the information you’ve gathered.
Offering personalised product recommendations that fit a shoppers’ tastes, budget, and size, for example, can help nurture them down the sales funnel more quickly. You can also follow up by sending them personalised recommendations in an email. In addition to suggesting products based on answers to quizzes, you can recommend products based on shoppers’ past browsing history.
PureClarity allows you to personalise any area of your site
PureClarity allows you to give each visitor a unique, personalised experience with content that’s tailored to their preferences and needs. PureClarity’s advanced recommender engine helps you boost conversions by automatically placing the right recommendations to visitors at the right time. The AI maximises your efficiency and adapts in real-time to visitor behaviours, both current and previous, so there’s no duplication of products.
Recommenders can be placed anywhere on your site from category to product pages to show users alternative options or complementary products.
Display recently viewed items
Most shoppers won’t remember all the pages they’ve visited while browsing your store. If you could present these pages to them, this could act as a “pick up where you left off” reminder.
By placing these recently viewed pages in a section on the homepage, shoppers can be subtly invited to reconsider these items. This level of personalisation helps you to give users an uninterrupted shopping experience and increases the chances of them looking into buying those products again.
You can build on this to recommend new brands to explore based on the pages shoppers have visited, and help them find more items they might like. This means more conversions and more sales. PureClarity allows you to show personalised pop-ups as part of your personalisation campaigns that include personalised recommendations.
Personalise product pages based on location
Using either cookies or by asking them, ecommerce sites can easily find out where site visitors are coming from and where they want their items to be shipped.
You can use this valuable information to customise pages based on localisation. This simple adjustment can work to boost the customer’s personalised shopping experience greatly. You can also use this information in several different ways:
- Adjust to the correct currency
- Adjust to the correct sizing information according to country: This means shoppers don’t have to waste valuable time checking out sizing conversion charts for every product category
- Make your content relevant to the culture of the customer’s country, bearing seasonal differences in mind. For example, when it’s winter in the UK, it’s summer in Australia, so you don’t want to present winter coats to a summer audience.
Set campaigns based on user behaviour
Different types of visitors deserve different approaches. Visitors who arrive on your site for the first time will have different requirements and will be asking different questions to returning visitors.
It makes sense, then, to personalise your approach towards them. Offer first time visitors incentives to sign up to your email marketing list so they get reminders to visit your website again.
For visitors who’ve already visited your site, you could present them with personalised messages. They don’t need to see your signup form again. Instead, show them your latest products or promotions.
Exit-intent is another way to personalise your approach, based on capturing visitors as they’re about to leave your site, and is especially useful in the case of abandoned carts. Consumers leave their carts for many reasons.
It’s an ecommerce marketer’s job to make them think again.
The idea is to convince them to take a specific action, usually to complete their purchase or sign up to your email subscriber list. You can also try to motivate shoppers by offering them discounts or offers. You can personalise your messages across the entire site, not just on certain pages, to display relevant campaigns to users.
PureClarity allows you to segment customer behaviours with pre-built criteria making it easy to ensure your customers get a personalised and unique shopping experience.
Get personal in email marketing
Email is one of the most effective channels of communication when it comes to ecommerce marketing. It’s sure to be playing a big role in your marketing strategy already.
Adding in personalisation when you’re emailing subscribers can help you create even more value for your campaigns.
These four tactics can help to optimise your emails:
Use personalised subject lines
Consumer’s inboxes are overflowing with marketing emails, so you need to find a way to get yours to stand out. To get your emails opened, make sure you personalise the subject lines.
More than 50% of people delete branded emails without even opening them. Getting personal and using your recipients’ first names can help you talk directly to your customers and pique their interest – increasing the odds of your emails being opened.
Remember birthdays and anniversaries
Celebrating birthdays or landmarks, whether they be company milestones or personal days, is a good way to show that you appreciate customers, and hopefully motivate them to re-engage with your email list.
If you add in incentives in the form of discounts or special offers, you’ll up the chances of them shopping with you again even further. Savvy marketers also leave recommended products in their birthday emails.
Make sure you conclude your celebratory emails with a clear link to content you want recipients to view.
In order to send out birthday emails, you’ll need to know your customers’ birth dates. PureClarity makes it easy to encourage visitors to sign up for your emails with an email signup feature.
But if you haven’t already asked for this information in your sign up emails, you can do this later. Try adding a footer to every email you send out asking subscribers to share their birthday information (whilst making it clear there’s something in it for them). This can pique their curiosity and encourage them to reply.
Behaviour based emails
As well as personalising pages and campaigns based on user behaviour, you can also use the data you collect on your ecommerce site to better target your email prospects. For example, if someone watches a video on your website, you can send them an email noting that they’ve watched your promo video but didn’t take up the offer.
Then you can add a personalised message with all the offer details and clear reasons why this offer is just right for them, with a link to a landing page with all the details.
By using URL tracking you can follow all the actions your visitors are taking on your website, following them up with targeted emails. You can send personalised emails to website visitors based on what they’ve been browsing or on the items they’ve added to their wishlist, for example. Create messages that instill a sense of urgency to make a purchase and you will be able to get the most conversions possible.
Re-engage inactive leads
Personalisation can be a clever way to not only attract attention or show your appreciation, but to win back previous customers. Hopefully you are able to identify the customers who haven’t purchased from you in a while, or clicked on any of your emails. Armed with this information, you can create email campaigns that aim to win them back and re-ignite their interest.
Use a personalised subject line that piques their interest and gets their attention, then continue with customised recommendations. Add in an incentive in the form of a discount code or another reason to visit again soon.
When you’re running email campaigns at scale, you’ll no doubt be using an email service provider like MailChimp, DotDigital, or Campaign Monitor. PureClarity integrates seamlessly with these software solutions so you can track click-throughs and conversions in your email campaign results.
Being able to review your metrics quickly and easily allows you to make optimisations to future campaigns and get more successful results.
PureClarity allows you to:
- Include personalisation in your email campaigns
- For ultimate optimisation of your strategy, combine personalised content with product recommendations, so customers only see products and and offers that are relevant to them
- Set goals for your email campaigns and track performance
- Encourage email recipients to spend more and become loyal customers
Make personal product recommendations
The importance of product recommendations cannot be overstated when it comes to ecommerce. Suggesting complimentary products on product pages is a go-to strategy for the majority of ecommerce sites.
With PureClarity’s ecommerce personalisation software you can show product recommendations in the form of a carousel.
By showcasing a variety of products and brand promotions, you can promote key lines that PureClarity’s AI has established your customers will love.
PureClarity also allows you to use “searchandising”. This means when a shopper searches for something like “dresses”, you can show them banners that correspond to these keywords, say “ 20% off summer dresses”, when they visit your site.
You can up the ante around personalisation even further with this strategy by incorporating product recommendations into emails. This can work well with previous site visitors who abandoned their carts. Using a strong headline and compelling visual, you can add in a list of items subscribers left abandoned in their carts.
Then you can include personalised product recommendations based on those cart items. Users must have liked the original items enough to put them into their cart, so it makes logical sense that they may be interested in other related products, too.
With emails like this you can convert abandoned carts into purchases and even upsell those visitors. By using a third party tool like an ecommerce personalisation solution, you can do this quickly and easily.
Ecommerce personalisation is a big deal and it’s here to stay, because customers are demanding an ever more personalised experience when they’re shopping online. They’re often willing to share personal information with you in order to achieve this.
When it comes to engaging your visitors, building relationships with them, and converting them into buyers, personalised ecommerce is the answer.
From product upselling to converting abandoned cart users, ecommerce personalisation makes a real difference to time-strapped customers. By predicting their preferences based on past purchases and behaviours you’re helping to not only build your database and boost your bottom-line but offer something of significant value to them.
With so many good ecommerce personalisation products on the market you don’t even need to get involved with the technical aspects of personalisation either.
User-friendly third party tools can help you personalise and improve your customers’ experiences with your brand. By adding elements of personalisation into your ecommerce marketing you will gain big rewards in terms of higher conversion rates and revenues.
Maximise your ecommerce conversions
Ecommerce personalisation software like PureClarity allows you to maximise your conversions with the ability to A/B test your personalised content. By testing your best-performing content, you’ll ensure the right version of the text is shown to the right individual.
With PureClarity, you can also create advanced customer segments which can be based on multiple sets of criteria including weather, location, visitor source, or their device, as well as their onsite behaviours including add to basket items, search terms, and previous purchases (and more).
You can try PureClarity free for 30 days, no credit card required. Start creating personalised shopping experiences for your customers right away. Schedule your demo today.
PureClarity is compatible with all ecommerce platforms and approved plugins for Magento, Shopify, WooCommerce, BigCommerce and X-Cart.
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Frequently asked questions (FAQs)
What is personalisation in ecommerce?
Ecommerce personalisation is the procedure of creating personalised interactions for your customers for a unique shopping experience. It involves gathering data about customers when they’re digitally active and using this data intelligently to target customers with relevant information.
It’s a case of delivering messages to customers at the right time and in the right place. Examples of personalisation in ecommerce include personalised email campaigns, product recommendations, and location-based promotions. With the real-time accessibility of data provided by ecommerce personalisation providers like PureClarity, ecommerce marketers are able to use information that directly targets individuals, thereby significantly increasing their chances of converting.
What is the importance of personalisation in ecommerce?
Ecommerce personalisation can help you increase your sales, engagement, and customer retention by providing consumers with a user-friendly shopping experience.
Personalisation in ecommerce improves the customer experience because it’s a strategy that’s aligned with a user’s needs and personality. Increased brand loyalty is another big benefit to ecommerce personalisation. Companies that invest in personalisation strategies boost customer satisfaction levels and enjoy increases in repeat purchases. 60% of consumers say they will buy again from a company that offers them a personalised experience.
How can you achieve ecommerce personalisation?
Ecommerce personalisation can be achieved by using customer behaviour as a basis for product recommendations, content, and more.
Segmenting website traffic is generally the first step in personalisation. Once you understand the broad expectations of visitors, you’re getting closer to being able to create engaging experiences for them. With PureClarity, there are countless ways to segment, including:
- Where visitors are located
- The device they’re using
- Which campaigns they’ve clicked on to reach your site: Some traffic sources may have a higher purchasing intent than others. For example, visitors coming from a Google search versus those coming from a social media network.
With PureClarity, you can identify your first time visitors, people who’ve made a single purchase, and those who’ve bought from you several times. In fact there’s no limit on how many criteria you can use for each of your custom audience segments.
Once you’ve identified your customer segments, you can decide to offer them personalised content that equates to their preferences and behaviours. For example, for new customers, you can show them one-time discount offers in exchange for signing up for a newsletter. For returning customers, you might display content based on their browsing history or on previous purchases, for example “recently viewed items”.
Using ecommerce personalisation software, you can deliver dynamic content to certain groups of customers in the form of banners or image sliders at the top of the website. Pop-ups are another effective way to upsell or cross-sell products and increase the average order value per customer.
Personalised pop-ups can help you drive engagement and boost conversion rates. They offer a great way to inform customers of your latest offers and new products.
PureClarity’s easy to use designer allows you to create attractive pop-ups that will engage your visitors. Pop-ups can be customised by size and design, or you can select from a set of pre-built templates. Then you can choose when you want your pop-ups to show, how often, and to whom.
Using ecommerce personalisation software like PureClarity offers you countless ways to automate and fine-tune your personalisation strategy with results that will quickly reveal themselves positively on your bottom line.