Do you use this personalization strategy?
What does Amazon do incredibly well, to the tune of 178 billion dollars in 2017 in revenue?
How does Netflix stay on top of its game, with significant increases in subscribers every quarter?
What does every successful e-tailer do that makes them come out on top every time?
Here’s a hint: All those questions have the same answer
The one thing they all have in common is that they anticipate their visitors’ needs.
Whether you’re a clothing merchant whose customers are all fashionable 20-somethings with a thirst for rose-gold, or you’re a fireplace vendor whose customers might only come onto your site once and never again, this is applicable.
Every customer that comes onto your site has needs and desires that they’re hoping you can help them with.
But they won’t just come out and tell you.
Your job is to try to interpret their actions to anticipate their needs.
Here are three actionable examples to help you start answering your visitors’ unspoken prayers today.
This customer comes onto your site once, maybe twice, without ever buying anything. They browse, they spend lots of time examining options.
What are they looking for?
Especially for stores which sell more big-ticket items, like furniture, these visitors are researching. They’re looking for the best deal, the most support, the highest quality of information.
How can you help them?
Consider what they might be looking for: maybe a guide on how to pick the best item to meet their situation. Maybe they want a good deal on price. Maybe they want to see if the shipping is free.
When the same person comes onto your site, looking at the same item, make sure you give them what they’re looking for. If you sell sofas, for example, make sure you show them a sofa guide to help them make a decision. Offer them free shipping on orders over a certain value. Make them a deal they can’t refuse.
Every store has a product that comes with a suite of complementary products. If you sell dresses, there are a set of shoes and a bag that go perfectly with it. If you sell computers, there’s a bag which is a must-buy with it.
Your customers are looking for the perfect match to their primary product, even if they don’t know it yet.
How can you help these visitors?
For all these primary objects you think your store might sell, make sure to pair them with products that will go well together. Save your customers time and energy by inspiring them to complete the look, or complete the purchase, and watch as your revenue and average order value skyrocket.
These people have typed ‘best ____ to ____’ onto google and landed on your site. If you sell mattresses, maybe they’re trying to get rid of back pain. If you sell drills, maybe they’re looking for the strongest drill on the market.
How can you help these visitors?
This might be the easiest one because the way they’ve come onto your site tells you exactly what they’re looking for.
The key here is to group the most common sources and turn each one into a campaign.
For example, if you sell mattresses, you can make sure that the first they see when they land on your site is a banner showing testimonials of people who have helped their back pain using your mattresses.
If you sell jewellery, and someone comes onto your site via searching for ‘most trending jewellery’ you can make sure they see your top trending products and any celebrity trend articles you have on your site.
This is a surefire way to anticipate your customer needs and give them what they’re looking for right off the bat, ensuring high conversion rates and low bounce rates for you as well.
Give your customers what they’re asking for. Don’t just meet their needs — go far beyond them. Anticipate what they require before they even know they need it.