10th January 2022 - 5 minutes

Understanding the Importance of Website Personalisation for Online Businesses

Website personalisation is a piece of software that is installed onto a website or online store to enhance online customer experiences. Intelligent ecommerce personalisation tools, like PureClarity, are driven by AI technology and use machine learning to produce accurate and unique user journeys for individual visitors based on their real-time behaviour and customer data on and off the store. This in return is proven to increase customer engagement and loyalty, which then optimises conversion and accelerates revenue. 

According to research from Salesforce, 75% of online consumers expect businesses that they buy from to provide personalised experiences, consider their individual needs, and offer relevant recommendations. 57% online buyers have declared that they are happy to exchange personal data in return for personalised offers, deals, and discounts. 

Personalisation was a huge ecommerce trend of 2021. With online consumers expectations unlikely to lower, it can be said that online businesses need to prioritise personalising their online store. If you haven’t already established a solid personalisation strategy, then you’re in danger of falling behind competitors.

In this article we will cover the benefits, different types, and how website personalisation can be used to achieve optimal results. 

Want to optimise your digital customer experience?

The benefits of website personalisation

Relevant content and product recommendations

Website personalisation allows businesses to provide relevant content and product recommendations to their website visitors. This content and product recommendations are generated based on real-time behavioural data that the AI has gathered on the customer. Using this information accurate predictions can be made on what that user likes and is looking for at that particular moment in time. These predictions alter based on how the user interacts with the website. 

This not only improves user experience, but increases conversion rate, reduces cart abandonment, and maximises average order value. 

Decrease in cart abandonment

Cart abandonment is the bane of  all ecommerce stores and marketers lives. Website personalisation achieves three things that can help keep those abandonment metrics nice and low; better engagement, a better customer experience (CX), and offering relevant content. 

This is achieved through use of personalised product recommendations, exit pop-ups, personalised emails, and personalised offers, to ensure you are making a customer’s journey tailored to them. The idea being that you are making the customer experience through your sales funnel smoother and faster.

Increase in average order value (AOV)

If you’re providing your customers with content and products targeted directly at them and a seamless experience they’re more likely to spend more on each visit. Moreover, you can increase average order value easily by recommending complementary products. For example, if they’re purchasing a dress, giving them suggestions of related products (shoes, bag, and accessories), will make them more likely to buy some of those products at the same time.

Increase in online sales

Implementing website personalisation likely will lead to an increase in conversion rates. In fact, 86 percent of customers and 96 percent of retailers say that personalisation impacts purchasing decisions. Providing customers with information, offers, content and products relevant to them makes them more likely to buy and buy more. 

Increased competitive edge

The ecommerce industry is becoming increasingly competitive. Marketers are now faced with the overwhelming challenge of ‘standing out’ in the market. By offering a highly personalised service, you are able to connect better with your customers which will increase customer loyalty. Having a customer-centric approach is the way to win the heart and minds of today’s online consumers and, therefore, gain a competitive edge. 

Improved digital customer experience (DCX)

Online retailers should be striving to build long-term relationships with their customers. In a survey of over 3,000 consumers, 63% declared that personalisation was expected as a standard service from all businesses. This is a figure that cannot be ignored. 

With this in mind website personalisation can help businesses elongate their customer lifetime value, by creating 1-2-1 dialogues with their online visitors to enable them to gain a better understanding of their browsing preferences, likes, and wants. By personalising every aspect of their journey, from emails to targeted content, you provide a better digital customer experience which in turn makes them more likely to establish a long relationship with your brand – as well as reducing cart abandonment, increasing average order value, and maximising online sales. 

Want to optimise your digital customer experience?

Different types of website personalisation

Website personalisation comes in many different shapes and sizes, each designed with its own objective in mind. These different features and tools can be used to test, optimise, and personalise the customer experience for each online visitor. When these features are used together strategically they can be extremely powerful tools for improving online revenue, conversion rates, and customer retention. 

As the online customer journey is becoming much more complex, businesses need to ensure that they are hitting all the touchpoints. Brands need to put ecommerce personalisation in their 2022 digital marketing strategy. 

Below are a few of the features and tools that can help businesses connect better with their customers. These tools and features are based on what PureClarity offers to its clients.

Feature / tool Description 
Personalised Content Use targeted dynamic content to build product awareness, build loyalty and incentivise purchases by showing promotional banners and carousels that are relevant to the individual. 
Use a range of content templates to suit your different customers’ needs, rather than a single variation – banishing the one-size-fits-all method. Personalised content should be littered throughout all your webpages for maximum impact and CTAs should be clear. 
Personalised Product Recommendations Boost conversion by allowing the software to automatically place the right recommenders in front of the right visitors at the right time. Machine learning uses customer data to predict which products will be the most effective and when.  This is the perfect tool for cross-selling and upselling to increase  key performance metrics, such as; average order value. 
Product pages, the homepage, and the basket page are proven to be the best places to place product recommenders. Product recommenders can also be used in email marketing and within the search bar and results. 
Personalised Pop-ups Create personalised pop-ups to drive engagement and increase your conversion rate. When used correctly pop-ups can be a great marketing tool to keep your customers up to date of your latest products, news and offers. They can also be used for data capture. For example you could feature a pop-up on your homepage that encourages customers to enter their email address for exclusive deals. 
Live Chat and Chatbots Live chat and chatbots are a great way of humanising the digital customer experience. They allow for customers to seek help and guidance whilst browsing your store. Great website personalisation solutions live chat feature also provides an in-depth overview of what your customer’s browsing history is in real-time so you can make informed suggestions. Chatbots are useful for when you don’t have someone to operate the live chat feature 24/7. 
Customer Segmentation Website personalisation allows you to deliver personalised content by setting up advanced customer segments. The segmentation criteria that can be applied can be based on many criteria including location, weather, source of visitor, device plus on site behaviour such as products viewed, added to basket, search terms, previous purchases and money spent.
For example, many people tend to target first time visitors with products and special offers to encourage them to convert. Another option would be to target visitors based on demographics, geographic location, or past purchasing behaviour. 
Real-time Analytics and Insights Gain deeper insights into visitor behaviour and campaign performance to maximise your website revenue, conversion, and customer loyalty. Understand your target audience and current customer base better to make data-driven decisions.  

3 examples of how to use personalisation on websites 

Now that we have taken a look at what website personalisation is, the benefits and the different types, let’s take a look at three great case studies of SME businesses that show how to effectively implement product recommenders, personalised content, and pop-ups across an online store. 

prima coffee banner carousel

Prima Coffee 

Prima Coffee are purveyors of the finest coffee and espresso equipment, based in Louisville, KY. They are both B2C and B2B focused. As well as products they offer services such as; open a cafe, wholesale, sell or trade and repair a machine.

Prima Coffee approached us directly through BigCommerce’s marketplace. Prima Coffee showed a keen interest in increasing their average order value, upsells and cross-sells and overall online revenue.The main problem that they were facing was differentiating their onsite marketing efforts between B2B and B2C. Now that lockdown eases, Prima Coffee aims to maintain and continue to grow both customer bases, by focusing on creating content and product campaigns that are relevant and targeted to the right audiences for maximum impact and return on investment.

As you can see here Prima Coffee has used personalised banner carousels on their homepage to advertise various different campaigns. Each features a clear CTA linking to specific area of the site where they wish to drive traffic. Dynamic content, like this, is a great way to capture attention and speed up the sales funnel.

Since Prima Coffee started using our website personalisation (in particular our product recommenders and personalised content) they have seen great success. Prima Coffee have experienced an increase in average order value of 6.5% and 43.9% involving product recommenders. In addition, their average number of SKUs involving recommenders has increased by 46%.

Take a look at the full case study >

mash.ie product recommendations on the product page


Mash.ie was founded by Irish primary educators, with a sole purpose of simplifying the search for great primary resources by teachers. Their main focus is on providing Irish Primary Classrooms with relevant, suitable and valuable educational resources, which cover a wide range of criteria and subjects.

When we first spoke to Mash.ie they understood the importance of adding personalisation onto their site. Their main challenge was to improve their user experience and increase product awareness – and wanted to tackle this by creating hyper-personalised unique customer journeys for each of their online visitors. They especially wanted to personalise content shown to the individual based on the year groups they interacted with.

As you can see Mash.ie has used AI product recommendations on their product page to encourage upsells and cross-sells, whilst promoting product awareness and appealing to that specific users needs and interests.

Mash.ie have experienced great results since implementing ecommerce personalisation. After using PureClarity for 30 days their average order value has increased by 74.64% and 81.73% involving PureClarity recommendations. 

The Buffalo Farm Pop-up

The Buffalo Farm 

The Buffalo Farm has Scotland’s largest herd of Water Buffalo and the buffalo roam the hills at Clentrie farm Auchtertool. The Buffalo Farm was Established in 2005, with the objective of producing superior quality meat to market directly to the consumer and other businesses.

The Buffalo Farm came to us directly with the hope to increase online sales, customer loyalty, conversion rate, and average order value through ecommerce personalisation. They were looking for a tool that allowed them to promote product awareness and create a more seamless user experience for their wide range of target audience. 

As you can see above The Buffalo Farm have used targeted pop-ups to advertise their latest offers, draw attention to this product range, and drive more traffic and, therefore, sales.

Since implementing PureClarity’s website personalisation they have seen a 647% increase in newsletter sign ups from use of PureClarity pop-ups, 27.7% of all orders involve PureClarity, and 16.7% increase in average order value. 

How can PureClarity help? 

Never underestimate the value of adding personalisation to your online store – and this has never been easier with PureClarity. PureClarity are an award winning Saas company that specialise in creating 1-2-1, memorable and personalised customer experiences. 

All of PureClarity’s features work coherently together to deliver the optimal experience for customers and deliver the best results for online businesses. If you are looking to increase conversion, connect better with your customers, and generate more revenue, book a discovery call now to find out how PureClarity could help your ecommerce store. This article only covers a fracture of what we can do for your business. 

If you have any further questions please feel free to contact us at: sales@pureclarity.com

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