eCommerce Personalization Techniques To Make Memorable Customer Experiences

You’re likely losing money if you’re not using eCommerce personalization. Sufficiently customizing the customer experience can elevate revenues and improve brand loyalty. Without personalization, there isn’t much to differentiate eCommerce brands. Customers can switch companies without giving the decision a second thought.

The main reason people use Amazon is the top-notch customer experience. One study found that a lack of trust and poor personalization cost companies $756 billion in revenue. Personalization can help a company create memorable experiences that improve all areas of the business.

What Is Ecommerce Personalization?

eCommerce personalization is how brands deliver personalized shopping experiences online – made possible through data collection and dynamically using that information to show relevant content, such as product recommendations and messages based on previous website interactions. 

Some of the data gathered to make eCommerce personalization possible include purchase history, browsing behaviour, demographics, and other data.

For example, Amazon uses machine learning to analyze its users’ shopping patterns and browsing history, among other data points, to provide frighteningly accurate personalized recommendations.

Additionally, trends suggest consumers want more personalization, not less. Epsilon and GBH Insights surveyed 1,000 US residents and found most want retailers to personalize their experiences (80 percent of respondents). Another study by Salesforce found that 51 percent of consumers expect brands to anticipate their needs and make relevant suggestions. 

If you want to engage more shoppers, increase sales, returning visitors, and conversions, eCommerce personalization is paramount.

What Is Good Ecommerce Personalization?

It’s worth pointing out the characteristics of good personalization. Sometimes, companies overdo it, and as a result, personalization ends up hurting the eCommerce site and individual customers instead of helping. There has to be a balance.

A good eCommerce personalization strategy should: 

  • Focus on meeting the needs of consumers.
  • Deliver relevant recommendations, not random suggestions, in an attempt to drum up sales.
  • Elevate the customer experience by, well, providing personalized customer experiences.
  • Make sense to your overall business situation – the potential return must justify the investment.

The following examples of eCommerce personalization should inspire your marketing strategy

1. Apply Seasonal Personalization

You can use seasonal personalization to enhance the consumer experience. That means showing content to users based on the seasons (summer, winter, fall, and spring). 

For instance, Very shows customized promotions on their homepage based on the weather.

Very Webstore Homepage Featuring Seasonal Promotional content including banners, call to action & pictures

2. Product Recommendations

Product recommendations work better when items are relevant to the customer. A great example of personalized product recommendations comes from Amazon. 

When customers log in to the site, it automatically shows categories based on previous site usage data, relevant upcoming events and holidays.

Amazon Homepage Featuring Many Product Recommendations For Upcoming Events Such as Fathers day

You can also push products more directly based on the customer’s shopping trends and past purchases. 

Amazon’s ‘inspired by’ recommendations is a great example.

list of product recommendations "inspired by" Amazon

Macy’s also makes personalized product recommendations by showing items inspired by the user’s views – immediately after the consumer adds a product to the cart.

Macy's Webstore Recommends Many Related Products Similar To Ones In Cart

Doing it at the cart level can keep shoppers shopping for much longer, which should increase the average order value per customer. Additionally, this level of personalization doesn’t require prospects to register. It can rely solely on browser history to show product recommendations.

An eCommerce site that offers personalization has the potential to increase sales by up to 10 percent. And while some may think a high level of personalization is intrusive, it’s not. 

As noted earlier, the vast majority of consumers want more personalized experiences. 

3. Personalize Email Messages Based on Behavioral Data

You can use email to send personalized communications as long as visitors opt-in to receive information and promotional offers. For example, you can email specific product offers that may interest the consumer, which Amazon did in the following example.

Amazon Personalized Email Advertisement Recommending Halloween Costume Ideas

Image source: HubSpot

Email is a great way to continue marketing to visitors after they leave your eCommerce site.

4. Personalize the Navigation on Your Site

Another good way to use eCommerce personalization is to personalize the homepage and navigation menu based on consumer interests.

For example, the ASOS site uses cookies to remember the visitor’s interest or last category visited. Then, if the user ever returns, the website automatically redirects the person to the last section they saw (Men’s or Women’s clothing).

Asos Webstore Homepage Featuring A Personalized Navigation Menu

6. Geo-targeting

For the majority of eCommerce brands, consumers come from different locations when visiting the site. That means you can personalize experiences based on currencies, nationalities, languages, weather, cultural expectations, and other geo-related data. 

Geo-targeting allows retailers and advertisers to pinpoint a user’s exact location and dynamically tailor content to engage the shopper. 

For example, Adobe redirects visitors to the right web store using geo-targeting.

Adobe Website Pop Up Window Confirming Customers Geo-Location

While there are limitations to how much personalization is possible with geo-targeting alone, you can do a lot. 

Other eCommerce personalization made possible through geo-targeting include: 

  • Show products that are relevant to the current climate. 
  • Segment promotions by region. For instance, you can promote special thanksgiving offers in November for the United States and separate ones for Canada in October.
  • Provide location-dependent shipping offers.
  • Show the contact information and address of the closest physical storefront upon a user’s visit.
  • For regions where your business doesn’t have to collect sales taxes, you can let users know that all orders are tax-free.

7. Suggest Products That Compliment Items

Complimentary products are items customers can directly use with things they are about to purchase. For instance, if the customer adds a microphone to their cart, the site can suggest the purchase of a pop filter.

Forever 21 uses complimentary product suggestions to offer customers the opportunity to complete outfits.

Forever 21 Webstore Pop Up Window Suggesting Complimentary Products To Current Cart Selection

8. Upselling or Cross-Selling

Research by Accenture revealed that 75 percent of customers are more likely to purchase from retailers if the given brand offers personalized recommendations.

Consumer Purchasing Habits Data Chart

So there’s a massive opportunity to increase sales by cross-selling, such as recommending products during the checkout process. 

Amazon shows products frequently bought together.

Amazon Recommends Items "Frequently Bought Together" During Checkout Process

You can also upsell after the purchase is complete through email or text messaging, though during the checkout process is ideal.

Hopefully, you’re excited and ready to rock. Use all of these eCommerce personalization examples to inspire your strategy and improve the customer experience.

 

Find Available Domain Names For Your Business

Picking the right domain name for your business is a crucial step. If you choose the wrong one, that decision can impact the overall success of the brand. In this article, you’ll discover how to find available domain names and what to do if the domain you want isn’t...

How Much Does A Website Cost?

Something that often comes to the minds of business owners and executives is website cost. However, the answer to the question, ‘how much does a website cost?” isn’t simple. Many factors will influence the cost of a website design, such as your budget, objectives, and...

Ann Lang, Producer

FREE COURSE: How to Be Natural on Camera (3-part video series)

Subscribe to our Insider's newsletter to access to this free video seies. Learn insider tips from Ann Lang, an experienced journalist and producer. This 3 part video series will have you confident and camera ready!

You have Successfully Subscribed!