Have you ever heard that people from China associate blue with indifference, whereas this color is a symbol of trust and reliability in Western countries? Knowing your audience is important to adjust your website according to people’s needs, tastes, and behaviors. Personalization of the website may define whether a customer will make a purchase on your platform or go shopping elsewhere.
This article will explain what personalization stands for and why it’s the key to e-commerce growth. Besides, you’ll learn several e-commerce personalization examples and how to optimize your e-commerce personalization strategy. You can also visit website to get more insights on web development with Shopware. Stay tuned on what is personalization in ecommerce
E-commerce personalization is the practice of adjusting the user experience of a website to meet unique customer needs. As a seller, you should analyze the preferences of your target audience, its behavior, and buying habits to provide a tailored user journey.
Most customers will make a purchase on the website that offers personal experience. They want the brand to feel them and care for them. You can achieve this achieved through:
- recommending products based on the client’s recently viewed goods;
- sending special offers to email;
- offering loyalty programs;
- practicing dynamic pricing;
- sending a post-purchase feedback form;
- encouraging people to create accounts to make them regular clients.
You may wonder how personalization looks from a technical perspective. Software developers use machine learning models to analyze the behavior of users on a website. It includes inspecting visits, clicks, products viewed, or purchase history. Later on, the model creates a customer profile based on the collected data and proposes unique offers for a specific user.
Customized experience results in a better conversion rate, as customers know the business cares for them. After all, we all feel valued when seeing the “How do you like the product?” message on the phone.
Thinking of why personalization in e-commerce is a key to business growth, the answer is simple. It helps to boost sales. Personalization lets the seller ensure that the offered products are what the client currently needs. Moreover, if a business fails to offer a personalized user experience, customers may choose a competitor that does a better job meeting their needs. Let’s take a closer look at how online shopping personalization can benefit your business.
Shopping is tiresome, and with e-commerce site personalization, you help clients find exactly what they are looking for. As a result, website visitors spend less time browsing and buy the goods they need faster, which results in a better conversion rate.
Personalized customer shopping experience makes clients feel that the brand cares for them. The brand-loyalty level increases along with a tailored user experience. Thus, customers are more likely to shop with you, not competitors.
With piles of products on the webpage, clients feel overwhelmed with information and are likely to leave the website just because it’s confusing. Personal user experience helps sellers optimize content based on the client’s demographics, browsing history, or previous interactions with the website.
A personalized customer experience not only keeps customers satisfied with a user journey but also helps you get closer to them. By understanding the purchasing habits of customers, the occasions they usually buy products for, the goods they like, and the ones they don’t, you’ll be able to adjust marketing campaigns according to their needs.
There are many ways to incorporate customer personalization in e-commerce. You can use the most popular tactics, like sending personalized emails or adjusting website content based on the user’s behavior. However, you can also come up with a personal website customization idea and ask a software development provider to implement this feature. Let’s take a closer look at how different websites customize their user experience.
Etsy website actively uses personalized recommendations as its primary feature to benefit buyers and sellers. As a result, users can see the goods they might not find on their own, and sellers get more attention to their products without running extra marketing campaigns.
Amazon provides a unique location-based delivery experience. This helps users view items that can be delivered to a specific address and check product availability and delivery speed based on the chosen location.
Simple Tire uses a search history feature to help users quickly return to a needed product. When customers navigate the website, it remembers their behavior and offers a quick path to the previously viewed items.
Special attention to users for their birthday is a great example of personalization performed by Adidas. The brand not only sends birthday emails but also includes a list of products customers may like. This approach makes clients feel valued and increases their affection for the brand.
Netflix has gone a long way in improving customer loyalty by using algorithms that pick movies users may like. As soon as they register with Netflix, it offers to choose categories and films viewers prefer to provide a customized customer experience from the first moment of interaction.
With the help of personalization, shopping goes to a new level. Customers expect businesses to deliver personalized experiences across all touchpoints, and it’s the responsibility of a brand to meet this demand. You may wonder what steps to take to personalize a website, so here are some suggestions:
- send quizzes to shoppers to learn their needs and preferences;
- offer personal discounts to regular customers;
- show personalized content based on the client’s location;
- make sure the website is responsive across different devices like laptops, phones, and tablets;
- remind shoppers about products left in the cart. Here, you can also offer a little discount to encourage a user to complete a purchase.
- send emails with a new-ins and bestsellers list;
- integrate user-generated content into your website. By adding posts and videos from your customers, people will be able to see how a product looks in real life, which increases the chances of buying.
The possibilities for improving customer experience are endless. You may use proven tactics to personalize your website and also be creative in searching for other encouraging ways to shop with you.