When shopping online there is usually a disconnect between the merchant and the shopper. This is due to the lack of personal experience that you would traditionally find in a brick & mortar retail store. However, just because there is naturally a lack of personalised touches online, doesn’t mean you can’t improve it. In this article we’ll discuss how ecommerce personalisation can drive better conversions and brand loyalty.
The Benefits of Personalising ecommerce
Aside from improving your user journey and shopping experience, personalising your online store can increase your revenue by 10-30%. Personalising a customer experience will increase your average order value, returning customer rates and conversion values.
Personalising marketing channels and your ecommerce stores will help you deliver the right content and products at the right time to the right customer. This can make a user connect with your brand better. When a customer connects more with a brand, they’ll engage more. This may be with your email campaigns, across social media or your blog section on your site. Improving engagement rates will cultivate brand loyalty and higher retention.
Better Brand Impression
When you have lots of products and lots of content, it can be overwhelming to a user, especially on mobile. When you introduce personalised content and product recommendations, you restrict what the user sees to just relevant content.
They’ll have instant access to content that applies to them. This will align your brand with the customers expectations and create a better, personalised impression.
Better Shopping Experience
Improving the shopping experiences and user journey will help get the customer through the sales funnel faster. Personalising your ecommerce strategies will reduce the amount of exit opportunities a user has in the sales funnel. This increases the customer engagement and consequently your conversion rates.
How to Personalise your ecommerce Experience
On the surface, personalisation looks complex. However, with the right planning and the right strategy, personalising your ecommerce experience doesn’t need to give you a headache.
The trick to personalisation is getting the right product in front of the right customer. And onsite personalisation should be the first place you look at. If you have a large catalogue, you can personalise the homepage, recommended products and merchandise personalised products.
When used with creative UX designs, this can lead to significant increase in up-sells, cross-sells and average order values. Optimising the product pages with personalised blocks will help improve up and cross sell opportunities. This should be A/B tested on a regular basis and improved periodically.
Onsite Search Personalisation
We’ve already explored the importance of onsite search, but you can further improve the onsite search offering by integrating your personalisation partner with your onsite search partner. Use personalisation tools to weight search results based on what you know about the consumer.
Email Marketing Personalisation
Personalising email marketing is common practice. Greeting the user with their name in the email or even in the subject line can boost engagement rates. Creating email lists or segmentations with different metrics will help you tailor the content for the right user.
You can personalise the content even further by bringing in recommended products into emails. Integrating your email marketing platform with a personalisation program can be extremely powerful.
The main goal of advertising is getting the product in front of the right customer. In order to stand out from competitor adverts you could add an element of personalisation to your ads. Using personalised product recommendations to power ads will help you increase your ROAS.
Omnichannel is being able to provide a seamless user experience on all the channels that your audiences are using. This means personalisation of any experience across all marketing channels and platforms.
From the point of brand discovery, you should be collecting information about the user. This can then be used to personalise every interaction with the customer. Whether that’s in the abandoned cart email, a paid social ad, email marketing or in-store recommendations. Personalising in an omnichannel experience will help improve brand loyalty and lifetime value of your customers.
Need help creating an omnichannel personalisation strategy that works for your brand? Get in touch to find out how our integrated creative, technical and marketing team can improve your ecommerce experience.