Web personalization is a marketing tactic that covers a large part of the eCommerce market and it has become one of the most used optimization technique in many industries. In this article, I will present you the main benefits and how web personalization in eCommerce will drive up your conversions.
Out of all the marketing efforts, companies are investing time, money and efforts, web personalization tends to be a winning case because 94% of in-house marketers agree that website personalization is critical to current and future success and 88% of digital marketers consider real-time marketing as an important part of their 2014 online marketing plans. (source). Seeing the statistics in the last couple of years, we can most certainly rule out that web personalization is a passing trend.
Web personalization in eCommerce has become critical due to its great outcomes on sales and several KPIs: cart abandonment rate, AOV, etc. There is an overload of content, products, and services out there on the eCommerce market and you need to differentiate your business by providing relevant pieces of content that will make visitors become customers. The personalized content generates the information customers want to see and they engage at a whole different level. This process leads to a higher conversion rate, compared to one standard content for everyone visiting the website. By delivering the right message, users will save precious time that, otherwise, they would have to spend searching and looking for what they need.
Here’s a list of few key benefits of web personalization and how it will grow your business.
1. Web personalization helps you get customers through the sales funnel
Any company that is selling products or services online has to attract visitors to the website and convince them to convert into leads or customers. That’s why building a sales funnel is crucial. Also, a sales funnel helps you visualize the conversion path, identify the barriers that stop users from passing to the next funnel stage, and identify optimization hypotheses with the potential to generate revenue.
Once you have designed the main funnel stages, get actionable advice about how to increase the website’s conversion rate using the insights provided by the funnel. Depending on which part of the funnel they are, visitors will be exposed to different messages. For example, say hello to new visitors, welcome back returning visitors, display a thank you message once someone completes an order, etc. Think about what you would like to see on a certain page and see if you can apply it to your shop. Stepping in the shoes of your customers is not enough. You need right numbers from a web analytics detailed report.
2. Web personalization in eCommerce improves the way you interact with customers
The more information you have about customers, the better because you can go straight on their pain point or interest. Segment traffic carefully, according to what criteria suit your business best. For example, weather segmentation goes perfectly for fashion e-shops or beauty&cosmetics online stores. Display a pop-up saying “It’s sunny outside! Protect your skin with our 50 SPF body cream”.
Any detail about users you get from web personalization experiments will improve sales calls. It’s a more personal approach if your sales guy presents them a personalized offer.
3. Web personalization a great hook to get leads
Web personalization is not only about showing customers what they want, but also about getting qualified leads for your business. Here’s one idea on what you can do. Let’s say you own an eCommerce fashion store and you want to increase sales on the new spring summer collection and the target audience is women, aged 20-25, students from Bucharest. And, we all now students have a low-medium budget and why not go for this insight. Create a FREE guide on “How to get this spring’s perfect outfit with 30$” containing design ideas and different clothing combinations, fashion tips. Release this guide and ask for email. Another way you can promote this content for free is the Pay with a Tweet option: instead of leaving the email address, give visitors the option to tweet about your guide.
4. Web personalization generates product recommendations
The first condition for a recommendation engine to generate the best results is to have a very precise and powerful data gathering and interpretation system. The more data they can gather and interpret about the visitor, the better predictions they can make.
A recommendation system first retrieves data in real-time about the browsing history of visitors and their behavior throughout the session. Then, by using rule-based algorithms, it associates these preferences with certain products. It results in a set of products that match exactly the preferences of users.
Asos does a great job on product recommendation. If you are looking for plus size dresses, they automatically suggest some other dresses:
You can personalize the shopping experience according to many criteria. With the Omniconvert web personalization technology, you can combine more than 30 data points: browser, location, weather, pages seen in current sessions, etc. Check out the full list here. These criteria are built on rules (equal/different parameter, begins with, ends with, contains, more than, less than) and logic conditions such as OR/AND. During the implementation phase of website personalization experiments, you might need some basic HTML & CSS knowledge, and here’s where online courses such as the HTML canvas tutorial from Skilled come in very handy.