How to Personalise Your Customers’ Experiences to Increase Sales
As a customer, I tend to opt for those sites that offer me that little bit extra, whether that be with regular offers, by reminding me when things are back in stock, or even just having a wish list function so I can save things I like in there rather than having an excessive number of tabs open on my web browser. Sometimes it’s even just as simple as remembering my name, because it feels that little bit more personal, which is something we often lose in online shopping because the only person you typically have to speak to is the delivery driver.
Nowadays, online shopping has reached a point where personalisation is expected, and brands have been prioritising it for some time now because it is known to generate more sales. Often, brands use basic personalisation, where they group their customers by certain attributes, such as age, gender or location – but these people’s needs and preferences could all be very different. That’s where more specific break-downs and advanced personalisation comes in.
By curating your customer’s experience, you can build a relationship with them and drive your conversion rate right up, so to help you out with this, we have listed some techniques for personalisation within your ecommerce business below:
Learn their Preferences
Depending on your product range, you could potentially create a quiz/survey for your customers to help you determine the best and most relevant products to showcase to them. This can improve your customers’ shopping experience by ensuring they are not overloaded with products. Too much choice can cause people to not buy anything, which is known as choice paralysis.
Have you ever noticed that you’ll be looking at a pair of shoes on an ecommerce site, and then they seem to follow you wherever you go online? This is known as retargeting, and is a clever way of advertising (provided you don’t overdo it!) to people who you know are already interested in your products.
Retargeting works by the sites using cookies data to track what the customers are viewing to build up a log of information. This information can be found in Google Analytics and with a bit of time and effort, this can be used to create some great, personalised retargeting ads for Google or Facebook.
Provided you have consent (see GDPR blog here), you could send your customers emails that are triggered by certain actions – such as abandoning a shopping basket, to get them to go back and finish the purchase. These emails are unique to each customer so won’t feel like it’s part of a mass-market email campaign, which many people just ignore.
Recommended products take many forms, such as More Like This, Similar Items, Complete the Look, etc. If you can tailor these items specifically to your customer’s preferences, based on previous purchases or other algorithms, you could help to curate their experience and make it feel a lot more personal, increasing the likelihood of them purchasing multiple products in one order.