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There are many factors that can affect conversion rates for your ecommerce store, and the role of website personalisation is one worth considering. Website personalisation involves tailoring and customising the way information is presented to appeal to customers. This can include the way your website looks, copy or images presented. Presenting your products in a way that appeals to particular customers can help to build strong relationships and, when implemented successfully, can encourage customer loyalty and higher conversion rates.
To personalise your website successfully, you need to be able to collect, and effectively use, relevant data about your customer to enable personalisation.
Wanting to get to know your customers well is the key to good website personalisation. This can be done using the information provided when visitors sign-up to your website, or by collecting demographic information when a customer uses a social login. These methods will allow you to gather information on your customers’ location and interests, and start to build up information about their order history, browsing habits and searches.
Website personalisation also encourages customers to return to your site, and the more they shop at your store, the better the personalisation and suggestions you can make for them. By applying personalisation to your website, you can start to increase the odds of selling the right content to the right customers which can in turn increase your conversion rates and average order value (AOV).
Although it is easier to personalise your website for returning customers, there are ways you can segment all of your site traffic. This can allow you to personalise your website even for new customers. Here are some common methods used to segment website traffic;
Information on a customers’ location can be collected from IP addresses or from information given by returning customers. This can be used to suggest more relevant products or products more popular within your customer’s region.
Although this method of personalisation is not as in-depth as others, ensuring the right site format appears on the right device can allow customers to more easily navigate through your site, making them more likely to make a purchase.
This is an easy way to gain additional information about new visitors to your website. Self segmentation can be done using pop-ups on landing pages that ask the customer questions about themselves or what they may be looking for on your online store. This can be especially useful to help new customers find suitable products on larger ecommerce sites, and can lead to increased conversions.
There are several ways you can put your new-found information about your customers to use on your website, whilst being mindful of GDPR regulations, these can include;
Recommending new products
Firstly, it’s worth mentioning that individual product recommendations are a form of personalised content on a website. Recommendations became popular in the early 2000s when Amazon introduced the “Who bought this also bought” product carousel which offers a selection of products by comparing each individual customer profile to another.
Recommendations can be based on search history or order history, if they are a returning customer. For new customers, you can recommend products based on what information you have about their location or demographic, to encourage them to explore your site further allowing you to begin to gather further information about their preferences. Presenting customers with new products that match their interests or purchase history will ultimately help to increase conversion rates and even average order value.
Using adaptive content
Changing images or text on your site to suit particular customers can refine your customers’ experience. For example, you could use information collected about the country your customer lives in, and tailor content to the season, weather or public holidays in that country, making your products more appealing to those visitors.
Including your customer’s name
For returning customers or customers who have signed-up to your website, consider including their name around your online store. This could be within an order confirmation or directing them to their account information. By doing this, customers can feel more connected to your brand and which can encourage them to keep returning to your store.
Personalising based on previous activity
Using information about their browsing history, you can add features such as “Recently Viewed” to your site, or promote discounts relevant to products that your customer has viewed or purchased in the past. Additionally, if a customer is often returning to your site to purchase the same product, use this opportunity to promote offers such as subscriptions or multi-buy discounts on that item. This could save your customers time and money and help to build a stronger relationship with them.
Another great personalisation tactic is sending your customers abandoned cart emails. These types of emails and communications deliver a personalised experience right to your customer’s inbox to show them how much your company cares and how it can help them.
Adding elements of personalisation to your ecommerce website can be a valuable tool in building profitable relationships with customers and increasing your conversion rate. The better the user experience on your website, the more likely they are to make a purchase. Personalisation is becoming an increasingly popular tool for ecommerce sites to boost their conversion rates, and regardless of the size of your store, offering elements of personalisation across your site could also help you to grow your online business.