Website Personalization
This is Part 1 of a three-part series on Website Personalization.
- Jump to Part 2: Make your Site a Smart Sales Manager
- Jump to Part 3: Elements to personalize on your e-Commerce website
Think about personalization, and the first thing that pops into our heads is probably Amazon’s ultra-personalized recommendation engine. For ages now, all successful eCommerce brands have known and practiced the art of personalization. In fact, 80% of shoppers are more likely to buy from a company that offers a personalized experience.
Website Personalization is the practice of tailoring the online User’s Experience with their interests, likes, and background.
This understanding is not limited to eCommerce leaders or luxury brand marketers alone — more and more online businesses today, make efforts towards making their web visitors feel like royalty, and… it works.
A report by Forrester states that 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
So why is this so powerful?
Let’s break it down and understand why Personalization works.
Why does eCommerce personalization work?
Benefiting from selective attention
Selective attention is based on the idea that we, as humans, tend to shift our focus and attention to things that drive value to us. Likewise, personalized eCommerce experiences in the form of curated products, local language, targeted ads, and conversational messages can draw the selective attention of potential customers, and nudge them to check more products and make more purchases.
Superior customer experience leading to loyalty
E-Commerce platforms have an inherent benefit over traditional brick-and-mortar retail stores because they can provide a tailored experience to every user. Further, it helps customers find precisely what they are looking for, making them stick. 44% of consumers are likely to become repeat buyers after a personalized shopping experience with a particular eCommerce platform (Segment).
Reduced information overload
Personalization is supremely useful in eliminating excessive information overload. Your users don’t want to be burdened by information about products from all nooks and corners of your website. What they want are products that appeal to them and are relevant to them.
Higher average order value
With personalized information flowing the user’s way, they are better able to purchase more items per website visit. For example, if a customer visits your website to purchase a laptop, they are more likely to purchase a laptop bag, a wireless mouse, and other such accessories along with it. So, if you offer these products anywhere throughout their journey, they are likely to add these to their shopping carts too!
Cross-channel personalization experiences
Personalization can be applied in an omnichannel manner for the best experiences. For instance, you can connect the user’s online browsing behavior to in-store behavior. This means, if you’ve put in your link in a Pet Lover Group – You could cater an experience that those specific community people will enjoy. You could tell them the specific benefits that their group is looking for in your product range.
This will allow a point-of-sale feedback cycle to ensure that your website’s product recommendations are personalized to match the visitor’s in-store purchases (and vice versa).
High conversion rates
Like in the offline world, personalization ultimately helps your business convert more customers. Adopting an approach that caters to your audience’s unique behavior or background, will help in your Brand’s success. For example, if a User is visiting from Bangalore – Your Website Banner could read: ‘Hello Bengaluru!’, If they are visiting your site for the second time: You could say, ‘Hey! You’re back’ or Offer an additional returning visitor Discount, to give them that little nudge further.
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