It’s increasingly necessary to go a step further and manage online stores professionally, adding distinctive value to improve the user experience and investing in loyalty actions to increase sales and the conversion rate. That’s why it’s essential to seriously consider implementing eCommerce personalization strategies.
It’s important to offer a personalized shopping experience that adapts to customers and offers content in line with their needs.
To do this, there are tools that let us define personalization strategies for our eCommerce in a structured way from a single management panel.
By personalization we mean tailoring content to our customers: from product recommendations to content adaptation and communication.
Below we detail the different personalization options offered by the BrainSINS tool, currently integrated and available in LogiCommerce.
Personalized product recommendations
Product recommendations aim to offer users alternative or complementary products to increase AOV (average order value).
These recommendations can be placed in different strategic areas of the website for greater impact and visibility. Product recommendation widgets are usually added to the home page, product pages and checkout.
Thanks to a powerful business rules engine, it lets you implement different recommendation strategies with fully custom configurations.
- Promotion of specific products, categories or brands.
- General browsing trends.
- Filters applied by product category.
- Taking product stock into account.
- Upselling and downselling based on product price.
- Target dates and specific campaigns.
We could say product recommendations are essential for any eCommerce, as their effectiveness is well proven.
Another relevant point is that, with an analytics tool, you can track the behavior and performance of all recommendation strategies to know what they contribute to your business.
For more information, see the article recently published on our blog about cross-selling and upselling.
Real-time content personalization
Content personalization adapts the online store to user behavior in real time to customize the shopping experience, capture leads or create on-site marketing campaigns. With BrainSINS Behavioral Targeting, marketing teams can run on-site marketing actions and change their website in real time without constant IT support, reducing friction and optimizing resources.
Use cases:
- Lead capture
Create lead capture pop-ups that trigger when users try to leave the online store or in response to any customer behavior. - Content adaptation
Change the eCommerce content, whether by swapping one creative for another or by inserting or removing content…
Adapt the online store to customer behavior. - Discount offers
Set up a pop-up showing a first-purchase discount for new users, securing their conversion and adding them to your database so you can make the most of them.
The management system lets you create personalization rules in just a few intuitive steps.
- Creating and selecting rules.
- Selecting the pages where they apply.
- Creating and selecting user segments.
- Selecting the action to take (redirect, custom pop-up, email pop-up, banner, content change)
The effectiveness of these features is very significant.
Measuring and tracking results can be done with an analytics tool that gives a highly detailed overview of the strategy’s results.
- Conversion funnel
- Aggregated strategy results by rule and page type
- Daily trend broken down by action
- Impact on sales
- Detailed analysis showing specific user actions and behaviors, with the option to export the data.
Personalized email automation
With this external tool integrated into LogiCommerce (BrainSINS), you can automate personalized emails based on visitor behavior. It offers a complete, very easy-to-use Email Marketing Automation system for eCommerce, 100% personalized and with endless possibilities.
Use cases:
- Abandoned cart recovery
Automate personalized emails to recover abandoned carts and orders. You can also set up different workflows and message types. - Visit-based retargeting
Automatically send emails featuring products users showed interest in on their last visit, as a hook to bring them back to the website. - Personalized newsletters
Automatically send personalized newsletters to each user, with send frequency segmented by their level of activity in the online store. - Email recommendations
Include personalized product recommendations in emails, whether editorial newsletters, order confirmation emails, etc. - Product Merchandising
Combined with the Product Merchandising system, it can be applied to emails to promote specific products or product categories.
Everything is managed through a full WYSIWYG editor where you can edit styles in minutes. You can also change text, add your logo, change button colors, contact information, etc.
You can also edit the emails’ HTML and CSS to customize the design.
Modified and new templates can be saved.
You can set up email workflows, configuring each send (email type, parameter settings, send timing, etc.)
You can segment based on user behavior and the value and content of the cart / order.
The effectiveness of these actions adds great value to our online store.
The analytics dashboard gives a highly detailed overview of the strategy’s results.
- Conversion funnel
- Impact on sales
- Daily trend broken down by action
- Comparison of results across the different types of emails sent
- Detailed analysis showing specific user actions and behaviors, with the option to export the data.
If you need more information to implement these features in your online store and start working on personalization strategies, contact us and we’ll be happy to advise and help you.
