eCommerce personalization: the lever for improving conversion and user experience
Personalization has become key for any eCommerce business to optimize conversion in both the short and long term. Through personalization, users, our potential buyers, enjoy a more personalized experience that’s closer to their tastes, and therefore more likely to lead to a sale.
Why is it important to personalize my eCommerce?
An essential goal for any eCommerce manager is to guarantee an excellent customer experience from start to finish throughout the visit to the online store, one that drives repeat purchases and recommendations to family and friends… and, above all, keeps the conversion rate optimal.
To achieve this, personalization tools create unique experiences for each customer based on the data we collect about the user. Recent purchases, customer preferences, recently viewed products or services, geolocation… all these factors can enable a personalized, and therefore better, user experience.
How can I personalize my eCommerce?
There are currently several tools on the market that make personalization easier: global solutions that let you work on different key aspects of eCommerce, with various actionable resources that affect different stages and/or processes of the sale, or specific tools for a single solution.
360 global solutions
Some of the solutions we’ve had the opportunity to work with at TLG Commerce.
- Dynamic Yield – A single platform to personalize every aspect of your customers’ buying journey.
- Sales Manago – AI Marketing Automation. A CRM with unique features for personalizing and automating communications both “inside” and “outside” the online store.
- Brainsins – 360º personalization for eCommerce with standard, highly efficient features. Easy, intuitive and useful for your eCommerce.
Specialist solutions
- Blueknow – They optimize digital experiences, mainly through cart recovery and recommendation engines across the different sections of the website.
- Doofinder: the smart search engine par excellence. It lets you personalize every search in a distinctive way to drive more conversions.
- Octone: thousands of options to customize communications through this great Visual Chat by configuring different triggers. From lead capture to offering discount codes or help with more complex processes that require advice.
- Target2Sell – The AI Platform for 1to1 commerce / A modular solution whose competitive advantage is product and content personalization.
How can I stand out through personalization?
Beyond standardized solutions, many eCommerce businesses add value by personalizing the final product through “servitization”.
Here are some examples:
POINT1920, a leading luxury furniture company, added a furniture customizer that lets you easily and dynamically customize every element of a piece in terms of materials and colors:
CarminaShoeMaker: handcrafted production and shoe personalization, all in one. Its customizer lets you choose every part of the shoe, from the type of leather and the color of the vamp to the type of sole and last.
All these value-added services not only offer customers something different, but also make it possible to analyze buyers’ trends and preferences and make decisions based on them. Who said buying from an eCommerce store was impersonal?
Analyzing the data generated by all these personalization solutions can help identify new online business opportunities, especially regarding products, stock or catalog sorting
Personalization and its impact on SEO
With so much dynamic content, you might think SEO could suffer, but today it’s fair to say that it doesn’t affect eCommerce rankings at all, as long as you follow the best practices recommended by the search engines themselves. What’s more, the increase in session time and browsing through personalized content and solutions will have a positive effect.
I’m convinced. Where do I start personalizing my eCommerce?
There are countless options that can help personalize your eCommerce for each individual. But before going into the details of each option, there are some key questions you should consider:
- Customer Journey: what are the different touchpoints between my digital ecosystem and the potential customer?
- Type of sale: is it an impulse purchase or a more considered one? Does the user need additional information during the decision process?
- Repeat purchases: the great forgotten factor in eCommerce. How often will the user buy from me?
- Target audience: very important when customizing your eCommerce and all its content. Age, location and gender should be considered for full personalization
- Competition: can personalization set you apart from the competition?
- eCommerce maturity: where the business stands and what goals I want to pursue.
The choice isn’t easy, and costs vary substantially between solutions. With the right analysis, you’ll reach the right customer at the right time with the right message. Personalize your eCommerce and you’ll win!
At TLG Commerce we’ll be happy to help and advise you through the process of choosing and implementing personalization tools for your online business.
