According to Econsultancy, 93% of companies enjoy an uplift in conversions as the result of their website personalization. eCommerce businesses are no exception. If you think that there is no chance to personalize your online store without Big Data and complex semantic analysis, take a look at the following strategies.
Online store personalization for a registered shopper
If an online shopper has already completed a purchase with your eCommerce store, it is no secret that you have a minimum set of data on them, i.e. first and last name, location, phone number, and email address. In most cases, a name will help you identify gender, location will help you identify time difference. For a start, it will be more than enough.
NOTE: All the strategies offered below can be used only if a customer was already registered, not authorized.
Address shoppers by name
This is surely as clear as a day. Nevertheless, it must be taken a note of. Online store personalization should not be limited to addressing your shoppers by name. For instance, greeting your customer John Smith and offering him to buy lingerie just because your recommendations are the same for everybody, won’t certainly play into your hands and even look mockery. Just imagine how would it look like in a physical store?
I’m not saying that you shouldn’t address a customer by name. Not should, you must do that! What I suggest is generalizing your offers ‘Best selling items’, ‘popular products’, ‘best prices’, etc. Product recommendations should not be made unthinkingly. In fact, if you want to bring your customer service to a new level, make sure to consider using ChatBot, Messenger or Shopping Assistant, that can be easily integrated into any Magento 2-based store. Moreover, do consider multiple machine learning technologies. It is a new trend already, which helps to collect data on buyers not based solely on their previous shopping experience.
Remind customers that a purchase hasn’t been completed
There can be a multitude of possibilities why a shopper abandons the checkout process and doesn’t complete a purchase. If you do not want your buyers to be confused and think that their cart is already empty when they finally return, show them a small informational window (pop-up) in the right uppers corner. ‘Your order hasn’t been completed’, ‘please, complete your order’…
Be creative when informing buyers. At times when everything is on the go, every second literary counts. So, let your shoppers know that they do not have to start over.
This might sound complicated but it is not. Pop-ups proved to be an effective way to increase conversions. The only trouble you may face is choosing a solution that will compliment your business requirements. Some solutions (apps, extensions, etc.) allow displaying pop-ups to various customer groups, locations, and even target customers during certain days of the week. Such personalization will allow running dozens of promo campaigns simultaneously in your online store. These campaigns won’t intersect and will be seen only by those who you target.
You might be surprised, but quite often shoppers are not shown prices best on their personal discounts or a tier level. Why recalculate the price in the shopping cart if there all the chances that your customer will abandon the funnel long before that? So, make your prices even more tempting by displaying the price of an item with a discount. This will create a much higher value for it!
Blend in wishlisted items in the merchandise catalog
Without a doubt, this should be done carefully. Anyways, you will significantly increase chances of selling wishlisted items that way. It does make sense to work with this group of products more actively. For example, they can be located higher in the catalog or search results. Moreover, you can also set personal discounts, free shipping, etc. to such products and get your shoppers informed about ‘specialties’.
This can also be applied to items/services that are compared, which effectively means that a shopper is interested in them.
Inform shoppers about the state of things with their accounts
Buyers often forget what special offers they have in your online store. These can be discounts, personal coupons, cash on your store’s balance. Such offers dramatically increase shoppers’ engagement and motivation to complete a purchase. So, keep your customers informed.
Autosuggest data at the checkout
In order to decrease the possibility of cart abandonments, facilitate users’ filling in multiple forms. Use data that you already know about a shopper. While this is often done for the authorized shoppers, there is no reason why it shouldn’t be done for unauthorized ones.
Identify shoppers’ location automatically
Not sure about the correctness of received data? Don’t hesitate to ask your shoppers if they are really from that very location. That’s already a common practice for the leading online stores.
This will allow providing your customers with useful data long before the checkout:
- estimate shipping cost or offer customer pickup options,
- time-based personalization. If you do not offer 24/7 services, make sure to let your customers know what are your business hours, or when exactly begins your business day. This will prevent you from getting buyers irritated because of delayed replies,
- this would be beneficial for international online stores that sell seasonal items. If you find this strategy to be complicated, you can always set a pop-up, for instance, that would be triggered by such data and lead buyers to certain website sections.
Personalize depending on what devices shoppers use
For example, if you sell mobile devices and their accessories, show users that come from Mas OS related products and services and vice versa.
Remember looked through items
Let your online store remember looked through items and display them at the bottom to make them stand out later on.
Having a personalized homepage gives 10% sales uplift, according to Fresh Relevance. Being personal is pivotal today, and it surely increases conversions. So, make sure to show customers products/services that are highly relevant. This will surely increase chances to have them sold!