eCommerce has rapidly taken over the world by storm in the last few years, but 2020 has become a unique opportunity for online vendors to truly test their brand’s relevance. Why? Because more eCommerce companies have come to life in the past few months and more brick-and-mortar stores have transitioned online in an attempt to mitigate the damage the pandemic has done, and has yet to do.
Competition in eCommerce has become even fiercer than ever, pushing brands to exceed customer expectations in order to earn their trust and loyalty. However, the struggle to keep the online shopping experience as personal and rich as that of buying in a physical store is getting more complex every day.
Brands need to go out of their way to create digital customer experiences that are truly personal. That means that simply referring to your customers by their first name is no longer enough to count as true personalization. For your eCommerce experience to stand out, you need refined personalization methods up your sleeve – so here are a few you can use in the months to come.
Product recommendations based on history
This might be an elementary aspect of personalization, but one that you should never neglect in your strategy. It’s exceptionally effective and has the potential to boost your customer retention significantly. The moment they visit your site again, you can use their history to show them a homepage with product categories specific to their preferences.
Moreover, you can use personalized pop-ups to offer cross-sells, up-sells, notify them of sales in categories they like, and even invite them for a survey. These opportunities are not just there to boost sales, but to also help you collect more data to further personalize their experience and build upon that existing history.
Personalize discounts for each customer
Even the most financially stable customers on your list want to be prudent with their cash. That said, offering them a tailor-made discount is not just a chance to save, but a clear message that you care about their needs and that you recognize their taste and preferences.
- You can offer discounted items as a part of your cross-sell efforts when your customer is already interested in one item that is not on sale.
- Discounts based on birthdays and anniversaries of their subscription to your brand can show a unique level of care on your part.
- Gift discounts and freebies are also valuable, as they remind your customers that you are there to make the journey a smooth and seamless one for them.
Build a website that exudes personalization
Dynamic content is the pillar of eCommerce personalization, but your entire website has the potential to show the same levels of personalization, too. Start with your domain name, extension, and the brand itself. This is especially useful for entrepreneurs selling their unique work online, artists, and other people who have built their personal brand into an eCommerce opportunity.
Whether you sell online fitness courses or you have branded products, a unique personal website with a memorable domain name and extension has the potential to build awareness, trust, and boost conversions over time. Since your persona is your main selling point, leverage it to connect to your audience, since there’s no better way to personalize than to give your customers a person they can relate to – yourself.
Return visitors and tailor-made offers
Numbers don’t lie, and it seems that customers are happy to pay for a more familiar experience tailored to their preferences. To put it simply, research has shown that 48% of customers spend more when their experience is personalized.
The beauty of return customers is that you already know so much about them that it would be a pity not to use that data to make them happy. It’s a win-win: your algorithm can be adjusted to show specific promotional content that is related to your customer’s interests, and the customer will spend less time browsing and move on to the purchase itself more quickly.
Retargeting through data-based ads
As a vital component of your marketing strategy, advertising is a potent ally in tailoring your message to reach specific website visitors and potential customers. When it comes to ads, personalization can truly come to life through your retargeting campaigns:
- Try both pixel-based and list-based retargeting to cast a wide net and narrow down your audience depending on the occasion.
- Fuel your campaigns with the help of Google Analytics and the data it collects from your visitors as they peruse through your site.
- Do a little more research to find out more about your customers and their preferences, so that the relevance of your retargeting campaigns can increase the more you learn about them. Combine your social media data with that of your website, and you’ll have a wealth of data to inspire your campaigns.
Give your emails a personal touch
Did you know that personalized emails have 29% higher open rates than non-personalized emails? In a world where people will subscribe to so many newsletters and brand reminders, yours can get lost in the bunch or get flagged as spam without the right tone of voice.
Segmenting your audience is a great start, but you should also trust the buyer persona that you create and adapt your approach to individuals that subscribe to your emails. Timing your email based on their geographic location is another factor to consider, while you can also use behavior-based trigger emails to remind customers of their shopping bags, discounts, or certain sales they might be interested in based on their previous purchases.
Although you might run a massive eCommerce shop, there’s no need for your customers to feel like a random order number and nothing more. To earn return business, have more recommendations, and boost customer experience as a whole, you need to rely on multiple methods of personalization such as the ones listed here.
In time, they’ll help you adapt your presence and still send a consistent brand message (that you care about your customers’ wants and needs), and you’ll be able to continuously improve your eCommerce business.
Check out his other guest blogs on Kevy about the undeniable advantages of CRM for eCommerce, how to inject personalization into your marketing strategy, clever ways to use FOMO marketing and Key Points of Creating a Relatable eCommerce Brand!