You probably didn’t get lucky. It’s possible that the retailer already knew you, your purpose for visiting and what you were looking for. To make you more likely to buy, the store created a personal experience.
Personalization refers to the process of making small adjustments to your online store to make it unique for each customer. This can be done by using the key data you have about them.
Personalization is big business. According to research, 91% of consumers prefer brands that offer a personalized experience and provide relevant recommendations.
But what about the flip side? The flip side? Poor eCommerce personalization is a major reason why online businesses lost as much as $756 billion in 2018.
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Be aware that personalization can sometimes be affected by discrepancies in the data. If someone uses a VPN, then the content you are tweaking to their location may be biased. Personalization can also feel intrusive. Some 92% internet users are concerned with their online privacy. Visitors shouldn’t have to be concerned about how you use their data.
You probably have the data that you need to personalize your site. Personalization can help you achieve a 19% increase in sales by using reliable data sources and knowing the right tweaks to make.
You want to be part of the top brands that use personalization to increase user experience (and sales). Let’s look at 9 great examples of eCommerce personalization that has been successful and how you can use them in your online store.
9 amazing eCommerce personalization ideas
01. Timber & Jack’s section “you may also enjoy”
Personalization requires data in order to work. It doesn’t need to be extravagant. Based on what pages shoppers visit on your site, you can personalize your shopping experience.
For example, the products pages Timber & Jack have a section called “You may also like”. This product wheel suggests similar products to the one that the visitor has already purchased.
Because the customer already expressed interest in the product, it works. However, if the customer isn’t sold on the product’s color, design or size, they don’t need to search manually for something similar. This could result in them giving up.
They can easily browse related products by clicking directly on the product pages.
Bonus tip This could be done by promoting products that complement the product they are viewing. You might see a model in a dress wearing jewelry or shoes. To upsell these items, you can use the “people like” wheel.
02. Mint Home’s “help-me-find” service
Sometimes you don’t have exactly what your customer needs. You don’t have to lose your customer to someone who does.
MintHome provides a customized service for its eCommerce customers in product sourcing. This service allows customers to search for products that aren’t on their website using industry knowledge and relationships.
Mint Home customers fill out a form to request items that aren’t listed in their store’s catalogue. The team at Mint Home then assists them in sourcing the items they need.
This can be put into practice by your eCommerce store offering a similar service. This allows your brand to “own” your niche market. This helps you to expand your industry knowledge and establish a reputation as the expert for a variety of products.
Customers can contact you to purchase a product that isn’t on your website. This expands your stock to include more products than you have currently in stock.
Bonus tip Promote your personalized shopping service by placing an announcement banner on the homepage. This way, visitors who are first time to your site will know that they will be able to find what they need. They don’t have to leave your site to go to a competitor.
03. Bobsweep’s quiz
Are you not interested in a customized service such as product sourcing? Don’t panic. Quizzes can help you personalize your shopping experience.
Bobsweep shows that you can apply fun content even to mundane products. Take their quiz to get you hooked. The quiz asks you about your family, household, and pets. Based on your answers, the final result will be a personalized product recommendation.
This quiz helps customers find the best product for them quickly. This eliminates the barriers of entry, which means customers don’t have to know what product they want. It eliminates the paradoxof choice, a psychological phenomenon that causes people to feel overwhelmed when too many choices are available.
Interactive content is when a customer actually does something. This is great because it’s entertaining for customers and provides crucial information that allows you to quickly guide them towards what they want–and the checkout page.
Bonus tip Use illustrations and avatars to make your quiz more fun. This eliminates another barrier for people looking to purchase products. The images can be used to identify people, making it much easier than having to read through text walls in order to choose the right option for them.
Customers from different countries may find it frustrating to visit your website when they are not able to understand it. However, you don’t have to create separate websites for each country.
OdiseiMusic offers a link in the navigation bar that allows users to change the language of their site. To understand the content, visitors don’t require an add-on such as Google Translate. Visitors can choose the flag of the country they are in and the site will reload using their language.
SEO is made easier by allowing customers to modify the language on your website. Search engines will consider the two phrases you are targeting as distinct phrases. For instance, keywords in English that mean the same thing in Spanish could be considered the same in English. You can rank well for both terms, which means that you are reaching two different audiences with the same page.
Plus, more than half the online content are written in English. Only 4.6% of online content is in Spanish, while 6% are in German. When you go the extra mile, it’s easier for you to be noticed by English-speaking competitors.
Bonus tip Use other location-based elements such as weather or currency to personalize your online shop for customers abroad. Reese Spykerman, Design by Reese, explains:
Passive personalization can be used to personalize weather or seasonal information. Weather personalization can be done broadly if you are a regional brand or based on IP. If IP detection indicates that the customer’s area is likely be affected by rain, promotions or products calling out the weather can feel very empathetic.
05. Categories of race posters for races routes
Selling products based on customer experiences is a great personalization hack. This is evident on RaceRoutes website. You get the personalization feeling from the product.
The store sells artwork inspired by popular marathon routes. It feels very different from a traditional category selection when browsing their website. It’s not something you haven’t done (like half-marathon), but something you are interested in (like art posters).
All of this ties back to the personalized shopping experience that we discussed earlier. A category called “running posters” may seem less personal to a shopper. However, asking them to choose something that represents their achievements makes it more personal.
Bonus tipDon’t have any experience-related products? You can achieve the same effect by labeling category names with customers’ job titles, pain points, and known qualities. A “10-inch laptop” category is now called “laptops to mobile workers”. The “photo frame collection” category is now “photo frames for feature wall”.
06. Alaya Tea’s form “Add a Gift Message”
The personalized gift market will be $31.63 trillion by 2021. Alaya Tea offers personalized gifts and does not manufacture a new line of products.
The “Add a Gift Note” box allows shoppers to purchase a personalized gift for another person. However, it is optional. They will have the same product page for both the personalized and standard product. This means you have fewer SKUs to manage and less duplicate pages on your website, which leads to a better user experience. Talk about a triple threat.
Your market is also open to personalizing existing products. Customers don’t need to be interested in the products. The customer is buying the product for their loved one, someone who has different tastes. Your customer profile should be used to create the personalized gift.
Bonus tip Have fun with your product’s packaging and delivery. Personalization is not always possible. You can add a gift card or note to your package to achieve the same effect without having to change the manufacturing process.
07. Adam Apple’s important date form
Buying items for a specific date can be overwhelming for customers–especially if it’s a big event, like a wedding or birthday. It is essential that the items arrive on time. There are no returns or leeway.
Adam Apple sells confetti online through their online shop. This removes the barrier to customers by using personalization. Customers can now delay their order or have it delivered by a specific date using a simple form on their product page.
This alleviates customers of a lot of pain and helps merchants manage their inventory. They can predict when each order will arrive and plan accordingly.
Bonus tip – Studies have shown that 47% shoppers won’t purchase from brands that keep them in the dark about delivery status. They may receive their items when they aren’t home or on a later date than they requested. Giving them the ability to pick their delivery time and date solves these issues and increases the likelihood of building repeat customers.
08. Spotify’s Discover Weekly playlists
Spotify is a popular personalization tool. Spotify’s “Discover Weekly” algorithm uses data from your music to create a personalized playlist. What’s the goal? The goal? To help you find music that suits your personal taste.
Your activity on the app is taken into account. , the previous product director at Spotify, explains that skipping past the 30-second mark can be interpreted as a thumbs down to the Discover Weekly playlist.
According to reports, songs from these playlists were streamed 1.7 million times. This is great news for Spotify because it keeps their customers happy with the app. Customers are less likely to cancel their subscription if they have enjoyed Spotify and personalized song suggestions.
A bonus tip: Send personalized advice to customers who have purchased a lawnmower from your garden furniture store. If they have purchased a lawnmower at your garden furniture shop, send them emails about how to clean it, adjust the grass length, and store it safely. You’ll be remembered by your customers if you are willing to answer any questions that they ask.
09. Go Green Hemp’s abandoned Cart email
Personalization is possible for your entire website. Email marketing has a great return on investment (ROI). It gets to people that most brands are unable to reach: their inbox.
Go Green Hemp doesn’t use this channel only to nurture those who have signed up for their mailing list. They track the number of people who have added items to their online shopping cart but then left without checking out.
An short quiz is available through the abandoned cart email. It helps subscribers to find the right product. This is another type of interactive content. The lead does not have to be on your site to participate.
They are redirected to the website by an email promising assistance in finding the right product. They could have been concerned about pre-purchase and had to leave.
Bonus tip To follow up with abandoned online shoppers, you can use other retargeting channels such as Facebook and Google Ads. You can direct them to your website with easy-to-use content (like a quiz) and then offer a personalized product recommendation. They have a second chance at purchasing.