Why You Should Personalize Your Ecommerce to the Max

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We’ve talked in another post here on the blog about how to generate content for ecommerce and also about the importance of applying the Inbound Marketing for this business segment.

However, only the generation of content is not enough to ensure the success of your trade network. There are several factors that may be affecting the performance of your ecommerce and lack of customization is one of the factors that can negatively impact this segment directly.

Approximately 74% of online consumers say they feel frustrated when the content presented to them by a website is not related to your interest. This shows how much you could be missing out financially by failing to make customization.

Challenges ecommerce

Among the main problems related to ecommerces, they highlight both the lack of a cohesive strategy across all marketing channels but also the lack of appropriate content strategy to the different stages of the buying cycle.

If the content marketing campaigns are not based on personas and designed to acquire high quality Leads email addresses (potential customers), the chances of your business go wrong can be very high. So it is important to provide content according to the time the customer is. Often can not fight only for the price to win a consumer. The way you treat the customer together with the experience you provide also contains a power of effective influence on the customer’s purchasing decision.

Today, customers can interact with your company through different channels in a variety of formats (ads, display banners, social media messages, blogs, videos, webinars, how-to guides, etc.). If align this to the fact that the person travels between your computer, mobile phone and tablet several times a day, it becomes increasingly difficult to sew the same strategy across all channels available to reach that same customer.

Therefore, a consistent planning attack on all channels is strictly necessary for success in their campaigns. Analyze more excite your audience channels: youtube, instagram, twitter, linkedin, facebook, Snapchat, etc. Where you really need to be?

In addition, we are daily experiencing visual stimuli on the internet. All the time. For this reason the visual aspects and design are so very important and directly interfere in making purchasing decision. Try to show real people with the identity of their personas, using the products that you sell. Create ads that call, display them on your website and make it a fun shopping experience. Personalize this process the most you can.

Customization Types

The customization can be performed either in real time or after the abandonment of your site considering different types of information.

A practice with promising results is to use cookies to identify if the visitor is coming back to your site or if you are performing a first visit. With this you can make a personalized customer navigation. You can create messages and offers based on behavior that brought them to your site, for example. Based also on IP information, you can also identify and display appropriate content in the correct language.

The more you can create opportunities for different experiences each customer, the better the business opportunities that you will be creating. This practice, called optimization website , basically consists in offering different experiences for the visitor, based on different parameters that may include items such as:

  • First visit or regular visitor;
  • Users that have closed or not a purchase in the last 30 days;
  • high-level buyers (who spend more);
  • Location;
  • Visitor origin;
  • type of device that the user is accessing the site;
  • custom data (age, gender, interests, income).

Always remember to perform a customization based on the data you already have. Make an analysis of who are already your customers. Where they live? They belong to a specific age group? That more time accessing your website? Try to predict a customization based on these data.

This work can be quite costly, but at the same time provide you with valuable information on the customization of your website. Of course there is no way to guess 100% chance that your customer search.

However, if you follow the explicit behavior of their customers, the likelihood of you predict future behavior eventually becomes apparent. It is in the layering of these different types of data that personalization becomes quite powerful.

If you combine shipping perceptions, demographics and order history, for example, you have a much more comprehensive view of your customer. And that’s a much richer data than just consider the age, gender and which browser it uses.

One of the tactics based on location is to offer free delivery the next day for those who live near and not for those who are away. The more you take advantage of this information, the better will be the user experience and consequently his chances to buy from you.

Some customization practices you can adopt in your ecommerce

Guest arrival on site

  • Show immediately products that are commonly searched or trends;
  • For visitors who are returning, present items already viewed and recommendations based on past purchases and navigation;
  • Monitor if customers leave immediately of a page (bounce rate) or where they go to your site. Keep track of what attracts their attention and interest.

Purchase

  • Continue displaying items previously seen by buyers who are returning to the site. They may want to find a product that they saw earlier. Make it easier;
  • Show products related to the item he is buying or who are in the cart. A good recommendation system is essential in these times. It’s your chance to increase sales and cross-sell;
  • Capture the personal preferences and tailor the experience to check out. A simple example is to save your payment information and offer check-out options in one click;
  • Monitor not only shopping but also abandoned the items in the cart.

After Sales / Business

  • Send post-sales emails with recommendations based on the recent purchase or customer behavior on your site;
  • Personalize content and not only recommendation. The more you show that that email was made to the client, the more he will like;
  • Consider customizing Landing Pages as the buyer profile. Sometimes the same product can meet different customer profiles. Abuse of A / B testing to identify how different types of text, visual appeal and content can reach different groups and individuals.
  • Monitor open rates and clicks from emails to build the e-mail template that best fits for each consumer profile.

To do this, it is essential that you can rely on a system of marketing automation robust, which makes this really scalable personalization.

It is essential that you design shots automated emails to nourish Leads or customers based on the interactions they had with your store. The visualization of a specific product, shopping cart abandonment, passing a Lead by a certain section of the site or performing conversions by downloading rich content are just some examples of these types of interactions.

Segmentations for ecommerce

One of the main weapons available to an ecommerce is based on segmentation of Leads and customers. The more customized for the shopping experience, the more likely you increase your sales and customer loyalty.

In addition to creating segmentations based on interest in a particular product category, you can separate your contacts customers who do not respond, recent buyers, buyers with abandoned shopping carts, customers assiduous etc. We have already talked about it here in the post “Targeting: how to generate better results by sending fewer emails” .

It is essential that you offer through your email marketing campaigns, solutions rather than products. much worth you send an email on a single product, explaining their functions, advantages and what problems it solves for a small list of interested customers than email-showcase for all your contact base.

Make the nutrition of Leads only through emails with products imply high short-term unsubscribe rates. People do not want to receive in your e-mail messages about things irrelevant to them. Try covering stories, photos, video instructions, style tips or ways to use a product. More than interested in what you have to sell, customers want to buy what really meets your desires and your needs.

Try changing the models of each ad as your audience. You may be talking to young, old, men, women, gays, humble and intellectual people. Each receives the information in a way. Be consistent with your audience.

If you saw a Lead crossed page of a particular product, you can create custom email flows explaining more about that item or by sending a special discount coupon for the customer to close the purchase.

Also, instead of always offer the cheapest, offer the best option. Try to efficiently communicate the actual value of the product. Free trials, demos, samples, comparisons and reviews are just some of the options that you can send to a future client in a customized manner. The reviews even possess great power of persuasion because according to recent research, almost 90% of consumers trust online reviews and recommendations from other buyers. So it is extremely important that you encourage your customers to write reviews of their products.

Conclusion

As you can see, the customization directly influences the results of your ecommerce.

The more customized are your campaigns and acting upon their customers and visitors, either through emails or customization of navigation, the greater the chance you increase your sales and retain your customers.

So what do you think to start thinking in personalizing your ecommerce as quickly as possible?