Personalising the Ecommerce Experience


By tailoring the shopping experience to each customer's preferences and behaviours, ecommerce personalisation is transforming the way businesses operate online.

In this article, we'll dive into the benefits of personalisation in ecommerce, highlight some of the leading ecommerce personalisation tools, and explore the most recent ecommerce personalisation trends.

Why Personalisation Matters: The Benefits of Personalisation in Ecommerce

Customers crave a shopping experience that feels tailored just for them. Ecommerce personalisation meets this demand head-on, resulting in several key benefits.

Firstly, personalisation can significantly improve the customer experience. With custom recommendations and personalised content, customers can navigate through online stores more intuitively, finding exactly what they're after without any unnecessary hassle.

Secondly, personalisation can drive higher conversion rates. Personalised product suggestions based on a customer's browsing history or purchase patterns can lead to impulse buys and larger basket sizes.

Lastly, a personalised shopping experience encourages customer loyalty. Shoppers are more likely to return to an online store that recognises their preferences and offers a unique, personalised experience.

Ecommerce Personalisation Tactics

Ecommerce personalisation tactics aim to provide a more tailored shopping experience for individual customers, which can ultimately increase sales. Here are some effective tactics:

1. Personalised Recommendations

Implement a recommendation system that suggests products based on users' previous purchases, browsing history, and the behaviour of similar customers. This can be achieved using machine learning algorithms.

2. Email Personalisation

Sending personalised emails based on customer interests and behaviours can significantly improve conversion rates. You can send abandoned cart reminders, personalized product suggestions, or discounts tailored to individual customer preferences.

3. Tailored Landing Pages

Create landing pages based on the source of traffic. If the customer comes from a specific ad or marketing campaign, the landing page should reflect the same messaging.

4. User Behaviour Tracking

Collect and analyse data on user behaviour to offer personalized user experiences. You can track page visits, click patterns, purchase history, and more.

5. Personalised Search Results

Customise search results based on user interests and past searches. This can make it easier for customers to find what they are looking for.

6. Dynamic Pricing

Offer personalised pricing based on factors such as customer loyalty, demand, location, and time of day.

7. Personalised Content

Content should be adapted based on user behaviour and preferences. This can include blog posts, product descriptions, and user guides.

8. Chatbots and Virtual Assistants

Implement AI-powered chatbots or virtual assistants to provide personalised assistance, such as helping with product selection or answering frequently asked questions.

9. Loyalty Programs

Create personalised loyalty programs that reward repeat customers. These rewards can be tailored based on the individual customer's purchase history.

10. Cross-selling and Up-selling

Recommend complementary or higher-end products based on what the customer is currently viewing or has in their shopping cart.

11. Location-based Offers

Use geolocation data to offer deals or products relevant to the customer's location.

12. Social Proof

Display personalized reviews, ratings, and testimonials based on the products a customer is interested in.

Choosing the Right Tools: Key Ecommerce Personalisation Tools

There's a variety of software available that can help you personalise the ecommerce shopping experience. Here are some popular ones:

1. Personalisation Engines

Platforms like Kibo, Dynamic Yield, Monetate, and Emarsys provide comprehensive personalisation services, including personalised product recommendations, dynamic content, and targeted email marketing.

2. Email Marketing Software

Tools like Mailchimp, Klaviyo, and Constant Contact offer robust email marketing services, including the ability to segment audiences and personalise email content based on user behaviour and preferences.

3. Customer Data Platforms (CDPs)

These tools collect and unify customer data from multiple sources to provide a holistic view of each customer. Segment, BlueConic, and Tealium are popular CDPs that enable more personalised marketing and customer experiences. You can read more about CDPs on our blog here.

4. CRM Systems

Customer Relationship Management (CRM) systems like Salesforce, HubSpot, and Zoho CRM allow you to track interactions with customers and provide personalised experiences based on customer history and preferences.

5. Chatbot Builders

Platforms like Intercom, Drift, and ManyChat can help you build AI-powered chatbots that provide personalised customer assistance.

6. Analytics Tools

Tools like Google Analytics and Mixpanel provide insights into user behaviour on your website, which can inform personalisation strategies.

7. A/B Testing Tools

Optimizely, VWO, and AB Tasty are great tools for A/B testing different personalisation strategies to see what works best.

8. Social Media Management Tools

Platforms like Hootsuite and Buffer help manage your social media presence, allowing you to tailor your messaging based on audience preferences and engagement patterns.

9. Search Personalisation Tools

Tools like Algolia and Elasticsearch offer personalised search capabilities for your website, providing users with more relevant search results.

Remember, the best tools for your business will depend on your specific needs and objectives. Always consider factors such as cost, ease of use, integration capabilities, and customer support when choosing software.

Looking Ahead: Ecommerce Personalisation Trends

Ecommerce personalisation is evolving rapidly, with new trends continually emerging. Here are two key ecommerce personalisation trends to keep an eye on:

1. AI-driven Personalisation

Artificial Intelligence is playing an increasingly crucial role in personalisation. With the ability to analyse vast amounts of data quickly, AI can provide even more nuanced personalisation. We can expect to see a surge in tools offering AI-based personalisation capabilities.

2. Omnichannel Personalisation

As customers shop across multiple channels, personalisation isn't just about tailoring the online store experience. It also involves personalising the experience across all channels, including social media, email marketing, and even in-store experiences.

Ecommerce personalisation is a powerful tool for ecommerce retailers. It offers the potential to improve customer experience, increase conversion rates, and foster customer loyalty. With the right ecommerce personalisation tools and an eye on emerging trends, businesses can stay ahead of the curve and deliver a shopping experience that truly resonates with their customers.

Category: eCommerce