How to increase your e-commerce conversion rate with personalization

There are some do’s and don’ts when it comes to encouraging customers to buy items from your business. This is where e-commerce personalization comes in. The conversion rate is defined as the percentage of visitors that land on your website who complete the desired action in a set period. 

Ecommerce personalization means giving customers a customized shopping experience based on their likes and dislikes, tastes, previous purchases, interests. Ecommerce conversions are considered profitable both qualitatively and quantitatively. According to research by Gartner, B2B companies with effective personalization on their e-commerce sites will outsell competitors without the same level of customization by 30 percent by 2018.

Different types of eCommerce personalization:

There are many different ways for e-commerce personalization with new tactics developing almost every day. Listed below are the three main key points:

Client Personalization

Once you know what the client wants, the client’s personalization starts. It can be in any form from letters, social media, website content, and promotions. All the channels used should be personalized for the customer. Personalizing content in real-time is a great tactic. Real-time personalization can include coupons based on the client’s history and how often they revisit the website. For returning customers, instead, offer coupons for loyalty. 

Offer Personalization

For example, if a male visitor views products for a toddler, he is likely a dad. Another example can be, recommending a van, family car to the first profile, and offering a sports car to the latter. Personalizing, according to behavior, interests, and other traits can bring higher conversions. You can make promotional discounts based on this for your clients. Studies show that emails titled with personalized subject lines are 26% more likely to be opened than non-personalized emails.

Personalized Web pages/Layouts

You can personalize web pages and layouts based on the data collected based on the visitor’s profile. Navigational personalization is a tactic that looks at browser behavior and purchases history to make recommendations. To fully utilize the navigational personalization, you can look at how the visitor interacted on the website and how they found the site using specific keywords.

In conclusion 

The key to personalization is knowing your customers. The more relevant and accurate data there is of a client, the more refined and detailed customization is possible — around 75% shopper like it when brands personalize products and offers. In contrast, 74% of shoppers get frustrated when the website has nothing to do with their interests. Once your relationship grows with the customer, you can learn more about what they are buying and what campaigns have converted them. But customers know themselves the best by allowing them to personalize their own experience by sharing their gender and their interests. 

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Sharan Phillora

Sharan Phillora is a Customer Success Specialist at Nexweave, based in Mumbai, India.

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