7 Personalisation Tips to Boost Your Sales for eCommerce
The idea that personalisation is a prelude to better customer engagement and more business is a cracker-barrel one. Today, customer personalisation in eCommerce gets regarded as a standard service. As online portals brim with suggestions, a personalised eCommerce experience is deemed paramount.
According to a report by Accenture, 91% of customers get inclined toward companies that remember them and render relevant offers. Also, about 83% are willing to share their info in exchange for deals based on specific interests.
How does E-Commerce Personalisation work?
Providing personalised suggestions does not suffice by itself. A seamless customer service experience plays second fiddle to long-term customer loyalty.
Say that you get logged in with your Gmail account. You type a product on the Google search engine. You’ve checked a few websites and understood the features. Later in the evening, you scroll through your social media accounts and find ads about that product. Even more, you received emails about the same. Long story short, personalisation in eCommerce works across channels, sites and applications. Personalisation embodies all content and gets fuelled by real-time, first-party information. A related aspect is the customer journey and its varied phases.
Another aspect is that personalisation in eCommerce can take various forms, including recommendations, cart abandonment emails and onboarding quizzes, to mention a few.
Next are some tips to boost sales. So, let’s get to it, shall we?
Create a personalised home page
Begin with understanding your target audience by getting to the bottom of the three types of data or D’s - behavioural, demographic and contextual. This reinforces the insight by Invesp - 59% of online shoppers posit that personalisation makes it easier to find relevant products, facilitating the path to conversions, sales and continued business.
The crucial elements of a personalised homepage are:
Headlines - makes for the first touch point for online visitors. A captivating headline helps directly address high-value leads early in the journey.
Call-to-actions - serve as a door to unique tailored experiences. Some examples are: ‘get in touch’ and ‘demo requests’. You can also create specific ones for high-tier plans for known customers.
Customer testimonials - these serve as social proof, reinforcing conversion by establishing credibility
Personalised shopping guides
IP geolocation enables you to evaluate website traffic and offer specialised pricing. Depending on the location, you must factor in the different tax rates and other geographic pricing dynamics.
Promotional campaigns for different social networks
Given the plethora of social networks, your target will drift towards at least some of them. Each social media site has its types of audiences and engagement. Note that social omnipresence forms the bedrock for eCommerce businesses.
Customers today pay through several modes, including debit and credit cards. Another avenue is BNPL (buy now, pay later) options, enabling customers to pay later through limited fees.
Add a chat option to your site
The considerable number of options has made the online universe a tailspin of sorts. However, the glad tiding is that there are eCommerce personalisation tools that produce a resolution. One such avenue is a chat option. These are intelligent systems and resources serving as the rudder for conversational marketing and customer support. Chatbots go beyond just answering queries. They also help forge long-lasting customer relationships.
Another aspect is that these AI-driven chatbots continuously learn from past user interactions. To this end, they possess the innate ability to customise future conversations, making them apt for handling commonplace queries and chat queues, reserving the Sapiens for more pressing issues.
Personalise your live chat
You can begin by assigning ‘human names’. This helps considerably elevate engagement rates. Better yet, using an enticing mascot, probably leveraging pop-culture movies and series. Next is playing around with unique colour combinations, fonts, layouts and logos. These shall then become constituents toward communication elements, fuelling connection and recognition among your target audience. Enterprises must maintain consistent messaging by leveraging automation and integrating eCommerce websites. One way is creating messaging templates.
The common contention among digital marketers is that personalised pop-ups do not work. However, statistics have a starkly different story. In 2020, the average pop-up conversion rate stood at 3.09%. Moreover, pop-ups can help convert up to 40% of your visitors into subscribers.
There are fundamental reasons to feature pop-ups among the powerful eCommerce personalisation tools. These are next.
They are visible to everyone: Pop-ups have a 100% viewership rate, making fewer chances to miss out on them.
Help with messaging once visitors get engaged: If well-used, pop-ups can deliver prompts about when your online visitors are most likely to click through.
They provide value: However, you must ensure that these are relevant and well-implemented. Better yet, combine them with advanced targeting scenarios. Doing so helps improve their effectiveness.
They cannot get ignored: Visitors will notice your value proposition or any message you wish to impart to their faces.
Pop-ups, like several other KPIs and metrics, can help track user engagement. Pop-ups help capture a treasure trove of data.
Get personal in email marketing
In the context of customer personalisation in eCommerce, email marketing helps curate email campaigns for specific subscribers.
Personalisation is expansive! At the base level, email personalisation uses the subscriber’s name in the subject line. The more advanced level involves content regarding demographic aspects, including age, previous purchases, number of times the user logs in to your software, gender and location.
Personalised email campaigns have proven to help enhance opeWn and click-through rates. Also, they can have a measurable impact on the ROI and revenue. According to studies, personalised subject lines are 26% more likely to get opened.
A renowned avenue is Gmail Ads. These typically get featured in the social or promotions tab. Also, Google automatically makes these ads responsive for mobile, desktop and other gadgets.
Cross-Sell During Checkout
In marketing parlance, cross-selling can get known as ‘bundling’. However, leveraging this during checkout is a mark of ingenuity. Say that you have purchased a new mobile phone. A well-equipped cross-selling tactic would be to suggest a phone cover. Long story short, it is a way of marketing additional (but relevant) products to existing customers.
Another related tactic is upselling. This strategy involves marketing an upgraded version of the to-be-purchased item.
eCommerce businesses must collect data about each customer; this arduous task has become easier with analytics and eCommerce personalisation tools. However, note that much depends on the stage of the sales funnel. The engagement metrics vary for each. For instance, the conversion phase puts forth the metrics such as cart abandonment rate and average order value. Similarly, at the information stage, time spent on the website and impressions takes precedence. Given this, enterprises must incorporate customer lifecycle.
Today, consumers are out and about. Therefore, omnichannel outlets and multiple touchpoints are the need of the hour. At Adapty, our adept, agile and adaptive approach leverages actionable data and real-time communication, offering a seamless, personalised eCommerce experience.
