As eCommerce continues to grow and evolve, the need for businesses to provide personalized experiences for customers has become increasingly important. Personalization in eCommerce marketing involves tailoring marketing efforts to specific individuals or groups of customers, based on their behaviors, preferences, and past interactions with a business. It can boost sales, increase conversion rates, increase brand loyalty and more. In this article, we will explore these benefits in greater detail, and provide examples of personalized marketing techniques that can help eCommerce businesses achieve success in today's competitive marketplace.
The largest benefit to incorporating personalization in your ecommerce marketing is the increase in sales. By providing customers with more relevant and targeted messaging, offers, and product recommendations, businesses can increase the likelihood of customers making a purchase. This is because customers are more likely to engage with content that is tailored to their interests and needs. Additionally, when customers feel like they are being offered personalized experiences, they become more loyal and engaged with the brand, giving them a greater incentive to make a purchase. You can use different kinds of personalization tactics to increase your sales. Some of the most common forms of ecommerce marketing personalization include:
Personalization based on purchase history: Purchase history can be a valuable tool for providing eCommerce marketing personalization. By analyzing a customer's past purchases, businesses can gain insight into the customer's preferences, interests, and behavior, which can be used to tailor future marketing efforts.
For example, if a customer has purchased a certain type of product in the past, such as running shoes, the business can use this information to personalize the customer's shopping experience. They can recommend similar products, such as other athletic shoes or workout gear, and send targeted email campaigns with promotions and offers related to fitness and exercise.
Personalization based on email campaigns: An ecommerce store’s email list is one of the best tools to personalize marketing for their customers. With an email list, an ecommerce store can segment customers based on demographics, preferences, and behaviors. By doing so, they can create targeted email campaigns that are more likely to resonate with each customer.
For example, an ecommerce store may segment their email list based on customer location, sending personalized emails that feature products or promotions specific to that region. Alternatively, they may segment their email list based on past purchase history, sending customized email campaigns that feature complementary products or promotions.
Higher Conversion Rates
Conversion rates are often a huge marketing pain point for ecommerce marketers. There are many high ticket tools and agencies that promise results, but you can improve your conversion rates dramatically by simply incorporating more personalization. When customers feel like a business understands their needs and preferences, they are more likely to engage with the business and make a purchase. Instead of focusing on driving the percentage points for your conversion rates, focus on building a relationship with your customers.
There are generally a few areas in ecommerce marketing where conversion rates really matter. These areas include email opt-ins, landing pages, and shopping cart checkouts. Each of these areas is crucial for capturing leads and converting visitors into customers. Personalization can play a significant role in improving conversion rates in each of these areas. The best way to typically do this is to give your customer a lead magnet and help them opt-in to your email list. You can then use the information they give you to personalize your offers, content, etc.
Some specific ways you can do improve personalization include:
- Addressing them by their first name
- Contact them when they have a special day (birthday, anniversary, etc.)
- Promote content specific to their pain points and needs
All of these practices ultimately help you build a long-term relationship with your customers and this will improve your conversion rates significantly.
Increased Brand Loyalty
Brand loyalty also closely ties in with conversion rates. The vast majority of ecommerce customers have no relationship with the stores they purchase products from. They typically find these sites via paid ads or SEO, but they have virtually no relationship with them besides a one-time purchase. This is often due to the lack of personalization by ecommerce companies. By tailoring the shopping experience to the individual customer's preferences and needs, businesses can demonstrate that they understand and value their customers on a personal level.
This is best done by Amazon.com. Amazon has been routinely ranked #1 for the best brand in the world while serving hundreds of millions of customers. A large part of their success is their relentless focus on improving their brand loyalty via personalization from customers. Amazon refers to their personalization strategy as a “just for me” experience. This typically entails recommending products based on previous purchases, displaying personalized search results, and sending customized emails. By doing so, Amazon creates a shopping experience that feels tailored to each individual customer, which can help to foster a stronger emotional connection and a sense of loyalty. This not only leads to increased repeat purchases and higher customer lifetime value, but also encourages customers to refer the brand to their friends and family. You can use these exact same strategies to improve your personalization to improve your brand loyalty.
Improved Customer Segmentation
In addition to brand loyalty, ecommerce marketing personalization improves customer segmentation. The more you personalize your marketing efforts, the more you understand your customers, the better you’ll be able to market in the future. This cycle of continuous personalization leads to more sales for the company and a better customer experience. Some specific benefits to improved customer segmentation include:
- More Accurate Forecasting: By segmenting customers based on their purchase history and behavior, businesses can make more accurate sales forecasts, optimize inventory management, and reduce waste.
- Enhanced Understanding Of Customer Behavior: By collecting data on customer preferences, shopping behavior, and purchase history, ecommerce businesses can gain a deeper understanding of their customers' needs and preferences, enabling them to segment customers based on their behavior and interests.
- Competitive Advantage: Personalization can be a key differentiator for ecommerce businesses in a crowded marketplace, allowing them to stand out from the competition and attract and retain customers who value a personalized shopping experience.
These specific benefits alone can lead to higher conversion rates and more sales without having to do anything drastic in your marketing. Generally, the better you understand your customers, the better you’ll be able to market to them and sell them on your products.
Less Shopping Cart Abandonment:
Shopping cart abandonment is often the primary pain point for many ecommerce companies. Ecommerce marketers spend thousands of dollars a month to finally get customers to their shopping carts and any improvement in this will lead to increased sales. Medium to large sized ecommerce stores often spend thousands on different abandoned cart software and hiring different marketers to help solve this. You can quickly address this by improving the personalization for your customers.
A few quick ways you can start implementing this today include:
- Having Custom Product Recommendations: Providing personalized product recommendations based on the customer's browsing and purchase history can improve the shopping experience and reduce cart abandonment. By analyzing the data collected from the customer's previous purchases and searches, ecommerce stores can recommend products that the customer is most likely to be interested in. This can be done through a variety of methods such as suggesting related products on the product pages, showing personalized recommendations on the homepage, or sending personalized emails with recommended products.
- Sending Reminder Emails For Abandoned Carts: One of the most effective ways to reduce shopping cart abandonment is by sending reminder emails to customers who have left items in their cart. These emails can serve as a gentle nudge to the customer, reminding them of the products they were interested in and encouraging them to complete their purchase. To make these reminder emails more effective, ecommerce companies can incorporate personalization tactics such as recommending related products based on the customer's purchase history or browsing behavior.
- Providing Personalized Customer Support At Checkout: Many customers abandon their carts due to uncertainty or confusion during the checkout process, such as questions about shipping options or payment methods. By offering personalized support through live chat or messaging, you can address these concerns and provide a better customer experience. This can lead to increased trust in your brand and a higher likelihood of completing the purchase.
Many of the problems that ecommerce companies today face can be solved with improving customer personalization. Taking simple steps such as addressing customers by their first names or sending follow-up emails for abandoned carts can make a dramatic difference in sales. It is important for ecommerce companies to continuously strive for improving their personalization efforts in order to stay competitive in the market and meet the ever-changing needs and preferences of their customers. With the right personalization strategies in place, ecommerce companies can differentiate themselves from their competitors and provide a superior shopping experience for their customers.