Personalisation in eCommerce is much more than simply using
customers’ first names in your emails!
First, it’s about using the data and technology available to
you to create interactions at all touchpoints that remain relevant and
meaningful.
Throughout the customer journey, we recommend showing
customers that you understand their preferences and needs to drive conversions
and long-term loyalty.
Personalisation strategies
Targeted recommendations
We’ve found that one of the easiest ways to personalise the
customer experience is through targeted recommendations. This can be done by
analysing browsing and purchasing history and demographic information. This
doesn’t only improve the shopping experience for the individual customer, but
also increases your chances of getting those sales.
Dynamic content
Dynamic content means that landing pages, product displays,
and promotional offers can all be tailored for each website visitor. This is
more likely to capture their attention compared to a more generic approach,
like showing the same content and promotions to every user.
Post-purchase interactions
Small things can make a big difference. By sending personalised
“thank-you” emails when orders are confirmation, you can continue to engage
your customers even after they have converted. This not only reinforces brand
loyalty, but also encourages repeat purchases and word-of-mouth referrals.
It’s also important to consider re-engaging strategies. If
someone has visited your website, or even left something in their basket, offer
them a voucher (e.g. 10% off) to come back and shop on your site.
Conclusion
As always, the keys to success are data-driven insights and
continuous optimisation. Regularly analyse your data and conduct A/B testing to
refine your personalisation strategies to ensure maximum impact.
Need a more personalised approach in your eCommerce
brand? Contact ExtraDigital today!
