Its the year 202 and still if you’re not using eCommerce personalization, then you’re definitely losing revenue. In 2019 alone, businesses have lost nearly $756bn because of poor personalization techniques.
But if you do the personalization right, you can make a huge profit. According to Gartner eCommerce stores that successfully implement personalization in their strategies can get a 15% boost.
What is eCommerce Personalization?
“eCommerce personalization means showing individualized offers, product recommendations, and other content to your visitors based on their previous actions, demographics, and other personal data”
eCommerce personalization ensures that your offers are relevant to the consumers.
It’s nearly impossible to over-emphasize the importance of personalization in eCommerce. The latest eCommerce personalization trends suggest that consumers want more personalized offers. According to Janrain, 74% of people hate being shown irrelevant offers or content.
According to Smart Insights, one type of personalization (“visitors who viewed this also viewed”) can generate 68% of eCommerce revenue.
Before we show you the eCommerce personalization examples, there are two things to keep in mind.
First, segmentation is key to getting personalization right.
Whether visitors are new or returning, where they’re coming from, what device they’re using, and their behavior on the website all make a difference to the offers you show them.
Second, and more importantly, always be aware of the customer experience. According to Shopify, good eCommerce personalization should:
- Meet users’ needs
- Avoid turning visitors off with poor recommendations
- Be used only where the potential return justifies your investment
Examples of Personalized Marketing in eCommerce
1. Deliver Weather-Sensitive Personalization
The first eCommerce personalization example is from the Very.co.uk. As well as showing items to the already logged-in users based on their previous actions on the website, promotions are weather-sensitive. Here’s one version of the homepage for a sunny day:
And another for a cold one:
This tactic reportedly increased revenue by £5M.
Another good eCommerce personalization example is changing your homepage and navigation based on visitor interests. For example, when we typed in the URL of the ASOS home page, it automatically redirected to the women’s section because that’s what we’d looked at before.
ASOS most likely is using cookie retargeting.
3. Recommend Product Categories Based on Browsing Behavior
One of the most common eCommerce personalization examples is from Amazon. When you visit their site and navigate to your personal page, you’ll see categories based on your previous onsite search and browsing behavior. Of course, it’s not perfect, as gifts you shop for will also show up here, but it’s still pretty accurate.
According to Business Insider. this kind of personalization can increase sales by up to 10%.
4. Personalize Search Results
Evergage suggests that eCommerce retailers can use what they know about their customers’ previous behavior to show the most relevant results when they search, as in this example from a shoe retailer:
5. Send Personalized Email Based on User Behavior
One way to drive more sales with eCommerce personalization is to continue marketing to visitors even after they leave your site. Amazon does this extremely well, sending follow up emails and personalized newsletters to alert customers to deals on items they’ve seen.
6. Use Geo-Location Targeting
You can also personalize eCommerce by redirecting visitors to the right store. For example, one Amazon.com user, who also buys regularly from Amazon’s UK store, sees this banner when she visits the US store:
7. Show Category-Specific Discount Coupons
When you create a discount coupon, you can make it even more relevant by ensuring that it relates to the category your visitors are browsing. Here’s an example of that using OptinMonster’s Smart Tags technology. As one of our eCommerce personalization examples, we’ve mocked up an offer that Macy’s could show to their visitors browsing the dresses category.
You can also show category-specific offers, as in this example from Inc Stores. After testing, IncStores found that product-specific messaging appealed to some of its visitors. IncStores grew their list by 300%. Here’s one version of the offer:
8. Sort Recent Products by Interest Level
This example, from Evergage, shows how Madison Island goes beyond sorting products by newness, rating or price, to gauge how interested shoppers are in certain products based on the time they’ve spent browsing product pages. That means each customer will see a different sort of order.
9. Suggest Complementary Products
As mentioned earlier, showing related products can be a huge sales booster, but there are alternatives to Amazon’s approach.
For example, Forever 21 lets you shop for an entire outfit at once, with suggestions for the accessories that will complete it.
10. Pitch an Upsell at and after the Purchase
Did you know that 75% of customers are more likely to buy based on personalized recommendations? So you can get more sales by recommending products while people are at checkout. In this eCommerce personalization example, Amazon shows products related to what’s in the cart:
You can even do this after the purchase is complete, like this example from Mixbook:
That’s it! Use these eCommerce personalization examples as inspiration for your own eCommerce marketing strategy. Next, check out these tips on, eCommerce email marketing and improving eCommerce conversion rates.