A user lands on your website and then immediately clicks the back button — Oh no! It’s the dreaded bounce. It only takes about 0.05 seconds for a user to decide whether they like your website enough to stay or bounce back.
Given that the bounce rate is a common phenomenon, eCommerce websites have leveled up on their engagement by grabbing their users’ attention from the moment they land on their site.
The effort to enhance the customer experience has led to a marketing discipline that helps to reduce bounce rates — eCommerce personalization.
What bounce rate is acceptable?
There are many factors that affect the bounce rate, such as industry, products, competition, etc. Each eCommerce website is different, so what may be acceptable to one site may not apply to others.
But, if you are looking for industry benchmarks, bounce rates generally fall between 46% – 65%. Here’s a full benchmark comparison by industry:
So, how can eCommerce personalization help in preventing visitors from bouncing back? In a study by Deloitte, 48% of customers reported that they would be willing to wait longer in order to receive personalized products or services.
Websites experiencing high bounce rates between 40% to 70% can reduce bounce rates by more or less 20% to 30%.
If 48% of your 40-70% leaving customers are willing to wait if the personalized experience is offered, you can significantly reduce your bounce rates by roughly 20-30%.
5 Ecommerce personalization techniques
Gone are the days when personalization was just about addressing customers by their names. Today, marketers use the following eCommerce personalization strategies to deliver an exceptional online shopping experience
Personalize your homepage
Personalization should start at your homepage. When a user lands on your website, you should be able to grab their attention with relevant messages and direct them to the products that might be interested in. Personalizing your homepage can help you uplift sales by 7%.
Offer browsing history
A user’s browsing history is an essential eCommerce personalization technique that you can offer to your visitors. Amazon is famous for utilizing this strategy. What’s interesting is when you return and log back into its site, a ‘Browsing History’ link is already in the navigation bar.
Display dynamic contents and messaging
Successful eCommerce personalization starts with the understanding of your visitors. Your content and messaging must adapt your visitors’ persona, intentions, interests, and likings.
Improve your product pages
Your product pages should be designed as a sales pitch model to tell your customers more about your products, their benefits and features, and why they’re worth it to buy. Thus, personalizing your product pages is an essential part of eCommerce personalization.
Targeted cart recommendation
Aside from the product page, also a great area to offer personalized recommendations is at the cart page. In fact, 92% of customers want to be recommended with products when they are viewing the cart page.
Suggesting relevant items at the cart page can help you increase your average order value. You can do this by applying upselling and cross-selling strategies. The shopping cart is a good touchpoint to upsell and cross-sell more products by using the visitor’s browsing activity and cart items.
The Personalized Recommendations tool from Wigzo enables you to upsell or cross-sell suitable products on the shopping cart page.