Andras Marcell Marko

Oct 25, 2017

posted by Andras Marcell Marko

Personalization: eCommerce Site Best Practices Part 6

Personalization

Around 60% of the people shopping online opinionated that on a personalized e-store site it’s easier to find interesting products. 53% of them believe that the retailers with personalized shopping experience provide more meaningful service that those who don’t use. 77% trusts more in the buying process after the e-businesses explained how personalization works. 56% expressed firm desire to return those sites that recommend products. 57% of the people shopping online is ready to divulge personal data about themselves as long as it serves their benefit.

The future is for the super-personalized e-stores

More and more data are accumulated, machine learning revolution ushers in the era super-personalized e-stores knowing not only our shoe- and trouser-sizes but our favourite actor’s favourite garment patterns, or our friends’ approaching birthday with their sizes and favourite products.

Yusp onsite personalization has adaptive carousel, welcome messages and call to actions

Yusp onsite personalization includes adaptive carousel, adaptive welcome messages and call to actions, adaptive landing pages + adaptive design and color schemes.

 

Use your customers’ words

Beyond customers’ desire to possess more and more personalized products, they want to belong to communities using their words and expressions. Before promoting your products via social influencers and bloggers ( and hiring them ) you don’t have to pay a bean to organize your search words and categories around the vocabulary they use. (In case you would like to know more about harnessing the potential of social media influencers, download Yusp Black Friday booklet)

Searchwords: frequent search words should be noted and paired/ embellished with products and categories. The empty page is always creepier than a page listing products that are close to the desired product even if not exactly the same.

Personalized Communication

Personalized Welcome Communication  /  personalised customer recognition – within Amazon’s excellent welcome communication one doesn’t have to exit and log into email accounts to validate his membership, right after the registration our fictive user (Ficus) can enjoy his name on several places. (having an own Amazon store sounds compelling?) Have we noticed the golden section and the mild arc connecting the 3 customer name occurrences? ( prolonged the arc we get to the cart)  Does anything sound more indulging than a store owned by you and a profile photo space?

Personalized welcome messages in Amazon web store

Available Product Visit history – Product history is suggested to have 2 different states to appear: 1.  on hover (to overview,  2. on click (to browse among them more intensely)

Permissive elements  in recommendations: before the recommendation boxes hailed on the user it is useful to let  the user tick the favoured product categories.

permissive personalization options at Amazon

Permissive recommendation scheme allows users to handpick their preferences so they won’t feel themselves  exposed to an enormous, invisible intelligence organization.

Amazon's recommendation box for a new user

A long time ago, in a galaxy far, far away … I mean 1 year ago, in a foreign language book review site (like Goodreads) I liked these genres of books, and shared my opinion in a foreign language – my email had become associated with those preferences, and after I made my registration to Amazon with the same email… The result needs no explanation.

 

Personalized post-visit retargeting – Watch out the overexposure danger which can erode your e-store and buying experience or the customer loyalty can also be marred. Set frequency caps on your remarketed product-user pairs.  According to Remarketer blog,  1-2 visits to your web store doesn’t mean  user desires of wanting to see your ads everywhere they browse. The same blog suggests 16-20 retargeted ads per month in case of strong interest in a product or product category.

Personalised customer recognition – my second visit in the e-store: my last visited product is on the central place, however still at the end. The customer data about me is very sparse, but after a few visits I can expect the „recent views” window to stroll former in the first row.

recent views recommendation box in Amazon e-store

Dynamic Pricing vs. Personalization in Pricing

Dynamic pricing: – the price changes basically following the non customer-related variables ( time, the item volume in stock/ backorders, and the traffic volume on the given product or category page. Another variables considered: competitors’ prices, competitors’ accessibility. Personalized prices: it’s about the customer’s behaviour – prices could have huge differences between customer A who is highly loyal customer and  customer B who has just came from the blue. There is a price on the page and a price for the customer.

To set personalized prices you don’t have to know everything about the customer: you can set your systems to cases like detecting a barely unknown shopper and seeing her hesitating 3 times at the cart page, a 5-7 % mark-down will definitely help. (if it is still within the profit margin )

Be location-specific: based on the customer’s current position

Those customers who know where the purchased product is coming from, or they can see that it’s shipped from closer location have higher probability to engage with your brand or your store. If your shipping time is relatively short, it makes sense to adjust a closer item location to the customer within  credible and reasonable boundaries.

Use location-based media. BLE –Beacon or any other device

Beacon technology  delivers messages, ads and promo offers via push notifications to customers’ phones within a certain distance from the storefront. Compilating tailored promos based on location can attract customers into your store when they might otherwise have no intention to visit you…

Personalised Customer education is an essential part of e-commerce: educational contents like  a webinar, an analysis, an infographic or an expert’s hint can turn enquirer to be a customer.

Publish quality content! A quite old, but often cited Adobe study indicated that shoppers who had returned to an online store for at least the third time to place an order spent an average of five times more per purchase than a new customer. Delivering content to your customer is the „courtship period”:  personalized content will draw in customers not interested in you yet but having the potential to get interested in the future.

Personalized search  – The Search Bar delivers not only contents but product strings. Predictive strings.

 

Yusp recommendation boxes at Edigital.sk

Yusp offers predictive search engine, personalized keyword suggestions, personalized item suggestions and personalized category suggestions. Auto-correction and auto-complete are essential. ( source: edigital.sk)

Decrease the click number to find the desired product. To comply with this requirement you should provide a personalized, roll down „sub-bar” along the search bar itself. As the customer starts to type, the rolldown sub-bar should reflect on it and present: 1.  The customer’s intent (calculated from the behaviour the customer shown in this or former buying sessions.)  2.  Preferences and schemes recorded from the user events of  the similar customers.  ( preferences of the customer segment)

In an example a battery store puts the customer only one click from the purportedly desired products: After visitor A crawled the majority of the pages containing large-size, sun panel-attached outdoor batteries, the search sub-bar will present this kind of batteries for him.

Yusp offers personalization for the search results page, too. Non-personalized search result pages usually follow the relevance or popularity of the given item. That is non relevant for the special customer, so you have to process his past behaviour, recent purchases, intents and the preferences of the customer segment he belongs to.

Yusp recommendation boxes

Always provide easy access to the past result pages: once a product page has been visited by a customer, that product should appear with higher frequency on the search sub-bar/ in the search results. Besides the „save this product”- features, „My visited pages” link also has been proven useful.

Popup personalization, Behavioral Targeting with Personalized Popups and Lightboxes

A lightbox popup targeted well can be a bless for the customer – but when done wrong, it turn out to be very intrusive and undermine customer loyalty.

The most popular triggers are the abandoned carts. Offering discount or incentive is a matter of calculation. Higher profit margin enables you to offer even 10-15 percent. To design an unpredictable script is something you have to invest time and energy into, if you don’t want the users to exploit your store, to put upon your generosity and to start to hunt down your uber-offers appearing in a predictable order.

Pop up window offering discounts

pop up window offering discounts

Placing popups and lightboxes on relevant resource downloads  (info freebies, e-books etc.) makes sense when you would like to collect new subscribers and you have a useful content.

Location based targeting  – Your browser betrays that it knows your location: a popup with: „XXX webshop ships to YOURCITY” might inflict the customer with a bit thrilling experience. Younger generations have already accepted that location tracking is a feature of nowadays web browsing that cannot be really evaded. But you should be a bit more careful with this when you target elder generations.

A First-visit popup is useful because upon landing at the web store you capture the whole attention of the customer, her mind is not wrapped around too much items of your store yet.

The detrimental effect on customer loyalty could be that she may not be ready to share personal information at this level, but the purpose of this kind of popup is still the sound drilling into your customer’s personal data as an initial step of personalization.

popup window offering discounts

The more enormous discount you offer on a welcome-style, „data-driller” popup, the more are  the chances of capturing the „green” customer and getting her share her data. 30-50 % discounts are quite frequent, but meticulous calculations and price caps needed before you launch such a bold campaign.

Strategies canvassed here are strongly recommended to be tested through an AB testing to gain a picture about the effectiveness.

 

Read our eCommerce Site Best Practices Series about Personalization:

Part 1 – Home Page
Part 2 – Category Page
Part 3 – Product Page
Part 4 – Cart and Checkout Pages
Part 5 – Navigation
Part 6 – Personalization

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