Jared Atchison August 7, 2020 Do you want to take your online store to the next level and become a globally recognized brand? The path to the top of this journey isn’t easy, but it’s possible. You have to create a customer-centric website, a social media page that’s helpful and entertaining, and a robust email marketing campaign.
It’s possible to improve all three of these essential elements with personalization. Essentially, eCommerce personalization is the practice of showing relevant promotions, products, and content to people who are engaging with your brand.
Adding personalization allows you to show off your products and services to customers who care about what you’re offering. Every business has several audience subsets, or segments with different buying habits, demographics, and interests.
We will show you a couple of ways you can start adding personalized content and offers to your existing marketing strategies. Specifically, we will look at steps you can use to build rapport, increase sales, and boost engagement across the board.
Let’s get started!
Show Relevant Product Recommendations
Have you ever bought something from a website o to see completely irrelevant product recommendations from that brand? Chances are, you felt like the company didn’t understand why you visited their website in the first place.
You never want the people that visit your website to feel this way. The best way to counter this problem is to introduce relevant product recommendations. Companies like Amazon thrive when it comes to displaying relevant offers. There’s a reason why a stunning 44% of consumers start their buyer journey by searching on Amazon.
It’s possible to implement targeted product suggestions by researching your target audience and learning about products and services each user wants to see. You’ll obviously have plenty of overlap between each customer. These similarities mean that the batch of users you’re looking at can be segmented into one group.
For instance, if you run an online pet store, you would segment cat and dog owners separately because they have interests in totally different products. Once several people buy pet products from a specific category, you can start displaying offers to those users showing similar items for their next purchase.
Use Signup Information to Personalize Emails
Email is a highly effective marketing tool that delivers a 4,400% return on investment for business owners. So in that spirit, we will go over the importance of personalizing the emails you send to your subscribers.
There’s nothing worse than subscribing to a business email list, hoping to get plenty of great content and offers, only to get cookie-cutter emails that everyone else on their list undoubtedly received at the same time.
You can turn your email list into a sales and traffic machine if you’re willing to think about ways to personalize the emails you send out to users.
One unique way to accomplish this task is to use the information offered at signup to improve personalization. For example, you could add an optional field on your contact form that encourages users to enter their birthday.
During each month, you can email people with birthdays and encourage them to take advantage of a limited-time birthday offer. Adding individual names to your subject lines can also drastically improve how people engage with your emails. In fact, personalized email subject lines result in a 26% more opens!
Re-Engage Inactive Customers
Another excellent way to improve the way you engage with your audience is to work to re-engage inactive subscribers. We all have leads that signed up for our email list but never opened our messages. You may also have customers abandoning their shopping cart before they complete their purchase.
You don’t have to let these potential customers get away. Instead, you can use personalization to bring them back in and get them invested in your brand.
This step is easy to implement with retargeting pixels, which are also known as browser cookies. Business owners put retargeting pixels on their website that drop on a visitor’s browser if they go to your site but don’t complete a specific action. Specifically, you’ll want to target users that are on the verge of completing their purchase, but back out.
When a retargeting pixel makes it to your users’ browser, they will start to see your products and offers on other websites and social media. Using this tactic, you’ll have the option to pull a potential customer back and show them why your brand is worth their time.
Nurture Leads with Curated Content
Next, we are going to shift gears and focus on content personalization. Did you know that 77% of internet users read blogs? What this means for you is that your content, and how it’s displayed to users, can have a massive impact on your traffic and conversions.
Most website owners have content that focuses on different aspects of the specific industry they work in. For example, the online pet shop we mentioned earlier would likely have content for both cat and dog owners.
You can use this information to show visitors relevant content when they visit your website. If you show a cat owner all of your blog posts about their furry friends, there’s a good chance they will stick around to read what you have to say.
Alternatively, a dog owner might not care as much about an article that focuses on taking care of kittens. There’s always room for overlap, but as a general rule, you should also show relevant posts to users when they read a piece of content on your site.
Put it All Together
Finally, it’s time to put everything you learned today in one package. Personalization is about understanding the people who frequent your website, follow you on social media, or subscribe to your email list.
If you can bring all of these elements together and add a touch of personalization, you can see your business thrive. Take your time and understand your customers before you start implementing these tactics across your brand.
You’ll find that by introducing relevant content, products, and emails, it’s possible to have a thriving eCommerce storefront that caters to the needs of all of your customers.
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