Every person shopping on the Internet often faces the following problem: recommendations of unnecessary products that you are not going to buy. This situation is a problem for replenishing the client base of the resource. Therefore, when we create and promote an online store, it is very important to do personalization, i.e. take into account the specifics of your products and those for whom it is intended (customers).
Website personalization is an approach that allows you to dynamically change content for each specific user in real time. As soon as the client has taken some action: he chose a product, went to a section, etc., the system automatically begins to understand what a particular person needs and offers suitable products.
Personalization implies interaction with the user, takes into account his preferences. Further, the system shows the user those products that he is likely to want to purchase. And also, personalization can motivate the client to return to the site using e-mail newsletters, notifications on social networks.
Let’s have a look the areas where personalisation is used the most:
Personalized Email Marketing
How often do you receive irrelevant emails? Whenever you purchased in a store, booked a hotel or flights? Resurrection of existing client base is an efficient approach, but very often it’s misused and disturbs customers with constant and low-relevant emails.
Way more efficient and ethical approach would be personalised email marketing.
You can easily segment users with the help of it and then understand who will be interested in a new product and invite him to make a purchase.
Segmentation of customers
Imagine, you’ve got new products delivered to your store, or your traveling agency is preparing an extreme expedition to the North Pole. Shall you bother all your audience with this information? Definitely not!
One of the important points is the distribution of the customer base into categories: who are the customers? What services do you offer? When is the best time to offer a product? What motivates the client?
Based on this information you can make your offers personalised for the customers who more likely would be interested in it. Win-win!
Another area where personalisation changed the whole industry is advertisement. Previously advertisers have been wasting huge budgets by the advertisers in order to catch the right leads. But it was like shooting pigeons from the cannon.
The evolution of ad technologies and personalisation made it possible to target advertisement for the people who are more likely to be interested in the offer. So you can specify not only geolocation, but also user interests to target the advertisement on Google or Facebook now.
This allows advertisers to reach out to the audience and make interesting offers to people. Users do not suffer from unnecessary irrelevant ads.
Personalisation in e-commerce
Another industry distracted by the personalisation, is e-commerce. But currently only large leaders are using personalisation to the max. But the situation started changing recently- SMB business now also can adopt advanced Machine Learning technologies, like personalisation to boost their businesses. SaaS services with a flexible but easy integration, like Kea Labs, make it possible.
For example, Kea Labs analyzes characteristics of products, distinguishes their values and use them in comparison. Kea Labs takes into account the interests of each user individually based on the products they viewed or purchased, and matches them with the product characteristics.
Advantages of Personsalisation in e-commerce
- Conversion growth: you can offer relevant products to the user.
- Increase in Average Order Value (AOV): customers are buying more, thanks to the Cross-sell, or recommendation of related products.
- Engaging your audience: customer care is attracting more and more users.
- Targeted promotions: These types of promotions usually grab the attention of potential customers.
- Targeted offers: you can send emails with personalized offers to your customers.
- Quick discovery of goods and services: modern shoppers value simplicity and convenience. Personalisation helps you to offer the products which users are more likely to buy.
We covered just a few areas which got changed a lot by personalisation. In the few next articles we will more detaily cover an application of personalisation and other technologies in e-commerce. Since we’re expertising in it.
Stay in touch – it’s going to be interesting! Or contact our team about the personalisation in your store.