You’ve heard this one before – digital consumers are fed up with irrelevant content and digital experiences that don’t mirror their needs and likes.
Today’s customers are demanding, impatient and have great expectations of brands. Those expectations will continue to grow. So how can marketers keep up with the increasingly hard-to-get customer?
The answer is personalisation.
Users ask for personalised shopping experiences and therefore the job of marketers becomes that of creating and delivering the illusion of a one-to-one relationship.
Reaching the right user with the right message, at the right time
Today’s advanced technology and tools allow brands to deliver shopping experiences tailored to your visitors’ preferences and needs.
Let’s explore a few best practices for ecommerce personalisation.
1.Use a multi-channel approach
“Multi-channel marketing refers to the practice by which companies interact with customers via multiple channels, both direct and indirect, in order to sell them goods and services.”
Multi-channel marketing is all about being where your customers are. What’s important here is to remember to deliver a seamless experience across different channels without interruptions or friction.
Data collection plays a huge part in this, as you will have to collect personal data in order to track your visitors and reconnect with them after the first interaction with your brand.
2. Show recommended products
Product recommendations can really help you boost your ecommerce revenue. Make sure you keep it relevant and tailored to your customers’ taste; a wrong product suggestion might have the opposite effect and generate frustration among your customers.
Ecommerce tools like Pure360 or Segmentify offer data-driven predictive features that enable you to showcase products your customers are likely to be interested in.
3. Greet new vistors with a welcome offer
It takes time and effort to drive relevant traffic to your website so it’s wise to grab your visitors’ attention and possibly, to capture their contact or personal details.
Welcome pop-ups are a great way of connecting with first-time visitors.
Give away a welcome treat to new potential customers to increase the odds of driving them to the final checkout step.
4. Use pop-ups to convert abandoning visitors
Reduce cart abandonment by displaying exit-intent pop-ups to users who are about to leave your website before completing a purchase.
Offer discounts or free delivery codes to increase sales or encourage newsletter subscriptions.
Use this technique to keep your customers engaged and eventually boost your conversion rate.
5. Drive repeat purchase with emails
Emails are a great way of re-engaging with existing customers. Increase their lifetime value by sending out emails to promote seasonal offers or offer special rewards to loyal customers.
Marketing automation software like Mailchimp and HubSpot allow you to easily create and maintain customised email lists.
Get creative in audience segmentation and make sure to align your email marketing strategy to your overall business objectives.
These top 5 tips will get you started with ecommerce personalisation and help you deliver more relevant content to your audience. If you need help driving visitors to your website and building customer loyalty, get in touch with us today.