If you are administering or running your own online store, you probably depend on every possible statistic related to your store. Your morning routine has probably become: coffee → conversion rates.
If so, you have probably noticed that you have lots of different buyer groups. Your buyers are probably diversified and belong to different age groups, have different interests and motivation.
They probably came to your store using different keywords.
But, even though they do have an idea what it is that you are offering, if you don’t give them what they need/want right away, chances are they’re going to leave your store quickly.
You will be left with lots of questions, the most important of which being – what went wrong and will they come back?
Then, it’s back to statistics, insights, in some cases maybe even..drawing board.
If you want (and you most certainly do) to keep your customers, and achieve the biggest possible conversion rate, your main goal should be providing content and shopping experience that will be important and valuable for each individual potential buyer.
In order to achieve this, your only preoccupation should be – personalisation.
The Buyer’s Era
Aw, it most certainly is buyer’s era!
One of the things that buyers expect from online store is an experience that is completely submitted to their needs and wishes. An experience that is completely compatible and correlates with what they want.
And when we say “specific”, well – it’s an understatement.
The data shows that:
- 83 percent of the buyers want completely personalised shopping experience
- 52 percent stated that they would most definitely buy more if they would feel that the shopping process is completely adjusted to their needs.
Think, what would you prefer?
A store that shows “Bestsellers” only, or a store that can estimate what you are in to, and offer the book that belongs to a particular genre?
Let’s say that you’re craving your favourite blackcurrant tea.
You visit your favourite online shop specialised in selling all sorts of teas, but you’re struggling to find what you need.
Wouldn’t it be amazing if you could see suggestions right away?
And not to mention that it’s more than easy for store owners to offer suggestions based on your previous browsing and history of your orders. Customers constantly offer valuable informations and insights that can enable store owners to offer your favourite flavours, in this case.
Think of a traditional brick and mortar store.
Think of a seller that will initiate conversation, observe what are you looking at, that will try to remember what have you purchased before, or will simply try to find out then and there what are you in to.
What are your needs and wishes.
Then, he uses his skills to motivate the buyer to complete the purchase.
Additionally, he offers similar products.
Online, buyers provides store owner with even more thorough information about themselves.
From the moment buyers visits online store, valuable data are revealed about their intentions, habits, tastes, previous purchases and even personal information such as name and date of birth for example. Now think – in which extent are you using those valuable information?
And, are you incline to use them with sole purpose – to increase conversion rates by giving your buyers shopping experience tailored according to their needs?
At the moment, most of internet stores are showing completely the same content to each and every buyer.
This happens even though it’s more than clear that each individual buyer has its own specific taste, interests and different motivation to complete the purchase.
That is why you should reflect on what is it that you can do, to give to each buyer a completely personalised shopping experience?
1. Personal Information
Despite of numerous research showing that buyers are still sceptical when it comes to revealing personal information when shopping online, 52 percent of buyers claims that they wouldn’t mind at all sharing the info if they would be convinced that this action would improve their user experience.
Also, they would have to be sure that their data is safe and it would not be misused in any way.
There are different ways that can help you create long term bond with your customers.
Use their data and create a relationship where it’s more than comfortable to be on first name bases.
Show that you are cool, immediate, and friendly. Encourage your customers to sign in for an account by offering discount or some special offer that would mean to them.
Use their information to create tailored shopping experience, adjust the content of your pages, content of your email messages, or calls to action.
Let’s show how this can work through an example. Let’s take a look at L’Oreal.
Once you register for an account, you will have the opportunity create your own profile with information about colour of your hair, colour of your eyes, skin and your favourite styles.
After that, the entire store content will adapt and show the products that are adjusted to your needs specifically.
Online shopping world enables your business to go global.
Make it easier for your buyers to shop with you by using their IP address so that you can adjust the language and currency for your web store.
Also, you can organise special offers and promotions as well as offering special products in different countries so you can additionally adjust your content to your buyers.
2. Personalised Message Recommendations
If you happen to visit Amazon’s home page, you will notice that its entire content consist of product recommendation.
Besides, there are no two identical home pages.
Home page is different for every buyer and it changes every time you visit their online store.
Amazon’s algorithm is running quietly in the back, gathering information about your previous orders, combining those information with similar buyers and products and recommending the ones that will interest you the most. Home page personalisation on Amazon’s site is just the beginning.
Once you find yourself in some product page you will see several lines of recommendations – “Customers Who Bought This Item Also Bought”, “Your Recently Viewed Items and Featured Recommendations” etc.
It’s clear that Amazon uses a whole lot of information given to it to accomplish its mission – help buyers discover products of interest, enable them to enjoy fully their shopping experience, and ultimately, increase the sales.
Product recommendations are not exclusively reserved for big players such as Amazon. Indeed, they have sources like no other, but it’s not their game entirely.
Asos, online store that sells clothes and accessories, perceives personalisation in a slightly different way.
Their online store has an option called “Buy the entire look” that allows store owners to give you advice which items match other items.
Just like a doll in a brick and mortar store. Let’s say you’re looking at a jacket, Asos will hurry and recommend blouse, pants and shoes that match perfectly.
There is also “You Might Like” list with similar product recommendations.
3. Custom Tailored Email
Email is one of the most important elements of marketing strategy that you will rely on for sure when it comes to administering your store.
It is definitely a strategy that can convert your visitors to your customers. Personalised emails have much more success than the ones that are not personalised, since they’re corresponding to individual needs of the buyers.
You can see direct benefit from using email marketing, and will hardly be treated as a spam.
That way you increase chances that buyer will open them, read them and conduct a certain action.
Similar to product recommendations on site, gathered information will allow you sending different offers via email.
Another way to personalise your email strategy is to send messages after certain triggers.
It can be a welcoming message, birthday ecard, a thank you note after completed purchase.
Also, it happens quite often that visitors place a product into shopping cart, but for some reason do not make it to checkout.
Several hours after that, it is the right time to send friendly reminder that will show the product that was not purchased along with several other options.
4. Exclusive Offer
Amazing strategy to retain customers and build loyalty is to offer them special discounts, benefits or coupon codes.
Online merchants can show they care by sending special coupons for those products that customer has seen most recently, or offer special prices if some products are shared with friends for example.
Personalisation, understood as placing of the right content, to the right person, in the right time, represents, before anything, an ideal worth striving for.
Levels of personalisation will, obviously be different from site to site.
Not every store has assets and resources that Amazon has.
However, that should never prevent you from helping your buyer create one of a kind journey when shopping at your store.
Start with the most simple method, if that’s easier for you. Show relevant ads that are related to search history, and go from there.
But always, strive to get to comprehensive personalisation.