How to increase sales by personalising your websiteHexRowAdminLogin
Personalization has become the most trending concept in e-commerce. In fact, 68% of brands have made it their first business goal. But what does it mean actually?
Let us understand it simply. Every day, many different visitors are entering your website. All of them have unique choices and expectations. Personalization analyses the visitor data. It serves your website to each person in a unique and appealing manner.
And the outcome is worth it! Users get just the right product they were searching for. So, they get utter satisfaction and buy the products. Sales improve markedly by applying this personalization concept.
No matter what you sell, this technique does its job. So, let us dive deep and know the practical steps to implement personalization!
Display the best products of your brand
You can start with this simple step. On your home page, promote the most tempting products you have in store. A majority of people will be surely impressed with a product that looks attractive, has good features, and costs cheap.
Yes, you can’t impress all of the visitors with these few products. Here comes demographic targeting. Go a step further and recommend products according to the visitor demographics. It works like magic. 59% of customers have found this strategy very satisfying.
Recommend the products that would be needed once every few months. People would need them frequently and would purchase without hesitation. Amazon has applied this tactic and has earned a 60% conversion rate.
New Product Recommendation
56% of customers return to your site when you suggest to them a new product, that suits their unique tastes. Many sites like Amazon have this section on their website with these headings- “brand selections for you”, “you may like (based on your interests)”. These product ideas are generated by analyzing the browsing history, previous orders. So, show the products according to the unique interests of each visitor.
Display customized products and images
Check out the product page of Barilliance. Their product pages are customized according to the location, season, browsing history of a visitor. The main product image is different in summer and winter.
Such an adjustable and adaptive site design impresses the audience. It also makes it easy for customers to find their desirable products.
Encourage upsells and cross-sells
Your buyers are purchasing one required product. You can suggest to them complimentary products that are needed with the primary one. Or you can recommend a costlier product with better features.
This will encourage the customer to place orders of higher value. This way your sales and profits would get doubled.
Just dive into the cart data of the past customers. And check which products they have bought in combination. Tag those product groups and recommend to new users.
Personalize the cart system
In e-commerce sites, customers usually add a lot of products to the cart. But most often they don’t purchase everything inside it. Your job is to remind the customers about the filled cart they have abandoned.
You can do this by showing popups when the customers enter your site. This will persuade them to buy the chosen product.
Take a step further by giving a personalized discount on that product. A lower price would further encourage the customer to make the sale.
Check out the site Gardeners.com. They offer an alluring free delivery till the order value reaches $100. So, the buyers go on filling their carts till they reach the $100 mark.
These popups show up when a customer leaves your site. It is personalized according to the activities of the visitor in your site. In the pop-up, you can display a memorable CTA. Or you can ask the email addresses of customers, just like Samsung does. By collecting the email address you can further interact with them and capture new leads.
Remove the obstacles in the sales funnel
Use Google Analytics to find out the leaks in your buying process. There are certain steps and pages from where leads are bouncing back, abandoning the purchase. Now target those elements and save your bouncing leads.
Personalization is the best solution to this problem. Even research has proven that 78% of buyers purchase repeatedly when the offers are personalized!
Let us see how can you implement personalization in the sales process –
- Auto-populate forms
Website forms are there to collect information like geographical location, email address, and name. They help to suggest only those products which are available in that location.
By offering an auto-fill feature, you can relax your viewers a lot.
Consider the site Groupon. Here, as soon the visitor enters the site, the location gets filled up using GPS. And the product suggestions are also customized.
You can also set auto-fill for name and email address.
This greatly increases UX.
- Self segmentation for personalized content
We will understand this with the example of the website Legion Athletics. Upon entering this site, you will be asked d several questions like
- Are you male or female?
- What are your fitness goals?
Based on your answers, you will get relevant content. This entire process is called self segmentation. It allows you to serve customized content to the visitors.
- Be clear about the shipping policies
Heavy shipping charges is a major turnoff for most of the visitors. So, never keep it as a surprise for the last. Tell it early so that customers would be relieved.
And if you have a special offer for some selected locations, highlight it from the start. So, the people would be more excited to make a purchase.
Now let us know some strategies to make our site more relevant for the buyers.
- Match ad text with landing page
According to the surveys, personalized ads generate 10x more CTR. So, make your ads personalized according to the demographics.
The most important step is to match your ad text with the landing page. By this, visitors would have more trust on you. But on the other hand, if the offers in your ad and website differ, visitors would not rely upon you.
- Change your landing page according to location
If you are a company marketing in a vast geographical area, this tactic would work best for you. You can design different landing pages for different geolocations.
Check out the websites Hertz and Nationwide. You will get a clear idea of how to personalize the design pages.
- Content recommendation based on user preferences
Suppose your site has many blog posts to show. You can customize content serving to enhance UX. Evergage suggests blogs to the readers similar to the blogs they previously viewed.
Similarly, Netflix has a highly personalized content serving. By this, the company is saving $1 billion per year through customer retention.
Lastly, make your customers feel special by following these simple steps:
- Offer special discounts to the loyal buyers
Loyal buyers are those customers who regularly purchase from your site. To encourage them even more, gift them special offers.
You can find your most valuable customers by using tools like tracking cookies and matching carts. This way they will feel more cared for and would remain your loyal customers forever.
- Create a custom profile for each user
Custom profiles track detailed information about every user. And you can use this mine of data to fuel your personalized email campaigns. The website Doggyloot is the best example here. It has generated 750% CTRs on its emails, thanks to the custom profiles on the site.
- Use customer names around your site
The customer feels very special by seeing his name quoted on your site. You can use unique names in places like My Information and My Account.
So, these were the simple yet effective ways in which you can boost UX. By using these personalization techniques, you impress and satisfy the visitors with the right product and content. This automatically increases your sales. Then what are you waiting for? Personalize your site today and reap the benefits!