For businesses with ecommerce websites, it’s tough to know how to keep customers happy. It’s vital to please the customer and provide a user-friendly service. But how do you keep customers loyal with such an abundance of alternatives on the internet?
Well, thanks to the growing use of personalisation, we may have an answer. Personalisation is an increasingly popular concept that’s constantly developing. If utilised properly, it could propel your business to the next level. Read on to discover the different advantages of personalisation in ecommerce and how you can get involved.
Tailored to customers
Personalisation is best described as ‘tailoring’ the website experience to your customer. Think of it as if it were a physical shop. After a few visits, the shop remembers the customer. They might even remember their preferences and a bit about them. When you put this into a website, it results in a much more welcoming, familiar, user-friendly experience for the customer.
It can start small. Using something as simple as a consumer’s location can begin to tailor their experience. Internationally, this can be used to add relevant currency and delivery details for users, based on their country. On a more local scale, it could narrow down what events or local services are shown to them.
It isn’t just advantageous to the customer though. Personalisation can make your website more efficient when it comes to converting website visitors to sales. Using ecommerce platform analytics, you can access data on what content visitors generally click on the most. You can even see which clicks have the highest conversion to sales. Using this, you can determine which pages are best to advertise around the site.
What’s more, you can tailor this to specific customers. Users can be reminded of pages they have visited previously. It doesn’t all have to be on your part either. Some companies, like Selfridges, email a form to new customers. This allows them to consciously declare what they are interested in. The company can use this to tailor the products that are advertised to them through email in future, as well as on-site links.
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So what does the future hold for personalisation? A big development at the moment is real-time personalisation. Part of this is using geo-tagging, to advertise nearby services or products based on a customer’s temporary location. Again, it’s making the content of adverts relevant to the customer. In this case, it’s tracking a location they may only be in for a short time, and making the most of the opportunity.
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