Website personalisation is a cornerstone of modern e-commerce that aims to provide a Personalised shopping experience to customers. By tailoring the website content, offers, and products to the individual customer’s needs and preferences, e-commerce businesses can increase engagement, conversions, and revenue.
In this blog, you will see the top nine use cases for website Personalisation in e-commerce and examples for each.
Why Personalise Your E-Commerce Site?
In the market’s fierce competition, consumers have numerous options to choose from. To stand out, brands must make the user experience more memorable. Personalised experiences are a boon for increasing conversions by recognizing personal milestones and rewarding each user uniquely to make them feel special. Users who visit a brand’s website want to feel known and cared for.
Apart from successful marketing automation, did you know that 89% of businesses are investing in Personalisation, and 45% of shoppers prefer shopping on a website that offers Personalised experiences? Conversely, 66% consumers feel that engaging with generic or non-Personalised content compels them to look for alternatives and stop them in their tracks.
Benefits of Website Personalisation
Personalisation is a cornerstone of modern e-commerce that aims to provide a unique and Personalised shopping experience to customers. By tailoring the website content, offers, and products to the individual customer’s needs and preferences, e-commerce businesses can increase engagement, conversions, and revenue.
One critical benefit of website Personalisation is that it increases customer engagement. Personalisation makes customers feel appreciated and valued, which leads to a more enjoyable shopping experience. When customers feel seen and heard, they are more likely to engage with the website, spend more time browsing, and ultimately make a purchase.
In addition to increasing customer engagement, website Personalisation also improves customer experience. With Personalised recommendations and offers, customers can find what they need faster and more efficiently. This reduces the hassle to find the right products, which leads to a more satisfying and enjoyable shopping experience.
Personalisation also boosts conversions and revenue. By providing customers with Personalised recommendations and offers, e-commerce businesses can increase the likelihood of a sale. Consumers often buy more when they are sure that the website understands their needs and preferences. This leads to increased revenue and a higher conversion rate.
Another benefit of website Personalisation is that it enhances customer loyalty. When customers feel that a website is tailored to their requirements and needs, they are more likely to return in the future. This leads to increased customer loyalty and ongoing purchases, which is essential for the long-term success of an e-commerce business.
Website Personalisation also provides a competitive edge. In today’s market, customers have numerous options to choose from. Personalisation can give an e-commerce business an edge over its competitors by providing a unique and Personalised shopping experience that sets it apart.
Finally, website Personalisation saves time and resources. By automating the process of providing Personalised recommendations and offers, e-commerce businesses can save time and resources which are otherwise spent on manual processes. This allows e-commerce brands to focus on other aspects of their operations while still providing a Personalised shopping experience to their customers.
Personalisation Use Cases for Websites
Use Case 1: Personalised Product Recommendations
Personalised product recommendations are a powerful tool for e-commerce businesses to increase sales and improve customer experience. Customer behavior, preferences, and purchase history can give insights to businesses to recommend the most relevant products to each customer.
For example, Amazon’s “Customers who bought this also bought” section is a classic example of Personalised product recommendations. These recommendations are based on the customer’s purchase history and behavior and are intended to encourage cross-selling and upselling.
Use Case 2: Dynamic Pricing
Dynamic pricing is a strategy that adjusts product prices in real-time based on various factors such as demand, competition, and customer behavior. By using dynamic pricing, e-commerce businesses can optimize their prices to increase sales and revenue while remaining competitive in the market.
For example, Uber’s surge pricing is a well-known example of dynamic pricing. During peak hours or high demand, Uber increases its prices to incentivize more drivers to get on the road and meet the demand.
Use Case 3: Personalised Search Results
Personalised search results are a powerful tool for e-commerce businesses to improve the customer search experience. Through analysis of customer behavior and search history, businesses can provide the most relevant and Personalised search results to each customer.
For example, Google’s Personalised search results are based on the customer’s search history and behavior. This helps customers find what they’re looking for faster and increases their satisfaction with the search process.
Use Case 4: Personalised Content Recommendations
Personalised content recommendations are a great way to engage customers and improve their experience on the website. By analyzing customer behavior data, businesses can recommend the most relevant and Personalised content to each customer.
For example, Netflix’s Personalised content recommendations are based on the customer’s viewing history and preferences. This helps customers find new shows or movies to watch that are tailored to their interests and keeps them engaged with the platform.
Use Case 5: Personalised Email Campaigns
Personalised email campaigns are a powerful tool for e-commerce businesses to improve engagement and conversions.
E.g. Amazon’s Personalised email campaigns include product recommendations, Personalised offers, and reminders about abandoned carts. This helps customers stay engaged with the brand and encourages them to complete their purchase.
Use Case 6: Personalised Discounts and Coupons
Personalised discounts and coupons are a great way to incentivize customers to make a purchase. By analyzing customer behavior and purchase history, businesses can offer Personalised discounts and coupons to each customer. For example, Sephora’s Personalised coupons offer discounts on products that customers have recently viewed or added to their cart. This encourages customers to complete their purchase and increases their satisfaction with the brand.
Use Case 7: Personalised Advertisements
Personalised advertisements are a powerful tool for e-commerce businesses to improve engagement and conversions. E-commerce businesses can send Personalised advertisements with relevant content and offers based on highly segmented customer cohorts on the basis of their behavior. For instance, Facebook’s Personalised ads targeting is based on the customer’s interests, behavior, and demographics. This ensures that the advertisement is relevant to the customer and increases the likelihood of conversion.
Use Case 8: Personalised Landing Pages
Personalised landing pages are a great way to improve the customer experience and increase conversions. Brands can successfully create Personalised landing pages with relevant content and offers based on the customer behavior analysis. Take for instance Amazon’s Personalised landing pages. They include product recommendations, Personalised offers, and reminders about abandoned carts. This helps customers find what they’re looking for faster and encourages them to complete their purchase.
Use Case 9: Personalised Customer Experiences
Personalised customer experiences are a great way to improve customer loyalty and satisfaction. Through mapped customer behavior over time, brands can create Personalised experiences for each customer.
For example, Zappos’ Personalised customer experiences include Personalised product recommendations, Personalised customer service, and Personalised follow-up emails. This increases customer satisfaction and loyalty to the brand.
Offer Personalised Journey for E-Commerce Success
By tailoring the website content, offers, and products to the individual customer’s needs and preferences, e-commerce businesses can create a Personalised shopping experience that increases customer loyalty and satisfaction.
Make sure to implement Personalisation from the initial customer discovery to final purchase and repeat purchase stages of their journey.
If you’re looking for a powerful marketing automation tool to help you implement website Personalisation strategies, sign up for a free trial of Wigzo today!
With Wigzo, you can create Personalised campaigns, track customer behavior, and optimize your website for maximum engagement and conversions.
Stay tuned for more knowledge on D2C success with Wigzo.