Almost all of the content we consume today is personalized, whether it’s on social media, e-commerce sites, or suggestions on Netflix. Catering to customer’s needs with personalized content by utilizing any data you’ve collected about them improves the user experience. Personalizing content can also make it more tantalizing to consumers, regardless of the industry you work in. In this article, we’ll cover why personalization drives sales and how you can incorporate it into your website.
Show Off Your Products
Putting your most popular or attractive products on display is an easy first step towards increasing sales. If you have a lot of stock, this also saves prospective customers from sifting through it all. Consumers sometimes feel overwhelmed by too much choice, so using personalization to catch their attention improves their experience.
Depending on the demographic you want to target, select different products that will attract those consumers. Not only will you impress those visitors, but they’ll also be more interested in sticking around to shop.
It is also essential to stress that understanding your customers should also be reflected in how you write for them. Professional writers are well aware of the shortcuts to people’s minds. Your product descriptions and call to actions should reflect your target audience’s peculiarities.
Remind buyers of previous purchases
No doubt you’ve seen this tactic in action before on the e-commerce Goliath Amazon. Consumers are often creatures of habit and tend to purchase items again and again if they like them. You can use this to your advantage by jogging their memory about previous purchases. This strategy generally works best with products that are a part of a series or require a subscription. Regularly reminding them of these products will encourage them to buy again when they’ve run out or are craving more.
Suggest new products to buy
Knowing what your customers purchase regularly can also help you provide useful recommendations. Using their buying history to suggest other products they may like is a highly effective way to drive sales.
Here’s what Jeremy Watts, marketing strategist at IsAccurate told us: “E-commerce sites, in particular, can benefit from this marketing strategy because customers prefer to receive product recommendations. The more personalized their experience is, the more likely they are to return.”
Make The Sale
Getting a consumer’s attention isn’t nearly as difficult as closing the sale. You’ve probably experienced it before: a customer visits your site, fills up their shopping cart, and then never returns. While most shoppers enjoy the thrill of selecting products, they may not have enough conviction to go through with the purchase. So, how can you avoid all those abandoned shopping carts in the first place? Well, the most effective way to nudge consumers toward completing their purchase is by using personalization.
Save their cart
Perhaps your site already saves a customers’ cart, calming waiting for them to return and purchase those products. However, being proactive with those products and information can help you finalize a sale. By marketing the products that are already in their shopping cart, you can refresh customers’ memories. Some companies go so far as to email customers about their abandoned shopping carts to remind them of what they’re missing out on. Still, a far more effective way to encourage them to buy is with a juicy discount.
Tempt them with discounts
There can be various reasons why a consumer didn’t buy what they had in their cart. After all, in today’s digital world, online shopping is almost equivalent to real-life window shopping. Nonetheless, using the abandoned cart data you have and offering the consumer a discount on those items is an effective way to convince them to buy. Plenty of customers decide not to purchase because of the cost of shipping. Therefore, offering them free shipping or another special discount incentivizes the purchase and persuades them to buy.
Incorporate a pop-up
Being more proactive when it comes to making a sale can genuinely make a difference. Using something that interrupts the user experience, but calls out directly to visitors, can help seal the deal. An exit pop-up that appears after a customer completes specific actions on the site can actually change their mind. This exit pop-up can incorporate a call to action, offer a discount, or even ask them to subscribe. You can personalize this pop-up depending on what you’d like the customer to do.
Simplify The Buying Process
While there are plenty of people who love shopping online, others aren’t always so convinced.
We spoke to Miranda Tanner, who is currently a senior marketing writer at Studicus and asked her to weigh in on the topic. Here’s what she said: “As a matter of fact, some consumers find several areas of online shopping to be a drag. For instance, surprise shipping charges or the painstaking process of inputting their information can cause visitors to exit their browsers quickly. Thus, by making the buying process easier, you can improve your sales and increase your profit.”
Use auto-fill forms
When customers visit your site, they are likely to input information that you can save to improve their experience. Pre-populate forms with that information to streamline the process and make shopping (and buying) a breeze. You can use this information to fill in their location or rapidly complete shipping forms. By reducing the amount of work a customer has to do, you exponentially improve the chances of them making the purchase.
Divide audiences into segments
Although it may seem counterintuitive to make your audience smaller in order to achieve bigger profits, trust us. Segmenting your audience and creating different campaigns can boost overall sales significantly. Using pop-ups to allow customers to input their preferences and segment themselves will allow them to find the content they want immediately. With that information, you can also promote content and offer discounts catered to them.
Be upfront about shipping
There it is, the dreaded shipping fee! This is probably the most significant deterrent for consumers shopping online. Nonetheless, the best way to get around that is by being honest about shipping policies from the start. A banner or pop-up are ideal ways to let customers know what shipping will cost them and if there are any discounts available. Informing customers about your shipping policies prepares them for the cost and even puts them in the buying mood.
Time To Get Started
Personalizing your website’s content streamlines the buying process, as well as, makes it more enjoyable for customers. This, in the long term, will allow you to build a better brand. Using the data you already have, why not try out some of these strategies on your e-commerce site? By curating a more personal experience, you’ll ensure that your business is one step ahead of the rest and has the sales to prove it, too.
About the Writer
Estelle Liotard is a seasoned content writer and a blogger, with years of experience in different fields of marketing. She is a content editor and senior writer at Trust My Paper and WoWGrade loves every second of it. Her passion is teaching people how to overcome digital marketing obstacles and help businesses communicate their messages to their customers.