Whether you’re in B2C, B2B, manufacturing, wholesale or retail, there’s one thing that all businesses have in common—satisfying its customers.
Due to advances in technology and our ability to access all we’ll ever need at the swipe of an iPhone screen, customer expectations have exploded. This near-instant access to whatever we need has set the bar high. And it means that businesses need to up their games, quickly. Because the alternative is that a customer will simply run off to the nearest competitor that can offer them what they want.
Key to delivering the type of experience that customers crave is ecommerce personalisation. Personalising your customers' on-site experience is a quick way to the heart of the often impatient and demanding modern-day shopper.
And statistics on the benefits of personalisation don’t lie:
- 78.6 % of consumers would only engage with a brand’s offers if these were directly tied to previous interactions.
- An Experian study found that personalised emails generated 6x higher transaction rates and revenue per email than non-personalised emails.
- 71% of consumers express frustration when their shopping experience is impersonal
Whilst all of the above may be true, it can still be challenging for businesses to know exactly how to personalise experiences at every step of the purchasing journey and, indeed, where to start. We often see the biggest challenge is in integrating and creating an interconnected IT infrastructure where data flows seamlessly across systems. And due to organisational and technical reasons, many often get stuck at the early stages of their personalisation efforts.
But that doesn’t need to be the case!
In this article, we'll be looking at the following personalisation tools–all of which are services offered by our partner Nosto.
- Product recommendations
- Personalisation insights
- Pop-up ads
- Personalised emails
- Content personalisation
With these tools, you’ll be able to transform how your customers interact with and purchase from your business today! Let’s get stuck into the detail…
On-site product recommendations
Based on real-time buying behaviour and transactional data, you can deliver one-on-one experiences to your customers via various means. These include:
- Cross and up-selling products that match with what’s in the cart or what a customer is currently viewing
- Inspiring customers with your top trending and best-selling products
- Offering bundles so that customers can easily “shop the full look”
- Incorporating user-generated reviews into personalised recommendations to leverage the power of social proof
With Nosto’s ‘Segmentation and Insights’ tool, you can drill down into valuable data to spot new opportunities and pick out pain points. What are my most popular categories? Which product has the highest bounce rate? What are the habits of my returning customers? With this information at your fingertips, you’ll be better able to anticipate the needs of your customers and strategise more effectively.
Interested in finding out where you are today in terms of your personalisation strategy, and how you can progress to the next level? Check out our Five Levels of Omnichannel Personalisation framework.
OK, pop-ups might not get the best wrap and might not be your cup of tea, but… what if they were personalised? When we’re browsing the internet, we often see pop-ups on products/topics that we have no interest in. But with personalisation technology, you can deliver real value to your customers through a pop-up. So you could offer a hesitant customer a time-limited special deal or one-off discount. Or reduce the impact of cart abandonment with a pop-up for those about to leave your store. Either way, pop-ups can help re-connect with your customers and boost conversions in the process.
As a direct link to your customer, email holds plenty of value in nurturing relationships with your customer. And just like your eCommerce store, emails can be personalised to match your customers’ needs. Personalised emails you can implement with Nosto include:
- Newsletters with a personalised recommendation
- Abandoned cart reminders
- “We miss you” emails to reignite the relationship
- Order follow-ups that feature some personalised recommendations
On-site content personalisation
We’ve already covered on-site recommendations. But what if you could personalise the entire front end look of your store, dependant on your customer’s preferences? Well with Nosto’s capabilities you can. This complete reconfiguration of the homepage is personalisation at its finest, offering customers a truly unique and immersive experience. From the top of the page to the bottom, here’s what you can personalise:
- Navigation bar
- Hero banner
- Product recommendations
- Blog posts
- Product logos
- (Basically, everything!)
Through the above tools (and many more), your business has the power to provide customers with a personalised and engaging experience. And in a competitive eCommerce landscape, this is exactly what you need to offer in order to keep your customers coming back for more.
At Vaimo, we have extensive experience in guiding our customers in a pragmatic and platform-agnostic way to succeed with personalisation. Reach out to us for a consultancy meeting to learn how we can help your business incorporate Nosto’s personalisation tools for maximum eCommerce success.