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3 Tips to Increase Ecommerce Conversions Using Personalisation
Rebecca Appleton • 29 July 2020
We All Want Better Conversion Rates – Have You Taken the Personalisation Approach?
Hurdle one is gaining traffic, it’s every ecommerce business owner’s first point of call. You want users on your site, you want an audience and you need this if you have any chance of selling anything. But once you’ve mastered the art gaining traffic, the next challenge is ensuring the highest possible portion of that audience converts into a paying customer. Thus, begins the never ending quest of ecommerce conversion rate optimisation.
In your quest to chase the conversion dragon you will find a huge range of different areas to focus your time, attention and resources. Here are some top tips for conversion rate improvements from the angle of personalisation.
Dynamic Homepage Content
Dynamic website content is the adaption of what you show any given visitor dependant on a set of variables. Location for example is one of the most basic and commonly used dynamic content data points. The typical use of location in a dynamic ecommerce website would be to immediate change the currency used in your pricing based on the country the visitor is browsing from. Shopping in your expected currency is a big conversion plus and more likely to lead to a sale than having to view a store in the wrong currency. Don’t make your audience change this themselves, make it dynamic.
Dynamic content goes far further than this. Say you were a fashion website selling male and female items. You’re going to want to show the best products relevant for their gender preference when they arrive. If they’ve been to your site before and selected ‘female’, you should be automatically be serving them female prominent content if they visit again.
Product Recommendations
This is an age-old retail technique which has been around long before the internet was even a thing. Luckily, we can use data to be smart about this today and there are a number of software solutions which provide complex and reliable recommendations for customers. Major online retailers like ASOS.com invest heavily in this area and have in recent years developed their own software solutions to make relevant product recommendations.
Many modern websites use varying degrees of product recommendation but to start with, you want to ensure you have top selling products and comparable products to those a user is viewing being made prominent while they are browsing. Don’t let your products become stagnant by not putting the extra effort in to personalising a customer’s experience.
User Generated Content
We know that ecommerce business owners have recognised the huge conversion rate improvements that come from including detailed reviews on product pages. It’s been a game changer in recent years for the entire industry. But now it’s time to go a step further.
Social proof is a superb approach to furthering what reviews offer. It’s not just about saying the product is good enough, it’s about helping the customer picture how the product will fit into and enhance their lives somehow. To help them picture this, pull social features from existing customers to show how the product looks in real life and how it’s making others happy. Entice customers to share their new product in use on social media and then feed this information, images and videos back to your product page. Watch that conversion rate ramp up.
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