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Written by Segmentify

20 December 2018




The Main Rules of Personalised Ecommerce in 2019

Who wouldn’t want to access an online shop, find everything they needand feel that their needs have been finally listened to?
When you create a personalised shopping experience for your customers, you know that you cannot fail.
It is already a universal truth that marketers and communication specialists are putting a lot of efforts towards creating a customized experience as it has proved to be the most efficient so far. What is more, customers nowadays have become more demanding and expect their needs to be carefully taken care of. Therefore, when your customers access your online shop, they are looking for personalised content and offer, irrespective of the channel they used to get in touch with you.
So, if you are at the stage of developing your marketing and communication strategy, then this article is going to show how to create a personalised e-commerce experience for your clients in 2019.

The Main Rules of Personalised Ecommerce in 2019

1. Segmentation is the key
You cannot develop an online shop if you don’t know who are the people you are addressing your products to. You need to determine their needs and how your product can help them solve these needs.
In addition, you should also know where your visitors are coming from and which devices they are using to reach your site. It is very important to determine your customers’ behavior when they access your website.
Once you know all these, it will become very easy to build your online shop.
In addition to all these, once you have defined a clear structure, personalisation is the next step.
Knowing exactly what your clients expect from you will simplify your life a lot, making personalisation extremely facile. Thus, your customers will feel that their needs are carefully taken care of, which will convince them to visit your online shop every time they need one of your products.
2. Personalisation means always being one step ahead
When you think of personalisation, you shouldn’t take drastic decisions like ripping and replacing everything.
Instead, it is simply knowing beforehand what your visitors are looking for when they land on your online store. Analysing all the attributes there are for each individual visitor and then coming up with the most relevant products – that she is most likely to purchase – is the key to higher conversion rates and overall ecommerce success.
3. Don’t assume that you know your customers’ needs
Market segmentation can bring you a lot of information on what your customers need. Based on this information you create and develop your products so that you will accurately meet your clients’ expectations. However, if you concentrate your efforts on your customers, this doesn’t mean that their needs will remain the same forever.
Times are changing and so are people’s preferences. If they felt they needed something today, this doesn’t mean that they will need the same thing next year. Therefore, it is very important that you constantly check on what your customers need.
Use smart data-analysing tools that will do the hard work for you to track customers behaviors and changing online habits.
In addition, you shouldn’t be caught by the ambition of staying ahead of the competition and forgetting about concentrating your efforts around your customers.
A flashy website won’t be good enough if it doesn’t meet your clients’ expectations.
4. Uncover product paralysations
How do your analytics look like? How many of your total number of visitors leave your website without actually buying anything? When you have a wide variety of products, it may happen that your potential customers reach your website, check several products and in the end,they don’t make any purchase.
At this moment, you can use smart product recommendations to intrigue attention and convince them to stay on your website. The more they visit your website, the more data you’ll have to determine their favorite brands, products and categories. This will allow your customer to discover more products from the same category which will fully meet his needs.
Another trick you can use is creating a personalised landing page with selected products under the category “especially for you”, consisting off data-driven product recommendations using Segmentify’s Smart Offers algorithm.
5. Add more context to each visit
How would you feel if you would enter a website for the second time and a pop-up would appear immediately giving you a short update on what is new since your last visit? When you think of personalisation, you think of updating your customers about everything that’s happening about their preferred categories and brands!
Therefore, if they didn’t purchase anything from their last visit, this is a good opportunity to make them curious about what’s new on your website. Personalising your customer engagementwill make your customers feel that you really care about them and pay attention to what they are looking for on your website.
When you decide to personalise your website, you should keep in mind that your customers are all different. Even though you are targeting a certain category of people, this doesn’t mean that they are all the same. Therefore, you should be vary about their profile, shopping behavior, preferences, and main interests.
Follow the rules above and you will be able to create an amazing shopping experience for your customers. Put yourself in your customers’ shoes and think of what they expect to see when they enter on your website.
“This is a guest post on Segmentify Blog by Pauline Farris. Pauline speaks Portuguese, English, Spanish and Italian and currently she works as a translator at translation service TheWordPoint.  Today she is proud to be a voting member of the American Translators Association and an active participant of the Leadership Council of its Portuguese Language Division.”
Pauline Farris

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