Personalised Shopping: The Key to Converting Browsers into Buyers

1. Introduction

Now, it’s more crucial than ever for e-commerce firms to figure out how to stand out almost every day as new businesses keep emerging. So, what makes you unique?

The answer for many successful online retailers lies in personalised shopping to increase buyers online through data-driven experiences.

2. Don’t know what is website personalisation?

Have you ever visited a website and it somehow knew you were a male/female, it knew which country you were visiting from, the website knew which products you might be interested in? That’s personalisation.

A personalised shopping experience involves tailoring a website’s content, design, and functionality to fit each visitor’s needs. It entails gathering information about users’ past behaviour and interests and using it to create highly relevant experiences.

We know it’s too much effort, so is it necessary? – ABSOLUTELY!

Increased customer engagement: Personalised and positive experiences can help to engage visitors and keep them coming back to your website, personalised websites can increase engagement by up to 20%.

Higher conversion rates: Personalised experiences can help to increase the number of visitors who make a purchase, they can help you increase conversion rates by up to 10%.

Increased average order value: Personalised recommendations can help visitors to find products that they are more likely to buy. Personalised recommendations can increase average order value by up to 5% because a customer has been recommended something they would have otherwise missed out.

Reduced cart abandonment: Personalised reminders and incentives can help to reduce the number of visitors who abandon their carts. Reduce your cart abandonment and your worry by 50%!

Improved marketing campaigns: Personalised promotions and discounts can help to improve the effectiveness of your marketing strategies. Improve your click-through rates by up to 30%

These are just a few examples of how personalised shopping to increase buyers works in action.

3. How can you as an e-commerce brand implement personalisation?

3.1 Tailor the shopping experience:

First impressions matter. Personalise your site for new vs returning users. Provide intuitive navigation and relevant product recommendations for new visitors. For returning customers, use previous data to display items they’re more likely to buy or reward loyalty with tailored offers.

3.2 Address cart abandonment:

Send timely emails to users who abandoned their carts. Highlight the items they left behind and suggest similar or complementary products to reignite their interest.

3.3 Utilise in-session attributes:

Use live session data (like location or device type) to present real-time product suggestions, adjust page layouts, or localise promotions. This enhances the overall personalised shopping experience.

3.4 Personalise based on customer preferences:

Segment your customers based on interests or past actions and curate recommendations that speak directly to their needs.

3.5 Leverage past purchases:

Tap into previous purchases to recommend complementary or refill items. This not only drives higher AOV but also makes customers feel understood.

3.6 Drive loyalty program engagement:

Create exclusive offers, birthday rewards, or tier-based perks based on user activity. The more valued a customer feels, the more loyal they become.

3.7 Create connected experiences:

Integrate personalisation across channels—website, email, social media, and even SMS—to ensure consistency and drive retention.

3.8 Conduct A/B testing:

Test what resonates. Try different page layouts, messages, or promotions to see which generates the most conversions. This step is essential for refining your personalised shopping to increase buyers approach.

Now You Know Personalisation Isn’t Optional

If you want to increase engagement and loyalty, the right personalised shopping experience is the way to go. Whether implemented internally or with the help of a CRO agency like ours, these strategies will save time, convert better, and deliver a bigger return.

4. What can we as Personalisation Consulting and Strategy Services do for you?

In-depth Analysis: Our CRO experts delve into your website’s data and user behaviour to identify the most promising opportunities for personalisation.

Strategy Development: We craft a personalised strategy tailored to your specific audience based on data-first approach, goals, and industry, ensuring that every element aligns with your brand’s identity.

Implementation: We as a CRO agency have the technical know-how to put your personalised strategy into action, seamlessly integrating it into your website.

Testing and Optimisation: They continuously monitor the performance of your personalised elements, making data-driven tweaks to enhance results further.

Continuous Consultation: We provide ongoing consultation, ensuring your personalised strategy evolves with changing customer preferences and market trends.

Here’s a sneak peek of what we improved on a product page to sky-rocket sales & conversions through personalisation tactics:

5. So, what are you taking away from reading this blog?

Online retailers can benefit from a well-executed website customisation strategy. You can develop customised experiences that keep users coming back to your website by understanding your audience, gathering data, and using the correct technologies.

6. Here are some additional tips for creating a successful website personalisation strategy:

Start small and simple: Don’t try to do too much at once. Start with a few simple personalisation strategies and see how they work.

Be patient: It takes time to collect enough data and develop effective personalisation strategies. Don’t expect to see results overnight.

Be creative: There are many different ways to personalise a website. Be creative and experiment with different ideas.

Get feedback from your customers: Ask customers directly about their personalised shopping experience to refine and improve.

7. FAQ

1. What is website personalisation, and how does it work for e-commerce?

A. Website personalisation involves tailoring a website’s content, design, and functionality to match the needs and preferences of individual visitors. This is achieved by collecting data on user behavior, past purchases, location, and other session attributes. For e-commerce, personalisation means recommending relevant products, adjusting layouts, and offering promotions that resonate with each visitor, enhancing their shopping experience and increasing conversions.

2. How does personalisation impact customer engagement and sales?

A. Personalisation has a significant positive effect on customer engagement and sales. By offering a tailored shopping experience, e-commerce websites can increase engagement by up to 20%, boost conversion rates by up to 10%, and raise the average order value by up to 5%. Personalised recommendations and reminders can also reduce cart abandonment by as much as 50%, leading to higher sales and customer loyalty.

3. What are some ways to implement personalisation on an e-commerce site?

A. There are several effective ways to implement personalisation:

• Tailor the Shopping Experience: Personalise for new and returning users based on their preferences and browsing history.

• Address Cart Abandonment: Send follow-up emails with product suggestions to users who left items in their cart.

• Use Session Data: Present location-based product recommendations or localised promotions in real time.

• Leverage Past Purchases: Suggest complementary items based on what the customer has bought before.

• Loyalty Program Engagement: Offer personalised rewards or exclusive offers to increase customer retention.

4. How can personalisation improve my marketing campaigns?

A. Personalised marketing campaigns are more effective because they speak directly to individual customer needs. Personalised promotions, product recommendations, and discounts can increase click-through rates by up to 30%. By segmenting customers and delivering tailored content, e-commerce brands can better engage users and drive higher sales, improving the overall ROI of their marketing efforts.

5. Can a CRO agency help me implement and optimise website personalisation?

A. Yes, a Conversion Rate Optimisation (CRO) agency can play a crucial role in implementing and optimising website personalisation. They can conduct in-depth analyses of your website’s user data, develop a personalised strategy based on your audience, implement custom solutions, and continuously test and refine