Personalised Shopping: The Key to Converting Browsers into Buyers


August 25 2023

The e-commerce industry is booming, with the global market expected to reach $70.9 trillion by 2028. In this competitive landscape, It’s more crucial than ever for e-commerce firms to figure out how to stand out almost everyday as new businesses keep emerging. What makes you unique?


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 website’s content, style, and functionality fit the specific interests and needs of individual users, entails gathering information about users’ previous behaviour and interests and then utilising that information to provide personalised 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%

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


Tailor the shopping experience: Personalise the website experience based on whether the visitor is a new or returning customer. Focus on making a positive first impression for new visitors by providing a clear and straightforward user interface, quick navigation, and appropriate product recommendations. For returning visitors, enhance their shopping experience by delivering personalised product recommendations, customised discounts, and exclusive offers.

Address cart abandonment: Cart abandonment is a common problem for e-commerce brands. Personalise abandoned cart winback strategies by sending targeted messages to customers who have added items to their cart but haven’t completed their purchase. Remind them of the items left in their cart and provide recommendations for complementary or related products to entice them back.

Utilise in-session attributes: Leverage in-session attributes such as location, device type, and browsing behaviour to tailor web content and functionality to the customer’s preferences and needs. Show relevant products based on the customer’s browsing behaviour, adjust the website layout and functionality based on the device type, and provide localised content to create a more personalised and engaging experience.

Personalise based on customer preferences: Segment customers based on their preferences and interests and create personalised experiences tailored to each segment. Use affinity-based personalisation to understand customer behaviour and interests, allowing you to offer highly relevant content, product recommendations, and promotions. By catering to individual preferences, you can improve customer engagement and increase conversions.


Leverage past purchases: Analyse a customer’s purchase history to recommend similar products or complementary items they may be interested in purchasing. By providing personalised product recommendations based on their past purchases, you can increase customer engagement, promote repeat purchases, and enhance customer loyalty.

Drive loyalty program engagement: Engage customers in your loyalty program by offering exclusive rewards, promotions, and personalised incentives. By rewarding customers to participate and make repeat purchases, you can increase customer lifetime value, encourage customer loyalty, and drive word-of-mouth referrals.


Create connected experiences: Ensure a seamless and holistic customer experience across all touchpoints with your brand. Integrate various channels such as website browsing, social media engagement, email communications, and in-store experiences to provide a cohesive and personalised experience. By delivering relevant and consistent experiences, you can build trust, increase customer satisfaction, and drive repeat purchases.


Conduct A/B testing: Experiment with different versions of personalised messages and experiences to determine which ones perform best in achieving specific goals. Test different variations of page layouts, messaging, pricing, and call-to-action buttons to optimise conversions. Analyse the data and insights gathered from A/B testing to refine your website personalisation strategies and improve performance.

Now that you may have an Idea as to how important personalisation is for a business to attract and retain valuable customers, you can implement the following strategies on your own, or seek the expertise of a Conversion Rate Optimisation agency like ourself who can not only implement these strategies on a higher scale, but understand complex data, save your precious time, and continuously monitor the performance. In short, give you the buck’s worth!

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:

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.


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: Through social media or email marketing, or even pop-ups on your website, as you customers how was their experience with personalisation. Did they like the products being recommended to them? Or they were okay with browsing on their own like they did earlier.

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