Personalization, vital in the e-commerce game!

Personalization, vital in the e-commerce game!

If you didn’t already know just how important it is, according to new reports, personalization is key to marketing efforts because it helps engage your audience and drive revenue. It helps you identify, segment and target people who land on your site with specific, personalized messages thought out their experience, making your marketing more effective. Personalization puts the consumer at the center, designing it not only for them but around them.

 

How it was done in the old age!

In the days before true personalization, a shopper would receive an email or mail card with a first name printed, but every other shopper received the same one.

This would not offer the brand insight into the shopper’s behaviors and patterns, and the client did not feel as though the brand knew anything about them.

 

The way to go!

The past years have seen the use of behavioral targeting, and personalization tools and techniques for optimization increased significantly. This is good news for marketers everywhere because standard web analytics are insufficient when it comes to optimizing consumers’ moments.

People crave the personal touch. Personalized experiences drive conversions, improve customer retention and makes your marketing more impactful. Particularly in e-commerce, personalization has been not just limited to welcome messages, but product recommendations, offers, and promotions too.

By adding personalized recommendations on their online stores, some brands have increased their average order value by 32% and conversion rates by 10%.

 

Make it mobile!

Mobile email marketing alone has resulted in six-times-higher transaction rates than non-personalized emails. Also, 60% of mobile shoppers prefer it if an online store remembers their contact details and purchase information and uses that data to help customize their experience.

People have not only embraced mobile but fully expect personalized offerings and contextual services when they need and want them. When a brand hasn’t tailored their experience to the needs of their target demographic it is often the differentiating factor between choosing your brand or the competition.

 

ecommerce personalization

 

Why it’s so important to get it right:

– 40% of users will go to the competitor after a bad mobile experience;

– 82% of smartphone users say they consult their phones on purchases they’re about to make in a store;

– 69% of online consumers agree that the quality, timing, or relevance of a company’s message influences their perception of a brand;

– 67% will change behavior if it takes too many steps to purchase or get the desired information.

 

Create mobile moments!

Mobile moments are those moments in which a person pulls out a mobile device to get what he or she wants, immediately and in context. So, it’s critical for your business to know what makes smart mobile moments so you can seize them, boost revenue and establish even stronger relationships with your customers.

Marketers must be prepared to capture, respond and innovate in real time to ensure that touch-points are personalized and optimized from beginning to end. You can increase cart value, click-through rates, repeat sales, and loyalty program sign-ups while delivering self-service and strengthening relationships.

According to a recent Google study, 90% of mobile users use their phone to make progress toward a long-term goal, or a multi-step process, in short bursts, while “out and about—”, meaning, they rely on their smartphone for that. Therefore, successful mobile engagement depends on delivering the coupon, message or offer in the mobile moment.

If you plan on running a successful e-commerce website or brand, you must cater to mobile users. Not doing so is simply ignoring a majority of your potential customers. Today’s shoppers like, and expect, to be recognized by name, to receive options and offers based on previous purchases and behaviors as well as a simple checkout experience.

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