Ecommerce Personalization – Tools and Tactics You Need to Know

Ecommerce Personalization – Tools and Tactics You Need to Know

We could comfortably shower you with some statistics regarding the impact of ecommerce personalization. For example, 91 percent of consumers are more inclined to shop from an online retailer that offers customized service. Or the increasing willingness of users to share their personal information in exchange for tailor-made recommendations and offers.

We're not going to do that, though. Instead, we've listed our ways to personalize your ecommerce store alongside tools and tactics you can use.

Ecommerce Personalization is the concept used by online merchants. It refers to the process of building personal encounters and experiences on ecommerce sites by material, media, or product recommendations based on browsing behavior, buying history data, demographics, and other information collected from buyers.

Mainly, personalization in ecommerce involves giving the visitors specific deals, product reviews, and other information focused on their past behavior, profiles, and other personal details.

Importance of Personalization in Ecommerce

With so many ecommerce stores, "opening up," one must stay competitive. It is a way of staying ahead in the market by offering consumers what they like and where they want. Personalization is one more, if not the most important, sales and marketing tactic to get your store on the top list of your consumer's preferences. Here are some of the reasons why ecommerce personalization is so important:

Ecommerce Personalization Importance
  • Increases conversions and sales

Simply put, personalization lets you approach your buyers easier and grab their interest long enough to draw a sale. Personalization can help organizations boost sales by delivering the details that you choose to communicate with them in a way that appeals to them. Adopting a personalized approach that suits your buyer's habits and preferences would undoubtedly cater to them and allow them to make a purchase.

With relevant content reaching out to your buyers, they are more inclined to engage in shopping and spend more. For example, a customer that arrives on your website to buy a gaming laptop might be interested in a chair or a keyboard that suits their gaming habits. At the checkout, you might want to throw in a few product reviews to motivate your buyers to add items to their cart.

  • Improves communication 

We all know how annoying disjointed communication with a website can be. When the client is more able to connect to your page, he or she will devote more time to it naturally and be inspired to visit in the future.

  • Builds customer loyalty

Ecommerce personalization helps create a long-term partnership with customers by creating personalized landing pages, tailored ads, and curated email correspondence. That lets users find unique content that responds to their needs. For most brands, loyal customers are their biggest influencers and brand advocates who not only purchase the products themselves but also recommend them to others.

Types of Ecommerce Personalization

Customers enjoy having content tailored to their buying experience. That is why creative online stores continue to work hard on personalizing ecommerce and providing more reliable, appropriate, and personalized points of contact during their online visit. The most common types of ecommerce personalization are your website, product, email, and social media personalization.

Website Personalization

Website Personalization is the method of developing personalized experiences for website users. Instead of offering a simple, generic interface, website personalization enables businesses to deliver personalized products and features customized to their desires and wishes to travelers.

Consumer preferences have changed to the point that they want a specific digital experience that matches the traditional offline attention they receive. Most have become accustomed to this from their news feeds, social networks, and shopping reviews.

Ecommerce Website Personalization

You can personalize several aspects of a website like headings and banners, CTA's, customer testimonials and logos, products, and blog posts.

Tactics

Some of the tactics you can use to personalize your website include:

Geotargeting - Personalizing your content based on the visitor's current geographical location, or showing content that is available to users in their country. 

Product History - You can offer product recommendations based on which items they have already seen. It should keep them hooked to the page and improve their odds of making a positive move (a conversion). 

Entry or exit intent pop-ups or overlays - Presenting your visitors with pop-ups and overlays with coupons and offers can interest them in further browsing.

Segmented content - Once visitors belonging to a given group arrive at your website, they can see custom content that you developed, especially for them. You will pick the category of pages where you want this content, as well as the pace at which you want it to run, and then have the software you pick to do the actual execution on your site.

Other aspects include:

  • Creating personalized landing and home pages for products or buyer journeys
  • Offering personalized gated or non-gated content that might be of informational use
  • Displaying items that they have added to cart but forgot about or have not yet purchased
  • Creating unique retargeting campaigns depending on consumer behavior and pages they visit 

Tools

Who is it for? How easy is it to use? Is it a leader in the industry? Integrations?

Tool Dynamic Content Shopping Cart Abandonment Solution Audience Segmentation Social Proof Email Integration Banner Adds Site Navigation
Adobe Experience
Barilliance
Qubit
Apptus

1. Adobe Experience

Adobe Experience Manager helps you create, manage, and optimize digital customer experiences across every channel, including web, mobile apps, digital forms, and communities. It is fitted for large organizations and is an industry-recognized, award-winning personalization engine powered by artificial intelligence.

You can use Adobe Experience website personalization to deliver customized experiences to visitors based on user and behavioral data. Provide visitors with unique experiences tailored to their needs and desires, rather than a static, broadly focused experience.

2. Barilliance

Barilliance is a cloud-based ecommerce personalization solution that helps businesses manage product recommendations, remarketing email campaigns, cart abandonment, and more. It has multiple integrations, and though it is not yet a leader in the industry, it's slowly paving its way to the top.

With Barilliance, you can offer each customer a personalized shopping experience based on real-time shopper engagement, traffic source, weather, browsing device, and social media attributes.

3. Qubit

Qubit is used within the ecommerce industry to serve targeted functionality, segment visitors, and test UI and UX theories. Currently, it is widely chosen to improve international personalization. Qubit is well suited to a medium-sized organization. Some technical knowledge is necessary for use. They are a leader in the personalization industry and have multiple integrations.

Qubit provides users with flexible website personalization across the customer journey and provides consumer data for that process. It allows you to use powerful, scalable personalization tactics and segmentation to transform your customer's experience.

4. Apptus

Apptus is the leader in online merchandising. It comes as an add-on tool designed to work with any existing ecommerce platform, complementing existing tools with unparalleled merchandising capability, managing product assortments across search, navigation, email, and more. It can combine big data with predictive analysis, as well as automated real-time decision-making. Apptus is a leader in the personalization industry . It’s easy to use and comes with many useful integrations.

Apptus provides ecommerce retailers with business objective-driven online search and merchandising. They use machine learning techniques and onsite behavioral data across site search, navigation, and product recommendations to deliver customer experiences to increase revenue and profit.

Product Personalization

Product personalization is a process of delivering customized goods and services to the customers as per their needs and desire. Ecommerce can approach product personalization in various ways such as recommending products based on browsing history, show new products by interest or even suggest complementary products and upsell. Product reviews can be added to the website to help consumers get ideas of other products they might not have had in mind.

Product personalization is a great tactic to help increase sales and attract new customers, as well as have the same customers purchase again.

Ecommerce Product Personalization

 Tactics

Some of the tactics you can use to personalize your product include:

Hide products (or even categories) behind a "see more" button. You can show your customers the products and categories with the highest match for them while hiding the others under "see more." 

Create personalized content pages -For example, you can name it "selected for you," or something similar. This page should highlight items from each segment, depending on the likelihood of a purchase from the target customer.

Enhance your onsite product recommendation models with products that fit the usual price range of your customers. This enhancement should positively impact your recommendation model’s conversion rate.

Include Newsletters -Another interesting tactic could be to create a special newsletter containing discounted products within the customers’ price range. 

Highlight the number of new productsadded to your site since a customer's last visit and enable them only to view items that are new for them, or that they have not seen yet.

Find the sizes of your current customersthrough their previous purchases or most frequent filtration options. You can use those insights to highlight or prioritize the products on category pages that are available in their size.

Other aspects include:

  • Recommend product categories based on browsing behavior
  • Sort recent products by interest level
  • Suggest complementary products
  • Pitch an upsell at and after the purchase
  • Show product recommendations below the product 

Tools

Who is it for? How easy is it to use? Is it a leader in the industry? Integrations?

Tool Personalized Product Recommendations Coupons and Offers Pop-up Offers Geo-Targeting Behavioral Targeting Offers Upsells
Barilliance   
Qubit
Apptus
Monetate

1. Barilliance

Barilliance is a cloud-based ecommerce personalization solution that helps businesses manage product recommendations, remarketing email campaigns, cart abandonment, and more. It has multiple integrations, and though it is not yet a leader in the industry, it's slowly paving its way to the top.

Their machine learning algorithm collects customer data such as which products they look at, add to cart, past purchases, and which they spend the most time on.

Using this data, Barilliance understands each visitor's preferences and shows the most relevant recommendations in real-time. They also provide about 20 product recommendations.

2. Qubit

Qubit is used within the ecommerce industry to serve targeted functionality, segment visitors, and test UI and UX theories. Currently, it is being used widely to improve international personalization. Qubit is well suited to a medium-sized organization. Some technical knowledge is necessary for use. They are a leader in the personalization industry and have multiple integrations.

Qubit harnesses human behavior and uses human learning to help your customers discover the best-ranked products while automating the process. It combines product recommendations and product discovery to bring a whole personalization package to your products.

3. Apptus

Apptusis the leader in online merchandising. It comes as an add-on tool designed to work with any existing ecommerce platform, complementing existing tools with unparalleled merchandising capability, managing product assortments across search, navigation, email, and more. It can combine big data with predictive analysis, as well as automated real-time decision-making. Apptus is a leader in the personalization industry. It’s easy to use and comes with many useful integrations.

Apptus provides real-time product recommendations, boosts upsell, and cross-sells working in synergy with email and website personalization. They offer options like top seller list, customer abandoned carts, recently viewed items, "who bought also bought," and favorites.

4. Monetate

Monetate is the leader in personalization software for consumer-facing brands. It is relatively easy to use and has numerous partners and integrations. They help brands use the data they already must drive higher engagement, loyalty, and ROI, for lasting and transformative results.

Monetate highlights products or offers based on weather, ratings, inventory status, or any other feature or data point. Monetate’s badges can also dynamically target visitors based on audience segmentation, instantly delivering a graphic or message to drive increased engagement.

Personalized Ecommerce Email

In the field of email marketing, personalization is the process of optimizing a single subscriber's email campaign by using the details and knowledge you have about them. The information may include their first name, the last product they bought, where they stay, how many days they sign into the device, or any other data points. 

The benefits of personalized emails involve not having any operating expenses for you. With customized email promotions, the unsubscribe rates are slightly lower. Rather than standard mass marketing promotions, customized newsletters can earn you a return on revenue. Conversion rates are higher than the norm from tailored emails.

Ecommerce Email Personalization
Tool Tokenization Edit Content     A/B Tests Email sent to specific lead groups Custom CTA’s Tracking and Analytics Integrations with SalesForce Integration with MailChimp
HubSpot
Barilliance
Adobe Experience
Apptus
Klavyio

Tactics

Some of the tactics you can use to personalize your email include:

Personalize email subject line - The subject line of your email is one of the first impressions someone gets from your brand. That is where personalization in email subject lines comes into play. Are you on a first-name basis? Do you know what their interests are? Using what you already know about the customer in your favor should be your no.1 priority while sending marketing emails.

Celebrate Birthdays and Anniversaries - Customers' inboxes are more crowded than ever. Hence, marketers need to use every opportunity to maintain a personal dialogue with their target, drive sales, and generate revenue. Birthday emails or celebration emails are generally a great approach to grab a subscriber's attention using a personalized message.

Send emails based on consumer behavior -Behavior-based email marketing (also called trigger-based email) identifies buyer behaviors regarding your website, emails, and social media — then interacts with them based on those behaviors.

Re-engage inactive leads -Identify any subscribers who haven’t opened one of your campaigns in 12 months and then send a “we want to make sure you still want to hear from us” reconfirmation campaign to these subscribers. Following the re-engagement campaign, it is time to turn to your reports. If a couple of subscribers have engaged with the email, well done. We will hopefully see activity from them in the future. Or say goodbye and delete them from your list.

Tools

Here are some of the top ecommerce personalization tools:

1. HubSpot

HubSpot's all-in-one marketing, sales, and service platform are built for any ecommerce with multiple features designed for both sales and marketing individuals.

HubSpot believes that personalizing content for your contacts can increase engagement with your website and email campaigns. HubSpot allows you to personalize your emails by creating stunning email templates, automatically personalizing subject lines and content for each recipient, and running A/B tests to improve open rates and clickthroughs.

HubSpot has been named a leader in the Marketing Automation Industry with multiple email integrations like MailChimp, Constant Contact, and CoSchedule. 

2. Barilliance

Barilliance is a cloud-based ecommerce personalization solution that helps businesses manage product recommendations, remarketing email campaigns, cart abandonment, and more. It has multiple integrations, and though it is not yet a leader in the industry, it's slowly paving its way to the top.

Email personalization is deemed essential, and your account comes with pre-defined email templates and onsite banners to get started quickly. You have full control over templates and imagery and can change anything, anytime.

Key Benefits include: Multi-stage campaigns, Embed products, Rich segmentation, A/B Testing, Email suppression, ESP Integration.

3. Adobe Experience

Adobe Experience Manager helps you create, manage, and optimize digital customer experiences across every channel, including web, mobile apps, digital forms, and communities. It is fitted for large organizations and is an industry-recognized, award-winning personalization engine powered by artificial intelligence.

In Adobe Campaign, you can personalize content or the appearance of emails and combine them with criteria from recipient profiles. In general, the tool allows you to create custom personalization blocks, insert pre-defined personalization blocks, insert dynamic personalization fields, and create conditional content. 

Campaign gathers all your data into a single, integrated customer profile. It lets you manage data segments to deliver automated and triggered email campaigns. You can then monitor the performance of all your cross-channel campaigns in one place.

4. Apptus

Apptus is the leader in online merchandising. It comes as an add-on tool designed to work with any existing ecommerce platform, complementing existing tools with unparalleled merchandising capability, managing product assortments across search, navigation, email, and more. It can combine big data with predictive analysis, as well as automated real-time decision-making. Apptus is a leader in the personalization industry. It’s easy to use and comes with many useful integrations.

Business owners can utilize eSales Enterprise data to deliver more relevant product recommendations, do A/B testing, and send personalized newsletters. All this with the additional options to adjust the look and feel of emails. 

5. Klavyio

Klaviyo is a growth marketing platform that helps you deliver more personalized experiences across owned marketing channels like email, SMS, in-app notifications, and web. Klaviyo mainly serves ecommerce stores due to its seamless integrations with platforms like Magento, Shopify & WooCommerce. Klaviyo also integrates with B2C and B2B companies using custom websites.

Klaviyos email personalization options make it easy to send targeted messages to your subscribers to build brand loyalty and brand community. Getting the right message to the correct audience is crucial to building an engaged customer base that comes back for a second and third purchase.

Personalized Social Media

Personalization is a crucial aspect of social media, as with every other channel where you deliver content to your audience. Activities begin with the small things like making sure you edit a picture that you posted on Instagram before posting it on Twitter or Facebook, making sure the spacing is proper and also modifying the material in certain situations.

Another aspect to consider is that audiences are not the same on all platforms, and with detailed research, you can identify each group. You can tailor your content to suit each group, respectively.

Ecommerce Social Personalization
Tool Individual Social Platform Posting Social Media Monitoring Tracking and Analytics for each platform Social Proof Blogging        Individualized messages
HubSpot
Barilliance
Adobe Experience
Qubits

Tactics

Some of the tactics you can use to personalize your social media include:

Retargeting campaigns - These offer incredible opportunities when you combine them with personalization. Retargeting is the practice of sending targeted advertising to people who have already interacted with your website in one way or another. As shoppers browse elsewhere after they leave your site, social retargeting can reintroduce them to products they are already interested in and offer them a promotion that encourages them to return to your website and purchase.

Personalized video -One of the most used types of content on social media is video content. And recently, companies take it one step further by creating personalized videos.

One example is the little videos Facebook makes for users, showing them the social history of a friendship. These videos only hold value to you and your friends, which makes it as personal and relevant as it gets.

Personalized social media quizzes - Quizzes do two things very well: they engage your audience and help you gather pertinent information needed to personalize your users' experiences.

Personalized social media chatbots -Chatbots have been quite popular lately, and they have huge potential for a good reason. But let us take it one step further and see if we can personalize this tool.

Aside from inserting the user’s first name, most chatbot conversations are rather impersonal. We can compare it to a good salesperson. They will ask you questions and offer recommendations tailored to the information you give him. They will craft a personalized experience based on the answers of everyone.

Tools

Here are some of the top Social Media personalization tools:

1. HubSpot

HubSpot's all-in-one marketing, sales, and service platform are built for any ecommerce with multiple features designed for both sales and marketing individuals. It is easy to use with aspects such as social media posting on all platforms at the same time, tracking, campaigns, monitoring, and analytics all in one.

HubSpot provides tools for social media marketing, content management, web analytics, landing pages, customer support, and search engine optimization. Although it is a leader in the CRM industry, it is undoubtedly paving its way in the personalization market. You can even track the ROI of your Facebook, Instagram, LinkedIn advertising with ads.

HubSpot also has numerous social media integrations in its app market.

2. Barilliance

Barilliance is a cloud-based ecommerce personalization solution that helps businesses manage product recommendations, remarketing email campaigns, cart abandonment, and more. It has multiple integrations, and although it is not yet a leader in the industry, it's slowly paving it's way to the top.

Create urgency and trust with social proof. Your site's visitors are presented with real-time, dynamic notifications. You can even set conditions for when, where, and how many notifications appear, fully customizable to match your site. Each user sees your notifications differently.

3. Adobe Experience

Adobe Experience Manager helps you create, manage, and optimize digital customer experiences across every channel, including web, mobile apps, digital forms, and communities. It is fitted for large organizations and is an industry-recognized, award-winning personalization engine powered by artificial intelligence.

With Adobe Experience Manager Livefyre, you get access to a robust set of tools that makes it easy to publish UGC from social channels as well as foster community interaction with comments, ratings, and reviews, and more.

You can search across Instagram, Facebook, Twitter, and YouTube to locate the exact images, tweets, and videos you need to add social proof and authenticity to any marketing initiative.

4. Qubit

Qubit is used within the ecommerce industry to serve targeted functionality, segment visitors, and test UI and UX theories. Currently, it is being used widely to improve international personalization. Qubit is well suited to a medium-sized organization. Some technical knowledge is necessary for its use. They are a leader in the personalization industry and have multiple integrations.

Qubit allows users to make use of social proof, urgency, and scarcity to create purchase impetus and reassure customers about their purchase. It also allows you to show messages at any stage of the customer journey, on any page.

Conclusion

You do not have to reinvent your whole website or ecommerce to deliver customized services for consumers. The idea is simply to introduce a myriad of tiny yet effective components. 

Customization can add up and change the way the store and marketing material communicates with current and established customers. Engagement will grow, revenues will increase, and income will be too.

Also, taking an omnichannel approach is a necessity. Personalization is not strictly for your app or website; you also must consider social media platforms, email marketing, customer support, and so on. Once you have all these aspects combined, you will have a chance to reap all the rewards.