Don’t offer the same experience to all. Personalize the user experience for returning customers! You have the information to do it!
When a returning customer lands on your home page, offer a highly personalized experience. Populate the page with the products he/she checked during the last visits and recommended products based on his/her profile.
Don’t confuse eCommerce personalization with eCommerce customization. Personalization and customization are very different.
- eCommerce Customization is when a user customizes the appearance and behavior of a page based on his/her personal taste and needs.
- eCommerce Personalization is different. A personalized page is a page that has been customized automatically by a software to make it more relevant and consistent with the user profile and browsing history.
The benefits of personalization in ecommerce are self-evident: the user can see and access the most relevant information in the easiest way. A website that offers personalized homepages can provide different user experiences to different users. Each of them will have a unique experience with unique selection of content. net result: improved Conversion Rate and and reduced Bounce Rate.
Extreme personalization is one of the major eCommerce trends for 2020 I identified and described in a previous article.
Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.
If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com
