Recognizing e-commerce users. How important is it to offer a personalized experience?
Posted: Wed Dec 04, 2024 8:38 am
The organization of contents and the catalog is one of the main obsessions of a store manager, especially when the goal of increasing sales must be reconciled with the protection of margins, thus avoiding excessive use of discounts and promotions.
We often focus solely on increasing e-commerce turnover, neglecting how important it is to recognise the user by offering them a rewarding experience, precisely because it is personalised from the very first moment . Recognising them means being able to better direct the contents already during the first visit to the home page and in subsequent ones, using the information that is already at our disposal. This is a choice that has obvious benefits for everyone: from the online experience of those who buy to the turnover of those who sell. Recognising an e-commerce user, what the data says
According to Netretail research carried out by Netcomm in collaboration with Human Highway , four out of ten users come from search. It goes without saying that increasing the return on investment of these visits, immediately proposing content close to latent needs, is a first objective. Personalization begins with products highlighted on the home page to related articles but can also be pushed further, for example through messages on personalized pop-ups or on offers reserved for the user that invite them to enter other areas of the site and then follow them throughout the entire path to complete the customer journey .
What can be customized? Practically list of australia consumer email everything, it just depends on the design strategy. At the base there must be the technological ability to manage data and analytics in a profitable way. Let's make some cases of what we could customize to make the user's navigation more consistent with his interests and his desires:
The products on the home page , based on the search keywords or based on the products already purchased, but not only
Navigation paths , through recommendations of products similar to those just viewed or based on the experience of similar users
Messages that support navigation ( behavioral messages ) and that invite action with upselling and cross-selling logics
Specific discounts based both on the user's segment (new users vs. returning customers, etc.) and on logics more closely linked to the product's characteristics, for example by discounting products with different margins or stocks differently.
Optimizing promotional investment is not the only good reason why you should personalize the entire online experience. The other good reason is that users themselves reward content that is relevant and close to their interests, almost as if it were a must-have in the online purchasing journey. According to research conducted by PWC in 2015, personalization of the offer is one of the most anticipated features both in the web experience and in the offer integrated with the physical store. This premise is very strong in the young target up to 34 years old, but we can consider it generalized at a global level and in almost all age segments.
We often focus solely on increasing e-commerce turnover, neglecting how important it is to recognise the user by offering them a rewarding experience, precisely because it is personalised from the very first moment . Recognising them means being able to better direct the contents already during the first visit to the home page and in subsequent ones, using the information that is already at our disposal. This is a choice that has obvious benefits for everyone: from the online experience of those who buy to the turnover of those who sell. Recognising an e-commerce user, what the data says
According to Netretail research carried out by Netcomm in collaboration with Human Highway , four out of ten users come from search. It goes without saying that increasing the return on investment of these visits, immediately proposing content close to latent needs, is a first objective. Personalization begins with products highlighted on the home page to related articles but can also be pushed further, for example through messages on personalized pop-ups or on offers reserved for the user that invite them to enter other areas of the site and then follow them throughout the entire path to complete the customer journey .
What can be customized? Practically list of australia consumer email everything, it just depends on the design strategy. At the base there must be the technological ability to manage data and analytics in a profitable way. Let's make some cases of what we could customize to make the user's navigation more consistent with his interests and his desires:
The products on the home page , based on the search keywords or based on the products already purchased, but not only
Navigation paths , through recommendations of products similar to those just viewed or based on the experience of similar users
Messages that support navigation ( behavioral messages ) and that invite action with upselling and cross-selling logics
Specific discounts based both on the user's segment (new users vs. returning customers, etc.) and on logics more closely linked to the product's characteristics, for example by discounting products with different margins or stocks differently.
Optimizing promotional investment is not the only good reason why you should personalize the entire online experience. The other good reason is that users themselves reward content that is relevant and close to their interests, almost as if it were a must-have in the online purchasing journey. According to research conducted by PWC in 2015, personalization of the offer is one of the most anticipated features both in the web experience and in the offer integrated with the physical store. This premise is very strong in the young target up to 34 years old, but we can consider it generalized at a global level and in almost all age segments.