February 25, 2014

E-commerce personalisation – first steps

Written By Martin Sandhu
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ecommerce personalisation

Personalisation is a key website trend this year, it’s especially pertinent for e-commerce retailers wanting to make the most of a hugely competitive market. But as a relatively untested concept and one often requiring large amounts of data and investment in third party applications, it’s something many marketers are finding difficult to predict or prove ROI of and therefore hard to justify to the board.

Starting off small is key, making subtle changes to your website based on the information available is a simple starting point for personalisation, but it still has the potential to make a huge difference.

Location
Something a number of large retailers already do is to detect the location of a visitor and either direct them to the correct site, update currency preferences or show them a tailored site based on their whereabouts. This simply takes the hassle out of shopping for international customers, they can browse with ease, they don’t have to select their location from a long list or use currency exchange websites to find out how much something costs. Often simple changes like this cause a significant uptake in international orders, as users feel more comfortable placing an order in their own currency.

Email sign-up
Personalisation doesn’t have to stop at your website, asking one or two questions when users sign up for your email newsletter means you can tailor your email marketing accordingly. Being able to target emails specifically at men or woman for example is hugely beneficial and can dramatically increase open and click through rates.

Past-behaviour
Shopping around and browsing are commonplace when it comes to online shopping, particularly via a mobile device. So, showing users what they looked at last time they were on the site or tailoring search results based on previously viewed items is essential in order to make a purchase as quick and painless as possible.