Businesses that want to increase their conversion rates and their profitability must incorporate eCommerce personalization on their website. It might seem insignificant but a failure to incorporate personalization into their marketing strategies has costed businesses over $756 billion.
What is eCommerce Personalization?
Ecommerce personalization is a concept that you can use to send individualized product recommendations, discounts, and exclusive offers based on a consumer’s previous shopping habits, key demographics, browsing history, and other personal information. As simple as it sounds, it actually warrants an in-depth study of user behavior on your website or with your brand.
Why is Personalization Key to eCommerce Growth?
Here are just a few of the reasons why you should be using personalization:
- 43% of consumers in the United States are more likely to make a purchase from businesses that use personalization techniques
- 41% of consumers opted to make purchases from a different company than usual due to poor personalization
- 31% of consumers feel that personalization adds value
If you want to gain the benefits that come from eCommerce personalization, then you need to consider adding personalized copy, product recommendations, and pop-up offers to your website.
It's a tough cookie to crack but there are many ecommerce stores that are making money head over heels through effective personalization. We reviewed and identified 20 of the top online stores that have mastered eCommerce personalization like never before.
20 eCommerce Personalization Examples That Trigger More Buys
Amazon uses personalization better than almost any other eCommerce website. Whether a consumer is a first time visitor in need of an Amazon account or they have been shopping with Amazon for years, Amazon offers personalized product recommendations that will encourage them to convert.
For new website visitors, Amazon has sections like “Products you’ll like” and “Most people bought” that uses information about that shopper’s browsing habits and demographics to recommend relevant products.
Returning shoppers will see categories like “Customers also bought” or “Because you shopped for similar items.” This personalization tool is helpful because it allows Amazon to share new products with their customers, increasing the likelihood that they will make another purchase.
Take the image below, for example.
A shopper might receive these recommendations after purchasing an accessory for their car. Because this customer has already shown an interest in car accessories, Amazon will be far more likely to make a sale when they recommend these products.
Personalized product recommendations based on a customer’s previous shopping habits or purchases is a great way for eCommerce businesses to boost sales.
Finish Line sends out personalized anniversary emails, like the one below, in an attempt to connect with their customers.
These messages, which are sent to customers on the anniversary of the date they created a membership account with Finish Line, show subscribers that they are a valued customer.
Take a page out of Finish Line’s book, and try to send out anniversary emails with discounts or coupon codes in order to reward customers who were willing to create an account with your business and show each of your subscribers that you value them as an individual.
Cameo, a service that allows people to receive videos from their favorite celebrities, uses personalization in the form of segmented emails.
In the image below, for instance, email subscribers who have shown an interest in the show Black-ish will receive this email about Anthony Anderson joining Cameo.
While your eCommerce website might not be focused on reaching out to people who like a specific television show, you can still use personalization like Cameo by segmenting your email lists based on your subscribers’ personal interests.
Petco uses information from its customers’ previous purchases and account information in order to provide relevant, personalized product recommendations.
For instance, a customer who notes that in their Petco account that they have a puppy might receive a product recommendation like the one shown below when they visit Petco’s homepage.
Petco realizes that puppies need soft, age-appropriate dog treats and that younger dogs are more likely to have accidents in the house, and so they can use this information from their customers’ profiles to provide homepage recommendations for puppy treats and stain and odor foam.
Like Petco, you should also use information from your customers’ accounts in order to provide useful product recommendations on your eCommerce website landing page.
Dick’s Sporting Goods uses its website visitor’s locations in order to send product recommendations that are tailored to their specific interests.
Consider the “Hot in your area” or the “Top-selling products” sections shown below, for example. Dick’s Sporting Goods is able to use location data and social proof to recommend products that fall into these categories.
If you have information about your website visitors’ locations or top-selling products for people in this area, you should use this information to create personalized recommendations.
Adidas adds eCommerce personalization through personalized birthday emails and product recommendations.
Birthdays are a big deal! Show your customers that you value them by not only sending them an email on their birthday but also sharing product ideas that they might like.
In this way, you are showing customers that they are valued in two ways: recognizing their special day and understanding the types of products they would like to buy.
J.Crew uses its customers’ purchase history and product page history to recommend clothing that it knows will draw their attention.
In the example below, J.Crew has recommendations for sweaters and joggers on the landing page for one of its customers based on the fact that the customer purchased a similar sweater in the past.
By creating a “You’ll Also Love” type of section on your eCommerce website, you will be able to show personalized product recommendations to the customers who have made purchases from your website before.
Menards takes product recommendations a step further than most by showing recommended DIY projects consumers should try based on the specific purchases they have made from Menards.
Customers are able to see completed projects made by other Menards customers. This use of social proof combined with eCommerce personalization will encourage shoppers to buy the rest of the tools they need in order to start working on a project of their own.
Consider using social proof with your personalized recommendations in order to increase your conversion rate.
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Netflix uses personalization to encourage shoppers to return to its website and watch new movies and shows.
They use an algorithm to recommend movies based on their customers’ preferences and watch histories. If someone is interested in movies and shows with a strong female lead or teen comedies or critically acclaimed dramas, they will receive movie recommendations that suit these interests.
BreakingT, a t-shirt company that specializes in shirts that show major sports moments, uses #WearTheMoment to encourage customers to provide social proof.
When customers post photos on social media where they are wearing BreakingT t-shirts, BreakingT will not only post those photos on its website, but it will also provide a special gift.
While this might seem like a strange tactic, it helps with their eCommerce personalization. Customers have a chance to have their photos featured on the website, allowing them to realize that BreakingT values their patronage.
By adding a personal touch to its social proof and showing appreciation to its customers, BreakingT uses eCommerce personalization to help develop life-long customers.
BookBub uses eCommerce personalization to show targeted book deals to its subscribers. This eCommerce site uses information about each of its customers’ reading interests in order to provide personalized book recommendations and discounts.
In the example below, BookBub has not only recommended a book based on a reader’s personal reading preferences, but it has also offered a hefty discount.
While personalized recommendations are already enticing, adding a discount to the mix is another way to help improve the chances that your eCommerce personalization will lead to a sale.
Soliciting personal preferences is a great way for you to make sure that your eCommerce business can segment properly and send personalized advertisements, product recommendations, and discounts.
MLSstore.com has an option for email subscribers and website visitors to select their favorite MLS teams. This way, they can receive targeted product recommendations for that specific team’s merchandise.
If you want to use eCommerce personalization to help grow your business, asking for likes, dislikes, and other information from your customer is a good way to start. Asking for this information shows your customers that you care about providing them with relevant recommendations, and it allows you to push products that your audience will enjoy.
Re-inc uses advertising campaigns that center around their customers’ personal beliefs and values.
The advertisement below, for instance, is designed to show Re-inc subscribers that they can showcase their desire to “reimagine” and find creative solutions for current social issues by buying Re-inc merchandise.
Think about the values and core beliefs of your target audience. Use eCommerce personalization to show your audience how shopping with your company can help them uphold or demonstrate that they share these beliefs.
AMC uses segmentation and customer profiles in order to create personalized, holiday gift guides.
Boost sales this holiday season by using this approach to send personal gift recommendations to your email subscribers based on their search history and the product pages they have viewed on your website.
In addition to offering personalized product recommendations, your business has a lot to gain from offering personalized discounts.
Show your customers that they are special by offering them discounts and deals on the products they are most interested in buying from your business.
Premium Outlets offers daily exclusive discounts for their email subscribers. Not only are these deals unique for different customers based on their previous shopping histories, but they use personalized language like “just for you” to help customers feel valued.
When a shopper visits Old Navy’s website, Old Navy uses data about their product page views and any products that were abandoned at checkout to put together a personalized “wish list” of products.
Remember, just because a customer abandons their online shopping cart does not mean that it is too late for you to make a sale. Use eCommerce personalization to send retargeting emails like Old Navy does, and you will win some of those shoppers back.
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17. IMAX's surveys
IMAX Corporate Theaters knows just how important it is to ask for information from their customers in order to provide a better experience in the future. In order to gain this valuable feedback, they send personalized emails saying “Thank You,” and offering free popcorn in exchange for taking a short survey.
The best way to personalize your landing pages and advertisements to your target audience is to find out what this audience likes and dislikes.
Sending out a survey with a personal thank you and a request for information that you can use for eCommerce personalization in the future is a good way to help your business connect with its customers.
HelloFresh is another company that excels at garnering feedback from customers and using this feedback to create targeted ads, discounts, and landing pages.
Emails like the one shown above encourage HelloFresh patrons to complete surveys and share information that will help HelloFresh better market to them in the future. By soliciting feedback in this manner, HelloFresh is also showing each and every one of their customers that it values their opinions and wants to provide the best possible experience with their brand.
When you ask for feedback from your audience, you can gain the information you need to step up your eCommerce personalization.
When someone abandons their cart or leaves your eCommerce website without making a purchase, you can send personalized emails with discounts to help retarget them and increase your conversion rate.
The Museum of Modern Art sends retargeting emails to their website visitors showing items that each customer almost purchased and offering a personalized discount code so that they can save money on these items.
Try sending personalized discounts to your website visitors when they leave your website empty-handed, and remind these customers of the specific products that originally caught their interest.
At Home sends personalized birthday emails with discounts to all of their “Insiders” in order to show appreciation and let customers know that they are valued.
While this is a great personalization tactic on its own, At Home truly makes the most of this tool by showing personalized product recommendations for its Insiders to buy using their birthday discount.
If you choose to offer a birthday discount for your customers or email subscribers, try showing personalized recommendations that will encourage these customers to use their discount right away.