Businesses that want to increase their conversion rates and their profitability must incorporate eCommerce personalization examples on their website. It might seem insignificant but a failure to incorporate personalization into their marketing strategies has costed businesses over $756 billion.
In this post, we'll cover:
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 25 of the top online stores that have mastered personalized online shopping experience like no other.
25 eCommerce personalization examples that converts into more sales
1. Amazon's "because you shopped for"
Amazon demonstrates personalization in eCommerce better than almost any 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.
See eCommerce personalization 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.
2. Finish Line's anniversary gifts
Finish Line sends out personalized anniversary emails, like the one below, in an attempt to connect with their customers.
Here’s an eCommerce personalization idea you might want to follow.
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.
3. Cameo's celebrity videos
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.
4. Petco's "top picks for your pet"
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.
5. Dick’s Sporting Goods' "hot in your area"
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.
If you own an online shoe store in the UK, your US shoppers will probably be annoyed if they have to convert all of your shoe sizes and the currency on their own. Simply using geo-targeting and location data can help you provide the right information to your shoppers so that their shopping experience is smoother.
6. Adidas' Birthday Style Ideas
Adidas is a great eCommerce personalization example to show 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.
7. J. Crew's "you'll also love"
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.
8. Menards' DIY ideas
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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9. Netflix's "top movies for you"
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.
10. BreakingT's #WearTheMoment
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.
11. BookBub's "your ebook deals"
BookBub creates a personalized ecommerce experience by showing 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 takes your personalization strategy to a whole new level.
12. MLSstore's personal preferences
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.
13. Re-inc's "Share your personal beliefs"
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.
14. AMC's handpicked holiday gift guides
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.
15. Premium Outlets' "just for you" recommendations
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.
16. Old Navy's nudge towards your wish list
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.
18. HelloFresh's feedback request
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 set up your personalization eCommerce benchmarks.
19. The Museum of Modern Art's personalized discount code
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.
20. At Home's offers for "Insiders"
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.
21. Lowe’s Recommended Searches
Personalized product searches are based on a customer’s past purchase history and browsing behavior.
This helps to create a tailored shopping experience that helps customers find the products they’re most likely to be interested in.
This makes the process quicker and easier for customers, which helps to increase conversion rates.
22. DSW’s Top Picks For You
By tailoring the landing page to the customer’s needs, you can make their eCommerce experience more personal and relevant.
For example, DSW here offers an ‘Our Picks For You’ section that catalogs new finds based on a customer’s browsing and purchase history.
This can then be elevated with customized email and push notifications.
Customers can be segmented based on their purchase history and preferences, and then sent targeted email and push notifications about products they’re likely to be interested in.
This helps keep customers engaged with your eCommerce store and increases the chances they’ll make a purchase.
23. Fashion Nova’s Opt-In Form
By grouping customers into segments, you can deliver targeted content and product recommendations that are more likely to be relevant and appeals to them.
That’s exactly what Fashion Nova aims to do here with their opt-in form.
They can then use this data to develop strategic communication channels as well as engagement programs to build deeper relationships with customers and keep them coming back.
24. Home Chef’s Surprise
eCommerce personalization is all about making the customer experience unique to each individual.
Sometimes, that includes surprising the customer.
By tailoring the shopping experience to feel personal to that customer, businesses can create a more intimate, individualized relationship with each shopper.
This can be done by taking into account the customer's past purchase history, browsing behavior, and even demographic information.
Here, Home Chef has been able to identify that this particular customer will be happy with a $10 bonus and may be encouraged to keep browsing or even check out.
25. The Real Real’s Abandoned Cart Email
Personalization is a great way to tailor email marketing campaigns.
By sending targeted emails with relevant product recommendations and special offers, businesses can encourage customers to come back to the site and make a purchase.
By taking the time to understand each customer's individual needs, businesses can create a truly unique shopping experience that will keep customers coming back for more.
BONUS: Frequently Asked Questions
What is eCommerce personalization?
Personalization is one of the most important aspects of eCommerce. By personalizing the shopping experience, retailers can increase sales and conversion rates.
There are a few different ways to personalize the eCommerce experience.
One way is to recommend products based on the shopper’s past behavior.
Another way is to show relevant products based on the shopper’s current location.
What are the best eCommerce personalization examples?
Here are a few examples of eCommerce personalization:
1. Recommend products based on past behavior
If a shopper has purchased a certain type of product in the past, it’s likely they’ll be interested in purchasing similar products in the future. By recommending products based on past behavior, retailers can increase sales and conversion rates.
2. Show relevant products based on the current location
If a shopper is searching for a product on a retailer’s website, the retailer can show relevant products based on the shopper’s current location
3. Personalize the checkout process
There are a few different ways to personalize the checkout process. One way is to offer a discount to shoppers who complete the checkout process. Another way is to offer a free shipping option for shoppers who complete the checkout process.
4. Send personalized email campaigns
Email is one of the most important channels for eCommerce retailers.
How to create personalized recommendations?
One of the best ways to personalize the eCommerce experience is through product recommendations.
Product recommendations are based on a customer's previous purchase history, browsing behavior, and other data points.
Personalized product recommendations are one way to increase customer engagement and conversions on your eCommerce site.
Why should you use personalization for your eCommerce website?
While there are countless reasons why ecommerce personalization is a must for your ecommerce website, there are three benefits that you should make sure you consider:
1. Ecommerce personalization helps retain existing customers
2. Ecommerce personalization helps turn new customers into lifelong customers
3. Ecommerce personalization helps boost conversion rates
The number one way for you to grow your business is to foster lifelong customers. According to Invesp, it cost 5x as much money to acquire a new customer as it does to keep an existing one. Furthermore, existing customers spend 31% more than new customers, and are far more likely to make a purchase from your website. The data is abundantly clear- retaining customers is essential.
In order to retain your existing customers and turn new customers into loyal, repeat customers, you need to make sure you are providing your website visitors with the best possible shopping experience when they visit your website.
That’s where personalization comes into play.
When returning website visitors see products displayed that align with their interests, or they see relevant product recommendations based on their previous searches or the items they currently have in their cart, they are more likely to view their shopping experience with your brand as a positive one instead of an experience that is negative or frustrating.
Personalization helps customers find the products they want and need faster, and it lets them know that your business values their time and cares about their shopping experience and overall satisfaction. This helps build loyalty and encourages the people who visit your website or make purchases from your ecommerce business to buy from you again.
Another benefit of ecommerce personalization is that it will directly lead to a higher conversion rate. When customers see product recommendations that they find relevant, they are more likely to add the products to their online shopping cart.
If your website visitors see coupons for the products they need or other perks that add value, they are more likely to subscribe to your email newsletter or convert in other ways.
You should use personalization for your ecommerce website because it will pay off with greater customer retention, an increase in lifelong customers, and a decrease in the amount of money you have to spend to make sales in the future.
Benefits of eCommerce personalization
Research shows businesses lose $756 billion due to lack of trust and poor personalization.
Let's take a look at some stats:
- Marketers report an average increase in sales by 20% when implementing personalization
- 77% of shoppers have recommended, chosen, or are even willing to pay more for a personalized experience
- 80% of shoppers say they’re more likely to purchase from a company offering a customized experience
Through personalization, eCommerce businesses see:
- Increased conversions
- Improved interaction or engagement
- Improved customer loyalty
How to collect data for eCommerce personalization?
There are many ways for you to gather the information you need in order to use personalization in these ways
1) Ask your customers for data
Surveys are an explicit way to garner this important information. These tools allow your website visitors and email subscribers to answer specific questions so that you can segment them and provide them with relevant product recommendations and offers.
A great way to show customers that you value their opinions and want to offer them a better, more personalized shopping experience is to gather information from them directly. This lets customers know that their preferences and shopping experiences matter to your business, and it gives you the chance to gain information that you can use to reach these shoppers in the future.
Take this survey request that MeUndies emailed to its previous customers for example:
Email surveys like this, as well as other forms of surveys, are not only an efficient way to connect with customers, but also a way to gain valuable feedback and information you can use to improve the way you use personalization with your e-commerce website.
You can take personalization a step further when you use surveys by offering a personalized discount in exchange for the consumers’ time and energy.
Does a customer typically buy a specific brand of pet food? Try offering them 10% off of their next bag if they complete a survey for you. This personalized offer will increase the likelihood that the customer will take the survey, and it will give you useful data to help market to them in the future.
2) Use software to speed up the process
eCommerce personalization ideas can help increase the conversion rate and customer retention of several ecommerce businesses spanning a variety of industries:
- Track website interactions (product page visits, products abandoned in the cart, pages clicked)
- Track customer searches
- Track customer purchases
- Track the source of your traffic (referrals, ads, returning customers, etc.)
- See location data using customer IP addresses
3) Take a look at customer accounts
Customer accounts are a great tool to see which products are popular. Take a look products in wish lists and save for later elements. Being able to save products for later is a big deal.
It's all about lending convenience to customers.
Customer experience aside, eCommerce businesses have the opportunity to learn through these tools what types of products their customers like the most. This data could be used in deciding what products to promote through sales, email newsletters, and other means.
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