E-commerce Personalization 2020

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E-commerce Personalization 2020

Author: Mandeep Singh Sidhu, Chief Technology Officer
February 25, 2021 | SimbaQuartz

E-Commerce Personalization 2020 - Thorough Guide Every Digital Marketer Should Follow!

E-Commerce Personalization 2020 has completely reinvented the perspective of marketers making them think more of consumers and create strategies across consumer behavior and attitude.  All the savvy digital marketers believe that the rise of eCommerce is establishing trends around online retailers. The yearly impact of the expansion of eCommerce technology is ideally illustrated at Statista on a global level.

The move to eCommerce retailing is only picking up the pace, whereas the latest computing trends like AI and intuitive modelling brings new experiences to online consumers and these experiences are highly personalized.

Now question here is how eCommerce personalization can contribute a brand or business to capitalize for skyrocketing digital marketplace? Our eCommerce Personalization 2020 is a helpful guide for marketers and business entrepreneurs to learn this concept in detail.

E-Commerce Personalization 2020 is all about consumer-centric perspectives & thought process -

A study in Pure360 states that despite numerous consumers expecting and desiring for personalized and relevant experiences, maximum brands still rely on merely basic types of eCommerce personalization. In 2017, the businesses had to bear huge losses of around $756 billion due to poor personalization which also led to the lack of consumer trust.
Moreover, Deloitte states in a paper that poor eCommerce personalization is bringing a gap between consumer expectations as well as experiences delivered by brands.

Now, comparing this scenario with businesses or marketers who have excelled in eCommerce personalization and presently ruling the loyalty, trust, and sales from customers. The story of experts is quite dissimilar from normal digital marketers of first category. Moreover, it is expected that eCommerce businesses using intelligent personalization software will observe up to 15% profit increase by the end of this year.

So, these facts prove how important it is to switch to the latest version of eCommerce Personalization solution for businesses and digital marketing professionals.

E-Commerce Personalization 2020 - What Is It -

E-Commerce Personalization 2020 focuses on presenting customized marketing and business messages to a certain set or subset of consumers, concentrating a common goal to boost ROI. The latest eCommerce Personalization trend follows the objective that each consumer is unique and comes with different needs and concerns that have to be met in the best possible way. So, a powerful eCommerce personalization includes demonstrating significant recommendations to consumers in a certain way that it must improve their digital experience making it more pleasant, contented and productive.

eCommerce Personalization is not different from any other shape of personalization. Though it demands for one to have a few things in mind, including:

  • A capability to accumulate data on transaction, behaviour and demographic of the visitors.

  • A power to explore/study the accumulated data to discover segments that have more power to respond as compared to any combined group of audience to a certain experience.

  • Ability to serve efficient real-time experience to segments you discovered.

Though this approach is usually utilized by digital marketers or eCommerce professionals, professionals like customer centric professionals, product managers, sales professionals and engineers can also benefit businesses with high ROI.

Exploring Right Way To Deliver Efficient E-Commerce Personalization Experience

To deliver exceptionally personalized eCommerce experience to online consumers, digital marketers should follow 2 basic ways for segment discovering. These 2 ways include

Business Rules & Machine Learning Rules.

  • # Method 1: Exploring Business Rules - In the first method, the digital marketers or analyst decides if to put up a rule for targeting or not. There are several means to make this choice. In some cases, the process is simple, but sometimes, it requires the use of quantitative and qualitative data as well as intuition.

  • # Method 2: Exploring Machine Learning Rules - In the next method, you'd focus on machine algorithms as it helps locate usable segments significantly. In this transition, an application/software is used to track, suggest, and evaluate segments that appear to act exclusively. Conductrics is one of the finest examples of such a solution as it is a fantastic platform for personalization and experimentation. This program can show marketers if any demographic, behavioural or device based segments are worth consideration out there.

On the whole, we can say there is no certain answer on the fittest method to go with, but it is as one would start with the logic of business, only because of the high expenses invited with the implementation of machine language development and software usage. Usually, there would be an ease in the initial stages, the maximum out of it can be chosen with easy decision rules.

E-Commerce Personalization 2020 - Managing Experiences

On the simple stage, every time one puts up a target-rule, a cost is incurred. This cost can be related to product development, design and also time needed to set up. Though there would be incremental benefits and but, at the key point, you'd ensure about the ROI coming from each setup rule. Besides, there will be a cost-related complexity while handling all set up experiences as it becomes very hard to conduct impending experiments and at times, a website may have accidental disparity. Therefore, you must discover certain experiences relating to customer support.

At the end, ensure your set rules of eCommerce Personalization keep on performing great by generating high ROI. Using methods like Retesting of Experience or using a holdout set which often finds control relating experience, you can discover the campaign status at a long run.

E-Commerce Personalization 2020 - Key Points To Personalize Customer Experience -

Though personalization has numerous routes from which few are very easy and common to implement in this transition. But, here listing top four areas to focus on for great outcomes:

  • PPC On Post Click Landing Pages - By creating the PPC program on post click landing pages for your eCommerce site that directs highly-focussed online traffic to a certain page, you can enhance its personalization capacity. You can compare the experience journey from pre-click to post click which would be a different world -maybe same but different from a normal web experience.

    Considering this method, almost every post-click landing pages based PPC has to be personalized at some level. So, at the beginning level, one has to match the advertising feel from the ad in the post-click landing page. Following it, you can create a unified user or consumer experience without any wider context from your remaining site.

    Post-click landing pages based PPC is truly a perfect kind of personalization as you target a certain set of user-base as per certain common characteristics of users. Thus when you escalate this program, you may go for a reliable software for eCommerce personalization such as Mutiny which enables users to make changes in design and copy programmatically on the basis of visitors' attributes like keywords for targeting, company size, etc.

    As digital marketers hold a power to target their online ads extensively and strong control on sourcing traffic via paid advertisement, there are a myriad of choices for personalization alternatives.

  • Product & Service Recommendations - Flipkart and Amazon are two leading examples of the finest eCommerce personalization examples. From providing a user-friendly shopping experience with one click to efficient prime shopping, they provide remarkable customer experience. The level of eCommerce personalization has truly been raised by these giants.

    Although, the practices of these eCommerce solution providers are the best,  yet they still get criticism while delivering inappropriate product recommendations. We cannot ignore the fact that their recommendations are usually right.

    A majority of modules for product recommendation are based on machine learning technology that evaluate previous shopping behaviour of users to bunch relevant products to things already purchased or checked in the past. After that, it recommends various things you might be interested in.

    As there are several SaaS products that exist, making a strong product recommendation mechanism is something can be done by the user himself, but with knowledge of grouping programming and algorithms capabilities for perfect design. One more thing to consider here is that there is no need to bound yourself around data on a user's past shopping behaviour for product recommendations. But, go further to more of the meta-level to make recommendations that a user also admire.

    Some online users switch to related or alternative products, some would come to see the greatest deals and discounts on products, and some only prefer to check the products in trend. No doubt, it is difficult to make predictions, but this is the place where a smart data scientist contributes with his expertise.  So, if you succeed in personalizing product recommendation as per visitor's characteristics, it would certainly enhance your ROI and make you successful.

    Besides thinking about the best modules for product recommendation, you should think about the platform where they'd demonstrate the best impact. Homepage can be an ideal place as it is the key contact point of visitors and hence offers a wide array of visitors from which the maximum use to browse randomly. For surfing the best sellers or focussed products, or even latest offers, it is an ideal place.

    Once a user adds a product in the cart, it is an ideal moment to display related products as suggestions. It is a cross-selling or up-selling mechanism. Moreover, you can also create a module for related products on the product page of eCommerce website.

  • Programmatic Approach-based Email Marketing - A common yet effective application of ecommerce personalization is the emails of abandoned carts. In this case, if you get the email address of any of your website visitors, send them a reminder to proceed with the unfinished purchasing process. It is the most convenient way to prompt the purchase decision of visitor and thus it gives a frequent ROI to the marketing and SEO efforts.

    Moreover, there is no need to follow behavioural emails specific to abandoned buyer's cart set off. For example, shopping websites send emails to visitors or buyers that contain various product items which we had earlier checked and then left unpurchased. In addition, we can use chat related to product recommendations to customers. These recommendations can also be sent by email, specifically in after-sales emails. While a majority of email marketers may ignore personalization via using the first name of a customer, there are a myriad of choices to utilize behavioral signs of customers, firm-based data for B2B segment and many others. Moreover, email based marketing may likely reign in the future by quality personalization.

    The best thing about marketing using this kind of email is their exceptional clarity related recipient' intent. An email shoot as per its kind addresses a wide audience with different interests and preferences or tastes.

    So, Programmatic Approach-based Email Marketing on customer behaviour can turn to be more relevant, revenue-generating and better experience for the audience. The best and ruling marketers in the eCommerce segment are actively engaged in such campaigns; yet in the SaaS B2B segment, it finds minimum stake as it works under the signature of automating marketing.

    SimbaQuartz creates such powerful eCommerce systems that efficiently work to deliver accurate messages to the right audience and at a very accurate time.

    It is good that modern technology has made things easier to proceed with and achieve the goals of presenting the best personalization experience to customers. There are numerous platforms available for customer data by which one can easily centralize data and connect to various marketing tools with the help of Zapier or similar solutions. After that, we should operationalize the collected data with the help of messaging tools like email marketing from HubSpot or Klaviyo etc.

  • On-Site User Behaviours - The time we emphasise on eCommerce personalization, at first simple things come in the mind like personalizing a copy of a post-click landing page, utilizing tag, or putting the first name of someone in the newsletter. In this transition, product recommendations are gaining high weightage, often because of the explosion of various helpful SaaS tools.

    Though the onsite user behaviour and navigation is underrated, yet it is altering customer experiences. Traditionally, one uses things such as pages visited, progression of visitors via multi-step online forms, and mouse movement to present right sales messages and also onsite audience targeting.

    This kind of approach is fairly an unclear personalization type. So, let's dive into more examples to find out the best approaches.

    Firstly, focusing on those having a threshold for free shipping to customers. In this case, you must send a reminder to visitors showing the amount remained to be eligible for free shipping. In case, they have already reached the set threshold, send them a message saying congrats.

    A simple way to implement eCommerce personalization is the personalization of offers as per new and returning ones. Both types of visitors would have different needs and behaviours for shopping.

    Numerous eCommerce merchants encourage first time visitors to sign up by offering discounts: No doubt, a number of customer behavioural methods are there helping marketers to find out email leads. These methods include targeting new visitors to scroll exit intent and triggered pop-ups, and many others.

    Another latest method of presenting personalized and interesting messages to customers is via chatbot or live chat. Numerous companies rely on sending the same message or chat to all customers or guests who redirect to their site. However, with a majority of tools, one can conveniently personalize introductory messages on the basis of customer behaviour, URL, or any other visitors' data collected. Granify is one of the greatest examples of such software as it helps detect behaviour of visitors and utilize it in intent forecast and many other actions.

Closing Thoughts -

So, here we have presented the most sought-after points to improve personalization in eCommerce Development and offer your audience a more conditioned and quality online shopping experience. SimbaQuartz demonstrates industry experience in eCommerce technology for many years and using this expertise, we are confident enough to manage complex to advance eCommerce development requirements. This guide includes examples and our recommended tools to make eCommerce Personalization easier for you.

To get your complex idea of an eCommerce website design developed into a full-fledged eCommerce solution,  contact our experts right away. For free consultation on eCommerce website development and design, click here now.