7 Easy Fixes for E-Commerce Personalization
An overwhelming majority of e-commerce website managers accept the grim reality that over 97 percent of visitors will abandon their site without ever making a purchase.
The increasing minority that's challenging this status quo is looking to the innovators. Amazon.com, still the biggest e-tailer on the planet, consistently reports conversion rates of 30 percent or more. While a strong brand contributes to these staggering figures, consumer trust can never account for such overwhelming repeat purchases. The growing realization in the e-commerce community is that smart, multipronged personalization is at the core of Amazon's track record.
Netflix, whose business model makes heavy use of a personalized shopping experience, provides further evidence. When the online digital entertainment distributor wanted to let its customer base know that the reasons why they keep paying $8 a month was for the ultimate viewing experience, the message was "House of Cards." Just like that, Netflix had transformed itself into a production company catering high-level shows appreciated by its audience and proving its worth. Netflix completely disrupted the way entertainment would be delivered in the 21st century.
While few e-commerce operations have the resources Amazon or even Netflix can command, consider these seven easy fixes any e-commerce site can implement to personalize their users’ experiences:
1. Geo-targeting: Consider the difference between an offer targeting just any visitor, and a 10 percent discount available only to residents of your neighborhood — and only if you act NOW. Throw in some more information about a local event, and your customer will know you're speaking directly to them.
2. Dynamic keyword insertion: While many e-commerce websites will include landing pages optimized to attract high-volume search traffic, an exact match keyword strategically inserted into the headline can make all the difference. Compare a generic cardigan landing page to something along these lines: "Of course we have that green polka-dotted cardigan in size 8! In fact, buy NOW and we'll throw in a matching skirt for 20% off. But hurry, this special offer is only good until 10 PM Sunday night (and we only have 3 left in stock)."