Personalization: Bridging the Gap Between the Clicks and the Bricks

Bundling products together to create a discount for price-sensitive consumers also gives them the "thrill of the steal." It's no secret that some shoppers are always on the lookout for a bargain. Target them with your best offers once they've put something in their cart to drive up average order values. U.K.-based Moss Bros., for example targets consumers with an offer of two shirts with a suit at a significant discount.

Think about tailored offerings and making the purchasing process more valuable in the eyes of the customer. Recommending accessories, for example, allows the customer to benefit from the natural synergies between products without having to search the website, while free shipping (particularly over a certain price threshold) increases average order values as customers purchase extra items to obtain the offer.

Website personalization has been rapidly evolving over the past 10 years, and has proven to be the optimum way to reach consumers at every phase of their shopping journey. By embracing persuasion and upselling tactics, retailers can unleash the true magic behind engaging customers.

Graham Cooke is the CEO of Qubit, a company that gives online retailers the power to optimize their sites and drive sales in real time.