The Use of Website Personalization in E-commerce

The use of personalization in e-commerce is a varied topic, but let’s narrow down some of the best ways to use it to benefit your customer’s experiences.

From truly personalizing your content towards your customers to actively engaging with your customer and understanding what they’ve been recently looking at, here are 4 great uses of website personalization in e-commerce.

Keep reading to understand the other 2 uses!

Catering to the Customer

Clearly the most important reason of personalizing your website to your customers is to understand how best to cater for their demand, by there are a variety of ways that this personalization can be achieved. For example. You may create pages that are specifically catered towards your customer by understanding their pattern of engagement. You may consider what they have been actively searching for and use this in your algorithms to recommend the sort of things that they would like to see. This allows for a better customer experience by placing the customer in the center of your decision making, increasing potential satisfaction.

Geo-targeting-

Next, we have a method that you must gain a customer’s consent for, using their location to help provide the best content for them. By looking at a customer’s region, you may be able to use statistics such as common purchases whilst understanding the situation there to inform the content that you provide to them. This could be a great way to increase the interest in your site as they are already seeing content that is popular from where they are from, potentially increasing traffic and driving up the interest towards your site.

Personalized Offers

Next, we have another tactic that requires consent, tracking your customer’s browsing habits to cater towards their demand. We briefly mentioned using their browsing data to help provide content towards them that may be interesting but let’s consider the use of getting them back in the first place. 

By providing specific offers that are personalized to returning customers, you are much more likely to demonstrate to them that you value their interest in your e-commerce company, but also allow you to gauge their interest further, as this will incite them to constantly return and making further purchases, allowing to act as an ongoing mechanism to allow you to better understand your customer’s habits.

Implementing Previous Engagements

Finally, a great way to personalize content towards your customers is to use previous data in a similar way that personalized offers do. By not only considering your customer’s interests through their browsing but by actively looking at their previous purchases, you are much more likely to improve their experience by understanding their spending habits. This could include you pushing content in consideration of pricing, and location as well, using the geo-targeting method describe about to increase the level of personalization towards your customers.

Therefore, it is a great idea to personalize your website as an e-commerce company towards your customers to increase their satisfaction, increasing the likelihood of increased traffic and return visits to your site.