Every e-commerce owner wants to gain shoppers. Sure they want people to browse their site and see what they have to offer. They also want those people to shop, buy, and spend money. When products are sold on their site, they make money. E-commerce personalization helps achieve the sales goal much easier and much quicker.
What is E-commerce Personalization
E-commerce personalization is the creation of personal experiences and interactions by online retailers. Browsing behavior, purchase history, demographics, and other data is collected to is gathered to enhance the shopper’s experience. They use the collected data to display products of interest to the shopper on an individual basis.
Online retailers are beginning to use a continuous shopping method. This is where they store data from previous purchases, such as styles, colors, and similar products. Then they will boast similar products on their homepage based on the person or account that is returning to the site. This generates added sales and easy sales for online retailers.
They will also generate personalized bestseller lists. They will add products to the list that are best sellers based on the demographics and average purchases made from the same area you are visiting their site from. This method has shown an increase in click-throughs to product pages and an increase in sales.
Another method that is used to create e-commerce personalization is to use in-session behavioral triggers. They will time pop up offers or discounts based on time behavior in a session on a website. This often triggers people to take advantage of the offer popping up and making a purchase. People will do this because they don’t want to lose the discount or deal that will be gone if they leave the site and come back later.
Why use E-commerce Personalization
This is a pretty similar explanation really. Online retailers will use e-commerce personalization to make money. Making a visit to their website more personalized encourages people to shop and purchase. The personalization creates a sense that the retailer knows what they want and cares about them as a customer.
While the methods of e-commerce personalization often times leave the buyer scratching their heads, it has been a proven tactic of increasing sales. Many people don’t understand or even know how retailers know what their interests are or how they can recommend products. It works by collecting search engine data or onsite search data to show products of interest to the consumer.
Between cookies, algorithms, stored purchase history and other data collecting methods e-commerce can be personalized based on a shopper. The retailer puts in the expense of collecting the data and all the analysis to provide each shopper with their own experience on their website.