E-commerce sites can increase conversion rates if they study their visitors’ digital footprint and use this information to personalize the shopping experience.
There are plenty of great examples for personalization in e-commerce. In this post, we are going to show you seven methods that large e-commerce sites apply to help users find products that they are potentially interested in and more likely to buy. Some of these tactics were able to increase conversions by more than 10 percent.
There are two main types of personalization. Sites that apply auto-personalization use various software solutions to learn about the behavior, location, and interest categories of their visitors, and alter their content accordingly.
On the other hand, sites that choose customization ask their users to define their preferences in order to provide a better experience. These two approaches can complement each other, and we will show you examples for both below.
FSAStore.com displays recently viewed products in a sidebar. The order of the items is sorted by interest level; the more time a visitor spends on a particular product’s page, the higher it is going to be among the recommendations. Shoppers can also find their previously purchased items easily with the help of the sidebar.
What others are buying?
Athomeinthecountry.com is an English e-commerce site specialized in gifts. The company provides alternatives to their users on each of their product pages, and shows them the gift that other shoppers purchased after viewing the selected item.
The site doesn’t just list related products, it also tells the visitors what percentage of the others chose the alternatives. The company claims that it was able to increase conversions by almost 13 percent after developing this unique recommendation system.
The luxury fashion brand L.K. Bennett targeted visitors who had visited its site more than three times in nine months without making a purchase and were about to abandon their basket.
With the help of Qubit’s software, they offered these visitors free shipping for the selected goods. This precisely targeted exit pop-up in itself was able to increase conversions by 11 percent on the British brand’s online shop.
Recommendations from Facebook likes.
We at SpringTab are working with one of the biggest e-commerce sites in Hungary and provide sociographic information for the company based on the Facebook likes and activities of their users. With our help, the company is able to create personalized recommendations, taking into account the favorite brands and activities of its users. The company can also use the information to create cross-promotions with brands its users favor, and gain insights into why certain products are popular among the different groups of their users.
Personal furniture styles.
While most of the examples we’ve shown until now illustrate auto-personalization, in some cases shoppers are willing to provide information about their preferences for better recommendations.
The American e-commerce site Smartfurniture.com encourages its visitors to create style cards with a few simple questions about their taste and price sensibility, and then use it to narrow down their furniture selections. IKEA, on the other hand, took the personalization of furniture shopping to the next level by developing an augmented reality app that lets users place items from its catalog into their living room on smartphone screens.
Clothes hand-selected by a personal stylist.
Similar to Smart Furniture, Stitch Fix also asks its visitors to describe their personal style. Next to style preferences, the company collects information from its users about the shape and the size of the clothes they usually wear. Then the company compares this information with other similar users’ purchasing decisions, and finally, with the help of a stylist, creates a box of clothes based on the customers’ stated preferences. The boxes are delivered by post to the users who can try on the clothing, and keep only what they like from their personal selections.
Asking the right question.
Sometimes, all you need to do is to ask one question to avoid frustrating your users and provide a better experience.
On the website of ASOS, the largest independent online fashion retailer in the U.K., first-time visitors have to choose between two product categories: clothes for men and clothes for women. The site remembers the selection and automatically redirects users to their preferred category the next time.
This approach is used by many other sites, and can narrow down users’ selection significantly by asking questions. A real estate site might ask if you’d like to rent or buy a house; a jewelry store could ask you about the price range of the products that you are looking for; and so on. In some cases, these questions are similar to the ones a shop assistant would ask you when you enter a brick-and-mortar store.
This was our last example; we hope you’ll be able to use some of these ideas to increase conversions on your site. If you liked our examples, or would like to know more about personalization methods for e-commerce sites, read our in-depth article on this topic!