Personalisation is central to boosting conversions. Gone are the days of a one-size-fits-all approach to marketing. Above all, today’s consumers expect to be treated as individuals and want content and deals tailored to them.
In fact, a study by Gartner found brands risk losing 38% of their existing customer base due to poor personalisation efforts. Similarly, Epsilon found that 80% of customers are more likely to purchase from a company that offers more personalised experiences.
But, if the concept of personalisation is new to you, it can be difficult to know where to start. At Payflex, we outline the 5 ways you can use personalisation to help your eCommerce store reach new levels of success.
Harness the power of data
Data is essential to personalisation, helping retailers respond to changing consumer habits and behaviour. Deloitte data found 22% of customers are happy to share some data in return for a more personalised service or product. Therefore, use data and analytics to better understand your customers and create more meaningful interactions.
Segment your audience
It can be difficult to create tailored messages and offers for each person. Which is why segmenting your audience based on shared habits and interests is crucial. Segment your audience based on their online behaviour, interests, and purchases. This will enable you to create personalised content, deals, and offers for specific customer groups.
Provide tailored recommendations at every touch point
Harness the power of data and technology to make tailored product recommendations across every touchpoint of the shopping experience. This is an effective strategy to make products the user might like easier to discover. In addition, it could go a long way to increasing your average order value. These recommendations can include:
- Frequently bought together suggestions
- Other items you may like
- Recommended for you
- Customers who bought this also bought
Make your customer service more human
Great customer service is no longer a nice-to-have but a must-have. Make sure you’re available to chat to your customers 24/7 by implementing live chat. Live chat is integral to personalisation, giving your customers immediate answers to their questions and concerns. In addition, it enables you to chat with your customers in real time and build stronger connections. It also enables you to have real conversations with your audience. In fact, 51% of consumers are more likely to stay with or buy again from a company if they offer live chat.
Tailor your content
Content is a vital personalisation tool. In fact, 74% of customers feel frustrated when website content is not personalised. Use data and insights to write targeted content that addresses customer pain points, interests, and concerns. Tailored content makes your brand more relatable and human and will go a long way to helping establish stronger client relationships.
Personalisation a core strategy
We live in a time where customers expect retailers to understand what they want. It therefore goes without saying that personalisation should be at the forefront of your growth strategy. Use the above strategies to tailor your online presence to your target audience, elevate brand loyalty, and drive your conversions.
