Personalizing your customer journey is one of the most important aspects of both short- and long-term success. Yet many founders don’t put the necessary time and effort into it, instead opting for a blanket approach in the hopes that their generic messaging will attract a wide enough audience. But thanks to continued advancements in eCommerce-based technology, personalizing your customers’ experiences has never been easier. While the process may be getting easier, the results remain overwhelmingly positive, with as many as 77% of consumers having chosen, recommended, or paid more for a brand that provides a personalized service or experience. But personalization goes much further than a “Hi [name]” at the start of a promotional email. Here are five ways you can truly personalize your audience’s experience with your eCommerce brand.
1. Tailored Product Suggestions
The first form of personalization that you should be implementing on your eCommerce site is tailored product suggestions. This form of personalization takes advantage of tracking algorithms that monitor customer behavior and then suggest products that are tailored to their preferences. For example, if you run a sports clothing eCommerce store, and a website visitor is looking at a pair of golf trousers on your website, you should be promoting other golf-related products rather than promoting other sporting goods. Chances are they’ve come to your site for golf-related goods, and you need to capitalize on that with product personalization.
Not only can this increase sales, but it also improves customer satisfaction, as it ensures that they have the best possible experience on your site. Two of the best plugins for your Shopify site include Glood Product Recommendations and Wiser. These tools can seamlessly integrate personalized product suggestions on your platform, allowing you to cater to each visitor’s unique interests. Utilizing these plugins makes it easier for your customers to discover products they are likely to buy, reducing browsing time and improving the overall shopping experience.
2. Personalized Email Campaigns
A second great way to create a more personalized customer journey is through customized email marketing. That means creating detailed segmentation and personalized email content, offering your customers information they want to see. Segmentation can be based on various factors like previous purchases, browsing history, and even geographic location. For instance, creating a series of trigger emails to follow up with someone who looked at a product but didn’t purchase it is a great example. You can create dynamic emails that provide the customer with similar products at different price points, helping turn leads into paying customers.
From my experience, Klaviyo is by far the most powerful email marketing plugin for Shopify and has a free version you can use to get up to speed with all the features on offer. Klaviyo allows for advanced segmentation and automation, making it easier to send highly targeted and personalized emails. This not only helps in converting potential customers but also in retaining existing ones by keeping them engaged with content that is relevant to their needs and interests.
3. Custom Discounts and Promotions
Dynamic content is one way to personalize your audience’s experience, but to really make notable sales, personalizing their discounts and offers is a must. By tailoring discounts and offers based on individual customer purchase history, you make it much more likely that your offers will be fruitful, helping improve sales in the process. For example, if a customer has responded to two different “% off” sales in the past, chances are that is a better approach to take than a “$ off” one, and vice versa. The discount can be to the same amount, but how you package it can differ from customer to customer, ensuring you maximize your efforts.
Using plugins like Pumper, ConvertWise, and DealEasy can streamline the process of managing personalized discounts and promotions. These tools help you track customer behavior and create tailored offers that resonate with individual customers. This personalized approach not only increases the likelihood of conversion but also enhances customer loyalty. When customers feel that offers are specifically designed for them, they are more likely to make a purchase and even become repeat buyers.
4. Bespoke Customer Support
When thinking about the customer experience, you shouldn’t just focus on converting leads into customers. You also need to consider the experience of your current customers as well. That’s why implementing a tailored customer service experience is a great step toward industry-leading support, with customized chatbots making customer life easy. Custom chatbots can provide each customer with the specific support they need based on their previous interactions and purchase history. This leads to faster resolution times, fewer issues, and higher customer satisfaction.
Using solutions like Tidio, Chatty, and SmartBot can help you develop more tailored customer support. These tools allow you to create chatbots that understand and respond to customer queries in a personalized manner, improving the overall customer service experience. Tailored customer support not only resolves issues more efficiently but also helps in building a stronger relationship with your customers. When customers feel valued and understood, they are more likely to continue doing business with you.
5. Loyalty Programs with Custom Rewards
Lastly, don’t forget about customer loyalty. This is what takes your business from short-term to long-term success. Personalized rewards based on customer behavior are a great way to boost engagement, increase repeat purchases, and build stronger brand loyalty. Implementing loyalty programs that offer rewards based on individual customer behaviors can significantly enhance the customer experience. For instance, if a customer frequently purchases a particular category of products, offering them rewards or discounts in that category can make them feel appreciated and valued.
Smile, Joy, and Yotpo all provide great personalization options for your loyalty programs and are built specifically for Shopify. These platforms allow you to create and manage loyalty programs that cater to the unique preferences of your customers. Personalized rewards not only make the loyalty programs more enticing but also help in retaining customers. When customers feel rewarded for their loyalty, they are more likely to continue shopping with you, leading to increased lifetime value.
By following these guidelines, you can significantly enhance the customer experience on your eCommerce platform, leading to improved satisfaction and increased sales. Personalization is no longer a luxury but a necessity in today’s competitive eCommerce landscape. Implementing these strategies can help you create a more engaging and satisfying shopping experience for your customers, ultimately driving your business toward greater success.