4 Ways to Personalize your Magento E-Commerce StoreMay 12, 2017
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Unlike a brick and mortar store, with an ecommerce store you don’t have to decide on a window display, floor layout and carefully pick your sales assistants…. or do you? Perhaps not in their physical form, but there’s a digital equivalent to all of these things. Getting them right will mean your customer is enticed off the wider web, can easily find what they’re looking for, and receives helpful information so that they go on to make that purchase.
So how do you make sure you’re using the tools at your disposal? Personalization has become a buzzword in recent years, but what does that mean for your store? Let’s take a closer look at four key areas where you can make personalization work for you and your customer.
1…2…3 – that’s how long you’ve got to convince your prospect to explore your site. In just three seconds, you’ve got to make the kind of first impression that provokes a longer interaction. And (much like offline life), you’ve got different options, based on whether you’ve met before.
For the new visitor…
If this is someone’s first visit, you’re not going to have any data to base their user journey on yet. However, you do have a lot of general site data at your disposal to help you play the odds. Magento retailers face an average bounce rate of 44% on desktop and 55% on mobile, so anything that decreases this is worth pursuing – a Best Seller Recommendation could be just what you need.
Popband highlight their most popular pieces directly on their homepage.
– Highlight popular products that have a high conversion rate, and you’re playing on crowd logic as well as good business sense. As humans, we want reassurance that we’re making a wise purchase, and highlighting the most popular smartphone, for instance, will play into that need. There’s also an implication of scarcity, and no one wants to miss out on owning the latest and greatest tech!
– Using dynamic recommendations that update in real-time allows you to change them based on events. Freak June snowstorm? Get out those winter jackets. Did one of your necklaces have a starring role at yesterday’s red carpet event? Let people know that this is where to get one!
For the returning customer…
This is your chance to show a returning customer that you know enough about them to make intelligent suggestions regarding what they need. If someone’s recently bought a brand new baby carrier, you want to show them onesies and baby monitors (and perhaps caffeine-based products), rather than the latest high-end music system.
Boomerang have a personalized “Recommended for you” area on their homepage.
How do you do this?
– Take advantage of the data left on previous visits by creating a ‘recommended for you’ section. This is based on their own unique browsing and buying behavior, providing them with a tailored experience, in line with their own tastes and needs.
– Show them what they missed out on last time – list the items they browsed but didn’t purchase. It often takes shoppers a few visits to commit to the purchase, and you want to make that process as friction-free as possible.
Soho Home remind customers of the items they had previously viewed.
The Category Page
Here’s your chance to show off your range in full – but this opportunity can quickly turn into a UX nightmare if the range has multiple pages. How do you make sure the perfect item for your shopper isn’t buried on page 17? If someone is browsing, rather than searching for something specific, this can be tricky.
This is where personalization can once again lend a helping hand.
If you’ve got the data from a previous visit, tailoring the order of the products can make their shopping experience quicker and easier. If you don’t, Best Seller Recommendations are another great option. You can show the items most likely to convert, as well as give customers an idea of the range of items they’re likely to find if they browse a bit further.
At the bottom of their pages Sarah Raven use Best Seller Product Recommendations – which is particularly useful for seasonal businesses.
The Product Page
OK – something’s caught your shopper’s eye! But what if, on closer inspection, it isn’t quite what they are looking for?
A click is a sign of interest, so at the very least, you’ve now got some really useful data to base personalization on. It shows you something about what they’re attracted to, and that’s information that can help you to lead them to the perfect product for them. How? By showing them what other people who looked at the same piece eventually went on to buy.
MilkyWay use the product page to suggest alternative items based on what people looking at this piece went on to buy.
The product page is also a great opportunity to increase the order value. If you know the kind of product they want, why not take the opportunity to convince them to get the more expensive, high spec version? Our Magento 2016 Year in Review report found that the average order value for a Magento store was $131 on desktop, so there are plenty of shoppers with money to spend. You can do this by showing them alternatives with a higher profit margin.
The Cart Page
The Cart page is primarily there to make the sale, but if you’re tempted to just try and get the sale across the line, you could be wasting a valuable opportunity. Customer acquisition is expensive and so any chance to increase average order value should be jumped on.
Small-ticket items that complement what a customer is already buying are a quick win, while a recommendation to help them meet a monetary threshold for free shipping is another possibility. If you’re using the latter strategy, show some options that will help them sail over that threshold. Create a recommendation based on the contents of their cart, with products limited to those that cost enough to make them qualify for free shipping.
Finally, consider using the space on the cart page to remind shoppers of items they have previously viewed but not added to cart. Sometimes shoppers forget about items they were genuinely interested in during the shopping journey – this makes it easy for them to make a last minute addition to their cart.
AngryBirds use the cart page as a last chance to remind people of the items they looked at in case they forgot anything.
It’s also worth mentioning that these are strategies that should be employed across desktop and mobile – that same Magento 2016 Year in Review report found that mobile now brings in the highest percentage share of traffic (43.7%), although it’s still desktop that brings in the highest percentage of revenue (57.9%).
Contrary to what you might expect, consumers not converting on mobile is not, inherently, a problem – as long as they go on to convert. Mobile is ideally suited to the discovery stage of buying, while the desktop is where people feel comfortable making the purchase. And with personalization essential throughout the customer journey, it’s important to consider it a key part of all platform optimization.
While that should give you some ideas about the potential of personalization, it’s actually just the tip of the personalization iceberg – find out more about how you can work the same magic on the rest of your store in the Anatomy of a successful ecommerce store.