One of the most important priorities for any company is growing a loyal customer base that will stick around. Keeping your customers satisfied and happy is one of the best ways to ensure that they are loyal and will not turn to your competitors.

Businesses that focus on constantly improving customer experience and staying in tune with what their customers want perform better in the long run. eCommerce personalization plays a vital role in this.

So, what is eCommerce personalization and how can it improve my business?

eCommerce personalization is all about developing personal experiences for each customer on the basis of their browsing, purchase history and buying patterns. On the basis of this information, the customer experience can be improved through more targeted product recommendations, and other approaches that will show your customers that they matter.

With the immense growth of digital commerce, eCommerce personalization is an integral pillar for businesses to stay on top. Continue reading to find out how you can get started.

Why Personalization is Important

Did you know there are over 24 million eCommerce sites on the internet? It is estimated that by 2040, more than 94% of all purchases will happen online. It’s essential that your site stands out, or you won’t be successful in the online business world.

eCommerce personalization will go a long way towards making your site unique and improving customer experience.

For example, personalized emails give companies six times higher transaction rates. Having exclusive online shopping allows a business to treat every customer as if they are very special. This is something that shoppers get used to and as a result, any online experience not catered to a customer will be noticed and remembered.

Customers are more likely to buy from companies that remember their preferences. The data you’ve gathered can be used to provide a more personalized experience, which in kind feeds to more data collection based on the responses received from your customers. The cycle of data collection and personalization goes on, allowing eCommerce businesses to strengthen their customer-offerings in the long run.

You should treat your customers like royalty to gain their loyalty. Personalization for eCommerce gives you all the right tools to achieve this kind of treatment.

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Ecommerce Customer Types

When considering eCommerce personalization, there are three types of customers that matter. They represent their activity and how much money they spend.

High recency, high frequency and high monetary

These are your most recent and most frequent customers. They have the highest monetary value because they spend a lot of money on your services or products. The customers that fall into this category are the loyal ones.

It is highly recommended that you use eCommerce personalization to reward them with special privileges and exclusive offers. You can offer them anything you think will retain their loyalty like free shipping or a discount on their next purchase.

High recency, low frequency and low monetary

This category is dedicated to your new customers who haven’t spent a lot of money yet. You need to put your best foot forward with them.

Treat them to special welcome offers or product guides that will make them feel appreciated and valued. The better you treat these customers, the more likely they are to become loyal to your products or services.

Low recency, low frequency and low monetary

The customers in this category are those who have not done any engagements or have become inactive. You should pay close attention to why and when they stopped being interested so you can improve their customer experience.

Top Strategies for Ecommerce Personalization

We’ll be sharing the most successful strategies to help you improve your eCommerce personalization. Each of the strategies work for various reasons, and we suggest that you use them all for best results.

Personalization for eCommerce is a whole bunch of things that work together, not just one approach. On top of using these strategies, it is good to reach out to the media for added exposure. Use a comprehensive PR plan that can help your business get noticed in all the right ways.

Personalize Your Homepage

Your website’s homepage is like the front door to your eCommerce store. This will help customers decide if they want to proceed browsing through your website or not.

You must have a good-looking front door, and if you’re not sure that your homepage is upto standard, you don’t have to despair. There are many high-quality static HTML website templates that you can use to build an attractive and engaging homepage.

When your potential customers are at your store’s homepage, you must greet them in a way that they will remember. That’s where a well-thought eCommerce personalization comes in. You can get to know your homepage visitors a lot better than in a physical store. The use of cookies allows you to track information quickly and thoroughly.

You should use the information you gain from your cookies to make their next visit feel more personal. Interests and preferences can be used to improve the customer’s shopping experience. This is a simple yet beneficial strategy that will make your customers feel at home on your website.

When you do personalization for eCommerce purposes on your homepage, you will improve your potential and what current customers think of your business. They are likely to come back, which is why all the big websites out there use cookies.

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Create Personalized Guides

Personalized guides are like personal shopping assistants to your customers, but without the excessive costs associated with giving everyone such a unique experience. You can give your website visitors great online assistance with style guides to help them make better buying decisions.

Quizzes are great ways to get to know your customers and use that information to give them personalized guides. You can ask visitors for information about their jacket size, budget, or anything else relevant to your business. Then, use that information to give the customer a truly unique buying experience that will want them to come back for more.

Your guides can show them all the items you offer that are relevant to the answers they submitted. Keep in mind that you also need to have a personalized customer service. This can be difficult to get right, but there are many ways to nail your customer service to improve the experience of your business’ supporters.

Another way to improve customer service is by adding chat options to your site. This feature allows you to communicate with your customers and answer their burning questions. It can also help guide them through the sales funnel, boost sales, and increase engagement.

Product Page Personalization

Most eCommerce sites know where their products are being purchased from, where they will be shipped to, and in which country the customer lives. This kind of information can be used to improve the quality of your Product Page. You can customize the pages according to a location to give buyers better offers.

You can use cookies or even forms to obtain this kind of information. For example, if your visitors are from the US, their currency will be set to USD, or Euros if they’re from Europe.

Adding a ‘Recently Viewed’ feature to your Product Page is also a good idea. This will help remind visitors of the items they looked at but didn’t proceed in purchasing. Often, this serves as a motivation to finally press that ‘Buy’ button.

Create Custom Campaigns

The visitors to your website are all unique and have distinctive needs and desires. The goals of first-time visitors are not the same as that of returning customers.

Your business will greatly benefit if you tailor your campaigns to meet these specific needs.

For example, for your first-time customers, you can set up a sign-up for email marketing. You can then send them introductions to your business, special offers, and incentives to make a purchase.

You can also build an entire email marketing campaign around the behavior of your visitors. Use their preferences to provide a unique experience.

Your email newsletters should be exciting and compelling to prevent your customers from clicking ‘unsubscribe.’ If yours isn’t quite as appealing as it should be, consider using clever automation techniques to enhance your email marketing efforts.

If a visitor has already subscribed to your email list, make sure to personalize every message you sent. This can be shown instead of a prompt to sign up. Perhaps use this opportunity to show off your most popular products or some of your current promotions and special offers.

You might also consider exit-intent campaigns, which are popular ways of grabbing the attention of your visitors before they leave your site.

Be sure to make yours unique though. There are many similar strategies in use nowadays, and yours should stand out to be effective.

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This exit-intent strategy is a little cheeky and exciting enough to grab visitors’ attention.

Reach Out to Inactive Leads

Your potential and current customers are significant, but you shouldn’t write off your inactive leads. It is highly recommended that you re-engage with them and try to win them back.

Personalization for eCommerce works well for winning back old or hesitant customers. You can grab their attention by reaching out to them when they’ve been inactive for a while – say three or four weeks. Send them an email and remind them how awesome your services or products are.

Use the data that you regularly collect on your site to see who hasn’t visited or purchased in a while. Create a message that is personal to them and try to persuade them to support you once again. In the email, you can give them tailored recommendations and perhaps even a special discount. The discount will be an excellent incentive for your inactive lead to start engaging with your business once more.

Another way to engage with your inactive leads is through social media. A case study has shown that Facebook videos are great for grabbing your audience’s attention if you’re in the retail industry. Be sure to integrate your social media accounts with your site, so your customers know where to find you. You’ll also be able to find them on social media.

However, we don’t suggest that you send direct messages to all your customers who have become inactive. Just use your social media in your strategies to lure them back in.

Use Strategic Pop-ups

Much like exit-intent campaigns, pop-ups have started to…well, pop up almost everywhere.

These pop-ups usually have some form of incentive to get a visitor to sign up for email marketing or something similar. It is a popular strategy because it is effective. Action-based triggers and timing are essential when you use these pop-ups, though.

Place them randomly, and your visitors are likely to get annoyed. But if you time your pop-ups right, they’ll be a welcome sight to your visitors.

For example, you can use a pop-up to ask for a buyer’s email address when they have items in their shopping cart but leave the checkout page. This way, you can save their cart.

Ensure that you are using the best possible tools to control your shopping cart’s look and feel to give your customers a smooth shopping experience. Many buyers are put off by a cart that is difficult to navigate and use.

You can also have a pop-up when visitors click on individual items or enter specific pages on your website. The personalization possibilities are limitless with pop-ups, and you can even customize them based on your visitors’ behavior.

If you’re running a competition or special event, use pop-ups to remind your current customers and inform newcomers to your site. Your pop-ups can also help you show special discounts or vouchers to your loyal customers; the sky’s the limit with this strategy.

Make Product Recommendations During Checkout

Ecommerce personalization shines in those last moments before your customer checks out their selected items. Here, you can show them that you’ve paid attention to their likes and dislikes by giving them personalized product recommendations. Use the items in their cart to suggest similar products that they might find interesting.

It is believed that this kind of product recommendation is responsible for more than 30% of eCommerce revenue. That is a big number, and this strategy really should not be neglected.

The key is to not be overly pushy with your recommendations and putting off your customers. Show them their options but don’t use overly sales-y talk – no one likes to be pushed into a purchase.

Instead, use friendly tones in your recommendations that feel like a nudge rather than a push.

Using Data Analytics for Customer Tracking

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Data analytics on customers is about understanding their behavior and using it to improve their experience. For this purpose, you will look closely at the decisions they make and how they react to your marketing strategies. You will also examine your sales and make your own decisions based on the data you gain.

It may sound like a complicated and challenging task, but data collection doesn’t need to be time-consuming. You can make use of Google Analytics to do all the hard work for you. Many other similar tools, such as HubSpot, will also help you collect information about your customers.

You should also collect data on the interactions you’ve had with your current and past customers. There are many great CRM (customer relations management) software options to choose from, such as Copper and Pipedrive.

Once you have the data, you will have to sort it out to know what you’re looking at. You can use tools made for this purpose, such as Exponea to assist with this.

Of course, you will have to store the data or risk losing it, and data warehouses are just the thing you need. One highly recommended data warehouse is Amazon Redshift, and it will help you organize all the information you have on your customers.

To analyze the data you’ve collected, you can use smart tools such as Mode Analytics.

You can also choose to do all of this manually, but it will take a lot of time and dedication.

With the data prepared and ready to use, you can personalize your eCommerce site and build extensive campaigns.


You should now have a clear image of what this marketing strategy is. It is certainly something that will increase your sales, but this kind of personalization will also take time.

Dedicate all the time you need to get your eCommerce personalization right, and your business will reap awesome rewards in the future. When you use all the strategies that we’ve laid out for you here, you will be able to build personalized campaigns that will keep you ahead of the competition.

Mark QuadrosMark Quadros is a SaaS content marketer that helps brands create and distribute rad content. On a similar note, Mark loves content and contributes to several authoritative blogs like HubSpot, CoSchedule, Foundr, etc. Connect with him via LinkedIN or Twitter.