Personalization is the key to the success of any e-commerce business because it is the heart of excellent customer service in a digital world. Personalization is vital to nurturing relationships with customers and to maintaining and improving profitability. Research shows that personalization leads directly to a 15% increase in profits and a 19% increase in revenue. These are numbers not to be ignored. Just imagine having 15% more profit!
Selling online is different from selling in a physical retail setting. Online shops can serve multiple customers no matter where they are, what the time is or what day it is. This is every store owners dream but it does come at a price. You lose that personal face-to-face interaction which is why you need to pay attention to personalization if you’re going to convert prospective customers to customers.
Online customers are overwhelmed by different brands, product variety, and special offers. When faced with too many options it becomes difficult to make a decision and people end up not buying anything at all, or going to another website where the choices have been narrowed down for them.
Personalization is when you tailor emails, landing pages, advertising, product recommendations, and special offers for each user based on what they’ve bought, their browsing activity, where they are, how old they are, and a whole lot of other factors. It narrows the choices and assists the customer like a shop assistant would.
Shopify is no different from any other ecommerce website. Shopify personalization is essential if you want to actively engage with your customers and thereby increase your conversion rate and profits. You can optimize your conversion rate by using a Shopify personalization app to tailor the user experience.
A user’s experience can be personalized in a variety of ways:
- You can display a particular banner for a user according to certain criteria, and a pop-up according to other criteria.
- You can use tailored push notifications offering discounts or items with limited stock according to their browsing history.
- You can display the number of people currently viewing a product someone is looking at, or a ticker that shows when someone purchases the product.
- Using similar products according to buying habits you can cross-sell and upsell complimentary products.
- Displaying “recently viewed” products is always a good idea and a very straight forward method of personalization.
This type of Shopify conversion rate optimization can be done with a Shopify personalization app. There are a wide range of Shopify apps to choose from so the first step is to decide on which one best suits your needs.
There are two types of Shopify personalization solutions, Plug and Play and Enterprise.
The Plug and Play solutions in the Shopify App Store are native to Shopify and quick and easy to implement. They’re more affordable than the Enterprise solutions but are straightforward and won’t have all the bells and whistles.
Enterprise solutions are generally customized for specific personalization needs and are far more sophisticated. They offer personalization tool where customers can communicate directly with your sales team or sync Shopify with your website or brick and mortar stores.
While you decide which of these solutions to choose, you can use basic tools like trending items, recently viewed, and best sellers to keep things fresh. Then, once you’ve decided on a Shopify personalization app, make sure you the performance so that you can tweak the personalization options where necessary.