Why personalization is important
People are different and have different needs. Personal advice is therefore important in order to meet individual needs. individual needs. Nowadays, business contacts mainly take place digitally, which often makes the shopping experience impersonal. An on-site personalization offers an individual customer approach that comes close to the personal relationship in bricks-and-mortar retail. relationship. In this way, customer needs can also be taken into account in the digital age.
Successful personalization - one approach
Successful personalization requires knowing your customers. To do this, it is important to gather important information about the behaviors and needs of your customers. Here are some questions that can help you do this:
- How do customers use your website (e.g. mobile or desktop)?
- Where do customers come to your website from (e.g. which channel)?
- What are the social and demographic characteristics of customers?
- Have customers visited your website before?
- Do customers spend time on specific product detail pages?
- Do customers read product details or do they add something directly to the shopping cart?
By answering these questions, you can gain a better understanding of your target audience and their needs. This allows you to adjust your website and marketing accordingly for more effective personalization.
Data is Key: How to personalize your users
Knowledge is power - and in the digital age, it's more important than ever to know as much as you can about your users. By analyzing of data, you can understand the needs and interests of your target group and target them specifically.
Put your users in the spotlight: personalization tips
A personalized address can also work wonders. Greet your logged-in customers by name and address them according to their needs. their needs. This will strengthen the bond between your users and your store and increase their attention.
- Pop-up messages
- Dynamic content customization
- Personalized approach
... effective way to attract attention, but be careful!
Pop-ups at the right time and with a suitable message can attract the attention of users. This can be an indication of sales or offers, but caution is advised, as pop-ups can be perceived as annoying.
... makes it easier for users to find their way around the site!
Information floods users as they scroll through a page. Help your users filter out the relevant information by highlighting by highlighting important content or hiding unimportant content.
... relevant content for user retention!
Offer personalized recommendations to users you already know, based on their interests and behavioral patterns. These can be products that match similar interests, offers that are already interesting, or current trends.
... strengthens attention and relationship!
For existing customers who are logged in, greet them by name. This creates a personal touch and strengthens their attention and loyalty to your store. Also consider the needs of different types of customers to ensure a customized approach to their needs.
These are just a few examples of how you can personalise your website, but there are many more....
But how do you find out what drives your users at different moments? At this point, it makes sense to take advantage of the scientific findings of behavioral economics. This way, we know how your users feel at different moments and have the appropriate support ready in real time.
Behavioral economics and its relevance for our actions
Behavioral economics is a branch of economics that deals with irrational behavior. In contrast to classical economic theory, it is concerned here with explaining human actions that are not always rational. In this context, cognitive biases that influence our actions and perceptions, such as the social proof effect.
The social proof effect is a cognitive phenomenon that describes how people tend to be influenced by the opinions or behavior of others. This influence can lead us to prefer certain products or services that are already purchased or used by many others. A classic example of the social proof effect is going to a restaurant on a Saturday night. A full restaurant is perceived as more attractive than an empty one, even though the quality of the food may be the same in both cases.
The social proof effect is also very important in online shopping. Ratings and reviews from other buyers play an important role in the decision for or against a particular product. A high rating or many positive reviews can make us more willing to accept a higher price or decide against a similar but cheaper product.
A little nudge in the right direction: Nudging in e-commerce
Nudging is a concept from behavioral economics in which small incentives or cues are used to steer the behavior of people's behavior in a certain direction without restricting their freedom.
In the context of an online store, nudging can be used to optimize the customer journey and promote certain deals. Some examples of the use of nudging in an online store:
- Use of availability bias
- Use of default options
- Use of personalized recommendations
By displaying limited offers or sales periods, an availability bias can be used to increase the customers' desire to buy.
By presetting certain options, a nudging effect can be achieved to encourage certain actions. For example, a default setting can be used for the choice of shipping method or payment method.
A nudging effect can be achieved through personalized recommendations based on customer behavior and preferences, to promote certain products or categories.
Satisfied customers, our goal!
Only if you know what needs and (subconscious) desires your users have, you can support them in a target-oriented way on their customer journey. We help you understand the people behind the users and guarantee them a simplified decision-making process.
Want to learn more about how we personalize your users' shopping experience? Then contact us!
Your Smartstore Team
Fon: +49 (0)231-5335-0