Why is Personalisation Important
According to a 2017 Personalisation Report carried out by Segment, ecommerce stores can benefit from offering their customers a personalised experience in four major ways;
- Customer retention
- Fulfil customer expectations
- Increase in average order size
- Minimise returns
The next section will focus on the steps that businesses can take to increase that personalisation, and, in the process, increase their sales.
Use Existing Data to Build Customer Segments
The easy formula looks something like this:
Mass >>> Segmentation >>> 1:1 Personalisation
In order to provide a truly personalised user experience for your visitors, you must first break down various customer demographics into segments. Finding demographics can be achieved by simply tracking customer behaviour across your website. For instance, some of the segments that can be created using key data from your website can be plus-size shoppers, sale shoppers, single women, AOV brackets, and so on.
It should be noted that the more segments you create, the better the personalisation experience is going to be. This is because you’ll be using key data metrics to answer the main pain points of different customer demographics.
Creating a customer persona, followed by possible answers to potential questions, are the tools with which to create effective content that informs and entertains your audience. Segmenting your customers will allow you to establish the key pain points that are experienced by different customer demographics as they go online to make a particular purchase.