There is no doubt that personalising the e-commerce experience for customers can help to improve conversion rates and sales. People appreciate receiving offers and information that are relevant to them as opposed to being bombarded with content that is of no interest. Knowing this you may think it’s a good idea to put your main efforts into personalising the online experience for your customers; this is not necessarily the case.
There are in fact other considerations which are more important when it comes to your website design. We are going to take a look at what you should consider before personalisation. We are also going to give you some advice about how to personalise when it’s time to go down that route.
Making sure that your website is accessible
There is no point in personalising the e-commerce experience for someone if they are not able to easily access your content. Many businesses still struggle when it comes to making sure their website can be accessed using a mobile device. Given that more people access the Internet using a smartphone than a desktop making your website accessible to them has to be high on your priority list.
Providing a good user experience
It really does not matter if you send a customer personalised offer details if they then try to use the information and the checkout process is time consuming. It’s important that you concentrate on providing a trouble free shopping experience for everyone before you turn your efforts towards personalisation.
Ensuring the quality of your content
No amount of personalisation is ever going to make up for a lack of informative written content and helpful images. One of the first things you need to concentrate on, when designing your website, is making sure that customers have all the basic information they need about your product or service; presented in an eye catching, interesting and enticing manner.
What about when you do want to personalise?
Of course, there will come a time when everything else is in place and you need to concentrate on personalising the customer experience. When this happens there are many methods of personalisation you can opt for:
- Geographical location.
- Previous buying habits.
- Buying habits of customers who have purchased similar items.
- Special occasions such as a birthday.
The most important thing to remember is that the customer values being able to see information which is relevant to them when they shop with you. You need to make sure that the experience is as personal as possible.
Personalisation of the customer experience on your e-commerce site can certainly lead to an increase in both the generation of leads and the sales you achieve. However, this is not going to happen if you have a website that is difficult to access or navigate, or does not contain clear and relevant information. It’s essential that you have all these basic necessities in place before you start to concentrate your efforts on personalisation.