One of the challenges of shifting your focus from in-store to e-commerce shopping is figuring out ways to personalize the experience for visitors. How can you come up website engagement ideas equally as useful as techniques your salespeople apply when visitors walk into your store? Use your online salesperson to increase user engagement on websites where buyers are looking.
Traditional Shopping Personalization
Retailers use their observations of shoppers within their store to provide the atmosphere best suited to them. Your salesperson may spend time engaging with someone slowly going through the inventory. That’s someone wanting to take their time and learn everything they can before committing to a purchase.
They can also sense when someone’s in a hurry and looking for ideas to consider later. Your salesperson might direct them to the section they need, pass them a card, and leave them in peace to snap a few pictures and go. You might offer the three children of a harried-looking mother some distraction to calm them down while offering to show her a new line of relaxing recliner that just arrived.
Understanding Website Personalization
The ascension of Amazon changed everything when it came to how consumers made purchases. They used algorithms to recognize items visitors came back to frequently. That insight allowed them to present related items to them in the form of ads or suggested purchases.
They’ve become masters of website personalization with other retailers continue to play catch-up. Shoppers made 44% of their online purchases through Amazon in 2017. Increasing sales of big-ticket items long considered the domain of big-box stores continues to fuel their growth.
Fastest-growing Amazon Groups
- High-priced electronics
- Luxury beauty products
The willingness of a consumer to buy these types of products online makes it more imperative for competing retailers to focus more effort on improving their site’s online personalization. Your business can’t survive in today’s digital world without working to improve the web shopping experience of visitors.
What can you to inject some of this immediacy and personalization into your business website? It’s about understanding why someone’s there and putting the information in front of them to help make a purchasing decision. The key is finding website engagement ideas that walk the fine line between personalization and intrusion.
Why Web Personalization Is Important
Nearly three out of four visitors respond to a personalized shopping experience. Coming up with fresh website engagement ideas helps in the continuous reinforcement of relationships you’ve built with customers. 59% of visitors believe personalized sites make it simpler to find products they find interesting. That translates to 56% who continue returning to a website for this very reason.
Try not to confuse personalization with customization. It’s nice if you can let customers see different color swatches for a particular couch. You make it personal by asking them if they really in need of a sofa. They could be more in need of some new bedroom furniture.
Think about the following questions as you work through ways to personalize your website.
- What do my visitors want?
- Why do they want it?
- How soon do they need it?
- What do we have that complements their desires?
- How can we make it easy for them to get what they want?
- Are we putting the right suggestions in front of them?
Your website needs proper optimization designed to address most of these topics. Amazon’s created an entire generation of millennial shoppers who expect nothing less when they visit an e-commerce site.
Challenges in Web Personalization
It’s a lot to take in if you’re a business who feel they’ve mastered the art of in-person communication but struggle to get this to translate to the web. Here are some of the biggest roadblocks you may encounter.
- Too much data– It’s possible to get overwhelmed by the information you’re taking in. You could also end up with a bunch of irrelevant and unusable data.
- No plan in place–Do you have website engagement ideas already outlined? How do you plan to turn them into an actual strategy?
- Misuse of data– You may end up misreading the information and end up making your tactics too intrusive, which turns off visitors.
- Improper measurements – Do you have the right tools in place to measure your efforts have on your ROI?
Personalization Tactics That Work
Amazon’s got algorithms down to a science when it comes to reading the habits of its visitors. The key for you is using some of those same techniques in a way unique to your business. Why should someone buy from your website instead of sticking to one of the big online retailers offering them everything under the sun?
Here are a few website engagement ideas you can give to give your site the type of local flavor appealing to shoppers near you.
- Event and Promotions by Zip Code — Use a visitor’s geo-location and let them know about a local promotion currently going on in their area. You can also reference local events informing visitors about an upcoming sale in locations near them.
- Surveys and Quizzes – Ask your visitors about what recent sales initiatives they liked and which ones they ended up bypassing. Use this information to refine and improve any future campaigns.
- Personalized Products and Offers – This is another area where collecting information directly from your surveys and quizzes pays off. You can make sure to display products and sales offers targeted at the needs of an individual visitor.
- Shopping Cart Reminders – Sometimes visitors get distracted and don’t get all the way through their checkout. Sending them reminders about what they left behind can bring them back to complete the sale and improve your abandonment rates.
- PPC remarketing – Using personalized marketing techniques helps allows visitors to see ads relevant to them. Ads created by web personalization can have up to 10 times the click-through traffic of traditional PPC ads.
- Email campaigns – Learning the right lessons from a user’s websites habits allow you to create emails with headlines designed to appeal to their needs.
Finding Website Engagement Ideas
You could transform your entire business model by modernizing your website and providing visitors with a tremendous personalized website experience. MicroD uses its 35 years of technology experience to give its clients the cutting-edge boost needed to excite visitors.
We can provide your e-commerce store with exciting innovations from our OmniView platform. Imagine having a website easily adaptable to any user’s desktop or mobile device. Our professionals can create a site providing the unique web experience you want to deliver to customers.
Contact MicroD online or call us at (800) 964 – 3876 to set up a consultation about your furniture store website.