It’s no longer unusual to see advertisements for your favorite companies appear on the internet or to come across a “Suggested for You” segment on a web retailer.
With more people purchasing online, eCommerce firms must learn how to blend online and in-store experiences – and it all begins with personalization.
Digital marketing Virginia Beach professionals suggest that personalizing the user experience is critical to boosting conversion rates and bringing home sales, whether it’s greeting customers by name via email, presenting items based on a customer’s geolocation, or recommending comparable products at checkout.
Data Privacy vs. Personalization
Of course, when it concerns data privacy, certain customers may be more or less willing to provide their personal information based on their age, degree of technological ability, and desire for tailored experiences.
Based on the EY Global Consumer Privacy Poll, when questioned about what is most crucial when deciding to disclose personal information with a company, the majority of customers “point to secure compilation and handling (63%), control over what information is being disclosed (57%), and confidence in the company gathering their data (51%),” implying that as data privacy consciousness grows, security and trust will become increasingly important.
Nonetheless, comfort levels differ for each generation.
According to Global Consumer Report, Gen Z and Millennials were by far the most ready to give their personal information to businesses. Because of their exposure to the web and social media as digital natives, today’s youth may be more eager to reveal personal data.
Gen X and Baby Boomers, on the other hand, are less eager to disclose their data in return for a more personalized experience. This might be because they are unfamiliar with new technologies or concerned about their personal data’s security and safety.
8 Personalization Strategies to Enhance the Shopping Experience
Most marketers (and consumers) are already acquainted with simple personalization strategies, such as utilizing the customer’s name in an email. However, if you want to stick out from the mass, you must customize the shopper trip from the minute the buyer hits your landing page to the moment they click “Purchase.”
Here are eight critical strategies for personalizing your client experience and increasing conversions.
- Chatbots: Instead of in-store workers, online businesses and IT solutions and managed services providers may use chatbots and virtual assistants to answer queries and give assistance 24 hours a day, seven days a week.
- Product recommendations: Upsell and cross-sell by offering comparable or complementary goods based on prior purchases by a consumer.
- Online retailers may assist speed the purchasing trip by letting repeat consumers start where they left off, similar to how Netflix allows users to “continue viewing” the last program they saw.
- Material that is localized and targeted: Personalize all content depending on the customer’s language, geography, interests, and other attributes.
- Redirect on social media: If a potential customer abandons your website or forgets anything in their shopping basket, re-engage them with a targeted ad on Instagram, Facebook, or TikTok.
- Navigation modification: If a consumer often visits your site, assist them in purchasing by modifying the layout based on prior purchases and site visits.
- Personalized messages and SMS marketing: Use deserted cart emails, order follow-up emails, “We missed you,” and “Thank you” communications to engage and convert clients.
- User-generated content: Seeing trustworthy feedback from other consumers is one of the most powerful generators of brand loyalty. Use user-generated material to eventually put your items to life by reposting photographs, videos, and customer feedback from customers.