Visitor #00001, we have been expecting you.

This is your profile, created by FROSMO based on your browsing behavior. Each time you interact with the website, we collect data to create a relevantly personalized experience for you.

When is the right time to add personalization to your ecommerce site?

When is the right time to add personalization to your ecommerce site?

Share on facebook
Share on twitter
Share on linkedin

When is the right time to add personalization to your ecommerce site?

This is the big question that we get to answer all the time. If your to-do list and backlog are not full of tasks and development initiatives, then something strange is going on. Sometimes it can feel like it’s never the right time to get started with personalization. This post gives you three reasons to kick off personalization now. These reasons are:

  • KPIs: When you’re not happy with your bounce or conversion rates or average order values, a personalization engine can improve site performance significantly.
  • User experience: Netflix and YouTube are setting the bar on what a good digital user experience should look like: Relevant content is always available when the digital service launches.
  • Too much manual work: If your team spends a lot of time manually setting up relevant product recommendations, a personalization engine can automate that.

Let’s dig a bit deeper into these three and what you might expect with each.

KPIs: Bounce rate, conversion rate, and average order value

Bounce rate: How can personalization impact bounce rates? Website visitors have a short attention span: If something relevant is not immediately visible on your site, they’ll quickly move on to your competitor’s site. A personalization engine is especially good with returning visitors: The engine already knows what’s relevant and can serve that up immediately. Another great opportunity to lower bounce rates is an out-of-stock situation: When a visitor lands from a search engine to a product page, and the product is out of stock, you only have seconds to get the visitor’s attention before they move on. So how about displaying a smart product recommendation, “Similar products from the category”, at the top of the product page? That will definitely catch the visitor’s attention and help them find an alternative from your site.

Conversion rate: After you’ve managed to keep the visitor on the site, it’s time to inspire them and help them find the right product. A personalization engine can automatically identify the phase of the visitor’s journey and their main area of interest (affinity), and recommend the right product at the right time. For example, on the front page, it makes sense to highlight the bestsellers of different categories and brands to visualize the broadness of your selection. On the product page, on the other hand, it’s important to visualize alternatives in case the current product is not the right one. To learn more about how to personalize different page types, download our personalization ebook.

Average order value: This is the pain point of many ecommerce retailers and can ruin your profitability if buyers purchase on average 1.1 products. Luckily, a personalization engine can help you grow average order values while at the same time serving customers better. Here are two ways to do this:

  • Product bundles and accessories: Make sure that it’s easy to see what products belong together with the currently viewed product. For example, a cell phone buyer often needs a case, a protective shield for the glass, and maybe even a subscription upgrade in the case of 5G. A bicycle buyer, in turn, needs mudguards and rear and front lights. And the most helpful recommendation ever: batteries and lightbulbs. What’s more annoying than buying a toy and noticing at home that the batteries are missing? If those buyers were making the purchase in a physical store, no salesperson would allow them to walk out without first checking the need for the additional products. Let a personalization engine do that job for you online.
  • Cart recommendations: This is a tricky one. What to recommend for someone viewing their cart? Well, the cheap ancillaries that would be by the cashier in the store. Black socks, candy bars, maybe a box of masks during the pandemic.

As the above examples show, there are many ways to improve average order value and customer satisfaction simultaneously.

User experience

How to be a bit more like YouTube with their always-up-to-date recommendations? How to make sure that there’s never a dead end in the customer journey?

Sometimes the main objective for deploying a personalization engine is making the user experience smooth and friction-free. It’s often helpful to start with the main bottlenecks of the journey. These can be, for example, a high bounce rate with returning visitors (often because they are not offered an easy way to pick up where they left off), shopping cart abandonment, or trouble launching new products with enough visibility. In these use cases, it’s good to first consider if the personalized experience should be applied to all visitors or only to a limited segment. Then you can proceed defining what should be shown at each step of the journey and what triggers the relevant content, promotion, or product. A/B testing different variations allow you to be confident about the impact of personalization.

Too much manual work

This topic just keeps coming up. Many ecommerce teams are battling an internal lack of resources and want to feel confident that all pages are filled with up-to-date and dynamic content. There are two ways in which a personalization engine can help here:

  • Dynamic content and product recommendations adjust to every click of the visitor and are always up to date. They enrich all pages with content that changes according to the phase of the visitor’s journey and give your brand a dynamic vibe. It’s amazing how many ecommerce sites still offer plain product pages with no options except a “Back” button to proceed in case the product is not the one the visitor wants.
  • AI-driven optimization, also called “MAB” (short for “multi-armed bandit”, read more here) is a hands-free alternative to A/B testing where you just select the algorithm and the KPI to optimize for. The software takes care of the rest, making sure that the best performing content variation gets the most displays.

 

Summary

There you go, the top three reasons to get started with a personalization engine today. Frosmo offers a built-in, best-practice setup for ecommerce retailers – no need to start from scratch.

To learn more, check out the resources at the bottom, or book a demo with us.

About the writer: 

Maija Erkheikki has 20 years of experience in the international software business, especially working with channel partners and technology alliances. She’s driven by a passion to use technology to solve business problems and improve quality of life. Currently, she’s fascinated by the role of digital customer experience and personalization as a success factor across industries.

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

EBOOK

SUCCESS STORY

VIDEO

RETAIL BUSINESS CALCULATOR

Recommended for you

Quick personalization fixes to bring better results faster on front and product pages

Quick personalization fixes to bring better results faster on front and product pages

Share on facebook
Share on twitter
Share on linkedin

In this turbulent year, there’s a huge surge in online orders as customers are forced to go digital. With the peak sales season around the corner and retailers moving online, are you prepared to surpass your best sales record?

Customer journeys are not linear and it might take several visits before the conversion is accomplished. For many years now working with numerous ecommerce sites, we’ve seen so many things that you can do on front and product pages to improve conversions.

In this blog post, we introduce the easiest best practices to make your front and product pages convert more while creating loyal happy customers.

 

Product page – make sure it’s not a dead-end

Product page - make sure it’s not a dead-end

The product page is often the landing page where a potential customer lands after searching and selecting a product for a closer review. But quite often, the customer journey does not end there. What happens if the product is not quite what the visitor wants? Or what if the product isn’t available? 

Most of the time, the product page is a dead-end that doesn’t give the option to continue exploring the site. As a consequence, you lose the buyer to your competitor. Give your visitor some recommendations to find better suitable or alternative products. We always recommend having three sets of recommendation strategies on the product page such as

  • Find similar products
  • Most popular from the brand 
  • complementary or optional “You might like these” 

Best tactic: Give your potential customers options to continue the exploring phase of the customer journey from the product page.

 

Front page – make sure it’s not static

The biggest mistake that online stores do is showing the same static front page to all visitors without segmenting them into groups based on interest, behavior, and historical data.  

The beauty of the visitor’s repeated visits to your site is that with every visit, you can collect data to create a more personalized shopping experience. 

Our data and experience show that when the visitor returns to the site, the journey usually starts again on the front page. So the question is, how does the front page help the second or third-time visitor continue their journey as friction-free as possible? 

Frontpage - make sure it’s not static

There are several tactics: 

  • Feature the product that highlights the customer’s interest in your hero banner. 
  • Show tailored product offers or CTA’s according to the customer journey phase and product interest. 
  • Use inspirational content according to the product interest, for example, content that needs to be taken into account when choosing the right product.  
  • Deliver product recommendations according to the interest and customer journey phase.

 

Believe us – it’s fast and easy

To make things easy and fast, let Frosmo’s personalization software do the tricks on your online shop by creating personalized customer journeys.  

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

Read more about our best practices in personalizing the entire customer journey on different web pages as well as our customer cases.

About the writer: 

Maija Erkheikki has over 15 years of experience in the international software industry and is driven by a passion to use technology to improve the quality of life. This passion was best exemplified in her role as a consultant for healthcare companies, working on business processes and performance management. This led to a career in the partner-driven software business, where it is critical to build win-win-win models. Currently, she is fascinated by the digitalization of commerce and how artificial intelligence reshapes all industries.

Frosmo

Give your customers the best personalization that delivers amazing results

Most engagements with Frosmo start with a demo, and we’d be glad to discuss one with you. Fill in your email below, and one of our personalization experts will reach out to you.

Recommended for you