5 Commonly Missed Personalization Features that Drive Conversion

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Increasing that stubborn 1-2% ecommerce conversion rate is extremely important to today’s marketers and ecommerce teams – and for good reason. By optimizing your conversion rate, you can increase revenue per visitor, acquire more customers and grow your business.

Despite its importance, many ecommerce sites still lack some personalization functionality that is proven to nudge conversion rates in the right direction.

With that said, consider implementing these 5 not-so-obvious personalization features to fuel conversion.

Download 4-Tell’s Personalization Metrics whitepaper to discover all the key areas your omnichannel personalization solution should be improving!

1. Personalized Category Landing Pages

Unlike product recommendation blocks that have a designated place on product pages and are clearly marked with something like ‘You May Also Like’, personalized category pages operate incognito.

To the shopper, they see a traditional category landing page with blocks of category options to choose from. Little do they know, the order in which those blocks appear have been personalized based on their real-time behavior, history and preferences.

For example, if a customer frequently purchased and viewed dresses, skirts and shoes, those 3 categories would appear first or higher than the other categories on the category landing page.

For ecommerce websites that have 1,000+ products, utilizing personalization in this way ensures that every shopper can quickly find the right items in the categories they care about most. Ultimately, this expedites their path to purchase and increases the chance of conversion.

 

2. Personalized Search

Personalized search is the quickest way to drive conversion. Shoppers who search for products already have a high intent to purchase. Accelerating that process by using smart search to autofill keywords and show relevant and personalized recommendations based on real-time behavior and historical data, will only fuel the chances of conversion that much more.

Take a look at Deny Design’s Inline Search. Offering thousands of modern, custom designed home furnishings on their ecommerce website, making sure their customers can find the items they’re looking for quickly is essential.

As shown in the picture below, customers can search for ‘bohemian’ and quickly retrieve an array of home furnishings in that style. By hovering over a specific product in the search results, in this case the Bohemian Farmhouse art canvas, they can view similar items (based on the product they’re hovering over)  that are likely to be of interest.

Within seconds, this experience allows shoppers to refine their search and efficiently find items that are aligned with their immediate interests – and all without navigating from the search bar.

Infusing personalization deeper through smart search will increase product discovery, conversion and AOV.
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3. Personalized Content

Just like product recommendations, content can be served up to shoppers based on their history, real-time behavior and preferences.

While content recommendations can live anywhere on the site just as product recommendation blocks, we’ve innovated content recommendations in a new way. And not just standard blog content, either.

Take Bob’s Red Mill as an example. As one of the largest producers of natural food products, offering their customers relevant recipes on ways to use their ingredients is key. By integrating our product and content recommendations in a new and novel way, we were able to return recipes, relevant blogs and products through Bob’s Red Mill’s Inline Search.

As shown below, if a shopper typed in ‘bread’, they would receive Inline Search results for blogs about bread, bread recipes, and items that are relevant to produce bread.

With an experience that is this responsive and accommodating to shoppers individual behavior, consumers are more likely to engage with content that is relevant to their needs and ultimately convert because they’re able to find the information and products they needed quickly and painlessly.

 

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4. Strategically placed recommendations from Google Advertisements

If you’re a marketer, you are all too familiar with the cost of digital advertising. You pay a lot to drive new customers to your site. And you’re likely always looking for ways to get more out of that investment by turning new shoppers into paying customers.

GiftTree, the leading gifting company in the U.S., struggled with this same pain point. Specifically, they noticed that the product(s) displayed on their digital advertisement was often not the product that customers driven from the ads ended up purchasing.

To combat this problem, GiftTree decided to put recommendation blocks above the product on the product display page. This way, if the product in the ad wasn’t quite what they were looking for, new customers could easily view and find other products that are similar to the one they previously selected in the advertisement.

Simply by moving the product recommendation block from the bottom of the page to the top, and therefore making this personalized experience more accessible for new customers, we were able to significantly increase conversion (compared to traditional PDP pages) for those who came to GiftTree from a digital advertisement.

 

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5. Your Store

Haven’t heard about Your Store before? It’s probably because 4-Tell is the first and only vendor who is currently offering it on the market.

This personalized microsite that is dedicated to the real-time behavior, preferences and history of each individual shopper has already made significant impact on the performance of our customer’s ecommerce website.

It’s easy to see why. We take all the information customers care about most – their history, wishlisted items, recommendations, content, search – and we visually display it in a beautiful landing page that lives on your ecommerce website. It’s the ultimate personalized experience that shoppers are increasingly demanding.

For high-value customers that need an extra touch, Your Store also offers the participation of in-store sales associates and/or customer service representatives. Through our Smart Commerce℠ Platform, sales and customer service reps can manually create product boards and publish them to the native ecommerce website. Accessible by the customer through Your Store, this helps businesses to fluidly build loyalty and increase conversion as customers switch between digital and physical channels.

Along with our strategic product recommendations and site search, we deployed this experience on GiftTree. Through Your Store, each customer can access hand-selected recommendations from customer service reps, their activity (including recommendations based on recently viewed items) and purchase history.

 

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Implementing these not-so-known personalization features are key in driving optimal conversion and deep customer loyalty with your website visitors.

Interested in implementing these personalization features into your website or want to learn more? Reach out to us! We’d love to show you more.

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