Increasing Conversions Through eCommerce Personalization


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Personalization isn’t just a courtesy or attention-getter in B2B sales. Personalization leads to conversions because it allows companies to focus on what really interests each site visitor. Personalization permeates the online experience by filling in forms automatically, displaying customer-specific products, offering custom incentives and responding to the needs of buyers during a protracted sales process. eCommerce personalization doesn’t just benefit customers; personalization has been proven to lead to conversions, which benefits B2B sales organizations.

Other key B2B benefits of personalization include:

  • Increasing conversions in all website areas among all customer groups
  • Making better product recommendations
  • Using customer behavior to generate leads
  • Engaging with customers to fine-tune product changes, marketing campaigns, etc.
  • Gaining a competitive advantage over other companies
  • Delivering a better customer experience with custom landing pages and targeted marketing
  • Improving customer searches with custom catalogs and sub catalogs
  • Using external sites to identify customers with similar buying profiles such as Facebook Lookalike Audiences, which allows companies to submit an email list, which Facebook analyzes to find similar people

Platform integration enables many effective algorithms to automate personalization based on customer behavior, buying history, third-party activities such as the actions customers take on social media platforms. Integration platforms, like Clarity Connect, can be used to integrate your online eCommerce business property with your back-office ERP, CRM, Inventory Management, Supply Chain and more. Generating better leads is one of the strongest benefits of integration because companies can send automated marketing messages and choose the best salespeople to nurture those leads in person based on marketing and personal criteria. One study found nurturing leads with content produces an average 20-percent increase in sales opportunities. [1]

How to Use Personalization for Better Customer Conversations and Higher Conversions

During personalization, an integrated platform gathers, stores and analyzes information about everything that site visitors do on and off the website. These data can deliver remarkable insights that predict customer behavior in real-time activities and future visits. Machine learning and artificial intelligence enable the platform to make wise decisions about marketing emails, personalized news feeds, custom content and relevant product displays. Information can also be gathered from third-party integrations such as business intelligence resources, social media and customer activities at other websites. Companies can maximize their revenue by making better recommendations for accessories, related products and similar products.

Companies can engage with their customers more effectively when they know their hobbies, interests, product preferences and pain points. Companies can even predict how to respond when customers complain--some buyers might want to return products immediately while others just want more information about how to market the items, assemble them or accessorize.

Remarketing 101

Remarketing is an effective technique for generating revenue from lost sales, and it’s an area where personalization is the key to success. An integrated website offers dynamic remarketing opportunities based on the products that customers have viewed in the past. Other considerations might include a more propitious season for marketing certain products, new products in a similar line and other data-driven insights. However, the job can be overwhelming without a fully integrated website. Some companies have millions of products and affinity scores that factor into personalization. Integration can automate these matches and make hundreds of potential recommendations for immediate marketing and future sales efforts.

Predictive Recommendations

There are many ways that predictive recommendations can be used for increasing conversions. Companies can segment their customers more accurately based on real-world experiences instead of demographic generalizations. Different groups can receive personalized content and marketing messages based on their profiles. For example, a company that orders thousands of hair-grooming products might respond well to a new product that slows hair loss. A buyer who purchases thousands of restaurant tables for resale might be interested in tablecloths, place settings and other tableside accessories that complement the style, quality and price of the tables.

Key Performance Indicators

Marketers see anywhere from a 1-percent to a 20-percent improvement in key performance indicators, or KPIs, when they personalize their content and marketing messages. [2] About 10 percent of marketers see improvements of 30 percent or more. Companies can increase their sales, target customers based on their lifetime value, generate leads for sales staff, assign those leads more effectively and even generate more targeted organic traffic by analyzing how different groups behave.

Making Customers Feel Special

Most people like to be remembered and recognized--even if it’s by a machine-based algorithm. Personalization saves time for busy customers by providing the most relevant web experience based on their activities, preferences, demographics and buying histories. About 75 percent of customers are more likely to buy products based on interactions with companies that recognize them, recommend relevant products and services and know their buying habits. [3] During the development process, it’s important to install a Google Analytics tracking code if it hasn’t already been done. Google provides many customer insights through Google Analytics that help companies track eCommerce personalization, conversion rates and other analytic insights.

Personalizing Your Developer Search

It’s important to find the right developer for your personalization efforts. If you want optimal results, it’s critical to choose an experienced vendor that understands how to integrate operating software, business applications, AI and third-party connections into your B2B eCommerce sales platform, such as Clarity eCommerce’s machine learning module. Integration enables the automated collection of data and sharing of that information across all systems. The result is that you’ll never lose information, and you’ll gain information that focuses your personalization efforts. You can easily personalize content and channels, landing pages, buying incentives and other customer features.

References:

[1] I95dev.com: 6 Benefits of eCommerce Personalization

https://www.i95dev.com/6-benefits-of-ecommerce-personalization/

[2] Evergage.com: Personalization Stats and Trends You Should Know

https://www.evergage.com/blog/personalization-stats-trends-know/

[3] Business2community.com: 10 Surprising Stats About Personalization

https://www.business2community.com/marketing/10-surprising-stats-personalization-0179143