E‑commerce personalization

Definition of e-commerce personalization

E-commerce personalization refers to the practice of creating personal interactions and experiences for customers online. Personalization can be based on a customer’s previous purchases, browsing behavior, geographic location, language and other personal information.

Why is e-commerce personalization important?

E-commerce personalization is increasingly important to online retailers, particularly B2B retailers. B2C e-commerce websites are leaps and bounds ahead of their B2B counterparts when it comes to e-commerce personalization and customer experience.

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Benefits of e-commerce personalization

B2C marketers have known this for a while, but personalized marketing works. With more and more B2B buyers expecting the same online buying experience that they receive from B2C companies, providing e-commerce personalization is vital, no matter whether you’re B2B or B2C.

80% of customers are more likely to make a purchase when brands offer personalized experiences. On the other hand, 66% of customers say that encountering content that isn’t personalized would stop them from making a purchase. It’s no secret that personalization creates loyal customers and boosts sales, so what can you do to reach your audience better?

How to optimize your e-commerce personalization strategy

  1. Know your users: This is at the very heart of e-commerce personalization. The more you know about your users, the better equipped you are to personalize content for them.
  2. Segment your audience: Organize your audience into smaller segments. This way, you can group customers with similar needs together and provide them with the experiences they’re looking for.
  3. Provide product recommendations: Improve your e-commerce personalization strategy by displaying recommended or similar products to the one your customers are looking for. By doing so, you’re providing your customers with easy-to-access information, improving their overall e-commerce customer experience.

Learn more on how to create better personalized content.

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