A short video presentation advocating personalization as a core e-commerce growth tactic. It outlines three personalization strategies—triggered emails, personalized online-store assistance (chatbots and quizzes), and personalized homepages—plus two common mistakes (cross-channel inconsistency and privacy noncompliance). The video briefly mentions a free E‑commerce Planning Kit and references HubSpot as a CRM example.
Questions this video answers
$36 for every $1 spent.
62%.
60% of all e‑commerce sales.
$2.2 trillion in 2023.
83%.
Chapters
Personalization is crucial to boosting sales and revenue for your business and retaining a loyal consumer base. Personalization makes your customers feel valued, establishes trust, and ensures your consumers that their individual needs concerning your products and services will be addressed. In this video, we'll explore three different strategies to boost e commerce sales through personalization and reveal two big mistakes that you should avoid. First strategy is to use triggered Emails Triggered emails are emails that are sent based on the specific actions of a user and or criteria set by you. For example, let's say you're running an online shoe store and you're leveraging triggered emails to keep in touch with your customers. You could have your email automation set up in a way so that when a customer buys a shoe from your store, they immediately receive an email thanking them for their purchase and recommends similar shoes. The email is triggered by by the consumer purchasing shoes from your website. Triggered emails are also an excellent way to retarget abandoned carts. For instance, if visitors to your website place an item in their cart but sign out or leave your website without making a purchase, they can automatically receive an email reminding them they have items left in their cart. Nifty email automation and triggered emails keep your e commerce business top of mind with your customers by sending personalized reminders and recommendations. Furthermore, email has an impressive ROI of $36 for every dollar spent. Sounds like a good deal. And if you want another good deal, our free E Commerce Planning kit provides templates for addressing abandoned carts as well as templates for marketing and sales planning. You can download the free kit in the description below. Another great strategy is to provide personalized online store assistance. There are several ways to go about this. For example, you can use chatbots to respond to visitors queries. There are several kinds of chatbots available. Some are rule based, meaning they use if then logic to interpret a query and deliver the appropriate answer. Generative chatbots use machine learning to provide more humanized answers to open ended questions and have more sophisticated personalized conversations. AI powered chatbots use methods like natural language processing and machine learning to act as virtual assistants and decipher complicated customer inquiries. If you're unsure about leveraging chatbots to improve the customer experience, remember 62% of customers would prefer to use a customer service chatbot than wait for human agents to answer a request. Or you can make it fun by inviting customers to take quizzes to get results that direct them to the best products for their individual needs. Fenty Beauty does something similar on its website. Its Shade Finder quiz asks visitors a series of questions about their skin and uses the answers to direct them to the correct shade of a foundation. And I'm sure you're wondering yourself, Jamal, how do you know about that? No reason. Imagine you run a business selling guitars. You can provide a personalized experience by having new users or visitors opt to take a quiz to help them discern the best kind of guitar. The quiz would consist of questions asking if they're a beginner, if they've ever shopped at your store before, what kind of music they want to play, and what their budget is. Once you have all that information, your website can make a personalized recommendation to based on the results of that quiz. Even better, the results from the quiz also open the door for more personalized content, such as segmented emails about new products. That's a win win. Our final strategy is to create personalized homepages to greet your returning customers when they visit your website. To personalize a homepage, use tracking cookies that analyze the previous pages the user visited or products or services they purchased. That information can then be used to fill their personalized homepage or with relevant offers. For example, let's say you're an online clothing store and a customer recently bought a winter coat and gloves from your business. When said customer returns, they can be greeted by a personalized homepage showcasing deals and offers on other winter attire such as scarves, snow boots, and cozy hats. The process to set up cookies on your website will require some coding, so you may need to employ someone who knows how to code and set up cookies when building or improving your website. Now, as I said earlier, personalization is crucial to e commerce, but there are right ways and there are wrong ways to do it. Here are two common personalization mistakes to avoid. Mistake number one is to have inconsistencies across different channels. Whether consumers are accessing your site via smartphone, tablet, or computer, you need to make sure your channels are all optimized to give the same seamless experience. This means making sure page load times are short, processes are smooth, and each channel offers personalization. You can reduce page load times by checking your browser's speed via applications like Google Analytics, and by optimizing your images, such as making them smaller or reducing their color depth. Try accessing your website via different technologies such as desktop, mobile, and tablet, and take note of what you're experiencing. Are webpages taking longer to load? Are certain processes more difficult depending on the platform? Especially important to keep the experience consistent on mobile channels. Mobile E commerce sales make up 60% of all E commerce sales around the world and mobile e Commerce sales reached 2.2 trillion in 2023. In other words, your business could be missing out on a sizable chunk of revenue and opportunities if your e commerce site isn't optimized for mobile channels. Another common mistake is not factoring in privacy. While 83% of consumers are willing to share data to create a more personalized experience, important to avoid crossing any lines that could turn off customers rather than delight them, make sure to fact in general Data Protection Regulation GDPR and the California Consumer Privacy act ccpa. These regulations emphasize the safeguarding of consumer privacy, and you don't want to land your business in hot water by violating only Use personalization in a way that is helpful and adds value to consumers. Creating content that's personalized with unnecessary details can creep out your customers and discourage them from wanting to share information with you that could be helpful on their buyer's journey. Personalization isn't just a best practice in e commerce, it's a necessity for growth and success. By not leveraging data from your consumers to guide your efforts, you're missing out on opportunities to delight your customers and encourage spending. If you're ready to take your e commerce efforts to the next level, download our free E Commerce Planning Kit to get started. And be sure to like, comment and subscribe so you can always stay up to date on the latest marketing trends. Now, if you'll excuse me, I'm going to go personalize myself with this taqueria down the street. They got some great Birria tacos and it's that time of day. Until then, I'll see you next time I can find this client Info have.
You heard of HubSpot? HubSpot is a CRM platform, so it shares its data across every application. Every team can stay aligned. No out of sync spreadsheets or dueling databases.
