Ecommerce personalization is the the growing trend of online retailers providing personalized experiences to their users. This involves using customer data, personal messages, product suggestions etc. to provide a tailored shopping experience. So what exactly is the benefit of providing these personalized online experiences?
1. Positive Customer Experience
The primary advantage of ecommerce personalization is that you can provide a positive customer experience which will in turn, increase the likelihood of your users coming back. This will build a long term relationship with your consumers.
Ecommerce has an advantage over traditional retail in that it can provide a specific experience to every single user. Personalization involves building relationships through customized landing pages, targeted ads, and curated email messaging, amongst many other methods.
Personalization helps users find specific content that appeals to their needs. In turn, this means the experience becomes consumer-centric and not company-centric; one consumer’s virtual shopping environment can be quite different to another’s. Personalization can be favourable for your business as a reported 75% of consumers recognize and appreciate when brands personalize messaging and offers for them.
2. Selective Attention
As humans we love to be entertained, and we pay most attention to the things that draw our attention. The notion of selective attention plays a part in the benefit of ecommerce personalization. Selective attention pertains to the idea that we naturally shift our focus and attention to things we value and are invested in. Personalized ecommerce experiences in the forms of curated products, targeted ads, and recovery emails can draw the selective attention of potential customers.
3. Alleviating Information Overload
Personalization also alleviates or reduces information overload. This is the feeling a person experiences when they are bombarded with hundreds of products they don’t care about when browsing your site. In fact, 74% of online consumers get frustrated with content that is irrelevant to their interests.
Personalized content presented in a neat and curated manner can help users to process information. When they are exposed to the products that spark their interest, they do not feel overwhelmed but instead delighted. Personalization through curated content and targeted product display can actually aid the conversion process.
4. Giving Your Customers Control
We can consider the human desire for control as a factor in why personalization is so successful. Control is a very interesting notion of human behaviour and thinking. It actually contributes to happiness and health when individuals sense they have control over the choices they make in their life. In the same respect, those who detect that they do not possess internal control over their life or the rewards they receive, have shown to be less satisfied.
Providing a personalized ecommerce experience can allow a user to feel as if they have control over their own buying. Control is conveyed when a customer views a selection of products that pertain to their interests, without exposure to unwanted items. A customer feeling this sense of control is a situational buying factor which can positively influence their purchasing behaviour. Since situational factors like having control of purchasing decisions are positive, it will allow for easier ecommerce conversions.
Personalized ecommerce experiences in your online store can allow users to negate the effects of information overload, develop a sense of control and naturally shift their attention to the products being presented to them. Finally, let’s not forget the benefits to you: long lasting customer relationships, increased conversions and providing a superior customer experience for your users.