Marketing Center

Personalization tips to improve the digital customer experience

Ready to offer more to your audience? Here are some strategies for customizing their online experience.

Published: March 27, 2017

If your business sells products online through your website, you might want to pay attention. In a survey by beacon platform marketing provider Swirls Network, 87% of consumers said they would feel more loyal to a business that provides personalized and connected online, mobile, and in-store experiences.

Now that you know what consumers want, it's time to put a plan into action. To get started, consider these effective personalization tips that can help you improve your customer's digital experience.

Start with web analytics and metrics

Collecting user information is the basis of any website personalization strategy, as it provides the insights you will need to develop an understanding of your site visitors. The root of website personalization is user clicks and visitor behavior, and a tool like Google Analytics can help you easily track essential information on search and keywords, device type and interface, buying history, demographics, and more.

Use cookies to provide specialized messages

Cookies allow you to remember what people are looking for on your site by saving information on users' web experiences to their computer. For example, it allows users who may have added items to the shopping cart but not completed the purchase cycle to see those items when they return, even if they have not logged in. Try the following personalization messages:

  • A special "Welcome" message for visitors returning to your site. While it may not include specifics like their name, simply acknowledging that you know they have been to your site before and you appreciate them returning creates a positive experience.

  • Offer assistance via chat or a similar tool. Live chat can use cookies to prompt a user that has returned to the site or been on the site for an extended period when they might be having trouble deciding between specific products. Think of the chat function as the sales associate that strolls the floor of a brick and mortar. For many site visitors, it is nice to know that someone is available to assist.

  • A gentle reminder via email if a visitor has left items in their cart. This can let them know that those items are still available for purchase and encourage the visitor to review the cart. That might be enough to get them to finish the sale.

  • A customized email message with a coupon code to encourage them to complete the sale. This can apply to a visitor who has returned to your site multiple times, or has items in the cart but has not completed the checkout process. Often, this can be enough to close the sale.

Allow customers to create profiles

Allowing customers to log into your site, either through a custom username and password or via a social network, is one of the easiest ways to collect additional personal information that can be used to personalize their user experience. Doing so allows you to:

  1. Use the person's name when communicating. This is a deeper level of connection that most shoppers enjoy.

  2. Suggest products specific to your user's searches, purchases, and their demographics. Perhaps the visitor purchased a blouse from your site. You can suggest items to complement it, such as scarves, boots, etc.

  3. Create targeted social ads. If the user connected via their social login, you can now target them on their social profile with items they have either looked at or items that complement recent purchases. Just pay attention to how much targeting you do to avoid making a user uncomfortable.

By focusing closely on who is in your audience and what level of personalization you want to deliver, you can get wildly creative to provide a digital customer experience your visitors will surely enjoy.