Personalizing an ecommerce website is a two-way street. Ecommerce stores that gather shopper information without saying what they gather and why run the risk of putting off shoppers who value their privacy. On the other hand, many shoppers love finding an ecommerce website tailored just for them. Transparency and data are equally important.
Wrong: Tailoring an ecommerce experience to a particular shopper’s behavior can be tricky. Some shoppers might be thrilled to discover that you remembered the types of things they like. Others might wonder how you found out what they like without asking. Ecommerce sellers who don’t take transparency steps run the risk unnerving some shoppers.
The takeaway: Personalization is a partnership, and it takes communication. Communicate to the shopper what data you collect and why, and ask the shopper to communicate to you what they like.
Something novel: Give the shopper an incentive to provide more information about themselves. At checkout, you might ask the customer to take a brief survey in exchange for a discount on their next purchase. If the information you glean from the survey leads to just one more sale, the promotion has likely paid for itself already.
Catch the next installment: This is one installment in a periodic series on ecommerce marketing strategies. See the series overview to read previous installments. Or subscribe to the series to get future installments emailed right to you.
Subscribe to the Free Series
Find news, webinars, technology, trends, and more in the Essent Connect email newsletter.
Essent is the leading provider of fully-integrated business management software solutions and services for process-intensive industries and the largest trading network for the promotional products industry. The Essent family of fully-integrated products and services combines best practices, business processes, software automation, and network communications to deliver unparalleled, unified business management solutions. Since 1980, Essent has offered the systems, service, software, and support critical to success in today's highly-competitive marketplace.