Show the Right Products to Your Customers to Maximize Conversions
A guest article by the Metisa team. Metisa converts your eCommerce data to sales using smart recommendations and lifecycle marketing emails.
How do you increase conversions on your website?
You’re paying Facebook, Google and other customer acquisition channels for each visitor to your eCommerce store, but that is only the first part of the customer acquisition equation. After a customer visits your website, your real goal is to convert them, which is to get them to make a purchase.
Why Personalization Matters
When you strip a sale to first principles, a sale happens when customers see the right product at the right time.
Most eCommerce websites organize their content to help customers find the right product as easily as possible. Home pages are organized to channel customers into the right product categories (or collection in Shopify’s language) so that customers are more likely to find the right product. Product pages are organized to keep customers browsing other related products.
However, even with perfect product categorization and site structure, there is one major flaw with all this. Your website looks the same to all your customers. This means you are not making full use of the data that you have about your customers to increase their likelihood of conversion.
In today’s world of data-driven retail, a better way to increase sales conversions and lower your customer acquisition costs is to:
- Show relevant products to your customers based on what you know about them
- Keep customers on your site as long as possible
Thankfully, there is a hassle-free way to personalize the shopping experience for your customers with your data.
For instance, you could notice that customers who log in with an iPhone are more likely to be interested in your athletic wear. You could notice that customers who use a Mac are more interested in your dress shoes. You could notice that a customer who has bought from you before is more likely to like certain kinds of products.
Just like how a savvy salesperson would tailor their pitch based on what they know about their customer, you can put relevant products in front of your customers based on the data that you have about them.
What Can Personalization Do For Your Business?
Using your data in the right way and have a huge impact on sales. 35% of Amazon's e-commerce sales were from recommendations. E-commerce businesses we work with see their sales conversions increase by over 2x using personalization. That is a significant reduction in the cost of customer acquisition.
It is obviously too much work to customize everything manually. This is where predictive science comes in. You could figure out what your customers are likely to buy based on what they are looking at and what they have bought before and use that information to put the right products in front of them.
There are many forms of personalization you could incorporate on your website:
- All-in-one: Cross-sell products when customers are just about to leave your page based on what they have been viewing and have bought (see screenshot below)
- Peoples who bought this also bought: Cross-sell on your Product page by showing similar products to the ones customers are viewing
- Things you may like: Cross-sell on your homepage by showing personalized recommendation based on what you know about your customer
At Metisa, we believe that one of the best ways to lower your customer acquisition costs and get a higher return on your ad dollars is to increase the chances that a visitor converts into a sale. It is also a great way to increase the chances that your existing customers to buy from you again.
Metisa’s widget feature allows you to put the right product in front of your customers in various forms based on what the way are looking at and what they have bought.
Metisa is completely free for stores with up to 500 customers and you can enjoy a 30 day trial otherwise. Sign up using this link.