back to thedrum.com
The personalisation of customer online shopping journeys is the most effective way to increase customer engagement & ultimately reach e-commerce conversion goals. The more your website knows about the context of your visitor, the more exclusive you can make the experience to them.
Global B2B eCommerce sales are predicted to hit $6.6 trillion by 2020. Today, the augmentation of online products and services represents a huge opportunity, not just for B2C, but for all eCommerce businesses.
"Where do we start and what do we have to consider?" Are common questions we regularly get asked.
Over 80% of the solutions delivered by us at i3 Digital have Kentico CMS at the core. We encourage our clients to implement all personalisation practices via the many features accessible within the EMS of Kentico's software platform. At i3 Digital we also provide User Experience Workshops for our clients on-site. We carry out Workshops upon the initial phase of the web project. This ensures the client's web site to reciprocate the needs of the end users, from the very offset.
This results in our client's gaining a much deeper insight into customer behaviour and trends. In turn, it empowers and entrusts clients to engage more accurately across all online marketing activity. This instils worthiness plus a much truer value when it comes to measuring ROI.
Here are three useful things to consider:
1) Select the right platform
Choosing the right Content Management System platform is crucial for any e-commerce business. There are a number of software providers (Kentico, Magento, uCommerce, and Sitecore) that offer solutions with a diverse range of capabilities.
For example, Kentico’s EMS (Enterprise Marketing Solution) provides comprehensive, but simple to use personalisation capabilities. With Kentico CMS and EMS, it allows website administrators to create new content variants. Based on different options such as persona type, region visiting from, device type and much more.
Another great feature from Kentico EMS Marketing is the A/B testing functionalities. A/B testing works by gathering website data from end-users on specific web pages. This then provides useful insight to which content variants are working and which ones are not.
The data gathered in the systems activity log allows clients to evaluate the behaviour of existing and potential customers. These activities can be linked to other events and triggers within the overall marketing campaign. They can also be used in combination with other Kentico website marketing features and capabilities.
2) Consider which data you want to create and manage
This will mostly be determined by the value you put on certain activities customers perform on your site e.g. Personas, Contact groups, Website activities, Campaigns. One other factor to consider; the depth of information you hold on your customers. Demographic specifics such as the region of origin, previous purchase, previous pages viewed, newsletter subscription, etc.
3) Define Your Personalisation Rules
Consider your overall goals and what you are trying to achieve, i.e. reduce cart abandonment, increase repeat purchases. This will help in determining which rules your efforts are best focused on. Look to the data you hold to help determine the rules you should set e.g. purchase stage, location, time of the day.
Coming up with the right personalisation strategies and putting them into action can be a little overwhelming. We always recommend to start off small. This allows you to be more focused in your approach and gives you more room for testing and optimizing where required.
For more insights on online personalisation - join our upcoming Intuitive eCommerce webinar on the 18th April 3 p.m. (GMT) | 11 am (ET), hosted by our Digital Account Manager, Kim MacKenzie and UX Designer, Stephen Currie.
