Top 10 Pages to Personalize for Ecommerce Websites
If you are reading this right now, you probably already know the importance of personalizing the shopping experience but may not know where to start and what the most important pages are to personalize. This article outlines the pages and strategies you should implement on your ecommerce site to help increase engagement and conversion. These are proven strategies that you can implement right away without any sophisticated personalization technology, however, having a personalization solution can help automate a lot of the manual work required. Let’s get started!
Homepage – The homepage is one of the most important pages on your site because it is usually the first page that visitors see when they interact with your company. The scary thing is that on average, almost half of your site visitors will leave your site after viewing only one page. One of the main causes for this is generic content that doesn’t speak to each visitor. You only have less than 10 seconds to entice the visitor to go on another page. Adding personalization that capitalizes on new or returning visitors’ behavior for the homepage can greatly improve your engagement and conversion.
Here are some areas of the homepage you can personalize:
Targeted Hero Image: Instead of a generic banner image that’s shown to everyone, segment your visitors so each sees a different hero image. Ex. Visitors from New York will see a different image than a visitor from San Diego.
Add Product recommendations: Start the product discovery process early with relevant product recommendations based on criteria such as “Top Sellers” or “Trending in Your Area”.
Provide Engaging Content: The homepage is the perfect place for engaging content such as videos, articles as well as buying guides relating to your brand and products.
Spice up Navigation: If your site has a dropdown navigation menu, you can add some relevant product or content recommendations to both engage the visitor and help them discover products.
Enhance Search: Reduce the time visitors need to find products by adding suggested type-ahead terms as well as relevant product recommendations aligned to shopping behaviors and customer profile.
Category Pages – Category pages are usually high level in terms of displaying groups of products and often are not personalized. You can add personalization by leveraging past behavior within the category to personalize recommended products.
Search Results – Every time you search for a product using the onsite search, it generally populates many pages that you have to click through in order to find what you want. Your search engine is designed to key on relevant products per term, add personalization to highlight products most likely to resonate with your shopper. You can add personalization to search result pages by dynamically displaying the products shown on the results page based on the shopper’s behavior and profile. This will generate a different search result for each customer (brand preference, color…) and help them find the products they are looking for quicker.
No Search Results – This is an obvious but often un-personalized page. Each time a shopper lands on a no search results page, he/she did not find what they were looking for causing frustration and likely abandonment of the site, maybe to a competitor. Add some product recommendations on this page or a Product/Gift Finder to help him/her find the products of interest and further engage the shopper. Keep the user engaged, reduce exits, and leverage their profile to keep them on your site.
Product Detail – This is a great like-sell opportunity, at this point in the shopper’s journey, they are interested in a product but haven’t yet put it into their cart. Help them to continue down the happy path and expand their like choices an increase the likely hood of carting the item. The product detail page is a page to show comparable items to the one being viewed perhaps even with higher margin items. This helps the shopper discover newer items as well as decide which items best fit his/her needs.
Shopping Cart Overlay – once a shopper adds a product to the shopping cart, there is often a popup confirming items added to the cart. Within that popup, add some relevant impulse items to drive up Items per Order and Average Order Value for related items or accessories.
Shopping Cart – This is the most important page on your site as the customer is preparing to pull out their credit card and purchase. The rule of thumb here is that you want to have the least amount of distractions possible to keep the shopper focused on making the purchase. However, this can be another area to personalize with impulse items, related products, potentially upsell items, or accessories. The unique part about this page is that you can show recommendations with ability to choose preferences (size, color) and quickly add to cart without redirecting the shopper out of the cart. Keep him/her on the page to increase the opportunity to add to cart.
Quick View – Most sites now have a quick view modal to allow shoppers to get a preview of the product before or in lieu of visiting the detail page. Within this popup is a great opportunity to show different styles or similar products to showcase other products that the shopper may not have discovered on their own. Be sure to also have an add-to-cart button for faster decision making. Keep the happy path short.
Order Confirmation – You can recommend subsequently purchased and related products and accessories on this page as well as content that drives re-engagement with your brand.
Favorites/Wishlist – This is another great place to add personalization. Depending on what products are in the Wishlist, you can recommend other similar items as well as accessories to drive higher average order value.
These are strategies you can implement right away to start personalizing your shopper’s experience. If you need some guidance on how to get started, contact us for a free website evaluation.