Ecommerce Personalization Blog
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Adv. Website Personalization Examples from Top Brands
Website personalization creates incredible, high performing customer experiences. We've seen clients use personalization to reduce customer churn, increase conversions, and even reduce cart abandonment.
Below, we've collected advanced website personalization examples from top brands including Target, Fashion Nova, Bookings, and more.
Website Personalization Examples
1. Save my cart pop-ups based on cart content
Adding an item to a cart is an incredibly strong signal. As such, creating experiences around this action is a great opportunity to increase ROI in personalization.
One of our favorite techniques in response to adding an item to a cart is a "save your cart" functionality.
For our clients, these campaigns are among the highest converting emails you can send, converting an incredible 22.73% of customers.
We recommend this technique be implemented inside a browse abandonment campaign. If the customer wants to continue shopping or converts on their own, than they won't experience the personalization.
However, if it looks like they are about to navigate away from your site, we can display a simple message, saving them time and ensuring you are able to capture their contact information.
2. Create seasonal offers with dynamic content and merchandizing rules
Many products have high and low seasons.
Creating relevant offers goes beyond looking at averages such as top sellers, and takes into consideration other factors like time of year or particular customer segments.
Examples from Target: using seasonal offerings to increase sales
Target is a master at creating merchandizing rules to override other products.
Below are two screenshots from their home page, taken at different times of the year.
As you can see, the first image is promoting season end sales. Meanwhile, the second image is highlighting an upcoming holiday (Thanksgiving).
3. Increase AOV with personalized bundles based on page viewed
When a customer navigates to a product page, they reveal a number of affinities including product style, category, color, and size.
Web personalization software allows you to combine these product attributes to create personal recommendations. You can take this a step further and create product bundles for your customers.
Examples from Fasion Nova: Creating bundles to increase AOV
Online fashion store Fashion Nova touts it's affordability as a primary benefit.
With each item being priced lower, they need a way to make up lost profit in volume. Since inception, they've implemented a number of successfu strategies to increase average order value (AOV) in their ecommerce store.
One example of their web personalization is dynamically bundled products. Fashion Nova calls these "looks". Customers can easily add all the items in a look to their cart at once.
The look itself is showcased with their model.
This allows Fashion Nova to present the most relevant cross-sales possible. Expertly matched outfits sold as a whole, each item being one of their low priced offers from the jeans to top to shoes to accessories. All this combines into a high-converting product page design.
4. Using Personalized Recommendations to Surface Like products
Continuing with the example above, once a customer has expressed interest in a product, product recommendations should be personalized based on the expressed affinity.
Examples from Fashion Nova: How to update product recommendations in real time
Even if a customer doesn't place the item viewed into their cart for purchase, they've still revealed that they are actively looking for that product type. In this example, I navigated to a page selling skinny jeans.
Fashion Nova updates their product recommendations in real time. Once I navigate back to the home page, I am greeted with an updated product recommendation widget.
Now, instead of displaying the top selling items across categories I see a variety of choices tailored to my current search intent.
5. Welcome returning visitors
Returning visitors are an incredibly profitable customer segment.
In our latest study on return visitors, we found that this segment
Examples from Bookings: Creating special experiences for returning visitors
Generating over $15 billion USD per year, Booking Holding is continually optimizing how to increase LTV from their customer base.
One simple way is through welcome messaging. When you land on the site, if you aren't signed in they encourage you to do so.
Gathering as much onsite-data is important for omni-channel strategies. If you are able to connect data across devices, you can use in-session behavior to create behavioral segments, triggering high converting marketing messages across channels.
6. Insert "live" product labels
Live product labels are a more unique web personalization example.
When used correctly, product labels can generate trust and a sense of urgency for the user.
Examples from Bookings.com: How to use website personalization with product labels
Personally, I haven't found an eCommerce site leverage product labels and live notifications more than Bookings.com. In fact, we put together a full case study on Bookings.com with numerous examples of their website personalization strategy here.
Feat Missguided
UK based Missguided is another example of web personalization at work.
Below, they dynamically insert product labels based on real time customer interactions.
7. Contextual email and loyalty program opt-in offers
Customer lifecycle marketing is an important concept for any eCommerce store.
The idea is to build your relationship with each customer, gradually gaining higher and higher permission to engage with them. Often, the first step in a lifecycle marketing is moving an anonymous visitor to a known customer.
Enrollment offers are crucial here. The best stores use in-session behavior to personalize these enrollment offers.
Examples from Target: Context based loyalty program enrollment offers
Building on our example above, once you click an offer on Target's homepage, they may dynamically insert an enrollment offer. In this case, I clicked on a content advertising Thanksgiving Dinner Ideas.
Once I land on the page, Target presents an offer that aligns perfectly with the content I'm viewing - a Save $10 when you spend $50 available for Circle Members.
The call to action is below, simply reading "Get the offer".
Examples from Fashion Nova: Context based newsletter enrollment offers
Likewise, Fashion Nova uses in-session behavior to dictate what type of newsletter offer they showcase.
Below, I navigate to the page "Influencer Looks". Inline of the various products, Fashion Nova presents a "Get 30% Off Influencer Looks" code. To receive it, I simply need to subscribe to their newsletter.
8. Incentivize first time customers with special discounts
First time customers are an important customer segment.
One way to reduce risk is through simple price discounts. Price discounting can be an effective way to win the first sale and begin building a relationship with the visitor.
Above, amaryllis invites first time visitors to "Join the Trend" and receive 15% off their first order.
Next Steps...
These examples of website personalization demonstrate how to identify important customer segments by behavior, create relevant offers and experiences for each segment, and ultimately convert these segments into repeat, loyal customers.
If you'd like to learn more about why eCommerce stores should use personalization software, check out our Guide on How to Select a Personalization Vendor.
And, if you think Barilliance might be able to help you create personalized experiences for your customers, request a demo here.
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