Continuing our series on web design personalization in Ecommerce in this penultimate article we take a closer look at Geo-targeting, cross channel personalizing and also how to utilise pop ups in a way that is not off putting to your website’s visitor base.
3. Geo-targeting
Current location influences what you are looking for. Geo-location is more relevant for certain sites than others, but is unquestionably a useful tool.
For example, if you’re planning a trip, it is useful to find what’s nearby before venturing further away. But this is not the only element of geo-targeting that is helpful. Websites can determine through cookies, where the user is, adjust the currency, options for shipping, and personalize automatically what is available.
Imagine Netflix showing you a list of movies you could not play given your location. This experience would be extremely negative.
4. Cross Channel Personalizing
This feature enables brands to consistently personalize user experience and
Their products across channels. Email, ads, browsing history, etc. all work together to maintain consistent personalization across various channels.
One very common example of this personalization was explained in the introduction. The humidifier popping up on Instagram is an example of cross-channel personalizing. Another technique brands use is to email you regarding a product you left in your cart. The emails usually come with a message saying “Complete your purchase” or a similar message and include a direct call-to-action linking you to that item. If you click “Finish Checkout” in the email, you are taken back to your cart at the e-commerce store to make your purchase.
5. Pop-ups that Do Not Annoy
Of course, pop-ups seem like interruptions in most cases. However, what if the pop-up was offering something that was adding value to your experience? In that instance, it might not be an annoyance at all.
Many e-commerce sites give a small discount to first-time shoppers visiting their websites. For example, Net-a-Porter, an on-line clothing site uses a pop-up which is not an annoyance, but a welcome offer, a 10% discount. Some ecommerce sites use social media channels to creatively display their products across mediums. Instagram’s slideshow feature, for example, is a great way to take advantage of carousels, which are clickable product collections. Wolf and Badger uses carousels to show their spring clothing collection. It feels like viewing a glossy catalog.
