In this final article in our series on web design personalization in Ecommerce we look at augmented reality, behavioral offers and CTAs.
An innovative and specific way for personalizing digital shopping experiences is by using augmented reality. An on-line optician can let users try on eyeglass frames or a hair salon can let you try out various haircuts.
(Although it doesn’t currently exist, hopefully hair salons will try it soon.)
Especially with the lockdowns last year, in-person shopping has become a bit scarce, so adding interactivity and personalization helps bridge the gap between reality and digital experiences.
Nike By You (Nike ID previously) provides room for you to play around with their various designs. You pick out a style, and then you have a blank slate for choosing a color, an inscription, fabric, and whether to add lace. It’s personalized by you and for you.
Analyzing and tracking user behavior may create opportunities for offering consumers options for a better experience or purchase. This offer is usually a discount, but it can be an extra such as a slide show of popular or similar products in their category of interest. For instance, if someone previously viewed bicycle locks but did not buy one, try personalizing their cart or homepage with a display of similar items?
Zalando, a multi-national e-commerce company, offered an apt selection of jeans to a consumer browsing its jeans offerings. The consumer had bought and then returned jeans, added some to her wish list, and had been spending lots of time checking out jeans on the website She found it very helpful that they showed her on-sale jeans, some of them from her wish list.
Is she interested in seeing an item she had looked at on sale? Absolutely, yes. She found the personalization feature made her more likely to purchase. With the site showing her something she has interest in, and at a lower price, she was very receptive.
E-commerce personalization works most effectively when working for a person. By having users involved actively as participants, and through open communication and feedback, personalization is successful and effective.
Call to Action (CTA) buttons are present in all of the examples above, using descriptive language which opens the personalization process to each and every consumer. Whether it is “based on browsing history”, or “because you’re interested in…” the wording is critical to explain the logic and methodology. Consumers are a lot more inclined to respond to e-commerce personalization if they are aware of the purpose it serves and how personalization came into existence.
Don’t be robotic: personalization is tailoring your products or services to individuals efficiently. It creates a more favorable user experience and helps make consumers feel special, leading to improved conversions for your website.