Website personalization is also known as one-to-one marketing because it allows marketers to treat customers as individuals. And in today's crowded digital environment, providing a one-to-one customer experience helps online businesses stand out.
Web personalization encompasses a whole range of marketing activities, including:
- Product recommendations that are based on behavior rather than wisdom of the crowd or business rules
- Websites that dynamically show a shopper’s favorite brands on the homepage or highlight content based on the shopper’s location or the weather forecast for their area
- Website navigation that highlights the shopper’s favorite categories
- Website pop-ups and banners that are tailored to the shopper’s browse behavior on site or lifecycle stage
Successful website customization ties in with personalized content across email and other channels to provide consumers with a tailored, consistent cross-channel customer experience. True personalization engages your shoppers through content that meets their current needs and desires.
Still need convincing? Here's a list of website personalization stats that will change your mind.
1. 89% of digital businesses are investing in personalization. (Forrester)
2. Four in five (80%) companies report an uplift since implementing personalization. (Econsultancy)
3. 80% of consumers are more likely to do business with a company that offers personalized experiences. (Epsilon Marketing)
4. 59% of customers say tailored engagement based on past interactions is very important to winning their business. (Salesforce)
5. Personalization can increase the efficiency of marketing spend by 10 to 30 percent. (McKinsey)
6. 94% of companies experienced a rise in conversion rates after personalizing their websites. (Econsultancy)
7. Basic personalization can give an 12% sales uplift. (Fresh Relevance)
Here’s an example of how a home page banner can be personalized based on the shopper’s favorite product category.
8. 45% of online shoppers are more likely to shop on a site that offers personalized recommendations. (Invesp)
9. 71% of ecommerce websites offer product recommendations. (Internet Retailing)
10. Personalized product recommendations can increase click-throughs by more than 100%, versus generic product recommendations. (Fresh Relevance)
11. 79% of consumers are willing to share relevant information about themselves for personalized product recommendations. (Salesforce)
12. 38% of consumers say they won’t return to an online retailer that recommends things that don’t make sense for them. (Salesforce)
13. Onsite product recommendations can give a 112% sales uplift. (Fresh Relevance)
14. Personalized product recommendations increase average order value by 10%. (Salesforce)
Here's an example of personalized product recommendations.
15. Displaying a popover on our own website increased email newsletter subscriptions by 800%. (Fresh Relevance)
16. The average conversion rate for all pop-ups is 3.09%. The top performers average 9.28% conversion rates. (Sumo)
17. A targeted popover can increase monthly subscribe rate by 600%. (Fresh Relevance)
Popovers can be tailored to the customer's lifecycle stage. Tempt new customers with the offer of a discount, and welcome returning browsers with their last viewed product.
18. 44% of shoppers want brands to personalize coupons based on location. (Episerver)
19. Nearly 60% of people want real-time personalized promotions and offers as they browse your website. (Pure360)
20. 90% of consumers actively use coupons. (Valassis)
21. Coupon users spend 37% more than shoppers who don't use them. (Blippr)
22. 68% of consumers are more likely to join a retailer’s/brand’s marketing list if they receive an instant coupon. (CodeBroker)
23. 68% of consumers say that coupons generate loyalty. (Invesp)
24. Targeted discounts in site pop-ups recover 15% of lost sales. (OptiMonk)
25. 67% of consumers are highly in favor of personalized coupons. (Infosys)
26. 61% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location. (Google)
27. Over 84% of marketers currently use location data in their marketing, and 94% plan to in the future. (Factual)
28. 80% of consumers say that they would like to get location-based alerts from businesses. (Linchpin)
Now you've seen the stats, it's time to get personalizing. Take a look at our checklist and see which four areas of your ecommerce website you should start personalizing now.