Turn Your Site into a Machine for Ecommerce Conversions

If you’ve read our article, ‘To Sell or Not to Sell (In Online Marketplaces), That is the Question‘ and decided that selling your product online is, in fact, the right move for your business, you need to get started with personalization. In today’s world of online shopping, one factor ranks at the top of the list to encourage ecommerce conversions and increase repetition of those ecommerce conversions – personalization. The following article provides examples of personalization that you can put to use on your ecommerce site to increase conversions. These same ideas can also be applied to sites that provide content for readers as its main function.

When I say “personalization,” I don’t mean the generic tactic of using the person’s first name in the greeting at the top of the page after the user logs into the site and then provide the same static shopping experience for all users. I’m talking about utilizing the information the user provides about their product preferences, their browsing history, and their purchase history to merchandise and advertise to them individually; both on the site and off of the site to increase the likelihood of a conversion.

The 3 main goals of personalization for ecommerce conversions:

  1. Increase the likelihood of a first time conversion
  2. Increase the value of conversions
  3. Increase the number of repeat conversions from the same user

These goals can be achieved with the application of these ideas:

  1. Show the user the products that reflect their interest them at that time, rotate these products as the user’s interests change
  2. Utilize advertising space on your site and that of a remarketing network to merchandise products of interest specific to that user
  3. Email the user with products that are relevant to them on a regular basis to boost repeat visits and conversions

The following are examples of how eBay puts personalization to use to increase conversions.

eBay allows users to easily “follow” a search that they have conducted on the site. They have made it very easy and natural to create one of these followed searches. The user also has the option to refine that search, delete it, and create as many followed searches as they desire. The information gathered in this followed search is then used by eBay in the following ways:

  1. It creates a feed of products on the home page that the user sees each time they visit the site; the newest products are listed for the user without the effort of conducting a search.
  2. Advertising spots on the site are used to highlight products that match their followed searches.
  3. The user is offered the opportunity to opt-in to a daily email with new products that match their followed search. This can bring the user back to the site daily to better view the details of those products.

ecommerce conversions

eBay also keeps track of items that the user has recently viewed and displays them in several prominent spots on the site. They also display products that closely match those recently viewed items. This encourages users to take a second look at an item that had previously caught their interest. The site does offer the option to add an item to a watch list or a wish list. However, the prominent display of recently viewed items gives the user the option of easily finding something that they at first didn’t think to add to one of these lists and may not otherwise be able to easily find again. This hinges on great tracking being set-up on the site to optimize conversion rates.

Outside of these examples from eBay, an ecommerce site can also utilize previous order information to display products the user has purchased in the past. These products can be featured in advertising spots on the site, on a re-order page with easy add-to-cart buttons next to each image and short description, and emails that encourage the user to re-order and provide a sale or discount on previously purchased items.

Employing these types of personalization that are natural and easy for the user, or that require no user effort, are excellent ways to increase ecommerce conversions for a site.

Check out how we increased ecommerce conversions by 17% in the SlideShare below!