How to personalize your e-commerce site to increase sales

Personalizing your website to deliver unique shopper experiences can help grow your business. Rubi Sanchez, our Product Manager, shares a few tips and tricks for how you can implement personalization to not only drive sales but also keep your customers coming back for more.


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Read the full transcript:

Hey there! My name is Rubi, and I’m a Product Manager at AdRoll.

As a marketer with an online storefront, it’s important to think about your customer’s experience on your site. If you have a lot of products or pages, shoppers browsing around might not know where to navigate. Everything from copy to page layout and design can make or break a sale.

In fact, Forrester Consulting found that personalization makes customers 60% more likely to purchase and 80% more likely to recommend the brand to a friend. A “one size fits all” strategy simply doesn’t provide a valuable experience to consumers.

Personalization allows you to build meaningful relationships with your prospective buyers, by showing an immediate understanding of what they want to see. Ultimately, this will make your brand stand out and lead to more sales.

One of the ways you can implement personalization on your e-commerce site is showcasing products a shopper has either already viewed or is likely interested in. The entire experience feels more like a 1:1 interaction. Not only does this increase the likelihood of purchasing, but also gives shoppers an easy and enjoyable experience on your website. So how does it work in action?

The possibilities with personalization are seemingly infinite, from recommended products, hero images, shopper discounts, abandoned cart notifications, and recommendations based on other customer’s purchases. For effective website personalization, we recommend starting with these 3 steps:

  • Target your audience in real time based on the actions they take on your site, in addition to what you already know about them from their past behavior.
  • Once you have enough data, you can create compelling experiences for each unique audience segment. An example of this could be offering complementary product suggestions. If someone is shopping for a dress, you could recommend matching shoes and jewelry.
  • Measure and optimize the return on your website personalization. Find what resonates most with your customers and how these personalized experiences are performing and adjust accordingly.

Test out personalization on your site, and watch your revenue and retention grow! Schedule time with our team and we can help you think of creative and effective ways to implement personalization in your e-commerce store.