The decision-making process for consumers is complex. Consumers research the prices and specifications online and then try the products in a physical store. They also compare different eCommerce sites to determine trustworthiness (those that offer hassle-free payment gateways, stress-free refund policies, and easy checkout).
A recent SmarterHQ study found that 72% of consumers only want personalized marketing messages. Another metric indicates that consumers prefer personalized marketing messages with special offers and discounts over other brands or products. It is clear that personalized, unified shopping experiences across all channels and online are the key to repeat sales conversions for any brand.
This applies to brands that use Magento as their eCommerce platform. It can be difficult to create an omnichannel and personalized Customer Experience. We have compiled 5 simple but effective Magento personalization strategies to help you “craft” your personalization mix.
What is Magento Personalization?
Magento personalization refers to the process of improving your Magento store’s marketing strategy with ecommerce personalization best practice & tactics. This will help increase sales and conversions through highly targeted messages. You will need reliable and flexible marketing automation or a customer engagement solution. This extension can be integrated seamlessly into Magento.
These 5 Magento Personalization Strategies can help you scale your growth
These are the five personalization strategies that I recommend for Magento stores.
#1 Customer Segmentation 101
This is why it’s important:
Customer Segmentation forms the foundation of a viable personalization strategy. To deliver targeted campaigns, segmenting your audience is a crucial component of the process. You can’t just collect general behavioral data. You need to segment the data to match customer personas so that you can deliver personalized content.
After visitor behavior analytics are installed, segments’ information will automatically be updated. Customers continue to shop and their preferences are reflected within the database. Based on the latest searches, targeted marketing initiatives like banners, cart price rules and personalized offers can be created.
You can skip this step and your brand will deliver low-converting messages to customers.
Here are some examples:
These are some examples of customer segmentation that you can use and which are effective.
Segmentation based on Demographics
- Gender (really popular in the fashion industry).
- Age (popular in the industry)
- Style (popular in fashion industry)
- By location (favorite in the industry)
Behavioral segmentation useful to every eCommerce business:
- Based on page views or purchase history, per vertical or product category
- Based on loyalty (returning sessions).
- Based on your search history
#2 Promote the Best Sellers of Each Category to Your Segments
This is why it’s important:
After you have created the segments, you can start to implement proven personalization strategies. Putting your most-sold products in strategic places within your Magento store can increase conversions (homepage, category pages). This strategy can be tailored for a specific segment of your customers (based on gender or age) and for a specified time period (holiday season invariably results in a lot of quick sales, so make sure the clock is visible).
You have the option to design or create the shortcode. Also, you can decide whether the price, user ratings, and add-to cart/wish-list button will be displayed. Magento 2 Personalization extension lets you promote top sellers and increase sales revenue.
Here are some examples:
- Use your segments to send push notifications featuring the top-selling products
- To promote your best-selling product in each of your top three product categories, schedule email campaigns.
#3 Display Personalized Exit Intent Pop-Ups With Top-Selling Products
This is why it’s important:
Exit intent pop-ups must be installed in every eCommerce store. They are the last thing a store manager can do to stop a visitor leaving the site. Pop-ups are generally hated by people unless they provide something useful. Based on our experience, offering a limited-time deal for a popular product from a relevant category is the best way to keep new visitors engaged.
If you are a technical person, you can create a popup for the Magento2 store by yourself.
Here are some examples:
- You can create 3 dynamic exit intent popups for the top 3 product segments, brands or categories. Then you can offer a midnight deal for a top-selling product in a category they have visited previously.
- You can extend this strategy beyond the site by creating PPC social media remarketing ads to visitors who didn’t convert. (You will need to create custom audiences for this one on Facebook).
#4 Schedule Monthly Personalized Email Product Recommendations
This is why it’s important:
Regular emails are a great way for customers to make repeat purchases and build brand loyalty. Barrilliance claims that sending monthly, behavioral-triggered emails to customers with product recommendations can increase your email conversions by up to 25%. You only need to add the relevant products to your existing template. The extension handles the rest seamlessly. A smartly designed “you may also like..” triggered email campaign can increase your monthly revenue.
Here are some examples:
- You can create a separate email automation workflow for each of your top five categories using the same email template, but serving different segments.
- Automated cross-selling email campaigns that highlight the top five brands’ most popular or best-seller products.
- This strategy can be extended off-site by using PPC remarketing advertisements on social media
#5 Run Top Regions Location-Based Deals
This is why it’s important:
This works well for global brands that sell to many countries. It is a great way to personalize Magento by identifying your top three countries and creating dedicated offers for each area based on visitor preferences and historical data.
Global brands that run location-based and country-based promotions generate high conversions. This is especially true if you have the ability to create localized or translated landing pages.
Personalization can increase revenue, customer loyalty, and word-of-the mouth publicity.
Here are some examples:
- A local promotion can be run to promote your top 3 regions or countries.
- Hype marketing techniques can be combined with local events or an anniversary for maximum exposure, reach, and conversions. Eg. To create unique promotions and concepts, you can combine Halloween with top countries.
It’s now your turn
In order to succeed in e-commerce, you need bold strategic thinking, execution-driven mentality, and time-sensitive decision making.
Consumers expect brands to send more relevant and effective marketing messages. The above-mentioned Magento personalization strategies will help you get your business on the right path.
Keep in mind, however, that every industry and every business is different and has its own challenges and characteristics. To unlock growth, a company should constantly test and adapt its marketing strategies.
