How to Use eCommerce Personalization to Boost Your Revenue

Gouri Choubey 24 August 2023News

Today eCommerce personalization has become the new norm and the B2B industry is evolving at lightning speed. The game-changing technologies are making the process not only faster but also improving customer experience and procurement journey. Amidst these growing aspects, one thing remains constant: the quest to boost your e-commerce Return on Investment (ROI).

If you’ve been wondering how to take your online store to the next level, you’re in the right place. We’re about to dive headfirst into a game-changer: eCommerce personalization. Imagine tailoring your online store to each customer’s unique preferences, creating an online procurement experience so seamless that it keeps them coming back for more. Sounds intriguing, doesn’t it? So let’s dive right in!

Understanding eCommerce Personalization – What does it mean?

E-commerce personalization is like having a personal shopper in the digital realm. It’s all about customizing your online store to cater to each customer’s unique tastes and needs. This means using clever data-driven tricks like suggesting products, showing dynamic content, and sending personalized emails to create a procurement experience that feels tailor-made. The result? Happier customers who stick around longer, buy more, and ultimately boost your ROI.

But why is this so important, you might wonder? Well, here are a few good reasons:

Enhanced Customer Experience: Personalization is all about creating a procurement experience that feels relevant and engaging. When customers see products and content that resonate with their interests, they’re more likely to stay on your site, explore more, and make purchases.
Improved Customer Retention: When customers feel understood and valued, they’re more likely to become loyal to your brand. Personalization can help you build long-lasting relationships with your customers, leading to repeat business and increased customer lifetime value.
Higher Conversion Rates: By showing customers products they’re genuinely interested in, you can increase the chances of them making a purchase. This translates to higher conversion rates and, ultimately, increased revenue.
Better Data Utilization: E-commerce personalization relies heavily on data. By collecting and analyzing customer data, you can gain insights into their preferences, procurement behaviors, and buying patterns. This information is then used to personalize the procurement experience

So, how does personalization work in practice? It involves various techniques, such as:

Product Recommendations: Suggesting products to customers based on their browsing and purchase history.
Dynamic Content: Displaying different website content to different customers based on their interests or location.
Personalized Emails: Sending tailored email campaigns with product recommendations and special offers.
AI-Powered Search: Using artificial intelligence to improve site search functionality, ensuring customers find what they’re looking for quickly.

What to consider before personalizing your ecommerce strategy in the B2B business

Before embarking on personalizing your e-commerce strategy in a B2B (business-to-business) context, there are several essential considerations to keep in mind:

Integration with CRM and ERP Systems: Ensure seamless integration between your e-commerce platform, CRM (Customer Relationship Management), and ERP (Enterprise Resource Planning) systems. This integration enables real-time data exchange and more effective personalization
Testing and Optimization: Establish processes for continuous testing and optimization of your personalization efforts. What works for one segment may not work for another, so be ready to adapt and refine your strategies.
Data Sources: Identify the sources of data you will use for personalization. In B2B, this may include CRM systems, order history, communication logs, and transaction data. Ensure the quality and accuracy of this data
Educate Your Team: Ensure that your team understands the importance of personalization and is equipped with the skills and tools necessary to execute it effectively. This may involve training in data analysis, segmentation techniques, and personalization tools.

As per a study conducted in 2021 by Statista, here’s what North American and European decision-makers think about AI assistance

Implementing AI and machine learning for eCommerce personalization

Data Collection and Analysis: Start by collecting data from your website, such as customer behavior, purchase history, and browsing patterns. Machine learning algorithms can then analyze this data to identify trends and patterns.
Customer Segmentation: Use AI algorithms to segment your customers into groups based on their preferences and behaviors. This allows you to create targeted marketing campaigns and personalized experiences for each segment.
Product Recommendations: Implement recommendation engines that use machine learning to suggest products to customers based on their past purchases and browsing history. These recommendations can be displayed on product pages, in emails, or during checkout.
Dynamic Content: Use AI to create dynamic website content that adapts to each visitor. For example, you can show different homepage banners, product listings, or promotions based on the customer’s interests and behavior.
Personalized Emails: Leverage machine learning to send personalized email campaigns. This includes tailoring the subject lines, content, and product recommendations in emails based on the recipient’s preferences and purchase history.
Chatbots and Virtual Assistants: Implement AI-powered chatbots or virtual assistants on your website. These can provide real-time product recommendations, answer customer queries, and guide them through the procurement process.
AI-Powered Search: Improve your site’s search functionality with AI. This means enabling features like auto-suggestions, typo corrections, and semantic search, ensuring customers can find products quickly and easily.
A/B Testing: Continuously test and refine your personalization strategies using A/B testing. This allows you to measure the effectiveness of different personalized elements and make data-driven improvements.
Feedback Loops: Implement feedback mechanisms to gather customer input and preferences. Machine learning models can use this feedback to continuously adapt and improve personalization efforts.
Compliance and Data Security: Ensure that you are compliant with data privacy regulations (e.g., GDPR) and that customer data is stored and used securely. Data security is paramount when dealing with personalization.
Monitoring and Optimization: Regularly monitor the performance of your AI and machine learning models. Adjust algorithms and strategies based on changing customer behavior and market trends.
Scalability: As your e-commerce business grows, ensure that your AI and machine learning infrastructure can scale accordingly to handle larger datasets and increasing customer demands.

What are some common mistakes to avoid during eCommerce personalization

In the fast-paced world of eCommerce personalization, steering clear of common pitfalls is not only wise but essential. One of the critical balances to strike is avoiding the extremes of over-personalization, where customers may feel their privacy is being invaded, and under-personalization, which results in a generic procurement experience. It’s imperative to be vigilant about respecting privacy regulations like GDPR or CCPA, ensuring that your data collection and usage practices are transparent and compliant.

A frequently underestimated challenge is maintaining accurate and up-to-date customer data. Incomplete or outdated information can lead to misguided personalization efforts, rendering them ineffective or even counterproductive. This emphasizes the need for consistent data maintenance and cleansing processes.

Testing is another key factor; failing to conduct A/B tests or validate personalization strategies can lead to misguided assumptions about what works best for your audience. Customer feedback is a valuable source of information that should never be ignored, as it can provide insights that algorithms alone might miss.

Moreover, neglecting mobile users can be a significant misstep. Given the increasing prevalence of mobile procurement, it’s essential to ensure that your personalization efforts are optimized for smaller screens and different user behaviors on mobile devices.

As your business expands, personalization strategies must also scale. Neglecting to do so can result in inconsistencies and reduced effectiveness, leaving new and larger customer segments underserved. Flexibility is another critical attribute to maintain. Personalization strategies should adapt to changing customer behavior, preferences, and market dynamics.

Furthermore, personalization should extend beyond just product recommendations. It should encompass the entire customer journey, from website navigation to post-purchase engagement. Ensuring that personalized content and recommendations remain relevant and valuable to each customer is paramount. Finally, remaining open to adjusting your personalization strategies based on customer feedback and changing market conditions is key to long-term success.

How does implementing JAQi® look like

Implementing JAQi®, an AI-driven search technology, transforms industrial material procurement in your e-commerce business. Here’s a concise breakdown:

Efficient Data Entry	It minimizes or eliminates manual data entry. Copy, paste, or type queries, and AI handles the rest, boosting efficiency by 50-80% for precise results.
Streamlined Matching	It bridges buyer descriptions and catalog items, removing the need for manual matching, simplifying searches, and reducing errors
Versatile Material Search	It handles various industrial materials with Google-like ease, ensuring easy access to even specialized products
Multi-Item Search	Search and add multiple items simultaneously, slashing time wasted on traditional drop-down menus or filters.
Seamless Integration	JAQi®’s modular architecture integrates smoothly into webstores and ERP systems, ensuring customers enjoy fast and accurate search results
Patented Tech	JAQi®’s patented search technology makes finding products in any catalog format a breeze, representing a significant e-commerce advancement.