Send out-of-stock recommendations
It’s not often considered in the context of personalization, but the “out of stock” page should be. Even if you’ve removed an out-of-stock product from your navigation, catalog, hero images, etc., it can still be found through other means like search and social. When it is, and it provides only details of a product that’s not available, the result is a wasted opportunity.
You’re probably used to adding recommendations to your product detail pages, but, have you considered adding them to your out-of-stock pages? Try…
- Displaying products that are similar to the one that’s out of stock.
- Up-selling a more premium version of the out of stock product
- Cross-selling an accessory related to the product that is out of stock.
- Popular items available on your site now.
As always, the goal is to keep the user from abandoning your site. Normally an out-of-stock product page is a guaranteed bounce. This is just one way to turn around a missed opportunity. Here’s another way…
Retarget your customers before they go
Traditional, personalized off-site retargeting is popular with brands in every industry for its ability to draw customers back to the website. But what about on-site retargeting?
While many businesses take advantage of popups to keep their visitors from abandoning their site, too many of them are general offers that don’t resonate with individual customers.
Today’s tools allow you to set up personalized pop-ups based on things like cart content, session number, browsing history both past and present. So why wouldn’t you?
For example, if your visitor has never ordered from you before, offer a discount on their first purchase. If they’ve added a bag to their cart, offer a discount on the bag, like this example:
A little extra discount on a relevant product that your user is considering may be exactly what they need to push past checkout.
Personalize the homepage and navigation
With all the data currently available on website visitors, many, many retail businesses still send all their traffic to the same generic homepage, where every visitor has to slug through the same navigation for the products they want to shop.
When you consider how easy it is to track general location, no customer should ever have to select the country they’re logging in from. Yet, this is still something major retailers make customers do:
Instead, this page should not only take the visitor directly to the country page from which they’re shopping, but also the category for the sex they’ve shopped for most often. This skips several steps ahead that the user does not have to navigate themselves through the menu.
When they arrive at that page, ideally, the categories of product they’ve shown preferences for should be highlighted, as might recommendations that up-sell and cross-sell previous purchases. Amazon does this well, but for many retailers, the experience is still highly generic.
Make your posts shoppable
Research shows that more than three-quarter of people have bought something they’ve seen on social media. That’s good news if you’re a retail brand, especially with the introduction of shoppable posts.
Shoppable posts feature images of products, accompanied by a link to a product page, that visitors can click on to shop:
While, formally, shoppable posts were built for Instagram, that doesn’t mean you can’t create them on other platforms. They may not come complete with the same features, like clickable labels for each product in your image, but that doesn’t mean you can’t label designs yourself for say, Twitter or Pinterest, with a link in the description for shoppers.
This a great way to get products in front of an audience without being invasive. They’ve chosen to follow you, so they’re expecting to see your posts. In this case, personalization is simply delivering on what they expected to see.
Allow for continuous shopping
When it comes to your customers, sometimes the best thing you can do is get out of their way. Most of them won’t convert on their first trip to your website, so, allowing them to pick up where they left off can get them right back into the customer journey.
Big retailers are known for personalizing their homepage in this way. When prospects return to the website, whatever they were previously browsing will appear on the homepage. This is similar to customizing a homepage based on category like location, sex, product type, but it’s very specific to the exact product that was being shopped before.