As e-commerce businesses continue to use significant chunks of the overall retail market share, customers demand to be instantly understood and identified. They want companies to recognize their pain points and present appropriate solutions. Companies are better positioned to provide personalized solutions by using customer communications data in email inboxes. Overall, customized shopping experiences in e-commerce will increase customer loyalty and boost revenue.

Develop a Stress-Free User Experience

Before personalizing your brand, you must fix apparent mistakes on your e-commerce website. Examples include shopping cart bugs, slow page loads, glitches, etc. If you don’t fix these mistakes, you risk damaging your credibility and violating visitors’ trust. After fixing the apparent errors, focus on providing site visitors with a pleasant shopping experience.

This requires digging deep into user testing, surveys, and site analytics to determine the potential problem areas. In addition, form and test hypotheses to repair the problems.

Place Quality Content in the Right Spots

E-commerce relies more on content than physical shops because customers can’t physically touch or view your products. In contrast, they depend on product descriptions, photos, and videos you provide. Ask yourself the following questions:

• Is it easy to compare various types of the same item on the same page?
• Do you have several high-resolution photos for each of your products?
• Do you include customer reviews so new customers can be confident in their purchases?
• Does your site have in-depth product descriptions that answer customer questions?

Optimize Navigation Around Your Best Audience

After studying your numbers, you must know which segment(s) of your audience provides the highest value. Once you’ve determined which segment this is, make it easy for them to buy from you. Additionally, create a straightforward purchasing path that will guide them from when they visit your website to their final purchase.

Once you identify these areas, focus on simplifying the purchasing path. By doing so, this personalization will optimize the revenue from this specific segment(s).

Consider Providing Incentives for Customers Who Hesitate

Once you’ve completed the previous steps and elevated your e-commerce site for conversions, you begin to personalize. Start your personalization by offering incentives to those who hesitate to buy. For instance, they’ve visited in the past and haven’t purchased anything.

Moreover, show your customer a more extensive selection of work boots if they have previously browsed work boots. If the visitor is from California, where it’s always sunny, show them swimwear. Or offer them a discount to get them to open their wallets, with the opportunity to upsell or cross-sell down the road.

Customize for Undiscovered Segments

Eventually, you’ll discover an audience segment you were not aware of. This untapped pool of customers represents another revenue source, and e-commerce personalization can help you unlock it.

Your customers desire personalized experiences that satisfy their needs quickly. The strategies in this article will optimize your e-commerce site and increase sales. The good news is that collaborating with an accomplished e-commerce web design company can help you provide customized shopping experiences.

Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.