The personalization of the customer experience has become a criterion of choice for online buyers, and therefore a challenge for e-merchants. Qubit, a company specializing in real-time hyper personalization of the customer experience, recently released a study on the personalization of customer journeys . Over four years, 2 billion customer journeys have been analyzed. Combined with two surveys conducted among customers and marketers, the analysis demonstrated the importance and the need for personalization of the customer experience. We also learn about the most effective optimization and personalization techniques in terms of average increase in revenue per visitor (VPN). The figures to remember from this study Customer loyalty is fragile. Online shoppers admittedly have their purchasing habits at only a few sites. 73% of customers make most of their purchases from 1 to 5 different sites. But that doesn’t mean they are brand loyal.

Only 16% of customers would be loyal to the brands they favor for their purchases. The link between brands and customers is therefore fragile on the Internet. Hence the need to redouble our efforts to guarantee a unique user experience for your customers. This goes through the personalization of the customer journey. You must offer a tailor-made experience whatever the stage of the user journey. 73% of online shoppers find product recommendations based Austria Phone Numbers List their previous purchases to be interesting. 81% of these shoppers would like promotions to be targeted based on their interests. 81% of online shoppers say they are ready to move away from their favorite sites in favor of sites with a more pleasant and personalized user experience. Almost everything is said. It remains to be determined which personalization techniques will help you significantly increase revenue per visitor.

The figures to remember from this study

What personalization techniques should you adopt? E-commerce: the personalization of the customer journey at the heart of your strategy Offer a targeted experience E-shoppers today are looking for personalized online experiences. The ideal would be to offer each customer individually a tailor-made experience from the start to the end of the customer journey. But this involves the use of advanced technologies to collect important data that will be analyzed and exploited through machine learning . Otherwise, you can still achieve customer segmentation and deliver a targeted and differentiated experience to each segment. This can only be beneficial if you target the most profitable segments. Targeted experiences generate 3 times the increase in revenue per visitor than untargeted ones. Encourage impulse buying The study highlights the performance of personalization techniques in terms of increased revenue per visitor. Among the most effective techniques, the study identifies those that promote impulse buying.

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Urgency : a technique that uses a time limit (countdown, expiration date, etc.) to create a feeling of urgency which will encourage customers to finalize their purchase immediately. Abandonment : technique that encourages users to complete the purchase they were considering through messages broadcast before they leave the site. Facilitate the discovery of products and trends As we have seen, social proof is an effective personalization technique despite what customers may think. According to the survey results, shoppers say they are not influenced by the buying habits of other consumers. However, the study of customer journeys proves the opposite. It is even the most effective technique after scarcity. Offering consumers products that have been tested and approved by other consumers would generate an increase in revenue per visitor of 2.3%. This is a much more efficient technique than product recommendation which only generates 0.4% RPV.

What personalization techniques should you adopt?

Rarity : a technique which consists in signaling the low level of stock of a product. Social proof : a technique that uses the purchasing behavior and experience of other users to determine the most popular and trendy products (customer reviews, ratings, best seller, etc.). What personalization techniques should you avoid? E-commerce: the personalization of the customer journey at the heart of your strategy It emerges from the report that one should not count only on the esthetic improvement of the pages to increase the revenue per visitor. Changes to buttons, navigation and site design do not affect the increase in VPN. Personalize the customer journey YES, but focusing on personalization techniques that prove their worth. The result, up to 6% additional VPN by combining the most effective techniques and avoiding as much as possible those that will not affect your online income.

The virtual smile strategy could therefore prove to be relevant for a brand seeking to target a tasting community as part of the launch of a campaign or a product. Emoji: data still little cleared Far from being anecdotal, these images with their simple and colorful design become nuggets of the black gold of Big Data, provided that brands learn to see beyond the data collected. Emojis have fundamentally changed written language and have become essential in any digital Social Media strategy. Proof of the phenomenon, will be released in October, in France, the film “The secret world of emojis” by Tony and which is completely dedicated to them. However, as the co-founder Europe’s leading start-up in Social Media Intelligence, which monitors more than 300 million sources per day, points out, their detection, analysis and understanding is still largely uncultivated ground.

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