An ecommerce personalisation project is bound to succeed if the retailer has taken some time to think about what they want and how they think it will work.
We believe that initially, there are two important questions to ask when embarking on a personalisation integration project which define the level of data and therefore relevance which can be achieved.
1. What do we know about the content?
For many retailers, this question will be easy. Retailers should already be holding valuable data on each product they stock to:
- add value for SEO
- help purchase decisions
- offer information for researchers, and
- allow better faceted/layered navigation
… so there’s a good starting point to begin with.
There are also other uses for this data outside those listed above – for example, to see trends and provide ideas for blog posts and content marketing!
2. What do we know about how the visitor shops?
This is where it could get trickier. For retailers, being able to understand the reasons behind why a visitor prefers premium brands over own brands or why colour is more important than price.
Through a mixture of user testing or recorded videos from WhatUsersDo, “big data” analysis and consumer research, these traits can be teased out. Not only does knowing these intricate nuances help you better understand your visitor profile, it helps you prioritise product qualities in buying, merchandising and marketing.
Once you have the answers to the above questions, you can start to create relationships between content and visitor preferences. These could be anything from:
- Those who eventually buy D&G brand products start looking at Versace but are put off by the lack of size information
- There’s a lack of product descriptions for products from the Curtains category
- Visitors who look mostly at red products spend more than those who look at blue.
As well as feeding back this information to departments in your business, these insights can be transferred into a personalisation tool as rules and logic configurations – helping your online merchandising to match your products and visitors, their intentions and the way they shop.