eCommerce Personalization Examples & Tactics For Shopify

Imagine this for a moment: You have a physical store. Your customer walks in looking for something. She browses around, walks down the aisle, looks around to ask you (or your staff) a few questions.

Then, all she hears is this:

"Hello, Customer. How can we help?"
"Lady, you looking for something?"
“Hey Visitor Number: 239871032, Want to buy winter coats?”

Can you see just how odd it sounds? 

That's what happens to eCommerce stores without personalization.

It’s not just odd or awkward; it’s outright expensive for you. In the year 2016, Accenture fast-forwards to a few eCommerce personalizations stats 2021. According to an  Accenture report, 43% of U.S. consumers are more likely to make purchases with companies that personalize experiences, 31% report finding great value in services that automatically learn about their needs to personalize recommendations.

According to Segment, did you know that 49% of buyers have made impulse purchases after receiving a more personalized experience? Meanwhile, on average 71% express some level of frustration when their experience is impersonal, according to Segment’s The 2017 State of Personalization Report

Simply put, most eCommerce retailers just don’t get it. Plus, it’s not too hard to achieve eCommerce personalization to give your customers that little extra love. 

Convinced? Let’s see a few examples and tactics for eCommerce personalization and how you can achieve these for your Shopify eCommerce store.

How to Deliver eCommerce Personalization on Shopify? 

eCommerce Personalization is all about making your Shopify store deliver personal experiences by addressing your customer by name, remembering your visitors' choices (including geographic location, previous visitor behavior, products that they are interested in).

Then you can dynamically show content, product recommendations, and specific offers based on those previous actions, browsing behavior, purchase history, demographics, and other personal data.

Personalizing your eCommerce site is a great way to improve conversion rates. It can be difficult, though, to know where you should start and what specific changes you should make.

4 Steps to Personalize Shopify Stores (With Examples) 

While there’s a lot you can do for eCommerce personalization, we recommend you start simple and keep it simple as well. Instead of going all technical and geeky on you, here are some basic steps you should take to help make your Shopify store a lot more lively, dynamic, and as personalized as it can get. 

Start with Audience discovery & management

You can start creating audiences by targeting visitors in real-time based on the actions they take on your site (browsing a product category, searching for products on your Shopify store, watching videos about a product) as well as what you know about them with dynamic customer profiles (past behavior, stated preferences, existing information, geographic location).

Then, sort and segment these audiences so that you can identify them later (see below). 

To deliver personalized experiences, you'd have to remember visitors' choices (including geographic location, previous visitor behavior, products that they are interested in). Show content, product recommendations, or specific offers based on those preferences when the person returns to your site. 

This is called Dynamic Personalization. Create specific audiences based on several factors such as:

  • Email subscribers (or not) 
  • Leads (with preferences, history, and lead score) 
  • Existing Customers (with a history of their purchases) 
  • Potential customers (with browsing history, products they are interested in, products clicked on, videos watched, pages visited, and more) 

Utilizing these data, you can use several tools to help you deliver targeted messages (or not, while they are on your Shopify store).

While how exactly you deliver personalized messages depends on the technology or tools that you’d use, this is how it looks like for some popular tools out there: 

Using OptinMonster, address your email subscribers by their first name by using {{form_first_name}} 

Drip uses Liquid Syntax (much like Shopify does) and helps you create personalized email messages based on the information you already have about your customers or email subscribers. Using “Content Snippets”, email messages change based on “If...else” statements inside content snippets. 

Here’s an example of how personalization is done with various tools for Shopify users: 

This is a random content snippet (shows a few subscribers one message while other subscribers see another message). 

{% assign randomness = “now” | date: “%S” | modulo: 3 %}
{% if randomness == 0 %}
P.S. Check out my Youtube channel for video tutorials on email marketing automation
{% elsif randomness == 1 %}
P.S. Looking for even more ways to grow your MRR? Here’s a fantastic article I just found
{% elsif randomness == 2 %}
P.S. Do you love inspiring and motivational quotes as much as I do? I’ve collected the 42 best email marketing quotes for you
{% endif %}

So, this is what subscribers see as soon as a content snippet is added inside the email. In this example, it’s done after signing off, after “P.S:” 

Some subscribers see this: 

While other subscribers see this: 

See where we are going with this? 

Plan & deliver store visitors' Personalized Shopify Store experiences

Once you know your visitors, you can create compelling on-site experiences tailored to specific audiences that appeal to them. 

The scale and complexity of those personalized experiences can change, but you can still deliver a personalized experience to visitors depending on who they are (already a customer? Is she an email subscriber? Where is she from? What does she like? Did she add any products in the past?

Thanks to the two steps above (audience discovery and your plan to implement the data), you can do the following: 

For instance, just knowing the data above and using OptinMonster on your Shopify store, you could create a targeted campaign with pop-ups as shown: 

Image Credit: OptinMonster

Or, you could use smart tags just to send in personalized pop-ups with a specific call to action for your email subscribers (data is taken from your email marketing list, connected with OptinMonster). 

Image Credit: OptinMonster

Here’s a detailed guide on how you could achieve this by using Smart Tags with a personal offer to your returning visitors (or previous customers) 

Use Retargeting For Customized outreach at scale

Personalized experiences aren't always delivered only on your Shopify store: a lot more can be achieved even after your store visitors leave. 

By using effective retargeting techniques (there are several), you can also reach out to your customers with targeted sequenced ads, emails, and more. 

For instance, if you use Adroll retargeting email campaigns, you have a way to send out emails immediately after a potential customer abandons shopping cart as shown: 

Image Credit: Adroll

Or send out targeted emails to existing customers for cross-selling but based on their previous purchase history. 

Image Credit: Forever21

Use retargeting emails or retargeting ads to specific, warm audiences that you’ve taken the time to sort and segment leads to high open rates, click-through rates, and sales.

Create to Connect: About Page With Real Pictures & Videos

eCommerce Personalization, however, isn’t just about using tools and technology to call out customers by their names. 

It also has to do with your brand character, the language you use while communicating (blog content, page copy, product descriptions, and more) with your audiences (visitors, leads, and customers).  

Write content like you are writing to your best friend. 

Last, but not least, put a picture of yourself as the "company owner" in contact information so shoppers feel like you're just an email away from answering their question about shipping times for a specific order or how much more it costs to add a gift wrap packaging.

If you have a full-fledged team, put up your team photos out there for your potential customers to see (no one wants to buy from a wall of HTML); people buy from people. 

That way they'll know you care enough to give them individual attention even if it's not related to what they clicked on this time around.

The key to getting eCommerce personalization right is in the right strategy and stellar execution. 

The pursuit of eCommerce personalization usually results in an over-abundance of useless data. Not every personalized experience will resonate with your Shopify store visitors, so it’s important to always understand how these experiences are performing and adjust accordingly. 

That's why you should always keep testing. Your success depends on continuous measurement and improvement of your campaigns, Shopify store design, and constant tweaking with the tools and strategies you implement. 

How are you going to personalize your Shopify eCommerce store?

At la Hutte, we create, we improve, and we grow our e-commerce shops every day. We can help you create awesome, personalized eCommerce experiences for your customers in your Shopify store. See what we do with our eCommerce services.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.


Improve your eshop with growth strategies

Your products are awesome. What if we could sell more of them?

Get ready for takeoff & land on your dream e-shop

Growth Insights • More articles

The Perfect Email Journey to get back +25% of your lost checkouts

I'm sharing here a proven tactic that drive results to get back at least 25% of your lost checkouts, while the e-commerce average is around 8%.

Read →

Your CRM action plan to take your ecommerce store to the next level [checklist included]

Launching an ecommerce store? You have everything ready, your products, your website, your design - even your analytics? Yupee !But how about your CRM ? In this article, we'll review a simple go-to plan you can start with today to extend your CRM capabilities. Let's dive in!

Read →

Facebook Ads Budget & Profitability Calculator

This calculator will let you know which budget you'll need on Facebook - and if your ads are profitable.‍

Read →

Emails Metrics A/B Test Significance Test

This email A/B test significance test will let you know which version of your email A/B test is the most performant - and on which metrics. Plus, we'll display which recommandations you can take.

Read →

Benchmark - Email strategies you can learn from these DTC Brands

What do customers want to see? Truth is, it really depends on what you offer and how you want to brand your business. Overall, here are the things that we highly suggest you consider when writing your newsletter.

Read →

How to increase click rate on emails?

How to increase click rate on emails? This is a very tricky question because it always depends on a lot of stuff and by a lot we mean — A LOT. So, we suggest to actually follow this checklist that we have formulated to help you get a bigger picture of what should be done. 

Read →

Funnel Review / Colourpop

Colourpop is a great makeup and skincare brand. It is well-known for its cosmetics and well-appreciated by beauty addicts around the world. We were curious how they gained even more popularity, so we did what we love to do - review their funnel. Let’s see all their good practices and what they could improve on their website!

Read →

5 eCommerce Marketing Strategies You Could Implement (Right Now)

The global eCommerce industry is pegged at a whopping $4.89 trillion in 2021, according to Shopify. If you get it right, it’s a profitable and borderless industry that you could take advantage of. 

Read →

Funnel Review / Peloton

Peloton is a brand well-known for its exercise bikes, treadmills and fitness classes. Take a ride with us as we get a closer look at their funnel. Highlight vendor collections - The home page is the most important part of your site. It helps...

Read →

How to Create SEO-Optimized FAQs To Get More Traffic

SEO-optimized FAQ for your eCommerce store gives people the information they're looking for without them having to leave your website or call customer service.

Read →

What is a Good Conversion Rate On Shopify? [& Tips On How to Improve Conversions]

To help boost your Shopify store conversion rates, you’ll need a holistic approach.

Read →

The Perfect Product Page Structure for Your Ecommerce Store

The Product Page is the most crucial page of your eCommerce store where conversion takes place.

Read →

How to Use Pinterest To Promote Your eCommerce Store

Pinterest is a great platform to promote your eCommerce business.

Read →

Growth Blog • D'autres articles

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
▲ hutte • que 2021 soit spécial • réalisé avec attention