Ecommerce Website Personalization: How to personalize pages based on sales readiness

Ecommerce website personalization means customizing pages within a website so that it meets visitors' unique needs. Personalizing pages allows you to offer the right value to visitors at the right time, which is the key to increasing conversion rate.

Anyone in eCommerce must have heard the term “sales funnel.” It’s a phrase used to divide prospective customers into three factors based on their sales-readiness. Most commonly, these three factors of prospective customers include:

  • Awareness
  • Consideration
  • Conversion 

About website personalization

Personalization is a new trend of the decade to come. Try searching the word “Personalization” on Google Trends, you’ll see that interest in this term increased drastically over the last few months of 2019. 

According to Keywordtool.io, the query of “personalization” possesses an average search volume of 74,000 monthly. There’s no doubt people are looking for a uniquely personal experience.

personalization-trend
Search volume for the term "Personalization" increased drastically over the last few months of 2019

Website personalization is a part of this. As people are getting more and more familiar with a personalized experience, website personalization is on its way to becoming a must for companies to stay ahead of the competition.

While defining a sales funnel is a common practice among businesses, the techniques used to personalize the customer experience by sales-readiness varies by industry. Customers in different industries take different actions on different channels to support their decision before buying. Hence, marketers have been adapting to have a grip on their customers’ statuses.

For eCommerce websites, this is where the term “traffic temperature” is born.

What is traffic temperature?

When it comes to online businesses, traffic means the total number of visitors to a website over a specific period of time.

Traffic temperature refers to the extent to which a visitor is ready to make a purchase.

Equivalent to the stages of the sales funnel, eCommerce marketers divide their prospect customers into three groups:

  • Cold traffic (Awareness)
  • Warm traffic (Consideration)
  • Hot traffic (Conversion)

Using technical methods and operating under legal compliance, tracking people’s actions through websites and devices is a common way to gauge traffic temperature. First-time visitors are often labeled as cold. If they explore some pages, click on some products, join your newsletter or download a document, they get “warmer”. A visitor is sorted as “hot traffic” when they take strong actions, most typically adding products to carts.

Serving the dominant traffic group

Of course, it is not an easy game to customize one single page to meet the needs of every visitor. Designing and building a personalized eCommerce store costs a lot of time and human resources.

An effective solution for this is to customize the pages to the dominant traffic group (by temperature). The dominant traffic group can be identified by the amount of traffic of that group to the page. As the traffic of this group to the page is the majority, a majority of traffic would get the most personalized experience. Serving this traffic group first would then deliver the best result.

For the traffic of the other groups, add unique components to serve visitors when signals of the traffic group are detected.

In this guide, you’re going to learn how to build your website with proper content and value proposition, how to serve each traffic group with exactly what they need so that visitors are engaged the furthest through your sales funnel.

  1. Personalize Your Homepage

    Like practically any page on your site, traffic to a homepage can vary from any degree of sales-readiness. Visitors have different needs and look for different things to be satisfied. However, as the main hub where product diversity, brand story, and social community are reflected, people are more likely to start their journey from a […]

  2. Personalize Your Product Listing Page

    A product listing page is a page that displays all products of a particular category. It is on a product listing page that people scan and compare the items before selecting one or more items to view further.  To personalize product listing pages, it is necessary to understand each group of visitors and what they’re […]

  3. Personalize Your Product Page

    A product page is where people decide whether they need your products or not. Yet, traffic to this page type is not necessarily hot traffic.  People land on your product pages for many reasons and at many temperatures. And since it’s where people make up their mind, serving each group of traffic with personalized content […]

  4. Personalize Your Cart Page

    The cart page is a middle ground between choosing products and checking out. Personalizing cart pages can make it more likely that people will take the final move and press buy.  But is any visitor to this page the same in terms of intent and behaviour? Well, it varies. People add a product to their […]

  5. Personalize Your Thank You Page

    Upon completing the checkout, customers tend to wait for an order confirmation, from which they check the total order value, the delivery information, tracking number and other similar types of information. This makes thank you pages, also known as order the confirmation page – an important step of the checkout flow.  Though email is another […]

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