The Best Personalization Apps for Ecommerce
Cater the message, and the products, to the customer, and win.
What is a personalization app?
Personalization is the next step after segmentation - diving your audience into groups and catering messages to those group. For example, men and women might receive different messages. Personalization takes this to the next level by catering to a users unique profile, typically a mix of their behaviorial data, on-site data, demographic data, and possibly even psychographic data. By taking the user into account, you can have an algorithm display the product or text most likely to convert.
Enalito is a product recommendation engine and analytics tool that allows you to take action on customer behaviors through highly segmented and personalized campaigns in retail, on-site, and through email. By utilizing a customer’s browsing history, cart abandonment, purchases, etc., they are able to assess what that customer is most likely to buy. Then they take that information and create a personalized email highlighting those products. And by knowing which customers like which type of product, they can segment emails based on specific products that will only be sent to customers who would be interested.
FenixCommerce combines location information and customer information with logistics, inventory, shipping, and past order information to predict the delivery date of products, then they display the best shipping options and predicted delivery date to the customer on the product detail page and checkout pages, increasing net revenue for Ecommerce merchants like Men's Warehouse and Levi’s by 5% or more.
Shoppable Quiz by OctaneAI
OctaneAI, which started as a Messenger platform, and recently launched an SMS marketing platform, has now expanded into Shoppable quizzes.
This is really exciting because quizzes are the first step in gathering data that can improve the user experience. Quizzes allow you to gather information from the user that will better guide them to what they need from your store, improving the odds (and conversion rate) that they will buy something. By taking the quiz, they are also providing you with data that can be segmented and personalized - again making it easier for you to provide an excellent experience that encourages purchasing.
Quizzes can be customized/branded for your business allowing you to change backgrounds; customize titles, subtitles, questions, answers; add images to answer boxes making pictures an option; add GIF’s; etc. You can then put quizzes right on your homepage, or you can add a link in your header to go to a quiz page. The important thing to think about is what the quiz is trying to accomplish, what data will benefit the user to give to you, and then how you tie that into your products. Then it becomes about optimizing the questions, the order of questions, and when you ask them to take it.
So, why is this any different or better than say, a TypeForm? Because it integrates with your store and allows you to plug in product recommendations based on a customer's responses.
Within your quiz, you can add product blocks that are pulled directly from Shopify - either full collections or individual products. You can add additional content under the product blocks to provide a product description and even a link to the collection taking the customers to shop on that page. And it really, really works!
Personalization apps are for bringing the user closer to their desired outcome, in an automated way. They increase conversion rate and average order value.
When should you be investing in
Personalization tools work best as your store scales - the more customers and data you have, the more effective many of these tools become. They also work better when you have a large SKU count, typically because the product recommendation engine becomes very valuable at this point.
Who is managing these
Personalization tools should be managed by your marketing team in conjunction with either a head of Ecommerce or merchandiser - because this person may need to feed specific rules to the app for guiding user behavior to let's say, products about to go out of stock, or thelike.
What are the most important
You want a tool that loads quickly, typically they load asynchronously so they don't affect SEO, but the quicker it displays the information, the better, and this is now just par for the course. You want to know how many data points it is tracking on users and the "robustness"of the companies "AI." You want to know where the personalization can take place - on-site, in emails, texts, etc. And you want to be able to track and prove an ROI from the tool - typically by split testing and seeing increase in conversion rate and average order value.
Still unsure what’s right for you?
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