Personalisation Strategies in eCommerce

Personalisation in eCommerce is much more than simply using customers’ first names in your emails!

First, it’s about using the data and technology available to you to create interactions at all touchpoints that remain relevant and meaningful.

Throughout the customer journey, we recommend showing customers that you understand their preferences and needs to drive conversions and long-term loyalty.

Personalisation strategies

Targeted recommendations

We’ve found that one of the easiest ways to personalise the customer experience is through targeted recommendations. This can be done by analysing browsing and purchasing history and demographic information. This doesn’t only improve the shopping experience for the individual customer, but also increases your chances of getting those sales.

Dynamic content

Dynamic content means that landing pages, product displays, and promotional offers can all be tailored for each website visitor. This is more likely to capture their attention compared to a more generic approach, like showing the same content and promotions to every user.

Post-purchase interactions

Small things can make a big difference. By sending personalised “thank-you” emails when orders are confirmation, you can continue to engage your customers even after they have converted. This not only reinforces brand loyalty, but also encourages repeat purchases and word-of-mouth referrals.

It’s also important to consider re-engaging strategies. If someone has visited your website, or even left something in their basket, offer them a voucher (e.g. 10% off) to come back and shop on your site.


As always, the keys to success are data-driven insights and continuous optimisation. Regularly analyse your data and conduct A/B testing to refine your personalisation strategies to ensure maximum impact.

Need a more personalised approach in your eCommerce brand? Contact ExtraDigital today!

Wednesday 24th April 2024

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