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7 Retail Insights to Improve Your Website Personalization Strategies

Online shoppers can be segmented into groups that exhibit predictable behavior patterns. Digital teams can use this information to maximize conversion rates if they understand each group's tendencies and what causes these trends. We studied seven shopper characteristics and determined how e-commerce teams may optimize their site's marketing practices to maximize sales. 

How We Know

In order to determine these insights, we analyzed over 328 million shopping sessions across our five largest fashion retail clients during the third quarter of 2021. Our results specifically come from fashion brands, however, these behavior patterns can be extrapolated across industries. 

How to Implement

To implement this knowledge, first look at your site analytics to ensure that your client base is acting in the same manner. Next, you'll need to look at your website's existing personalization strategies and evaluate if you are tailoring your approaches to each demographic. It's likely that there is room for improvement in at least a few customer segments.  

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Granify's technology analyzes each shopper's behavior to determine which personalized engagement message they should receive (if any). Through this, we are able to maximize the likelihood of conversion while maintaining their order value. If you don't currently have Granify on your site then you can use these trends to tailor your site optimization efforts and appeal to each shopper more effectively.  

7 Shopper Insights:

1. Mobile users have a short attention span and should be directed to the cart for a quick checkout. 

Mobile shopping is becoming more prevalent every day, so it is important to maximize conversion rates on these devices. You can improve this metric by implementing personalized messages that create checkout urgency. This is especially effective for mobile shoppers because of their limited attention span.  

2. Mac users are younger and have more disposable income than Windows users. 

Mac users also spend about 18% more per order and are more receptive to engagement tools. This reveals an opportunity to increase revenue from Mac users by implementing engagement tools that address their specific interests and concerns. By creating a campaign that is tailored for young people and presenting it to Mac users, you will be able to improve your conversion rate. 

3. Users landing on a product page tend to be comparing products with competitors.

Since this group is still on the fence regarding the specifics of your product, you should address why this item is better than the competition's. Depending on your market positioning, you could showcase your superior quality or focus on your price leadership. 

iOS vs. Android average order value chart

4. iOS users place great value on their time.

iOS users convert more frequently and make larger purchases. They will pay a premium price for a product that saves them time or makes their life easier. Focus on this instead of price-reduction strategies since cost is not the primary driving factor for these users. 


5. Returning visitors know your available products and are more likely to be arriving with purchase intent.

Since returning visitors are more likely to already have their mind made up before arriving on-site, you should focus engagement messages on first-time visitors, personally welcoming them to your site. Shoppers have been shown to spend more when their experience is personalized, especially amongst first-time visitors. 

6. Late-night shoppers tend to "sleep on it" before making large purchases.  They are most likely to purchase in the morning (specifically around 8 am).

 

Conversion rate vs. time of day chartAlthough you may assume that post-midnight shopping would see the highest conversion rates due to a lack of impulse control, this is not the case. The morning (beginning at 8am) sees the highest baseline conversion rate and impact from engagement tools. Many morning shoppers have already completed their research late at night, however they may require an emotional push to finally purchase.  
 

7. Weekend shoppers are more likely to purchase unique products due to an increased sense of competence and autonomy.

People tend to feel more in control and competent on weekends. Furthermore, those that exhibit these characteristics are prone to impulse-buying products that accentuate their individuality. This causes a higher conversion rate on weekends, especially among items that are very unique. For on-site campaigns that occur on weekends, emphasize how your product will allow the buyer to express their individuality.   

A/B testing new methods

Final Thoughts

Shoppers can fall into several of these categories at once. To simplify, your team may choose to focus on testing just one or two shopper segments at a time. If you are more experienced with on-site personalization and want to dive even deeper, you can create a matrix that takes several of these factors into account and determines the best message for them. For example, you could have a message that specifically addresses iOS users on a weekend. The ideal message for this group would:

  • Advocate for a premium product (due to their desire for quality and convenience, even at a higher price), and
  • Appeal to their desire to be unique (due to the weekend's effect on an individual's autonomy and desire for individuality)

You can create many segmented messages for your visitors using these seven customer insights. Start by choosing one or two groups that you want to target and work to create a personalized experience for those that fit the criteria.  

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