When we talk about web personalisation, strategies and best practices very often stop at the most salient and impactful activities such as, for example, customisation of content banners, product and content recommendations, dynamic smart forms and behavioural messages, more generally.
But the world of web personalization does not end there: there are, in fact, numerous forms of personalization that are undoubtedly less obvious but equally, and perhaps more, effective.
These are micro-personalizations, mostly of text and messages, which aim precisely to tailor the communication aimed at the user based on his or her browsing behavior or cluster. But let’s find out more in detail what these are and why we can consider web micro-personalizations a valuable opportunity especially in the eCommerce field.
Web micro-personalizations: each user, a different story
Providing users accessing an online shop with a personalized and engaging browsing and purchasing experience is critical to improving the performance of the eCommerce itself both in terms of revenue and audience retention.
After all, the goal is as simple as it is ambitious to achieve: to equip the online shopping experience with those components and peculiarities that distinguish, instead, the offline experience.
Here is where web personalization makes it possible, thus, to shape the communication and offerings of the online shop as a good salesperson would in the store.
What about web micro-personalizations? They intervene at the most strategic moments and points to reassure and accompany the user on the navigation and purchase path.
These are small text messages that are often displayed, as anticipated, in the most salient sections of the shop such as the product tab or the shopping cart page.
But how to make the most of micro web customizations?
Web micro customizations: start with good profiling of your audience
As is the case with any web personalization activity, for micro web personalization to be effective it must be a “consequence” of a good profiling and audience segmentation strategy .
Biographical data, tastes and interests, browsing preferences, and purchasing behaviors are key information to possess and to start from if we wish to personalize each small message within our site according to the user to whom it is addressed.
In this context, the use of a Customer Data Platform such as Blendee is crucial as it allows not only to collect data and information about users, even anonymous ones, but to propose personalized experiences by leveraging the full potential of artificial intelligence.
The micro texts that work and..convert!
Ideal for making your users feel recognized and important, while also offering content and products in line with their interests, web micro customizations can be leveraged in eCommerce for multiple purposes.
- Stimulate users to register or join a loyalty program Lead generation activity is a crucial aspect of an eCommerce growth strategy. Too often, however, it is left to the creation of popups or behavioral messages that are often ignored, precisely because of their significant visibility. Remind the user how beneficial it is to register on the product page as well, for example, by showing a percentage discount that they can take advantage of on their first purchase!
- Remember free shipping Free shipping is an important incentive to purchase. Remembering it on the site via banner or pushbar on the home page is important, but don’t forget the product tab or cart page. In the product tab you can recall it with a micro textual customization to be placed perhaps right next to the call to action and, in case free shipping is tied to a minimum spending threshold, on the cart page you can show the user the spending limit to take advantage of the promotion or how far to reach it.
- Communicate particular promotions and special offers In the case of particular promotions only on certain categories or on specific items, it is interesting to take advantage of web micro-customizations to make them known to the user even within the product sheet (e.g., “With the purchase of the selected product, you immediately receive a x% discount).
- Stimulate impulse buying Web micro-customizations are particularly effective when we wish to stimulate the user to conclude the purchase by communicating a sense of urgency and scarcity. In both cases, it is possible to include a personalized message perhaps indicating the expiration of a promotion (“Special Price: Last Hours”) or the quantity in stock available (“Last x items available”).
- Reassure the user On special occasions such as Christmas, when the purchase is often strongly motivated by the need for the gift, it can be attractive to reassure the user about shipping time. Including personalized text that reassures on this aspect is a strong incentive for the user to close the purchase.
- Leverage the principle of social proof Social proof is one of the most powerful persuasive levers to influence users’ purchasing decisions. Showing within a product card the reviews or liking level of the item is important. In this case, micro web customizations could be leveraged precisely to convey this type of message. Please note: the text could also be customized according to the cluster of the user who is viewing it (e.g., “Product chosen by moms like you”)
The above are just a few examples: when creating micro web customizations, remember that the goal is to facilitate the user in the purchasing process. Information and messages should therefore clarify any doubts or dispel uncertainties as much as possible.
Micro web customizations: attention to text
Micro customizations, micro texts: in making micro web customizations, we must not forget to take the best care of the texts we are going to insert.
These are small snippets of text that actually have the ability to support users and invite them to action, in short they have the power, to drive the user to purchase.
Here, when drafting, we must not forget some useful tips:
- Be clear and concise;
- simulates human conversations, choosing simple and empathetic language;
- Take care of the tone of voice
- Customize the text.
Micro web customizations are a valuable tool in your web personalization strategies: take care of every little detail, every inch of the field is valuable to win the game!
