title: "How to Personalise Your Customer's eCommerce Experience" date: 2024-09-12 slug: /ecommerce-personalization word_count: 1800 images: 5

How to Personalise Your Customer's eCommerce Experience

The shift to online shopping has transformed how businesses connect with customers. eCommerce sales have grown exponentially, creating enormous opportunities for businesses to expand their customer base and increase revenue. Yet with fierce competition, standing out is harder than ever. Offering a stellar, personalised customer experience is key to differentiating your brand.

Recent surveys reveal that 54% of consumers expect their experiences to be personalised when interacting with businesses, and around 90% are willing to spend more with brands that deliver the personalisation they desire.

This article discusses how you can customise your customer's eCommerce experience — and how great product imagery, engaging copy, and tailored product recommendations can help you deliver a unique and memorable shopping experience.

Table of Contents

• What Is Personalisation in eCommerce?
• Factors to Consider in eCommerce Personalisation
• How Do You Customise the eCommerce Customer Experience?
• Where Does Product Photography Fit In?
• FAQs

What Is Personalisation in eCommerce?

Crafting a personalised shopping experience is essential to a successful eCommerce marketing strategy. We're talking about delivering a tailored buying journey based on customer behaviour, preferences, and past interactions with your brand.

When you personalise your services and products, potential customers are more likely to engage with your business. That increased engagement provides valuable insights, allowing you to further customise their experience. The outcome? A highly interactive journey that raises satisfaction levels and drives conversions.

Personalisation programmes can increase customer satisfaction by up to 20% whilst triggering a 10–15% boost in sales conversion rates. Highly relevant content also means you're not wasting resources on marketing material customers won't find interesting.

Factors to Consider in eCommerce Personalisation

Before launching a personalisation strategy, you need to:

• Gather data on your ideal customers and website visitors — including online behaviour, demographics, interests, and purchase history. Be mindful of data privacy laws and gather data ethically.
• Analyse the data — Develop buyer personas based on your findings. This helps you understand your customers and their needs at a deeper level.
• Deliver experiences to each segment effectively — Segment your customers and create individualised experiences. Use technology to automate the personalised delivery of content, emails, and messaging so you don't have to manually adjust customer experiences for every visit.

After determining your targeting criteria, create conditions in your marketing software to customise content accordingly. For example, if certain customers have been inactive, you can send a special offer to encourage a purchase.

For effective implementation at scale, consider machine learning and AI technology. These tools make large-scale personalisation far simpler than manual approaches.

First impressions matter. Start your free trial and ensure your product images make personalised shopping experiences even more compelling.

How Do You Customise the eCommerce Customer Experience?

Here are five proven strategies for crafting a unique and memorable customer journey:

1. Create personalised homepages

Delivering personalised welcome pages for existing customers is an effective way to show relevant offers and content. Display recently browsed items or products customers have purchased in the past to encourage movement through your sales funnel — leading to increased loyalty and higher revenue.

Product photos, videos, reviews, and descriptions all play a role in creating a more engaging, personalised experience.

2. Display recently viewed items

When customers visit your site multiple times, remind them of items they've already shown interest in. This simple prompt can encourage more users to return and complete their purchase.

Take it further by offering discounts on recently viewed products. Create urgency with time-limited offers, and consider offering free shipping as an additional incentive.

You can display recently viewed items on the homepage, landing pages linked from email campaigns, or at the bottom of all pages in your store — ensuring customers are reminded of their interests whenever they visit.

3. Customise your offer per location

Make your business stand out by personalising eCommerce feeds for each market and location — display products in local currency and language. Enterprise eCommerce platforms are built to handle these requirements at scale.

Personalisation can also be directed regionally. Clothing brands, for instance, can offer different items based on the local season, ensuring customers see the most relevant products.

4. Develop campaigns based on user behaviour

Your customers' needs are unique. Why offer the same items to everyone? Developing campaigns based on user behaviour is an effective way to deliver personalised product recommendations and increase sales.

For example, a pet store could create campaigns based on pet owners' buying habits — their pet's breed or the types of products they typically purchase. This could include targeted discounts or deals tailored to their pets' needs.

This strategy works for both existing and new customers. Entice first-time visitors with incentives to join your email list or loyalty programme. If a loyal customer just made a purchase, encourage them to leave a review.

5. Make product recommendations

Product recommendations generate 31% of eCommerce site revenues — a figure no business owner should ignore. If your store offers a large number of products, customers may lose interest scrolling before they find what they want.

Personalised recommendations act as a guide, filtering customers' choices and leading them to products they're most likely to buy. Use customer data to display items similar to previous purchases, or show complementary products. If a customer bought a laptop, suggest accessories like a mouse, keyboard, or monitor stand.

One of the best ways to deliver product recommendations is through an AI-driven search engine or a personalised email programme.

Your product photos power personalisation. Send us your images for a free sample edit and see how professional imagery elevates every customer touchpoint.

Where Does Product Photography Fit In?

Product photography can make or break the shopping experience. Poor photos lead to negative impressions and high return rates. High-quality images give potential customers a vivid idea of a product's look and feel before they buy — resulting in higher conversion rates and greater satisfaction.

Research shows that potential customers are significantly more likely to convert on websites with high-quality visuals that can be zoomed in, compared to those with lesser quality images. Superior images also contribute meaningfully to generating trust among online buyers.

Product photography is a vital aspect of customer experience. Done right, it helps customers make informed purchasing decisions and increases sales.

For startup eCommerce brands that don't have the budget for multiple professional photo shoots, outsourcing photo editing is an excellent alternative. A reliable service like Pixel by Hand can touch up existing photos and make them look professional and high-quality.

At Pixel by Hand, we've spent over 10 years providing professional, cost-effective product photography solutions to businesses of all sizes. Our experienced editors can edit your existing product photos, create clipping paths, change backgrounds, and more — all with quick turnaround times.

Reach out to us today to get started on creating stunning product visuals for your business.

FAQs

What is eCommerce personalisation?

eCommerce personalisation is the practice of tailoring the online shopping experience to individual customers based on their behaviour, preferences, demographics, and purchase history. This includes personalised product recommendations, customised homepages, targeted emails, and location-based offers.

How does product photography support personalisation?

High-quality product images are the foundation of every personalised touchpoint — from homepage recommendations to email campaigns to retargeted adverts. Without compelling visuals, even the best personalisation strategy falls flat.

What tools do I need for eCommerce personalisation?

You'll need analytics tools to gather customer data, a CRM or marketing automation platform for segmentation and delivery, and potentially AI/ML tools for scaling recommendations. Popular options include Klaviyo, Dynamic Yield, and Nosto.

How much does eCommerce personalisation cost?

Costs vary widely depending on scale. Basic personalisation (email segmentation, recently viewed items) can be implemented with affordable tools. Advanced AI-driven personalisation requires larger investment but typically delivers strong ROI through increased conversion rates and customer lifetime value.

Can small eCommerce businesses benefit from personalisation?

Absolutely. Even simple personalisation — like showing recently viewed products, sending personalised emails, or displaying location-based content — can meaningfully improve conversion rates. You don't need enterprise-level tools to get started.