/ Growth Tactics

3 User Personalization Ideas for eCommerce

Despite the variety of business models, there are some challenges most eCommerce businesses face at some point:

  • How to scale via up and cross selling?
  • How to reflect individual user intents in the buying funnel?
  • How to improve conversion rates, CPAs and other KPIs?

In this blog post, we are going to take a look at three use cases revealing how user segmentation and personalization help eCommerce businesses to master these challenges.

User Personalization Use Case: The North Face

For more than 50 years, The North Face has made activewear and outdoor sports gear that exceeds expectations.

The North Face Shop

North Face’s Assets

The brands invests a lot in influencer marketing and social proofs. Browsing the “Athlete Team” section on the website, users can select an athlete’s profile for inspiration. The visitor checks out the athlete’s motivation, expeditions, videos and - most importantly - the gear they are using tempting users to buy.

Make Followers Become Buyers Via On-Site Messaging

The goal of this use case is to

  • Make new users referred by influencers
  • Become buyers
  • Based on individual user actions and intents
  • Without affecting regular users
  • Increasing conversions and LTV (Lifetime Value)
  • Evaluating the influencer cooperation via user analytics

How to Use External Influencer Data to Approach to the Right Users?

How could The North Face utilize the intent data from its (external) influencers in an efficient yet individual way while using the advantages of an on-site personalization and segmentation? The aim of this campaign also is to create free shipping upsell cross sell opportunities.

Collect and Store Data Using 360 Data Model

Identifiers are used to track and identify individual users across and throughout channels making it possible to adjust and adapt a shared database at any point of the user journey.

Intempt 360 Data Model

The Tracker

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

The Influencer

Next, we will import external third party data. Alex Honnold, one of North Face’s top influencers, will launch an email campaign for his subscribers pointing to the North Face online store while using identifiers for encapsulated email referral links.

The CRM

Then we will import customer data from the online store’s CRM indicating the customer lifetime value (LTV). We then combine and blend the influencer data with the CRM data using identifiers.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Are identified
  • Subscribed to Alex Honnold’s newsletter before
  • Are considered to be high level customers (current LTV above $1000.00)
  • Are predicted to leave without buying

This is how our user segment would look like:

North Face Shop Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Went to Checkout”)
  • One or more message copies
  • Additional delivery preferences (5 seconds delay, triggers only at online store)

The final message could look like this:

North Face Shop Message

Because Itempt is tracking the individual user’s actions, the user’s actual cart value can be used to

  • Evaluate the influencer’s impact on the brand
  • Adapt additional bonuses
  • Encourage the influencer
  • Override the customer LTV to keep the database up to date

Why a Message at This Time?

Users at this time

  • Are browsing the online store
  • Are identified
  • Subscribed to Alex Honnold’s newsletter before
  • Are considered to be high level customers (current LTV above $1000.00)
  • Are predicted to leave without buying

User Personalization Use Case: The Home Depot

The Home Depot is one most popular websites for DIY and professional renovation projects alike.

Home Depot DYI Homepage

The Home Depot’s Assets

Home Depot’s marketing mainly focuses on content. While providing a library of instructional videos and info on DIY projects, Home Depot subtly and efficiently attracts future buyers of tools and supplies.

Convert Users Into Buyers Via On-Site Messaging

The goal of this use case is to

  • Display suitable upsell products to buy
  • Based on individual user actions and intents
  • Without affecting regular users
  • Increasing conversion rates and/or AOV

How to Display Products Only to Users Who Need Them?

A broad user spectrum makes it difficult to identify and approach users in an individual yet automated way to successfully drive conversions.

Create a User Personalization Campaign to Boost Sales

Driving conversions with tailored upsell offers is a great use case for user personalization. You may easily segment only the right users you would like to approach to while still gaining full control over your campaign (compared to a fully automated recommendation suite).

How do we get there?

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Watched informational caulking videos at least two times
  • Browsed the “Bath Projects” section
  • Are predicted to not add any product to the cart

This is how our user segment would look like:

Home Depot Sample Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Purchased a Product”)
  • One or more message copies
  • Additional delivery preferences (only trigger messages at “Caulk & Sealants” section)

The final message could look like this:

Home Depot Store Message

Why a Message at This Time?

Users at this time

  • Are browsing the section “Caulk & Sealants”
  • Watched informational caulking videos at least two times before
  • Previously browsed the “Bath Projects” section
  • Are predicted to not add any product to the cart

In this scenario, we offered a free shipping plus upsell option only to the right users increasing conversions and AOV.

User Personalization Use Case: Birchbox

At Birchbox users can either shop products at the shop or become a monthly beauty box subscriber. The company previously created buzz with the help of well known influencers such as Emily Schuman (300k+ Instagram followers).

Birchbox Home Page

Birchbox’s Assets

Birchbox is tempting indecisive customers to try out products and buy them later. Members have access to 5 beauty samples each month. They also receive points redeemable at the online store when adding full size products to their boxes and get other additional offers regularly.

Birchbox Explained

Make Users Become Subscribers Via On-Site Messaging

The goal of this use case is to

  • Engage users to become a beauty box subscriber
  • Based on individual user actions and intents
  • Without affecting regular users
  • Increasing LTV (Lifetime Value)

How to Identify New Users Who Do Not Subscribe?

A broad user base makes it difficult to identify and approach users in an individual yet automated way to successfully drive subscriptions. Some users might just want to buy items at the shop, others are already subscribers. Birchbox could target new users only who did not add any item to the cart yet.

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Browse Birchbox for the first time
  • And haven’t subscribed yet to the box service
  • Did not add any item to the cart yet
  • Are predicted to leave without subscribing

This is how our user segment would look like:

Birchbox Sample Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Has Subscribed”)
  • One or more message copies
  • Additional delivery preferences (10 seconds delay)

The final message could look like this:

Birchbox Store Behavioral Message

Why a Message at This Time?

Users at this time

  • Browse Birchbox for the first time
  • And haven’t subscribed yet to the box service
  • Did not add any item to the cart yet
  • Are predicted to leave without subscribing

Boost Your eCommerce Business Via User Personalization

Target visitors based on their behaviour across channels while you still retain full control over your campaign.

If you are struggling with long customer journeys and fragmented visitor segments, this approach can be your tool to drive conversions.

Just be personal, in a smart way.

Want to Get Your Users engaged and converted?