5 tools to customize the experience on your e-Commerce

Do you need a website for your company? No, that was something needed in the previous decade. Nowadays, you need as many websites as visits that come to it. If you have an online store and want to boost your results, you will need to adapt to each user.

Whatever the phase within the sales funnel the customer or prospect is going through, personalizing the experience on your e-Commerce will be decisive for them to move towards the purchase and for you to build loyalty.

The best tools to customize the experience

The 80% of consumers are more willing to buy on a personalized website. By doing so, you make each customer feel special when visiting your store. Furthermore, you prevent them from quickly leaving your page in search of another competitor that does personalize.

Do your customers quickly find what they are looking for? This is a great question you should ask yourself. If the answer is no, you may need to improve the User Experience in your online store.

With the right tools, you will be able to customize the experience on your e-Commerce more easily. Take note of the solutions that can help you display a site as close as possible to each user who visits you.

1. CMS and CRM (all-in-one content and contact management)

A CMS (Content Management System) program is a key tool to have a versatile online store. HubSpot is an ideal solution for this, as it is very intuitive and allows you many customization options.

Keep in mind that your online store is not the only place to personalize, but you should think with an omnichannel mindset.

• Create different landing pages for each audience profile

• Segment through campaigns manageable from the platform

• Create an email marketing workflow to automate personalized emails

• Maintain communication on other channels with data collected in your CRM

You have the opportunity to have a free CMS to start, and thus try the experience in your company. It is always advisable to test and evaluate what you exactly need before implementing such systems.

The CRM (Customer Relationship Management) is among the tools to personalize the experience of your e-Commerce that are most worthwhile. HubSpot offers you CMS and also CRM, and with it you will be able to manage audience segment lists. Thus, you can send emails or run specific campaigns for each profile.

In the case of HubSpot, it is a recognized and very powerful and complete tool, which has various modules:

• Sales panel

• Role assignment

• CRM

• Blog management

• SEO optimization

• Chatbot

• Automatic publication on social networks

These are some of the many features you have at your disposal with the use of a tool like this.

2. Chat tool to personalize

The use of chat is key to achieving a more personalized website. Every visit to your e-Commerce that has questions can easily resolve them if you have an active chat. Otherwise, you may be losing many potential sales.

Additionally, personalizing your site with a chat is a form of customer service that is highly valued. Think about those who have already bought from you and return to your site. If they feel treated kindly and their doubts are answered, they are more likely to repeat.

3. Advanced site analytics

Do you have an e-Commerce and want to personalize the experience? There is much you can do to achieve a more user-friendly and attractive experience. The tools are many and the options are countless.

The important thing is to carry out the most appropriate actions for you, and the most timely at this time. Pockets are not infinite and time is money, so you will have to prioritize. The point is to start, and as you get results, you can advance more.

Before making any decisions, the ideal is to start with an analysis of your results.

• What have you achieved so far?

• In which part of your online store do you lose potential customers?

• Which pages of the site give you more profitability?

• How long does the user stay on your web on average?

• What is your most valuable weak point that needs improvements?

To be able to evaluate these and many other questions, you will need specific web analytics solutions. Google Analytics helps you a lot in this regard, along with Search Console and Tag Manager, so you can optimize your site and increase your visits, as well as conversions.

If you also want to improve the experience on social networks and other channels, each solution allows you to do so. For example, if you schedule your posts with HubSpot, you can analyze results in the tool itself.

4. Email marketing solution

If you have a small business and want to start with a basic but functional tool, an email solution is a good start.

Beyond the option to automate emails offered by your e-Commerce software, there are platforms like MailChimp that are more complete and intuitive.

With a mailing program, you can send personalized emails at key moments such as:

• On a specific date, for example on your customers' birthday, offering a discount.

• After receiving a notification that they have performed an action on your site, for example, if they visit a product page.

• After a user has filled the cart and left without paying, offering the products with an attractive promotion.

• Following an automated email follow-up plan for potential customers of your e-Commerce.

The use of email is practical for attracting and retaining, but also as a source of information.

Ask your customers and prospects about their experience, and you can keep improving it. You can do this with email and also with the use of questionnaires and surveys.

You can use tools like Survey Monkey or Typeform. These are easy and affordable solutions for making online forms intuitively. If you know the interests and preferences of the users, you can improve the experience of your site.

5. Deep learning tool to personalize

Increasingly, cutting-edge technologies are emerging that are capable of applying machine learning. Thus, they achieve personalization at extraordinary levels, as if it were somehow a human adapting the content on the fly.

With this type of program, the automation of personalization is taken to another level. Here we have a system that is capable of learning and synchronizing in real-time.

Imagine that you can, for example, recommend similar products to the user based on their browsing or usage history. Moreover, how about offering them a message completely adapted to their geographical area? The impact of your communication will be much higher if the user feels directly addressed.

Tips for personalizing your e-Commerce experience

Once you are clear that you have different tools, do not forget to apply some good practices.

• Always combine digital solutions with human personalization

• Convey closeness and introduce your real team

• Continuously review automations to avoid errors

• Listen to your audience on social media and when they give you feedback

• Continuously optimize based on the data obtained

• Test the software before choosing any tool

• Involve your team to choose solutions that work for them

• Prioritize the most intuitive and easy-to-use programs

• Ensure that the tool integrates easily

• Choose programs with good support and updates

• Apply changes progressively to test their impact

Think that when working on personalization, it is not just about selling, but also about building loyalty and increasing several parameters:

• Average purchase value

• Customer lifecycle

• Customer satisfaction

• Brand reputation

• Engagement on social media

• Future referral income

Conclusion

As you can see, your e-Commerce has many practical ways to improve in terms of personalization. However, you will need to know how to take advantage of these tools with proper use.

These are some of the main solutions that will help you boost the personalized experience in your online store:

• CMS or content manager

• CRM to manage leads and customers

• Chat in the e-Commerce

• Web analysis tool

• Email marketing solution

• Solution for making surveys or questionnaires

• Deep learning program for personalization

A custom website will be your best business card to attract and retain customers during 2023. Whether you want to start small or are looking for an advanced solution, it's all about starting to apply changes and making the leap.

Remember that when implementing tools that personalize the experience, technology can never be fully automated. Take advantage of your human resources.

Good luck and boost your sales!