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Improve customers’ shopping experience with custom profiles

Improve customers’ shopping experience with custom profiles

improve-ecommerce-profilesImproving customers’ shopping experiences on ecommerce websites can be difficult to achieve. Most ecommerce websites follow a standard flow in terms of navigation and checkout process, which is important from a programming perspective as well as user experience perspective. Some people are used to a more standard layout and tend get confused when you move things around, which can lead to a higher bounce rate from your ecommerce website. What can you do to improve your customers’ visit to your ecommerce website, without completely scrapping what you have developed?

A common, and useful feature that many ecommerce websites offer is customized recommendations. When the user signs in to their account, they will see a range of products that are recommended just for them, based on their previous orders and products they’ve looked at. However, using past purchase data can be misleading sometimes –  what if the user’s last 3 purchases were gifts for other people? Recommended products based on this data may not be useful, as the products may not be what interests that particular user. So how can you improve upon this? Simple: Add more options to the user’s profile.

A custom profile for ecommerce customers can make a world of difference for you as a store owner. Most ecommerce websites have standard fields, like address books for billing and payment info, name, email etc. However, if you improve this by expanding the customer’s profile to include preferences, it will provide you with valuable data on what to market to your customers. You can also create specific mailing lists and target customers with similar preferences.

improve-ecommerce-profiles-2For example, if you offer fields like which category of products they prefer and also offer the option to select a sub category, you will know exactly what the customer is interested in and what they are likely to buy on your ecommerce website. For example, I am interested in electronics, but that’s a very general category. If I were to drill down, I would select computers, software and components. This would tell the ecommerce admin that they should start targeting new products, products on sale etc in this category and these sub categories, to me when I log in or via newsletter. I’d be a lot more likely to purchase again from them if the recommendations and offers were customized to my buying habits and preferences, right?

Basically, in order to keep your ecommerce website customers coming back, you need to constantly improve the user experience. The more customized you make it, the more likely they will continue shopping on your website.

24 Comments
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