Product, offer and content recommendation services to help retailers and other businesses nurture prospects and increase conversion

The website personalization tools we recommend in this article enable you to segment visitors and then deliver personalized messages of the 'next best product' or 'next best content' within containers on your website as with the classic Amazon personalized recommendations (read their published methodology from this fascinating whitepaper from back in 2003). I originally wrote this post in 2010 when there were fewer personalization options. I have updated it annually since with recommendations provided via social media - do get in touch if you have a suggestion - TIA! This is the latest 2017 update where we compare the full range of options from free personalization tools to low-cost and enterprise services across these four categories: 1. Analytics tools based personalization 2. Retail personalization 3. Content or commerce management system personalization 4. B2B website personalization as…

Chart of the Day: Which personalization techniques are most popular?

There are now many website personalization services available (our listing identifies 28), but how popular are they? This new research is useful to businesses considering adopting website personalization since it explores how many businesses are using different types of personalization. The benefits of personalization are compelling, regardless of the type of business. Once set up, it can automatically deliver an improved customer experience and increase conversion by recommending relevant products and customers to nudge visitors along the customer journey. Such recommendations services are well-known and widely deployed in ecommerce, especially retail, but there are options to use them in other sectors like travel and financial services. Our article identifies 4 categories including B2B, where personalization services can recommend the 'next-best content' to nurture prospects.

How Widely Adopted Are Different Personalization Techniques?

Across all companies surveyed, more companies are using personalization for email marketing (72%)…

Consider the whole customer lifecycle to boost conversions and retention

It's no secret that engaging your customers is crucial to achieving continued sales, and it's also well known that it is usually far easier and costs less to get repeat business from existing customers than it is to acquire new ones from scratch. Customer relationship management (CRM) is well established as a process to try to achieve this, but this 'relationship' begins today with the first contact with the customer when they are simply a contact or prospect. With the advent of Marketing Automation, it's become common to consider creating a contact strategy to engage audiences through email, personalisation, social media and traditional channels through an entire lifecycle of all contacts and contacts. The McKinsey consumer decision is one example of this lifecycle. This renewed focus by marketers on prospect and customer engagement, conversion and retention has led to the appearance of…

How Personalization, Segmentation, and Optimization work together to create a seamless customer experience

There are three different levels to delivering personalized customer experiences: optimization, segmentation, and 1-to-1 personalization. Many of the ecommerce marketers we speak to are already using one or two of those approaches but haven’t considering how they relate to one another-so we developed a visual we call the Monetate Personalization Pyramid to help visualize the relationships between these three layers. In this article, we’ll talk you through the Pyramid from the bottom up.  If you want to find out more, sign up for Smart Insights and Monetate's Getting Personalisation Right: 10 Best Practices to Improve Conversion webinar. 


The base level of the pyramid is optimization. This describes the process of testing different approaches, analyzing the results to identify the top-performing design, and then implementing the winner. You'll know this…

Here are the 3 most important reasons why you should pay attention to your ecommerce personalization strategy today more than ever before

If your team is like most ecommerce organizations these days, you have already made some progress in your personalization journey by serving relevant content to your ideal customer groups and optimizing experiences that you serve. The ability to deliver true 1-to-1 personalized experiences across all channels has been the dream of every marketer — personalization increases loyalty, drives higher conversions and grows revenue. Unfortunately, it has been incredibly difficult to deliver on individualized experiences at scale and various attempts at personalization over the past four decades have failed, resulting in greater unpredictability in revenue. With recent advances in artificial intelligence (AI), this changes. It’s finally possible for brands and retailers to deliver on the promises of 1-to-1 personalization and serve the ideal experience to their each of their customers…

Boost your conversion rate with ecommerce personalisation

When it comes to giving customers a better shopping experience it is crucial to make them feel like they are valued. In a brick and mortar store, this can be done through personal greetings, in-store perks, and personalized offers based on feedback that results from in-store conversations. Running an ecommerce business presents an additional layer of challenges for businesses trying to nurture personal relationships with customers. But these challenges are not insurmountable when using ecommerce personalization for better conversions.

What is Ecommerce Personalization?

Ecommerce personalization involves giving customers a customized shopping experience based on their demographics, likes and dislikes, tastes, previous purchases, interests, and buying behavior. Ecommerce personalization for better conversions has proven itself to be a great investment both qualitatively and quantitatively. Jeff Bezos, CEO of Amazon has been quoted saying, “If you do build a great experience, customers tell each other about that. Word of…

Wow your customers with ingenious and useful personalisation

As 21st-century marketers, part of our job is to always wonder: What do I need to do to create compelling and engaging experiences for customers and clients, with our company? It requires an ever circumspect awareness to know what will not only satisfy customer expectations but “wow” them along your sales funnel. That answer to that question is changing all the time, particularly with the rapid advancement of technology. One such critical trend to practice and be aware of is customer-centricity, and personalization. Loosely speaking, customer centricity is the principle, and personalization is how you put it into action with your company’s digital presence and relationship to your customers. In the age of data saturation, we as consumers want our experiences online to be relevant, to be adapted and shaped around our interests. Every major development in how we use the internet, from search engines to…

We interviewed Certona's CEO Meyar Sheik about the future of one of marketing hottest trends - personalisation tech.

1. First of all, congratulations on being named top personalisation provider! Can you tell us how Certona uses machine learning and predictive algorithms to predict customer behaviour?

Certona pioneered the use of patented machine learning and predictive algorithms that empower retailers to leverage real-time profiling of individual shoppers across the omnichannel landscape. Certona’s personalisation platform is powered by a sophisticated blend of continuous profiling and real-time targeting that augments behavioural profiles with every interaction. This develops shopper insights that fuel intelligent predictions, letting retailers deliver increasingly individualised experiences as shoppers engage across touchpoints. Within 3-4 clicks on a site, Certona’s personalisation platform ingests real-time shopper data such as location, weather, time of…

Digital technologies will become increasingly key to the in-store shopping experience

Digital marketing offers the tantalising prospect of moving away from untargeted broadcast adverts that are seen by anyone and everyone and only work on a tiny percentage, and instead focus on laser targeted campaigns which show your ads only to the exact kind of people that will be interested in buying your product, exactly when they are mostly likely to be interested in buying it. These trends, which have shaped digital advertising over the past five years, are primarily about using data to offer a personalised selection of ads to consumers based on their personal information, preferences and purchase history. This technique has disrupted the digital advertising industry, and is in the process of doing the same to retail, as personalisation will dominate retail in 2017.

1.  Persona driven customer innovations

The customer has to be at the center of personalisation in retail.…

How JD Sports outdoors brands Blacks and Millets integrated personalisation into their experience

With average online conversion rates still languishing below 5 percent for retailers, the use of personalised merchandising techniques to boost conversion is a popular investment for many retail sites. This case study of two outdoor retailers who are now owned by JD Sports shows the type of benefits that are possible with different forms of personalised recommendations and how they can be used on different page types: “Compared to average site conversion rate, conversion rates were increased by 332% on and 277% where a visitor selected a personalised product recommendation. The proportion of site revenue from product recommendations is significant, accounting for nearly one fifth of all sales (19.0% at Millets 16.9% at Blacks)”. These examples and results relate to improvements during 2014. Before this project, the sites were already using default recommendations from the commerce management platform on…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Ecommerce?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments