Shopifiers and E-Commerce business owners, it is time to upgrade your game and start stimulating your business revenues. Have you ever heard of web personalization but were too afraid to ask? Do you feel like web personalization is some sorts of magic or a tech-oriented concept held by developers and artificial intelligence researchers exclusively? Have you ever wondered whether you can make way more out of your existing traffic? Or maybe you feel like you're doing everything just right marketing wise, but sales aren't skyrocketing? Well, you came to the right place.
First, let's start off by untangling the logic that underlies the concept of web personalization. Web personalization is a proven strategy to significantly optimize conversion rates, which are given by the number of users that take a desired action, divided by the total number of users on the website. The principle is very straight forward – if you study your users, and analyze their activity on and off your website, you're more likely to predict what they're going to do or want next. On top of that, it's going to be easier for to detect immediate needs and overall preferences, and once you possess that information, getting users to take a desired action becomes fairly simple.
But how is web personalization obtained? We probably owe everything to artificial intelligence, but even more specifically, to machine learning – a subset of artificial intelligence. Machine learning is the study of computer algorithms that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. Through machine learning algorithms, a content personalization tool is able to learn needs, preferences and habits of users based on their activity and profiling in order to adjust the suggested content on the website, so that it is tailored perfectly and being served in optimal condition to the user.
This behavioral based approach has been shown to be superior to former traditional solutions such as A/B testing. A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or app against each other to determine which one performs better. The main shortcoming of this method lays in the fact that many users have to compromise for their non-favored version of the website, resulting in less engagement and chances of converting. This is easily solved with web personalization, as each user is presented with perfectly tailored content to ensure maximal engagement and encourage conversion.
For those reasons, web personalization is gaining all-embracing popularity for E-Commerce in particular. No expertise or theoretical knowledge in machine learning or programming is needed; third party services would be glad to be at your service. There's a wide selection of outstanding and fairly priced personalization engines, so your next E-Commerce personalization solution or Shopify personalization app is probably just a click away.
To conclude, E-Commerce business owners can now benefit off of the hottest trend for websites powered by machine learning – web personalization - a flawlessly customized content served to users by their previous and online activity, in order to maximize engagement and boost sales.
