Personalized Homepage Product recommendations : The Amazon way
Posted on October 4, 2017 by
If you do not have billions of dollars to build your own personalized recommendation engine like Amazon, this post is for you. When you think of Personalization in e-commerce, you should think of Amazon. No online retailer has experimented across varies application of personalization with the goal to help visitors find a product of interest.
Personalization should not be measured by improvement in conversion rate, cause factors like marketing, promotions, product content, payment gateway failure rates, discounts influence the purchase decision of a visitor. What personalization should do instead, is to allow an online shopper discover as many products thus improving the unique product views per unique visitor metric, eventually improving the end conversion rate. Here are a few funnels where Amazon experiments with Personalization and Tagalys provides the same for online retailers
Personalized home page Product Recommendations
When you engage with products at Amazon, you start sending signals of intent helping them understand what you might be interested to buy. If you return to the home page, almost instantly you will discover many personalized product recommendations by category to ensure you do not get lost in the store and remain to engage with the products or categories of your interest.
Search is usually the best performing funnel at any online retailer. At one of our clients candere.com, personalized homepage recommendations led to 10x higher revenue per visitor vs. the search funnel, with a 4x higher conversion rate
Personalized Site Search
Once you have created a persona for each visitor, it is easy to curate the catalog based on their intent and show them exactly what they want. For example, if I am in the mood for running shoes, then when I ask/search for shoes, the retailer would show me running shoes first besides showing the generic product sorting that is defined sitewide.
Personalized Store or Product feed
Amazon has been experimenting with this feature with a small subset of products in what is called “my mix”. At Tagalys we call this feature my-store. Essentially, what this allows a retailer to do it dynamically prioritize categories and products for each visitor based on exactly what they want.
More on My Store from Tagalys in the next article. Interested, Sign-up for your free trial now.