Personalisation is no longer a differentiator — it is an expectation. 80% of consumers are more likely to purchase from brands that offer personalised experiences, and eCommerce stores using personalisation see average revenue increases of 10-30%. Here are 15 strategies that deliver measurable results.
Product Recommendations
Product recommendations account for up to 31% of eCommerce revenue. Implement these recommendation types across your store:
- 1. Collaborative filtering: "Customers who bought this also bought" — the classic Amazon approach. This works by finding patterns across your entire customer base.
- 2. Recently viewed: Show products the customer has previously browsed. This helps returning visitors pick up where they left off and reduces the friction of re-finding items.
- 3. Complementary products: Suggest items that pair well with the current product — a phone case for a phone, a belt for trousers. This increases average order value naturally.
- 4. Trending products: Highlight popular items among similar customer segments. Social proof through popularity signals drives conversion.
On-Site Experience Personalisation
- 5. Dynamic homepage content: Show different hero banners, featured products, and category highlights based on the visitor's browsing history, location, or referral source.
- 6. Personalised search results: Boost products in search results based on the user's previous behaviour. A customer who frequently buys running gear should see running products first when searching for "shoes."
- 7. Geo-targeted content: Display local currency, relevant shipping options, and location-specific promotions. Malta customers should see Euro pricing and local delivery estimates automatically.
- 8. Returning visitor recognition: Greet returning customers by name, show their saved items, and highlight new arrivals in categories they have previously browsed.
Communication Personalisation
- 9. Segmented email campaigns: Send different email content based on purchase history, browsing behaviour, and customer lifetime value. Segmented campaigns generate 58% of all email revenue.
- 10. Behavioural triggers: Automate messages based on specific actions — abandoned cart, price drop on a viewed item, back-in-stock notifications, and replenishment reminders.
- 11. Personalised discounts: Offer different incentives based on customer behaviour — a first-purchase discount for new visitors, loyalty rewards for repeat customers, win-back offers for lapsed buyers.
Advanced Personalisation
- 12. AI-powered product discovery: Use machine learning to predict what customers are likely to purchase next based on their behaviour patterns and similarities to other customers.
- 13. Dynamic pricing: Adjust pricing based on demand, customer segment, or competitive positioning. This requires careful implementation to avoid customer backlash.
- 14. Personalised landing pages: Create different landing page experiences for traffic from different sources — social media visitors see social proof, search visitors see product details.
- 15. Post-purchase personalisation: Customise order confirmation emails, packaging inserts, and follow-up communications based on what was purchased and the customer's history.
Getting Started
You do not need to implement all 15 strategies at once. Start with product recommendations and segmented emails — these deliver the highest ROI with the least complexity. Then layer on behavioural triggers and dynamic content as you collect more customer data. The key is measuring each personalisation effort's impact on revenue so you can double down on what works.
At Born Digital, we help eCommerce businesses implement personalisation systems that drive measurable revenue growth. From recommender engines to dynamic content platforms, we build the technology that makes personalisation work at scale.