What are the differences between a Shopify related products feature and a Shopify personalization app
Shopify has a ‘related products’ solution which helps you show your visitor similar products to the one the visitor is already viewing. As a Shopify store owner, you need to add some code to your product.liquid template to make Shopify related products feature work so basically you need a basic level of coding skills. Some of the Shopify templates do as well include a related products feature however they all have a primitive way of selecting products and do not include any intelligence. On the other side, the Shopify marketplace includes a few Shopify personalization apps like Perzonalization.
What is e-commerce personalization and how it could add value on top of Shopify related products
On the other hand, there is also a ‘enterprise level e-commerce personalization’ approach which could also help smaller online stores boost their revenues. An e-commerce personalization software is a tool that is developed explicitly to personalize e-commerce websites. This kind of a personalization tool can either be developed by the in-house IT teams of an e-Commerce website or by external software companies established for the sole purpose of selling or renting software programs. Years ago when recommendation systems were first introduced to the e-commerce world, it was nearly impossible to get any results with recsys in small and mid sized stores. With the help of current computing technologies and state-of-the-art technologies, it is possible to personalize a visitor’s e-commerce journey even on the smallest e-commerce websites.
All online stores need personalization so does Shopify stores
Just like every brick and mortar store employs at least one sales rep, every online store needs a personalization app. As the traffic grows, the store owner is likely to see the benefit from personalization in a clearer way. Personalization on the Shopify environment could be applied by tracking the visitor’s clickstream and purchase behavior, interpreting the visitor’s taste profile and then developing offers that would capture her shopping intention in the best possible way.
The offers could be in the form of;
- personalized product recommendation widgets on several pages (ie. product detail, home, category, basket)
- showcasing recently viewed or popular products on selected pages
- sending autoresponder e-mails when a visitor takes a specific action
- including cross-sell offers in campaign e-mails
What is the objective of applying e-commerce personalization tactics on a Shopify store
E-commerce personalization could help a Shopify website reach several objectives;
Increase sales revenue: Personalization has a potential to increase an online store’s revenues up to 15%.
Increase number of products sold: By showing cross-sell products, the visitor is likely to increase the average order size of her basket leading to a higher number of products sold per order.
Boost conversions : There is an 16% upside potential for the conversion rate to grow when personalization solutions are applied on that online store.
Develop a personalized interface for every user: As every single user will see a different set of offers, the over-all site experience is personalized.
Decrease churn: Auto-responders and Shopify product recommendation e-mails will be translated into a decrease in churn rate.
Increase repeat sales: It’s always good to remind a user when he abandons a cart or when he leaves a category page without visiting a product page. By this way, a Shopify store owner can easily secure repeat sales and retention.