“Your goal as a merchant should be to give your visitors the best experience possible, starting as soon as they land on the page. If done right you’ll set up your web store to sell more, without coming across as pushy or salesy,” says Christopher Wendels at Klarna.
1. Personal greeting
Welcoming the visitor by name is powerful. Consumers crave personalization when shopping online – just as they would when entering a physical store – and are likely to return having had an experience individually tailored towards them. A big part of making the user feel welcomed is name recognition. It conveys the message that buying will be easy; which with Klarna, it will.
One way to personalize the experience based on where the visitor is located is with tailored delivery options. Depending on the user’s location, the message may say something like:
“Order now and receive your goods before 9 pm tomorrow.”
“Order now and pick it up at [place] by [day].”
The message can, of course, be customized depending on the availability of different delivery speeds and methods (including pickup).
Whatever you’re selling, it’s worth considering customization based on the gender of the visitor. The key here is subtleness. A man should always be able to buy his wife a pair of shoes, regardless of the web store’s gender personalization level. Recommendations should be based on sales history. Certain items are typically purchased by one gender group more than another, so make them easily accessible to the people most likely to purchase them. Make product discovery simple. Make it smoooth.
Age matters – but for some businesses more than others. If you’re running a travel business, for example, destination recommendations should probably differ according to age group. A week of partying on Ibiza is not going to tempt many 70-year olds, but a gastronomic journey through Provence just might. Display content relevant to the visitor’s age group, and you’ll have a much better chance of them actually purchasing from you thanks to an improved shopping experience.
5. Payment preference
As payment methods like invoice become more and more popular, stay on top of that consumer demand. If a user profile matches those who typically prefer to pay by invoice, for example, the simple message “Pay with invoice” can be enough to close the sale. Give the visitor a sensation of smoooth simplicity by showing them they can pay in their preferred way.
How about privacy?
Nobody likes the idea of being watched.
“We only personalize for people who want to be recognized. Our personalization efforts are only aimed at people who actually want smoooth,” says Christopher Wendels. Information like name and delivery preference is displayed on areas on your website that are controlled by Klarna; personal data never passes through the merchant store before the customer engages with the checkout to make a purchase.