Oracle Commerce Cloud is among the best Ecommerce platform to deliver a highly personalized shopping experience for your customers. It delivers relevant content and merchandize, personalized search, customized marketing programs, banners and homepage as per your customers’ preferences.
However, a large chunk of the audience that visits your Ecommerce website is anonymous shoppers. Statistics say that most of the Ecommerce companies are only able to identify 5% of their visitors. Among these anonymous shoppers, a mammoth 40% are intent shoppers whom you cannot afford to ignore.
In this blog, we will share with you some of the best practices that you can use to personalize and optimize this 40 % of intent shoppers from anonymous users.
Personalizing and Testing for Anonymous Users
- Leverage on-site browsing behavior on explicit profile data to present more relevant products, content, promotions to anonymous customers.
- Encourage them to register and log in with incentives and benefits.
- Learn and optimize what works for segments of the anonymous customer by leveraging A/B testing.
- Utilize data such as email, phone number, cookies to identify the customer.
Personalization can be based on
- Referring site and marketing campaign
- Geo-location
- Landing page response
- Intent date or response to certain interactions or call-outs to that indicate an increased likelihood to buy (e.g. Email when product is in stock).
Overview of capabilities of experiments
- Experiment editors sanction simple and advance page modification.
- Experimentation in widgets before the pages are rendered.
- Using rich text editor for element modification in the client-side experiments.
- Target to a specific set of audience.
A/B Testing
Goal Tracking:
- Commerce event
- Custom event
- Page views
- OOTB commerce metrics tracked with every experiment, Conversion, Add to Cart, Revenue per visitor, etc.
Here are a few scenarios which incorporate new personalization features, running promotions based on audience and testing their success:
Scenario 1
Launching a new brand of men clothing
Goal – To have an impact on the Sales
How
- 10% off on promotions
- Reinforce promotion on Home Page
Test two images
- Version 1 – A new brand image
- Version 2 – New brand image which includes influence on sales
Target Audience
- Social—Email/ Instagram
- Males shoppers aged 18-25/Anonymous Shoppers
Scenario 2
To enable more extensive personalization increase registration
Goal – To increase customer registration
How
- Reinforce promotion throughout all pages of the site.
- Free shipping promotion on first order after registration.
Test two pieces of promotion banner related registration
- Version1: Create Account text
- Version2: Additional text on top of all pages.
Target Audience-
- Promotion: To target registered customers with no orders.
- Experiment: Target anonymous customer who visited the site more than 2 times.
Scenario 3
For favorite festive products push the surplus stock
Goal – In-Sales collection as a subset of Festive products affecting sales.
How
- Free shipping promotion.
- Reinforce promotion on the home page.
Test two images promotion on home page
- Version1: Sale leading to favorite products collection.
- Version2: Generic Sale banner leading to full Sale collection.
Target Audience
- Customers who were active in the festive season.
Oracle Commerce Cloud platform has a very powerful feature called AddThis that facilitates the personalization by the anonymous users It gathers insights from users from its 15 million partner websites and segregates and record these users as per their interest and preferences. You can harness these insights to segment these anonymous shoppers and personalize their shopping experiences.
Write to us at info@synergytop.com to know more about how you can leverage your oracle commerce cloud eCommerce platform.
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