Camilla Bass, Content Marketing Manager at Fresh Relevance, a PushON partner, provides insight into the personalisation tactics to optimise your eCommerce PWA.
Progressive web apps combine the user experience of native mobile apps with the performance and turnaround time of the web. They’re faster and cheaper to build, easy for users to install and provide SEO benefits, such as quicker page load time.
PWAs are also more accessible to a wider audience than native apps, since they’re designed to work for every user, are responsive to fit different screen sizes and are easy to share through a link.
All these factors mean PWAs provide a better user experience for customers, which is why this technology is becoming increasingly popular amongst eCommerce businesses.
However, simply having a PWA isn’t enough. To maximise the user experience benefits of your PWA, you’ll need to provide your customers with a tailored experience that resonates with them at each stage of the journey. Here are three personalisation tactics to help you improve the performance of your PWA.
1. Product recommendations
Your customers don’t want to spend hours scrolling through product after product looking for something that makes them tick – give them a helping hand with personalised product recommendations.
For new visitors and shoppers who have withheld consent for permanent cookies, use contextual data such as the user’s location or real-time activity to personalise your recommendations and resonate with those shoppers.
For returning visitors and loyal customers, use their past purchase and browse data to personalise recommendations. If you’re already highlighting your bestsellers on your homepage, try filtering them to display in the shopper’s most browsed product category, for example.
One retailer saw a 112% year on year sales uplift thanks to onsite product recommendations, so this is definitely a tactic worth trying.
2. Location-based content
A shopper’s physical location can have a huge influence on their interests and needs when engaging with your PWA. For example, shoppers in Sheffield on a rainy day might be interested in seeing your raincoat collection, whereas shoppers visiting your site from Barcelona when the sun is shining might want recommendations for sunglasses and hats.
Beyond tailoring product recommendations based on a shopper’s location, geotargeting tactics such as displaying relevant delivery information and nearest store location can go a long way to providing a more convenient customer experience.
3. Dynamic banners
Your hero banner is the online equivalent of your shop window. Whilst it would be impossible to personalise a shop window to each person who walks by, you can tailor your hero banner to each shopper who visits your PWA.
Real-time banners allow you to keep shoppers engaged by showing them the imagery and offers that are most likely to spark their interest. It’s a great way to use the two tactics discussed above. For example, try personalising your hero banner with imagery based on the weather in the shopper’s location, or use your hero banner to display imagery of the shopper’s favourite product category or colour.
If you’re collecting zero-party data – such as shoppers’ names, their pets’ names or even the activities they prefer to do at the weekend – you can pull this information into your dynamic hero banner to catch each shopper’s attention and encourage them to stick around and browse.
Final thoughts
PWAs are a great choice when it comes to providing a better user experience and the personalisation tactics discussed here will help you take that customer experience to the next level.
Here’s a recap of the tactics we covered.
Firstly, display personalised product recommendations to help shoppers find products that will resonate with them faster. Your shoppers will thank you for the convenient experience and you’ll be able to reduce click to purchase rate. Win win!
Secondly, use location-based content to make the customer experience as relevant as possible for each shopper. By tailoring product recommendations, delivery details and nearest store based on location, you’ll ensure your customers have all the right information to help them make a purchase decision.
Lastly, catch your shoppers’ attention the minute they enter your virtual store with a dynamic hero banner tailored to each visitor with the imagery and offers most likely to resonate with them.
For more examples of personalisation tactics to turbo-boost your customer experience, download our Ultimate CRO Lookbook. It’s packed with 21 best-in-class personalisation and optimisation examples from real brands who’ve honed their customer experiences for maximum conversions.
Author: Camilla Bass, Content Marketing Manager, Fresh Relevance
