{"id":39458,"date":"2017-03-21T09:46:59","date_gmt":"2017-03-21T09:46:59","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=39458"},"modified":"2026-01-15T15:28:49","modified_gmt":"2026-01-15T09:58:49","slug":"personalization-to-increase-aov-and-conversion-rates","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/personalization-to-increase-aov-and-conversion-rates\/","title":{"rendered":"Using Personalization To Increase AOV And Conversion Rates"},"content":{"rendered":"\n<p><i><span style=\"font-weight: 400\">Dear |FNAME|, <\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">As a valued customer, we\u2019d like to&#8230;<\/span><\/i><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For many eCommerce companies, the first personalization project begins with FNAME. We have become really good at personalizing emails because we know that it works. Emails personalized with recipients\u2019 first names increase <a href=\"https:\/\/vwo.com\/\">open rates<\/a> by 2.6 percent.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Shoppers are more attracted to marketing that targets their interests and purchase patterns. This doesn\u2019t only apply to emails \u2013 <a href=\"https:\/\/vwo.com\/blog\/kickstart-your-personalization-program\/\">using personalization in your eCommerce branded store<\/a><\/span><span style=\"font-weight: 400\"> is the best way to build a relationship and keep customers converting.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/website-personalization\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: Website Personalization Guide<\/em><\/span><\/a><\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">The more often customers return, the better you become at delivering relevant suggestions and content for them. According to an Adobe study, 40% of online revenue comes from returning customers\u2026who only represent 8% of site traffic. Using <a href=\"https:\/\/vwo.com\/blog\/personalized-ecommerce-for-better-sales\/\">personalized eCommerce recommendations<\/a>, enterprises can build stronger, more profitable relationships with their users.<\/span><\/p>\n\n\n\n<p>Now is the time to <a href=\"https:\/\/vwo.com\/testing\/?utm_source=page&amp;utm_medium=website&amp;utm_campaign=interlinking\">optimize revenue opportunities<\/a> and become better at selling to the right customers at the right time. Read on to learn <a href=\"https:\/\/vwo.com\/personalization\/\">how to use personalization<\/a> to drive up <a href=\"https:\/\/vwo.com\/glossary\/average-order-value\/\">average order value<\/a>, or AOV.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Importance of Good Data\" id=\"importance-of-good-data\" data-menu-id=\"importance-of-good-data\" style=\"text-align:left\"><span style=\"font-weight: 400\"><strong>Importance of Good Data<\/strong><\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/vwo.com\/glossary\/personalization\/\">Personalization<\/a> doesn\u2019t work if you don\u2019t know anything about your customers. The more relevant and accurate the data you gather, the more refined and detailed the picture you can draw. Customers are happy to help you get to know them too. 75% of shoppers like it when brands personalize products and offers, while 74% of online customers get frustrated with a website when content that appears has nothing to do with their interests. <\/span><\/p>\n\n\n\n<p>When customers sign up on your site or check out for the first time, use this opportunity to collect information. This will help you with informed promotion and planning recommendations in the future.<\/p>\n\n\n\n<p>As your relationship grows, you can continue to learn more about your customers.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">How often are they buying? <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">What is their AOV? <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">What campaigns have converted for them? <\/span><\/li>\n<\/ul>\n\n\n\n<p>Finally, customers have the most information about themselves. Allowing them to personalize their own experience by sharing their gender or interest information is a simple way to ensure that you aren\u2019t showing them irrelevant information or products.<\/p>\n\n\n\n<p>Customer data can come from anywhere, and it\u2019s necessary when personalizing experiences. In summary, look for the following data points:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Location\/IP address<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Channel of entry (social\/email\/Amazon)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">New or Returning Customer<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Previous searches<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Shopping history <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Shopping patterns (based on parameters such as the AOV) <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Customer segments (people who are like them)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Customer-provided information (gender, interests)<\/span><\/li>\n<\/ul>\n\n\n\n<p>Enabling social logins like Connect with Facebook will also help you get demographic information about your customers, without them having to provide it themselves.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Now that we\u2019ve got a good picture of our customers, we can <a href=\"https:\/\/vwo.com\/website-personalization\/\">start personalizing their experience<\/a>. There are<\/span><b>three main ways to do this\u2014by segmenting, history, or trend analysis.<\/b><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Personalization by Segmenting Customers\" id=\"personalization-by-segmenting-customers\" data-menu-id=\"personalization-by-segmenting-customers\" style=\"text-align:left\"><span style=\"font-weight: 400\"><strong>Personalization by Segmenting Customers<\/strong><\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">There are several ways you can personalize a customer\u2019s experience even without asking for any information. When customers land on your site, you already know more about them than you might think. <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Practical Tips<\/b><\/h3>\n\n\n\n<p>Use geotargeting to show the correct language and currency.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Right now, I\u2019m in Austria, so <\/span><a href=\"https:\/\/www.woolandthegang.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Wool and Gang<\/span><\/a><span style=\"font-weight: 400\">&nbsp;default to Austria shipping rates and are showing me prices in Euros. This reduces concerns international customers might have about shipping abroad or currency exchange. <\/span><i><span style=\"font-weight: 400\">Reducing concerns means an easier checkout experience, which means better conversions.<\/span><\/i><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone wp-image-39387\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"150\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/03\/WATG-ip-address-300x150.png\" alt=\"personalization example wool and the gang\" class=\"wp-image-39387\" \/><figcaption class=\"wp-element-caption\">Image Source: woolandthegang.com<\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400\">Using cookies to know if a customer is new or returning. <\/span><\/p>\n\n\n\n<p>If they are new customers, prompt them with a pop-up module to sign up and get a discount on their first purchase. Welcome them to your site, explain who you are, and save their email addresses for future selling opportunities.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Spearmint LOVE<\/span><span style=\"font-weight: 400\"> offers 10% off for first-time visitors if they sign up for the newsletter. It\u2019s a little bonus that later helps convert visitors at a higher value.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone wp-image-39388\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"165\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/03\/spearmint-love-10-percent-off-300x165.png\" alt=\"Personalization example Spearmint\" class=\"wp-image-39388\" \/><figcaption class=\"wp-element-caption\">Image Source: spearmintlove.com<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Segment on the basis of individual shoppers vs. wholesalers<\/b><\/h3>\n\n\n\n<p>\u201cWholesalers\u201d are another segment of customers who have different needs. Individual shoppers want quick, one-off purchases and may not be as likely to sign in or create accounts on branded sites.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">But catering to wholesale clients by allowing them to sign in to receive special discounts and review orders without calling an account management team makes the experience much better for them. <\/span><span style=\"font-weight: 400\">Clarion Safety<\/span><span style=\"font-weight: 400\"> sells industrial-grade safety labels. This organization has created a special experience for wholesale customers that allows them to use different check-out options, such as \u201ccharge to the account.\u201d<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone wp-image-39386\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"182\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/03\/pasted-image-0-300x182.png\" alt=\"Personalization example Clarion\" class=\"wp-image-39386\" \/><figcaption class=\"wp-element-caption\">Image Source: clarion.com<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Identify and segment by the channel as a source of entry<\/b><\/h3>\n\n\n\n<p>Different paths signal different intents.<\/p>\n\n\n\n<p>If they found your products through Pinterest, they are looking to browse and are more visual. If they clicked an email coupon, they could be price-conscious and should be shown more sale items. Get inside your customers\u2019 brains and show them what they want to see\u2014this will provide you the highest chance of a conversion.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Personalization by Previous Activity\" id=\"personalization-by-previous-activity\" data-menu-id=\"personalization-by-previous-activity\" style=\"text-align:left\"><span style=\"font-weight: 400\"><strong>Personalization by Previous Activity<\/strong><\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">After a relationship has been established between you and your customers\u2014whether that\u2019s just through visiting or years of purchasing history\u2014you have information about them from their previous activity. Use this information to customize their experience, and <a href=\"https:\/\/vwo.com\/blog\/use-upsell-cross-sell\/\">upsell and cross-sell<\/a> products that are relevant to them. <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Practical Tip<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">Before purchasing, visitors go back and forth with regard to an item when not sure. They might visit the same site multiple times in a week. A surefire way to get them to convert is to show them their recently viewed items whenever they visit your website. If you\u2019re able to offer a discount on products that they\u2019ve viewed multiple times, it might help you seal the deal. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">EpicTV<\/span><span style=\"font-weight: 400\"> combines this strategy with the least purchase amount for free shipping. This means that visitors will usually add something from their recently viewed list just to achieve that perk.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-39461\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"88\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/03\/EpicTV--300x88.jpg\" alt=\"Personalization example Epic TV\" class=\"wp-image-39461\" \/><figcaption class=\"wp-element-caption\">Image Source: epictv<\/figcaption><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">When customers are viewing their carts, at that instance, you can use previous searches or purchases to suggest complementary items. <\/span><span style=\"font-weight: 400\">Red\u2019s Baby <\/span><span style=\"font-weight: 400\">uses this method to suggest accessories for the main purchase and incrementally increase the AOV. I added a stroller to my shopping cart, and this site suggested matching accessories\u2014all under $50. At this instance, suggesting other types of strollers wouldn\u2019t be effective.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-39382\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"169\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/03\/Reds-Baby-suggestions-300x169.png\" alt=\"Personalization example Red's Baby\" class=\"wp-image-39382\" \/><figcaption class=\"wp-element-caption\">Image Source: redsbaby<\/figcaption><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">Think about what it\u2019s like meeting customers in the real world. The more you see them, the more history you have of them. You might know that they have kids or that they like to play squash on weekends. <\/span><\/p>\n\n\n\n<p>This context makes <a href=\"https:\/\/vwo.com\/blog\/deliver-personalized-recommendations-the-amazon-netflix-way\/\">personalized recommendations<\/a> and upsells easier. Try and replicate this online. Shopping at an eCommerce retailer doesn\u2019t need to be impersonal, and it shouldn\u2019t be.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/website-personalization\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: Website Personalization Guide<\/em><\/span><\/a><\/h3>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Personalization by Building Patterns\" id=\"personalization-by-building-patterns\" data-menu-id=\"personalization-by-building-patterns\" style=\"text-align:left\"><strong>Personalization by Building Patterns<\/strong><\/h2>\n\n\n<p><span style=\"font-weight: 400\">Taking the time to build a better recommendation engine makes sense and helps generate additional revenue. <\/span><span style=\"font-weight: 400\">According to <a href=\"https:\/\/www.marketingsherpa.com\/article\/chart\/personalized-product-recommendations\" target=\"_blank\" rel=\"noopener\">Barilliance<\/a><\/span><span style=\"font-weight: 400\"> and data based on 1.5 billion online shopping sessions, personalized on-site product recommendations constitute 11.5% of revenue through eCommerce sites. That\u2019s a big chunk of revenue to miss out on! &nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Practical Tip<\/b><\/h3>\n\n\n\n<p>To optimize across all customer visits, dive into analytics and look for purchasing patterns. Do shoppers tend to return often if they buy a specific item? Do many shoppers buy a combination of items at the same time? Finding and taking advantage of these opportunities can help drive up AOV.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For example, recommending products that other customers bought helps crowd-source the best options. Check out these suggestions by <\/span><a href=\"https:\/\/www.blue-tomato.com\/de-DE\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Blue Tomato<\/span><\/a><span style=\"font-weight: 400\"> when viewing an item.&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-39385\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"118\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/03\/blue-tomato-you-might-also-like-300x118.png\" alt=\"Personalization example Blue Tomato\" class=\"wp-image-39385\" \/><figcaption class=\"wp-element-caption\">Image Source: BlueTomato<\/figcaption><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">Flash Tattoos speaks their customers\u2019 language and makes their Recommendation section fun. \u201cYou\u2019d also look good in\u201d is a flattering way to suggest similar products across different styles.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-39383\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"115\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/03\/flash-tattoos-you-look-good-in-300x115.png\" alt=\"Personalization example Flash Tattoos\" class=\"wp-image-39383\" \/><figcaption class=\"wp-element-caption\">Image Source: Flash Tattoos<\/figcaption><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">If customers have viewed the shipping policy and not purchased it, they might be hesitant about shipping costs. Try offering free shipping at a certain cart value to convert potentially cost-sensitive customers. Finding these patterns that expose reasons for <a href=\"https:\/\/vwo.com\/cart-abandonment\/\">cart abandonment<\/a> helps create a better experience for your customers. They\u2019ll feel like you are addressing their concerns before they even ask! <\/span><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Final Tips\" id=\"final-tips\" data-menu-id=\"final-tips\" style=\"text-align:left\"><span style=\"font-weight: 400\"><strong>Final Tips<\/strong><\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">Now that you\u2019re ready to start <a href=\"https:\/\/vwo.com\/blog\/how-personalization-helps-deliver-the-right-experiences-to-visitors\/\">personalizing the shopping experience<\/a>, we\u2019ve got a few final tips for you:<\/span><\/p>\n\n\n\n<p><strong>When you\u2019re suggesting or upselling, use your screen space wisely:<\/strong><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Remember the purpose of each screen, and don\u2019t distract customers from completing their purchase. On the checkout screen, the single Call-to-Action should be to convert and pay for what they\u2019ve selected. Cluttering the screen with additional products can reduce your overall conversion rate. <\/span><\/p>\n\n\n\n<p><strong>Personalization isn\u2019t a set-it-and-forget-it tactic:<\/strong><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">You need to constantly reevaluate your metrics, hypotheses, and experiments to keep getting better at selling to your customers. Don\u2019t be afraid to try things out and get personal! Your customers will love it and reward you for it with higher AOVs. <\/span><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Over to You\" id=\"over-to-you\" data-menu-id=\"over-to-you\" style=\"text-align:left\"><span id=\"hs-cta-wrapper-7444f9b3-fbf0-42b9-8e32-97f57c028a85\" class=\"hs-cta-wrapper\">Over to You<\/span><\/h2>\n\n\n<p><span id=\"hs-cta-wrapper-7444f9b3-fbf0-42b9-8e32-97f57c028a85\" class=\"hs-cta-wrapper\">Have more ideas on how to increase AOV and <a href=\"https:\/\/vwo.com\/glossary\/conversion-rate\/\">conversion rates<\/a> with personalization? Send us your feedback and views at <a href=\"mailto:marketing@vwo.com\">marketing@vwo.com<\/a>.<br><span id=\"hs-cta-7444f9b3-fbf0-42b9-8e32-97f57c028a85\" class=\"hs-cta-node hs-cta-7444f9b3-fbf0-42b9-8e32-97f57c028a85\"><\/span><\/span>If you would like to know how VWO Personalize can enable you to build delightful, contextual experiences, <a href=\"#free-trial\">take a free trial<\/a> or <a href=\"#request-demo\">request a demo<\/a> with our product experts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dear |FNAME|, As a valued customer, we\u2019d like to&#8230; For many eCommerce companies, the first personalization project begins with FNAME. We have become really good at personalizing emails because we know that it works. Emails personalized with recipients\u2019 first names increase open rates by 2.6 percent. Shoppers are more attracted to marketing that targets their&#8230;<\/p>\n","protected":false},"author":124,"featured_media":55775,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":7,"footnotes":""},"categories":[10576],"tags":[],"feature":[],"industry-type":[],"product":[10628],"role":[10638],"region":[],"class_list":["post-39458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-personalization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Using personalization to Increase AOV &amp; Conversion Rates<\/title>\n<meta name=\"description\" content=\"Understand how using personalization, enterprises can build stronger, profitable relationships with their users. 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