Personalization has become a critical tool for engaging customers and boosting conversion rates. However, selecting the right ecommerce personalization solution is a complex process. Right now, the market is overflowing with a vast array of options, each claiming to offer the best results in terms of customer engagement and conversion rates. With an overabundance of options, it’s tough for retailers to find the right solution for their specific needs.
Despite these complexities, retailers must leverage ecommerce personalization to remain competitive in the fast-paced ecommerce landscape. Those who fail to implement an effective solution risk being left behind by their competitors.
Here, we’re outlining several key considerations when selecting an ecommerce personalization solution and what you can do to ensure yours wins.
Top Considerations for Selecting an eCommerce Personalization Solution
Before implementing a new personalization solution, make sure you’ve considered each of the following points:
- Variety of options. Be prepared to sift through numerous personalization options, from basic email personalization to advanced machine learning algorithms, to find the right solution for your business. This can be time-consuming and frustrating, as each option has unique features, limitations, and pricing models.
- Personalization method. You’ll need to choose between rule-based personalization, which operates using predefined rules, and machine learning-based personalization, which utilizes complex algorithms to analyze customer behavior and make personalized recommendations. Rule-based personalization is typically straightforward and easier to implement. Conversely, machine learning-based personalization is more complex, though it offers more sophisticated and accurate recommendations. Carefully consider your specific needs and resources before choosing a personalization method.
- Lack of standardization. Currently, there’s no agreed-upon definition of ecommerce personalization or standard metrics for measuring its effectiveness. This makes it difficult for retailers to compare solutions and determine the best fit for their business. Instead, retailers must rely on individual vendor metrics and case studies, which may not accurately reflect the results they can expect to see.
- Ease of implementation and maintenance. Don’t underestimate the resources required to implement and maintain a personalization solution. Some are simple to implement and require minimal resources, though others may require significant investment in time, money, and expertise. Determine your available resources and choose a feasible option for your business to implement and maintain.
- Constantly evolving technology. Companies regularly develop and launch new personalization solutions while upgrading existing options, making it difficult for retailers to keep up with the latest advancements. Retailers must diligently monitor the market and keep up with the latest trends to ensure they use the most effective solution for their business.
How to Find the Best eCommerce Personalization Solution
The best way to navigate this complex maze of solutions, methods, and resources is by partnering with a third-party consultant to help narrow and evaluate available options to achieve ecommerce goals. Even the most seasoned retailers need experts to help them leverage personalization technology to its fullest potential. Sophelle Practice Manager, Ken Kantor, shares,
“No matter which technology you select, know that all personalization solutions require ongoing testing and optimization efforts. You’ll need personnel confident in artificial intelligence, analytics, and testing to ensure your solution is up-to-date and working properly.”
That’s why hundreds of retailers and DTC brands partner with Sophelle. Retail personalization requires ongoing testing and optimization to deliver true value—and many retailers don’t have the time or resources to conduct such extensive testing themselves. Sophelle’s personalization experts work closely with retailers to develop a comprehensive, strategic plan to maximize engagement, conversion, and revenue.
Despite the challenges that selecting an ecommerce personalization solution brings, retailers need to adopt a solution to remain competitive in the ecommerce market. By carefully considering retailers’ needs and resources, Sophelle helps our clients strategize the best personalization solution to drive their business forward. Start your personalization journey on the right foot by contacting Sophelle’s personalization specialists today.
