E-Commerce Personalization: Why Customer Conversations are the Key to Success
If you ask anyone with serious experience in the e-commerce space, they will tell you that it all comes down to the numbers. Numbers are what we rely on to gain insights into nearly every single aspect of our respective industries—from measuring the click-through success of marketing campaigns to assessing the conversion rates of strategically placed “Buy Now” buttons. However, as we let software control more and more of quantitative analytics, the human element seems to be losing its influence. Relying on quantitative insights offers businesses a myriad of valuable instructive and actionable data , but the drawback is that it often reduces customers to numbers. You get to understand what people are doing, but not why they’re doing those things. Understanding the why comes with actually engaging with customers—in other words, having conversations with them. We’ve dedicated this piece to exploring how customer conversations are the key to e-commerce personalization. Let’s div...