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 dive right in.

Gaining Qualitative Insights

Gathering quantitative data on customers has an entire industry dedicated to it. However, businesses must accept and understand that data only tells one side of the story. You only get to know what the customer did, but you don’t get to know what led to them doing that particular thing. Did they click a particular tab on your website? Sure, the data will tell you that, as well as how many times they clicked on it, how many visitors clicked it, how many bought a particular item. But do you know what their motivations were?

 

Sure, you can take the route that some e-commerce companies take and have your customers participate in a poll. But that will only leave with you another set of quantitative data. Rather, as a company, you need to take steps to actually communicate with your customers. You need to talk to them to understand their motivations.

Qualitative Insights: Real-World Personalization

The benefit of the e-commerce personalization allowed through qualitative insights is that it is more structural than the type of personalization provided by quantitative insights. They are real-world insights that help professionals in the e-commerce space to tailor and customize the shopping experience according to how customers actually shop. Customer feedback that’s sourced through conversations allows you the nuanced tools needed to adapt website personalization based on the needs, desires, and motivations of your customers.

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