Ecommerce brands have seen 10 years worth of growth in a 90-day period as COVID-19 has driven shoppers online.
This, in turn, has accelerated the use of personalization, according to Personalization After COVID-19, a study by Yieldify.
Of the retailers polled, 74% have a website personalization program in place, and that number is expected to hit 93% next year.
UK marketers are ahead — 81% have website personalization programs, versus 65% in the U.S.
Mobile apps are second to websites — overall, they are personalized by 56%, with 26% planning adoption in 2121.
Email is third — 60% have email personalization, and 30% plan to adopt it in 2021.
Website personalization is being driven by:
All this is happening as retention has taken over acquisition as a website personalization strategy. Sports and leisure retailers lead the way, with 82% hoping to improve retention.
Overall, brands hope to:
But brands face obstacles. The biggest barriers to website personalization are:
In the U.S., 75% of customers have tried new shopping behaviors since the start of the COVID-19 pandemic. So have 71% in the U.K. And 58% have done so in France, and 54% in Germany.
To meet this demand, 60% overall use dynamic creative, product recommendations that change from user to user, and 69% use static creative.
In contrast, 57% have user-specific content in which the person’s name is used, and 55% have variable copy that changes with the target audience.
Meanwhile, 68% of the respondents employ real-time behavioral decisioning, in which customers are shown different content at the checkout page. And the same percentage uses dynamic segments — i.e., customers who have purchased in the last 30 days.
In contrast, only 54% use AI-driven predictive segments — customers least likely to convert.
Yieldify surveyed 400 ecommerce leaders in the U.S. and UK.