Individualized E-Commerce: Examples Across the E-Commerce Shopping Experience

By Katie Sweet

We often think about the e-commerce shopping experience as a journey from the homepage to checkout. As an e-commerce professional, you want to optimize each page on your site to guide a shopper further down that journey. But it’s important to remember that the e-commerce shopping journey is unique for each shopper. One shopper may start his journey on a PDP and go straight to checkout. Another may click from an email to a PDP, then find her way to the homepage, then to several category pages before finding a product she decides to purchase. Meanwhile, each shopper has unique interests and attributes, so different experiences will appeal to different people.

When it comes to personalization, think about each point of interaction on your site and how you can help individual shoppers achieve their goals at each point along the way. Personalize the homepage, PDPs, category pages, emails, and more based on everything you know about each person. This will allow you to create a relevant, individualized e-commerce experience for every shopper — regardless of what their unique journey looks like.

In this blog post, I’ll provide an example of a personalized experience you can provide at four points of interaction: the homepage, the category page, the cart page, and cross-channel.


Getting the homepage experience right is a challenge for any type of website. You want it to be relevant to all visitors to capture their attention and encourage deeper exploration of the site. The homepage hero area is often the most eye-catching section of the page — so it’s a key piece of real estate.

Personalizing that area of the homepage can have a dramatic impact in driving clickthroughs and encouraging further engagement with the site. You can target different geolocations with different homepage content, feature each shopper’s favorite category, or tailor content to the visitor’s persona – just to mention a few ideas.

With its diverse shoe categories, has many different types of shoppers with unique needs. The company delivers personalized homepage experiences to visitors based on their preferred categories. For example, a shopper who has engaged with the bowling shoe category may see a bowling-specific homepage hero and call-to-action. These experiences have resulted in clickthrough rates as high as 26%.

e-commerce shopping experience

Category Page

Most shoppers on a category page are planning to navigate to a PDP. They may be looking for something specific or just browsing, but each of them will have a different idea of what will catch their attention. A static category page that is generic to everyone is a waste of an opportunity to be maximally relevant to all individuals.

One way to make the most of your category pages is to highlight the subcategories that are most relevant to each shopper to guide them to products that will interest them. Recommendations aren’t just for products, you can use machine-learning algorithms to dynamically promote the categories that match each visitor’s preferences.

For example, this site has a highly visual Go to the full article.

Source:: Business 2 Community

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