The Power of Personalization: Turning Browsers into Buyers

When it comes to e-commerce, personalization isn’t just a nice-to-have, it’s essential to creating a stronger bond with a customer’s brand. It also increases the seamlessness of your marketing so consumers come back for more and ideally spend more.

Businesses that implement personalization will generate 40% more revenue, so it’s no surprise that 49% of marketers will allocate their budget to personalization in 2025. But to get personalization right, you need to go beyond just a first name and email.

In this post, we’ll explain how to use behavioral data and automation to create personalized experiences that feel relevant (without the scary vibes) and scale your marketing (without the added overhead).

Whether you’re looking to personalize your campaigns or refine your strategy, these tactics, case studies, and trends are sure to leverage your brand’s engagement and revenue.

Did you know that 71% of consumers expect personalization to anticipate their needs before they even realize it? They also want you to understand their preferences and bring great value.

Traditional data includes things like names, emails, birthdays, and purchase history. However, recent developments in data intelligence go beyond this and analyze website and purchase engagement to tap into real-time signals of consumer behavior and preferences.

For Brodo – a direct-to-consumer bouillon brand – personalization was paramount to turning first-time buyers into loyal customers. Using Klaviyo and Woo, Brodo created behavior-based flows to deliver timely and relevant content, which gave them a 293% increase in revenue attributed to their email and SMS programs.

Overall, 60% of CMOs and marketers believe there will be a huge increase in investment in AI tools – without thinking about AI, it is possible to predict when consumers will be most open to product suggestions.

But you can’t improve personalization until you have a good understanding of what No do.

Getting it right is tricky, so here are five common mistakes and how to avoid them:

1. Forcing too much personalization: If your message is distracting, it can alienate you rather than engage you. Always ask, “Is this helpful or disturbing?”
2. Enabling Data Powers: When email, website and sales platforms don’t connect seamlessly, customers are confused – so make sure your data is integrated across teams and tools.
3. Attempting to automate one size fits all: Personalization should feel personal. Make sure your message is nuanced according to the type of audience.
4. Neglecting testing: Test your subject line, content, and timing regularly to make sure your strategies are working at their best.
5. Ignoring privacy signals: Always respect your customers’ data preferences.

So that’s where to start, but how can you take things to the next level?

You can collect data on customer behavior and use predictive analytics to predict your customers’ next move by tracking things like time spent on specific websites, popular product categories, and search terms.

Engagement rhythms are also useful, showing when they’re more likely to open an email, which channels they’re likely to use, and what content they engage with.

Their buying cycles also show you how often they buy a product, which can be a useful indicator of their seasonal behavior and in some cases – especially for beauty and cleaning brands – help you identify the timing of repeat purchases.

Interaction preferences also vary, but fortunately, intelligent prediction will reveal which messages consumers respond best to—whether it’s product tips, reminders, or promotional offers.

Customers expect relevant personalization

It’s worth noting that consumers already expect to be shown relevant product or service recommendations, so if your predictive analytics tools are used correctly – you’re doing customers a service.

A prime example of predictive analytics put to good use is Force of Nature, a planet-friendly multipurpose cleaner. Their team used behavioral data based on product type, customer history and habits to predict the best time to reach out to specific products that match customer needs. Since taking the early stage approach, they’ve seen a 140% year-over-year increase in revenue from automated streams.

With Klaviyo AI, you can use profile information, location, predicted values ​​and more to help you create personalized, automated messages. You can even schedule messages for when they matter most—for example, a purchase reminder 15 minutes after they leave their cart at checkout.

How hyper should hyperpersonalization be?

There is a big difference between knowing enough and knowing too much. Customers are less bothered about sharing their data when the value you give them is worth it. Showing them products they actually want is helpful and feels natural, while referencing personal information from unrelated interactions is a little unsettling.

Fortunately, as privacy regulations evolve with AI, you can create relevant experiences without compromising privacy. For example, AI helps look for major life changes to understand consumer context, such as moving, starting a family or changing careers, and deliver highly relevant experiences that resonate.

Personalization can seem like a big undertaking, but Klaviyo for WooCommerce helps you get the most out of your data, marketing and customer experience.

Increase customer loyalty and average order value with these five personalization recommendations:

1. Provide relevant product recommendations: Show your customers the right product at the right moment – ​​match accessories to their recent purchase.
2. Engage in dynamic content blocks: Send a single email with endless nuances based on their purchase history, lifecycle stage, or location.
3. Offer strategic incentives: Promote offers tailored to their shopping habits.
4. Use behavioral segmentation: Group consumers by “type of shopper” to tailor messages for each group, such as targeting offers on brand loyalty or sending discounts to re-engage lapsed shoppers.
5. Be specific with your geo-targeting: Tailor your news to weather, time zones or regional events.

If there’s one takeaway from this post, let it be this: it’s not about the volume of data collected, it’s about as you use it Focus on using data in a way that will benefit your company and your customer. As AI and data intelligence evolve, here are five key trends that will shape personalization:

1. Zero Side Data Strategies: Customers will be encouraged to share data through quizzes and surveys to reveal even more reliable insights into their preferences.
2. Predictive Personalization: AI will predict customer needs before they arise.
3. Contextual Intelligence: Messaging based on the context of your customers in real-time will strengthen affinity.
4. AI Generated Content: Generative AI will tailor personalized copy and creative to specific customer groups.
5. Personalization first: Statistics will be based on consumer behavioral signals rather than personal data.

Finally, here are some proactive next steps you can take to use data more intelligently.

1. Start with a value, not a date: Deliver great value to customers in the form of relevance, timeliness and usefulness with the right personalized tone of voice.
2. Work smart: Collect behavioral trends to inform your personalization strategy. Recognizing decision motives is more valuable than traditional data.
3. Use AI: Scale your personalization strategy effectively with intelligence-gathering integrations like Klaviyo AI.
4. Keep it human: Make the personalization resonate with friendly and familiar language.

The next generation of personalization is intelligent, contextual and customer-centric. Take your personalization strategy to the next level with Klaviyo and WooCommerce and deliver experiences that convert.

Explore how Klaviyo’s AI-powered tools can help you anticipate needs, build loyalty and be smarter.