If there is one thing people will talk about in business, it is the personalization of the experience. Everything from websites to apps to events can be personalized by the actions or personal preferences of the visitor. Customers are the most important part of a company and the business owner’s marketing team cannot forget that. The content you provide online should be personalized and tailored to the visitors and their needs, but when they walk into a store, not all that personalization remains at the store.

Personalization offers countless benefits, but it can be confusing at times. There are many ways to increase customer satisfaction or engagement by creating personalized experiences for your customers. Here are six tips for creating a personalized experience for customers, with an emphasis on how to implement them within an e-commerce store.

1. Make online and offline communications personalized and continuous.

It is important to make sure your company website is designed so it can deliver personalized experiences to each visitor, whether they are online or offline.

Perhaps most importantly, websites need to be quick and simple to navigate, and customers want to be able to return to a website later with their memories and purchases.

If your website’s design does not support this, you will not experience a high level of conversions. Simple visual elements, such as navigation bars, logos and color schemes, will make the website feel friendly and inviting.

Of course, e-commerce companies need to build some kind of online community, but be careful. Social networks and forums can feel impersonal to users if they cannot interact with the company.

Try to avoid cookie-based designs, like Flash or AJAX, which have proven to have negative effects on user experience. A study published in the International Journal of Digital Computing Education showed that digital-savvy users are capable of more interactive digital and print than non-savvy users. For this reason, a hybrid approach, combining digital design and in-store experiences is ideal for maximizing conversions.

2. Test and measure your customer experience continuously.

Customer experience is key, but how do you know how you are doing? This is where good user experience tracking and measurement tools can be a valuable asset for your business. Most digital marketing tools allow you to create customized reports and charts that can track different KPIs. You can use these tools to ensure you understand how satisfied your customers are with the personalization of your website, products and offers.

3. Engage customers in an active way.

Take the time to make it easy for customers to connect with you on a personal level and create an account or join an online community.

Some e-commerce businesses offer a custom discount on their website, which their customers can use to feel involved in the marketing campaign and get a discount in return.

In addition, social media can help increase brand awareness and support your cause and company values by engaging customers in a way that is meaningful to them.

4. Have fun and create a fun environment.

When people are at a company’s store, they are usually having a great time. Why should that change when they leave?

Many e-commerce stores choose to hire employees who are friendly and ready to help. Provide a team atmosphere and allow the employees to be human. Customers tend to shop and interact with employees in a more personal way. This is also an opportunity for employees to build relationships with their customers.

If you’re not interested in developing this type of community, you can still make customers feel at home. Pick a name that is unique and fun, and provide comfortable furniture and design elements.

5. Emphasize authenticity.

Customers love to feel unique and special, which is why you need to authentically represent your business. If you focus on the product, your customers will appreciate your business and, perhaps, make a purchase from you.

Remember to position your company in the best light possible. As a business, you have the power to shape your story and create a brand identity, whether you do this by creating a video or a fully functional store.

If you want to see how many shoppers want to buy your product, just look at the color of the product page on Amazon.

Some people prefer to purchase products in a certain color, while others prefer to buy on a white background. Some people like it to be organized by a category, while others like it to be ordered in a certain order.

6. Create a high-quality product that is easy to ship.

The first time you send your customers an order, make sure it is in a safe and secure way. You should ensure that your product is well-made and comes in attractive packaging. Many customers will make up their mind about the product right after seeing the packing so it’s crucial that you package your items so they arrive safely.