4 Ways Personalization Improves User Interaction

Web development, specifically for eCommerce operations, has come a long way.

With seemingly endless customization options available to online retailers, they can be sure that their website reflects what the consumer demands. Customization can also positively impact the site managers by providing what they need on the back-end in order to be as efficient as possible.

Here are some of the benefits that come from having a customizable eCommerce platform.

Ability to Adapt to Changes in Technology

Developers are constantly working to improve on existing designs and functionalities that are available to consumers as well as creating totally new features that may come to change your eCommerce operations altogether.

For example, shopping from your phone would have seemed impossible 15 years ago, but today, as a direct result of eCommerce developments, Nielsen reports that “more than four in five (87%) smartphone and tablet owners say they use these devices for shopping activities.”

For retailers, the ability to adapt to these kinds of changes in the way customers access and interact with their product is the way they stay profitable. Therefore, having a platform with customizable features that allow for constant adaptations to the available technology is critical.

Ability to Adapt to Customer Demands

In addition to adapting to changes in technology, retailers must also stay on top of changes in what customers expect from their site. Peep Laja of ConversionXL details various web features that both businesses and consumers may find useful.

With all of those potential features that can be included in a site, if a customer desires a certain feature that is not available to them, they may switch to a similar retailer who does offer that feature.

Customers often discover desirable site features on a competitor’s site, so for a retailer to compete on that same level, they must offer those same web features. Retailers do not want to be put in the position where they are losing out on business as a direct result of their platform because the platform is the very thing that should be facilitating sales.

Targeted Customer Retention Features

Sites must also be carefully-designed in a way that makes online shopping easy and convenient. Kay Singh of SocialMediaToday.com reports that “usability is critical for the success of any website and should never be overlooked. Good usability can improve the performance of your website and increase your chances of success. It can also boost sales and revenue for your business.”

If a customer cannot understand how to purchase something, or cannot find a specific product due to a confusing site design, they will go to a different site that can offer features that will meet their needs.

Additionally, it is possible for sites to make repeat visits a convenient aspect of online shopping when they incorporate features that speed up shopping.

For example, if a site has the functionality to save a customer’s credit card information, the next time a customer purchases from that site they’ll be able to avoid the hassle of taking out their card, entering the information, and filling in forms in order to make the purchase.

If deciding between two similar retailers, the ease of shopping may be the determining factor to which site the customer chooses to shop with.

Back-End Usability

Though it may seem as though front-end users are the primary focus for online retailers when designing a site, back-end user interaction is a significant concern.

It is important that the site managers and internal users find the site easy to use and simple to customize for their needs. Every eCommerce business is unique, and the functionalities one retailer finds useful might not be a priority for another retailer.

As such, an eCommerce platform that allows for a business to determine their own criteria to be included on the site or to determine the criteria when generating management reports from their platform is something every retailer should have access to.

Moreover, incorporating or excluding these features and information as site managers see fit should be a simple task, as their site should not have to go down for an extended period of time, or be a complicated burden to have to address.

A customizable eCommerce platform allows for a business to determine the features that will suit their business needs, not determine business needs that will suit their platform.


Customer satisfaction as a result of a web platform that provides the ability to customize features is one of the most important ways an online retailer can appeal to their customer and remain profitable.

A site that is easy to use and able to meet the specific demands of the consumer is a site that the consumers are going to be happy to continually revisit. It is important for a retailer to be able to consistently adapt to changes in demands from the consumer, as well as changes in technology available for use.

Additionally, a site that can be customized on the back end is a critical component of effectively managing a site. Altogether, a site that provides the ability to constantly adapt to changing business and consumer needs is a site that will consistently lead to profits for that business.

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