How Would We Personalize the Shopping Experience on Sezzle

eCommerce personalization strategies proven to sell more

Sezzle

Sezzle is a payments company on a mission to empower the next generation financially.

Sezzle’s payment platform increases the purchasing power for millions of consumers by offering interest-free installment plans at online stores and in-store locations. When consumers apply, approval is instant, and their credit scores are not impacted unless the consumer elects to opt-in to a credit building feature, called Sezzle Up.


The Challenge

Personalization is becoming increasingly crucial for eCommerce companies to:

  • engage with their shoppers

  • increase repeating purchases

  • drive sales

  • increase conversion

Although there are many benefits of personalization, most eCommerce websites don't have any personalization activities.

Why?

Because real-time eCommerce personalization can be challenging, and there are numerous limitations to consider:

  • lack of usage of data

  • slow and/or non-quality results

  • old CMS and tech stack

The Solution

Actually, the solution is in the problem.

Combining the right content management system with the right tech stack will make it easier to manage your data and perform real-time personalization seamlessly.

To achieve a personalized experience for its visitors, Sezzle needs the following tech stack:

The Tech Stack

In order to successfully create the personalized experience, Sezzle needs the following tech stack:


How Would We Personalize the Shopping Experience on Sezzle

Step 1: Defining Audiences

Before diving into the personalization, first, we need to define whom Sezzle is going to personalize for.

In this step, we determined the audiences of Sezzle based on their websites:

From their websites, we identified that Sezzle has four different major markets based on the markets they're operating in:

Step 2: Choosing Elements to Personalize

After defining the audiences, it’s time to choose which components to personalize on Sezzle's home page. By default, Sezzle's home page has the following elements:

  • Title

  • CTA

  • Hero Visual

  • Features

  • Shopping Categories

  • Banner

  • Trending Brands Section

  • Brands We Love Section

  • Most Popular Brands Section

  • New Brands Section

  • CTA

  • Get Inspired Section (Curated Product List)

In our personalized home page variations, we’ll personalize the following components:

  • Title

    • Users

    • Non-Users

  • CTA

    • Users

    • Non-Users

  • Hero Visual

    • Location & Climate

  • Features

    • Users

    • Non-Users

  • Shopping Categories

  • Continue Shopping Section

  • Trending Brands Section

  • Get Inspired Section (Curated Product List)

Step 3: Choosing Personalization Signals and Creating Variations

For personalization variations, we’ll use four signals:

  1. User Status (Non-Users & Users) This signal helps Sezzle to personalize its web experience for users and non-users. For non-users, they can even personalize the messages on their homepage based on the visitor's funnel stage.

  2. Location (San Diego, Los Angeles, Sacramento, etc.) This signal helps to personalize the hero visual based on location and climate data. It also helps to personalize the title of the hero section based on the location user lives in. Moreover, it also helps to personalize product recommendations based on where the user is located.

  3. Gender It allows personalizing product recommendations based on gender.

  4. Behavior (On-site behavior) The previous activity allows personalizing where the user left shopping, trending stores, and most popular stores.

Ps.: Although we used four different signals for Sezzle simple, you can increase the number of signals. You can add signals like:

  • Technology → User's device type, operating system

  • Explicit Data → Previous collected CRM data

  • Time → Days, time

  • Current Page → The type of page a user lands on

  • Funnel Stage → Awareness, consideration, decision

  • Ads Clicked → Facebook or Google ads a visitor clicked


Read Next:How to Personalize a Landing Page for Display and Social Ads


Step 4: Attaching Audiences to Variations

Before attaching audiences to variations, let's define our audience for this case study:

A women user visits Sezzle.com from San Diego, CA, who is interested in fitness.

After defining which components to personalize and creating variations for these components, it’s time to attach audiences to these variations.

Since our personalized shopping experience variation is for a women customer in San Diego who is interested in fitness, our audience will look like this:

  1. In our case, our audience has an account on Sezzle.com:

  2. In this case, the location is San Diego, CA:

  3. Now, it's time to define gender:

  4. Lastly, we need to define the previous website behavior. Since we know that our audience has done searches related to fitness products and clothes, all we need to do is create a rule around her previous behavior:

Ps.: For these types of signals, it's important to set the number of visits to more than 1. Because a visitor might accidentally visit the page or the visitor visited but not be interested at all.


The Result: Before vs. After

After attaching audiences to variations, the experience of the home page will be automatically personalized based on the predefined parameters. To understand it better, let’s look at the final result of our sample personalized home page.

Our sample personalized shopping experience is for:

  • User Status → User

  • Location → San Diego, CA

  • Gender → Woman

  • Behavior → Previous search related to fitness products and clothes

A women user visits Sezzle's website from San Diego, CA, who is interested in fitness:

After creating the variations and audiences, website visitors can see a personalized page based on their:

  • user status

  • location

  • gender

  • previous behavior

instead of seeing the same home page for every single visitor, whether they're users or not.

By personalizing the home page

Title changes automatically based on visitors location

CTA automatically changes based on the user status

Shopping Categories and Hero Visual changes based on the previous behavior and gender.

In addition to changes in “Title, Subtitle, CTA, and Hero Visual,” other components are also automatically personalized:

  • Continue Shopping Section

  • Trending Brands Section

  • Most Popular Brands Section

  • Get Inspired Section (Curated Product List)


The Bottom Line

In websites with many components, such as Sezzle, starting with simple cases and iterating is critical. Through continuous learning and experimentation, this strategy enables various teams

  • content creators,

  • growth,

  • product management, or

  • development

to create meaningful personalization experiences.

The outcome is that all teams can launch the first personalization in a couple of weeks and iterate based on the results and learnings. To create a personalized experience on the landing, all they need is the right tech stack.


Time to Experience the ‘Personalized Experience’

So far, you’ve read which components to personalize, how to personalize the components, how to attach audiences to personalized variations.

Although there were screenshots of the personalized components, they cannot replace the real experience. As Albert Einsteins says, “The only source of knowledge is experience.”

Now, it’s time to experience the personalized landing page in action.

When you go to this landing page now, you’ll see that the page is personalized for you 😊

Experience the Personalization