What personalisation means in ecommerce
Personalisation is simply the practice of showing the most relevant next step based on the user’s context. For a first-time visitor that might be clearer navigation and reassurance. For a returning customer it might be faster access to previously viewed products or a re-order flow.
Step 1: Choose segments that are worth the effort
The best segments are simple and directly tied to intent:
- New vs returning customers
- High-intent behaviour (repeat visits, deep product views, add-to-basket)
- Category intent (which ranges they explore)
- Acquisition context (paid search, paid social, organic, email)
Step 2: Map the journey and find the leaks
Leak: users land on generic pages
If your campaigns land users on broad pages, you are forcing them to do the work. Send them into the most relevant category or subcategory where possible.
Leak: navigation overload on mobile
Over-complicated menus and filters are conversion killers. Personalisation can help by surfacing the likely next category and reducing the number of taps to reach products.
Leak: weak reassurance at the decision point
Users often hesitate because the basics are unclear: delivery times, returns, warranty, reviews, and trust signals.
Step 3: Personalise the elements that actually matter
Start with changes that are high impact and low risk:
- Recently viewed products and ‘continue where you left off’
- Category tiles based on browsing history
- Contextual reassurance near key calls to action (delivery cut-offs, returns, stock)
- Smarter on-site search suggestions for returning users
For returning customers
- Re-order prompts and easy access to past purchases
- Bundles based on repeat purchase behaviour
- Subscription nudges only when users show repeat intent
Step 4: Connect onsite journeys with lifecycle messaging
Personalisation should not stop at the page. Pair onsite journeys with lifecycle flows:
- Browse and cart abandonment that returns users to the right product or category
- Post-purchase education to reduce refunds and increase satisfaction
- Replenishment reminders for products with predictable cycles
Step 5: Measure properly
Define the KPIs and measurement approach before you change anything:
- Conversion rate, revenue per session, AOV, and margin per visitor
- A/B tests where possible
- Holdout groups for email and lifecycle changes
Rule of thumb: if you cannot measure the uplift, keep the change simple or do not ship it yet.
Privacy and trust
Good personalisation feels like good service. Avoid anything that feels intrusive. Be transparent, consent-led, and use data responsibly.
Want a personalisation plan that is practical and provable?
Sculpt Digital can map your highest-impact journeys, implement the tracking to prove uplift, and build a roadmap that improves conversion rate without adding unnecessary complexity.
