Individualize Product Details Based on Customer's Journey

Overview

Primary/secondary KPI: Revenue
Page type: Product detail page
Features used: Automated Personalization
Industry vertical: Office supplies
Channel: Web/mobile

Illustration showing one product detail page layout with a brief overview of the product and a second layout with more detailed production information

Home office retailer uses one-to-one personalization based on customer lifecycle data to change product detail pages.

Strategy

Challenge

Different visitors viewing product pages are looking for different types of information, such as product descriptions, shipping details, or reviews. With limited space above the fold, it's difficult to determine how to display information.

Solution

Use one-to-one personalization to automatically emphasize or de-emphasize information for each visitor
Base contextual and behavioral factors on where customers are in their buyer journey (for example, number of page views, number of products in cart, first-party lifecycle data)

Outcome

Increase revenue by as much as $6.9 million in 4 months
Increase overall conversion