Alternative Text Craig Melville | 15 July 2019 |

Personalisation and experimentation on a global scale

hand holding a miniture glass globe

eCommerce companies are implementing various technologies to provide perfect personalisation, in the hopes of exceeding customers’ UX expectations.

This could be through product recommendations, increased basket size or completely personalising the homepage to the user. We covered this topic at our first Commerce Club #TCC event, you can see the slides herewhere Dave Gorman, Head of Global eCommerce at Liverpool FC, shared how they do this using the Dynamic Yield tool. 

The 3 key benefits however are below:

  1. Personalised Recommendations – This is a key revenue generator for most companies, in fact Amazon suggest that more than 30% of their total sales come from their personalised recommendations.  Increasing the average order value is a key metric for all retailers and it’s something that should be at the forefront of the sales strategy.
  2. A/B Testing & Optimisation – Getting the customer experience right for you specific customer base is key, and an A/B testing tool can remove all emotion out of functionality changes and make decisions metric based.  Offering different of customers a different experience can often lead to a better experience for all and ultimately generate more revenue for your business. Small changes can make all the difference but how do you know unless you test them regularly!
  3. Customer Segmentation – Having the ability to talk to specific segments with targeted messaging is something that all companies have strived to do for many years.  After all, not everyone wants to hear the same message as we all have different likes and dislikes. The issue has been deciding which customer receive which message.  The ability to use previous visit and purchase information is a key weapon to ensure you can target the right message to the right people that will be interested.


DeeperThanBlue helps companies on their journey to increase digital revenues and decrease costs through the introduction and better use of technology. We have experience in creating strategies as well as delivering on existing strategies of all sizes, feel free to take a look at some of our work or contact us if you’re looking for an independent partner to help you succeed.

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