1. Firstly, you need to make sure you’ve got the right content strategy

Put customer experience management to the forefront of your attempts at website personalization and create content that will actually wow your customers – not just lead them to convert.

Purposefully create the sort of content that drives conversions. Content marketing is great, there’s a reason why its been around for years!

Style guides, user reviews, and blog posts are just what people need to get them in the mood to spend.

2. Welcome your visitors with, er, welcome messages

What better time to direct people towards the strongest piece of content than as soon as they come to your website?

Don’t do it every time they come, limit it to three times at most. At the heart of customer experience management is the need to think of what your visitors want.

Don’t overload them with welcome messages, you’ve got plenty of opportunities to get them to see your best content.

Visitors can’t read your mind, and they won’t be able to find your high performing content if you don’t direct them towards it. A/B testing will allow you to test its success, and starts you down the route to conversion optimization!

3. Segment out your users into different markets, and serve them different versions of your landing page

Use A/B testing and engage in marketing attribution to find out which types of people like different things and which channels are the most successful. Once you’ve worked out which different people like different forms of content do the right thing and lead them right to it.

Of course, you shouldn’t just leave it there. Once you’ve figured out which variant is the winner, you need to push it to always on, but don’t make the fatal mistake of forgetting a control group.

I favour a global control group, 5% of users who will not see your variations, which means you can directly calculate the incremental revenue of your conversion optimization.

4. Serve them a layer when they’ve been browsing too long

Sometimes people need something to direct them away from product pages. It’s all too easy to add hundreds of pounds worth of items with no intention of spending because nothing has prompted you to do otherwise.

Track their activity and target them appropriately!


O2 do this well with their use of a live chat function. Chatting to a real person often allows you to get answers to your questions much quicker, so they serve a layer to any user who looks like they might be struggling.

5. Serve them an abandonment message

“Why don’t you take a look at our style guide before you leave?” If a visitor hasn’t been entertained or compelled by a website, now’s your last chance to do it!

Abandonment catching is usually a driver for conversions, because at this point in their journey customers are often making the decision of whether to purchase or not. This can have fantastic results.

L.K. Bennett was able to implement a basket abandonment layer that led to an 11% increase in conversions! Send your exiting visitors back to high performing content they haven’t seen, and turn those exits into successes!