Travel & Hospitality
Personalize pages based on audience segmentation
Learn how to boost your conversion rates by personalizing web pages based on your visitor’s traits, behaviors, purchase histories, and more.
One of the most effective ways to improve conversion rates is to personalize your website’s content based on the user’s segment membership.
When a visitor arrives on your website, they do so with different levels of intent. They could be anywhere on the scale of “just browsing” to “ready to purchase.”
Let’s use the example of an online grocery shop with two different users and very different needs:
Your homepage and product pages can dynamically address those different needs. Maybe you adapt your product description to new visitors. Or perhaps you show a welcome back message to returning visitors.
Here are the steps to create specific audiences that will be directed to personalized pages.
Step 1: Connect your data source
First, you will need to make sure that your customer interaction data is properly sent to Intempt Platform. Go to Sources -> Create a source and set up an Intempt JS tracker on your website.
Step 2: Create event collections
To start tracking all your transactions, you will need to create specific event collections linking to these actions.
Step 3: Build your metric
To specify “Big spender” users, you will need to calculate the average order value of every customer’s purchase history.
Go to “Metrics” -> Create a new metric, define the period you want to analyze, select the format and choose the required metric creation options from the dropdown.
Formula: [A] Total revenue / [B] Total count of users
[A] Total revenue:
Type -> Collection
Source -> your JS tracked website
Collection -> purchases
Field -> purchase amount
Aggregation -> Total
[B] Total count of users:
Type -> [B] Users
Filter -> [B] Total User Count
Concept: Custom metrics
Step 4: Create customer segments
Go to “Segments” -> “Create a segment” and build an audience based on the metric created.
“Big spender” segment definition: A and B
A = Has done -> Event “Purchase” within last 30 days
B = Has done -> Average Order Value -> Greater or equal to $50
“Passive customer” segment definition: (A and B) or (C and D and E)
A = Has done -> Event “Register” within last 30 days
B = Has not done -> Event Purchase” withing last 30 days
C = Has done -> Event “Added to cart”
D = Has done -> Event “Visited Checkout”
E = Has not done -> Event “Purchase”
Step 5: Create web pages for your segments
Once you’ve created your segments, you can create personalized web pages or dynamic page tweaks.
In this case, let’s focus on two web pages - one for the “Big spender” segment and another for the “Passive customer.” Design and content should be arranged based on audience tendencies. “Big spenders” will be more interested in new products and special subscription offers while the “Passive customer” should be presented with a clear value proposition like seasonal sales offers.
Once you create the 2 different page designs, you can set up the connection with Intempt Platform to activate the web pages based on the users. Here is the process:
Step 6: Test and experiment
Once you’ve shipped your personalized web pages, it’s time to iterate.
Use the segment comparison graph to analyze how two different segments (“Passive customer” and “Big Spenders”) compare against the “Revenue” metric before and after the dynamic web pages were implemented.
If the revenue (after the test period) is rising - it means that the change was successful, and your users are more likely to buy once presented with personalized content.
If you don’t see any significant change in the revenue line, you should experiment further by applying different web page variations modifications.