Page 30 - How Top Merchants Create the Best Customer Experience

30 HOW RETAILERS CONTINUE TO PERSONALIZE

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

“If we see a landing page is converting

well — either the user is clicking through

to another page or adding a product to

cart — we know that content and call-to-action is

working well and we’ll try to extrapolate that template

to other campaigns.”

— Jesse Miller, vice president of growth, Goodlife Clothing

In contrast, an ad that is retargeting a previous customer will likely
direct the shopper to Goodlife’s homepage or to a specific product
page or product category page.

This first impression of the site for both new and returning
customers helps to keep shoppers engaged and shopping. And the
personalization doesn’t stop there. Once a shopper is on the site,
Goodlife can then use its on-site personalization tool to further

tailor its site to fit different shopping patterns.

Goodlife uses XGen Ai, an artificial intelligence tool that integrates

with its Shopify ecommerce platform. As a shopper browses the
site, the artificial intelligence will note which channel the shopper
came in on, the pages she visited, which colors she looked at
and where she exited the site or if she converted. This data feeds
into the algorithm to try to match current shopper patterns to

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