Retailer Intent vs Shopper Intent: The Personalization Gap
Personalization is supposed to make things easier for shoppers. But too often, it becomes a battle of retailer vs shopper intent—where the experience serves the brand more than the customer. This retailer vs shopper intent disconnect is one of the biggest reasons...5 Personalization Mistakes to Avoid (and What to Do Instead)
Most ecommerce personalization efforts fall flat because they repeat the same personalization mistakes to avoid. Mistakes that sound smart but fail in practice. They sound smart in a deck. They look flashy in a tool. But they don’t move the needle—because they’re...Your Segments Aren’t the Strategy. Your Actions Are.
Everyone wants to talk segments. But building a personalization strategy using segments takes more than smart labels. Deal-seekers. Luxury buyers. Gift-givers. Lapsed customers. Engagement intenders. Style lovers. First-time visitors. High-intent cart returners. These...Personalization Metrics That Matter: Why Conversion Rate Misleads
Conversion rate has killed more good ideas than bad ones. In this post, we’ll show you how to choose personalization metrics that actually reflect visitor intent. It’s the north star metric for many eCommerce teams because it’s clear, trackable, and easy to report....Reducing Friction: The Most Overlooked Way to Improve Conversions
If you’re serious about improving conversion rates, stop chasing best practices and start removing friction. Friction isn’t just a bad layout or a slow site. It’s anything that makes a visitor stop, think too hard, or second-guess their next step. And it shows up in...About Craig
My name is Craig Kistler is a user experience professional who has been designing digital experiences for over fifteen years from Medina, Ohio.
I've built and led user experience teams at companies such as Progressive Insurance, American Greetings, and Signet Jewelers. I specialize in helping eCommerce websites increase conversion rates through user research, A/B testing and conversion strategy.
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