HOW I WORK
A clear, structured approach to eCommerce personalization consulting for eCommerce and DTC brands that want to grow without guesswork.
My process combines three core frameworks — Visitor Intent Levels, Experimentation, and Scalable Personalization. Together, they form the Intent Engine, a system designed to uncover what visitors are trying to do and adapt the experience around it.
This isn’t theory. It’s a repeatable approach built from running thousands of experiments across eCommerce funnels.
The Intent Engine
The Intent Engine is the combined system that powers all of my work. It aligns three things:
- What visitors are trying to accomplish
- Where friction stops them
- What experiences or messages will move them forward
It works because it uses behavior — not identity — to understand and serve visitors in real time. Each of the three frameworks below feeds into it. This approach is the foundation of my eCommerce personalization consulting work, helping brands understand how visitors make decisions.
If you want to explore how advanced intent signals can complement this approach, I recommend Made With Intent a platform focused on understanding real customer intent patterns.
1. Visitor Intent Levels: Low, Medium, High
Not all visitors arrive with the same purpose or confidence. Intent Levels help you understand how close someone is to choosing, based entirely on what they do on your site.
Low Intent
Visitors who are early in their journey.
- 1–2 page views
- Quick scans
- Broad category browsing
- No product depth
Goal: engage them with easy choices, relevant categories, and clear paths forward.
Medium Intent
Visitors who show early signs of interest.
- Returning to the same category
- Using filters or search
- Comparing multiple items
- More time on site
Goal: help them evaluate faster and reduce friction.
High Intent
Visitors who know what they want — they’re choosing between options.
- Multiple product views
- Deep detail engagement
- Saved or shared items
- Cart interactions
Goal: support their decision-making and remove the final blockers.
Intent levels matter because they show why someone is on your site, not just what pages they viewed.
2. Experimentation Framework
An experimentation system is only useful if it creates clarity — not noise. My framework focuses on three things:
A. Prioritization
Tests are chosen based on intent, friction, and expected revenue impact. Not opinions. Not trends. Not what competitors do.
B. Design
Every experiment starts with a clear hypothesis:
What behavior should change — and why? Design focuses on isolating variables so results are actionable, not ambiguous.
C. Interpretation
Results aren’t just “wins” or “losses.” They’re signals about how people shop:
- What helped them decide
- What they ignored
- Where friction quietly killed momentum
- What improved navigation or discovery
Experiments are strategy. They reveal the next move, not just whether a test “worked.”
3. Scalable Personalization (Macro → Micro)
Personalization doesn’t start at 1:1 — it scales intelligently as intent becomes clearer.
Macro Personalization
Useful for large groups with obvious shared needs.
- “Gifts for her” vs “Gifts for him”
- First-time visitors vs returning visitors
- Broad interest categories
Goal: steer the journey in the right direction without overwhelming visitors.
Mid-Level Personalization
Based on patterns revealed through behavior and experiments.
- Product affinity
- Price sensitivity
- Feature preferences
- Engagement depth
Goal: surface more relevant options and reduce decision time.
Micro Personalization
Used only when someone has shown clear intent.
- Recently viewed items
- Complementary items
- Variant recommendations
- PDP-level nudges
Goal: support the final decision in a way that feels useful, not intrusive.
Personalization becomes effective only when it matches
how much you know — not how much you wish you knew.
Putting It All Together
When these frameworks work together, the Intent Engine becomes a powerful system:
- Intent levels show where the visitor is in their journey.
- Experimentation reveals what helps them move forward.
- Personalization adapts the experience based on what the visitor actually needs.
This is what effective eCommerce personalization consulting looks like in practice. This is how eCommerce growth becomes repeatable, scalable, and aligned with real customer behavior.
Want to See This in Practice?
Explore case studies and see how the Intent Engine creates measurable revenue impact across real ecommerce brands.
Ready to Make Every Visit Count?
Let’s turn your site into a smarter, faster, more profitable growth engine — one signal at a time.
330.241.9357