How to personalize your site based on users' funnel stages

PlaybooksBy Camila Shiratsubaki, Yasmin Gonçalves and Francine Nogueira

In an increasingly competitive digital market, e-commerces and subscription-based businesses face the challenge of communicating effectively with their customers and visitors. Offering aggressive discounts and enticing promotions is a common strategy to prospect new clients. However, it can lead to dissatisfaction among existing customers who are not eligible for these exclusive offers.

The solution to this dilemma lies in taking advantage of buying journey stage-based communication. By implementing web personalization strategies, businesses can reduce friction, elevate customer satisfaction, and discover valuable cross-selling and upselling opportunities.

Table of contents

How to deliver the right message

Segmenting customers from visitors allows you to craft tailored offers for each group.

For customers, you can focus on nurturing loyalty and maintaining a solid relationship by providing exclusive benefits, rewards, and purchase history-based product recommendations.

Meanwhile, you can generate interest and convert visitors into customers by offering first-purchase discounts, showcasing relevant products or services, and providing informative content that addresses their specific pain points.

Not only does this approach enhance their experience but also creates new opportunities for generating additional revenue.

Segment customers from visitors and improve your performanceCARE increased the conversion rate by 35% and ARPU by 97% with this strategy.
Website home banner wireframe

Creating visitor and customer segments using Croct is simple.

First, access your Workspace, then click Experiences and New.

Now, we'll show you how to segment users based on their funnel stage to create a new audience, select the slot where you want to deliver this communication, and define the content you’ll display.


Before creating audiences, identify the criteria your company uses to define a user as a customer. It could be based on their activity, for example.

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a form for defining audience name, ID, and criteria.
How to create an audience

To segment users, click on New audience and enter a CQL expression that matches the target audience. Here are some examples of segmentation criteria:

  • user's activities include "login"

If you want your campaign to target only specific users, use this query:

  • campaign's name matches "something"
  • campaign's content matches "something"

Where "something" is part of the name that comes in the UTM campaign parameters, such as utm_campaign=email_for_something.

You can use the following criteria to segment customers based on their purchase history:

  • user's stats' orders is not 0
  • property orders of user's stats is not 0

Then, you can create mixed criteria like this one using the or operator:

  • user's activities include "login" or campaign's name matches "something" or user's stats' orders is not 0

Slot and content

Slots are any personalizable elements of your application.

Three wireframes highliting announcement bar, hero section, and callout slots you can personalize.
Announcement bar, hero section, and callout slots examples

Some popular choices are the announcement bar, hero section, and callout slots. Still, you can also personalize any page section to include targeted information.

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A drop down menu displays options of slots you can personalize.
How to select a slot

Select the slot you want to personalize, and finally, click on Content to specify elements such as images, copies, and button colors you want your audience to view. Be creative!

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a content form for images, copies, and colours of the personalized content
Croct's content form makes it easy to define which personalized elements to display

Extra options

After defining the audience, the slot you want to personalize, and the content, everything is almost up and running!

You can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.

Screenshot of Croct's admin with buttons with options of scheduling, prioritizing, and choosing a time zone for a personalized experience.
You can schedule, prioritize, and choose a time zone for experiences

Next, publish your experience or go to the preview to see the magic happen!

Wrapping up

In a competitive digital market, recognizing that each customer deserves relevant communication based on their journey is key to leveraging competitive advantages.

Segmenting customers from visitors is a powerful strategy that allows businesses to personalize their offers by taking different characteristics and behaviors into account. You can also take advantage of users’ location data or get inspired by some of our examples for e-commerce.

Sign up for a free account today and explore our platform to enhance your content delivery and improve your brand authority. Happy personalization!

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