Clients communication: deliver the right message to each persona

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.

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.
A image showing home banner website mockup

Creating your experience

Creating visitor and customer segments using Croct is simple. The first step is to identify the criteria your company uses to define a user as a customer. Check out the examples below.


You can segment customers based on their activity:

  • 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
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 within an experience in Croct's PMS


Slots are any personalizable elements of your application.

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.
Home banner and announcement bar slots examples

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

How to select a slot in an experience within Croct's PMS

Wrapping up

In a competitive digital market, recognizing that each customer deserves relevant communications 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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