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Personalisation & Funnel Design
Stop Optimizing for the Average Customer.
Once you understand what works, the next question becomes more interesting: for whom does it work, when, and under which conditions?
PrettyDamnGreat helps mature digital teams move beyond one experience for everyone by combining behavioural segmentation, personalisation and conversion-focused funnel design.
The objective is simple: recognize meaningful signals earlier and create the shortest relevant path between what a customer needs and the value your business can provide.
Beyond Traditional CRO
Testing Tells You What Works. Personalisation Asks for Whom.
This is generally most valuable for organizations that already have meaningful traffic, customer interactions and enough data to go deeper than optimizing the average conversion rate.
01
Research
Understand behaviour, friction, intent and where customers differ across the journey.
02
Experimentation
Learn which experiences, propositions and interactions influence behaviour.
03
Personalisation
Use those learnings and customer signals to make experiences more relevant to different audiences, contexts and moments.
First learn what changes behaviour. Then learn whose behaviour
you should change, and when.
Segmentation
Not Every Visitor Arrives With the Same Intent.
Useful personalisation starts by identifying differences that actually matter to behaviour.
Who They Are
New or returning visitors, customers or prospects, known profiles, customer groups and other meaningful audience characteristics.
Where They Came From
Campaign, channel, landing page, referral source or other acquisition context can change what a visitor expects to see next.
What They Do
Searches, page sequences, product views, clicks, scrolls, downloads, repeat visits and smaller interactions can reveal intent before conversion happens.
What They Have Done Before
Previous sessions, purchases, categories, content consumption and other historical behaviour can provide useful context.
Where They Are in the Journey
Orientation, comparison, consideration, purchase and retention require different information and different levels of persuasion.
What They Tell Us
Declared preferences, surveys, quizzes and other first-party signals can improve relevance without trying to infer everything from behaviour alone.
Personalisation Technology
Start With the Signals. Choose the Technology That Fits.
Experimentation Stack
Segment and Personalise With Existing Tools
Personalisation does not always require a dedicated CDP. Existing audience definitions, analytics signals and experimentation platforms can often be used to target specific experiences.
Segments can be defined through analytics or customer data, while Google Tag Manager and other data-layer signals can trigger experiences based on relevant events or conditions.
Platforms such as VWO, AB Tasty, Optimizely, Varify.io or GrowthBook can then be used to experiment with or deliver targeted variants where the setup allows it.
Advanced Personalisation
Build Behaviour Into the Profile
Platforms such as BlueConic make it possible to go considerably deeper by building profiles and dynamic segments from customer data and behavioural signals.
Instead of reacting only to a single event, listeners and profile logic can respond to combinations, sequences, frequency and smaller interactions across the journey.
Those profiles can then drive more relevant content, journeys, recommendations and lifecycle experiences.
The more useful question is not “Can we personalise this?”
It is “Do we have a meaningful signal that justifies a different experience?”
Personalisation Framework
Turn Customer Signals Into Better Decisions.
01
Signal
Capture behaviour, context, history or declared preference.
02
Profile
Connect useful signals to the visitor or customer where possible.
03
Segment
Define audiences where different treatment has a clear rationale.
04
Experience
Adapt content, proposition, journey, CTA or interaction.
05
Learn
Measure the outcome and feed the evidence back into the model.
Funnel Design
The Straightest Path to Value.
A good funnel should feel less like completing a process and more like the experience naturally understands what the visitor needs next.
My approach to lead-generation funnels is influenced by a straight-line principle: keep the customer moving toward the desired outcome without introducing unnecessary detours, decisions or friction.
Combined with the classic “Don't Make Me Think” principle, every interaction should have a reason to exist.
The experience should understand the problem quickly, provide the right information at the right moment and make the next useful action feel obvious.
Every Step Should
Increase relevance
Reduce uncertainty
Build confidence
Collect useful information
Remove unnecessary effort
Move the customer closer to value
The best funnel does not feel like a funnel. It feels like the
obvious next step.
Lead Generation Funnels
Every Small Interaction Can Move the Customer Forward.
Lead generation does not have to begin with asking someone to fill in a large form.
01
Match the Intent
Connect campaign, landing page and proposition so the visitor immediately recognizes that they are in the right place.
02
Start Small
Use low-friction interactions, selections, questions or micro-conversions to understand what the visitor needs before asking for more commitment.
03
Progressively Qualify
Each useful answer can improve the next step, reduce irrelevant options and gradually build a stronger customer profile.
04
Adapt the Journey
Change questions, proof, content or propositions based on what has already been learned rather than forcing everyone through the same path.
05
Ask at the Right Moment
Request contact information when enough value, relevance and confidence have been created to justify the exchange.
06
Continue After Conversion
The submitted lead is not the end of the journey. What the funnel has learned can help improve qualification, follow-up and the next customer interaction.
Personalisation Opportunities
Personalisation Can Go Much Further Than a Different Headline.
Content
Headlines, copy, imagery, proof and information based on audience or journey context.
Propositions
Surface different benefits, offers or value propositions when customer needs genuinely differ.
Products
Categories, recommendations, merchandising and product discovery based on behaviour or preference.
Calls to Action
Change the next action depending on intent, lifecycle stage or what the customer has already completed.
Funnels
Adapt questions, steps and routing instead of forcing every visitor through an identical sequence.
Landing Pages
Align the experience with campaign, source, search intent or audience where enough evidence exists.
Lifecycle
Coordinate experiences differently for prospects, new customers, returning customers or retention journeys.
Timing
Sometimes the most useful personalisation is not what you show, but when you choose to intervene.
Is Your Organization Ready?
Personalisation Becomes Interesting When “What Works?” Is No Longer Enough.
You already have meaningful website or app traffic.
Your customers generate enough interactions to identify
behavioural differences.
You already understand the fundamentals of your conversion
journey.
A/B testing is established and you want to move beyond
optimizing one average experience.
You have customer, analytics or behavioural data that can
support meaningful segmentation.
Your organization has the technical access and capacity
to deliver different experiences.
Not There Yet?
Build the Foundation First.
Personalisation adds complexity. If the core journey is still poorly understood, adding more variants can create more noise rather than better performance.
Start by understanding the journey and establishing a strong experimentation cycle. The behaviour you learn there becomes the foundation for smarter segmentation later.
Personalisation & Funnel Design FAQ
Before We Make Things Personal.
Do we need a CDP such as BlueConic?
No. Useful personalisation can often begin with existing analytics, customer data, Google Tag Manager and an experimentation platform. A CDP becomes more valuable as segmentation, profiles, behavioural signals and lifecycle orchestration become more sophisticated.
Can A/B testing tools be used for personalisation?
Yes. Many experimentation platforms support targeting and audience-based experiences. The important part is having reliable signals or segments that determine who should receive a different experience.
Is personalisation only for e-commerce?
No. It can be especially valuable in lead generation, service journeys, subscription businesses and other environments where customer intent and qualification meaningfully change the ideal next step.
What is funnel design?
Funnel design structures the interactions between entry and conversion so that each step reduces friction, increases relevance or helps the customer move toward the desired outcome.
Should every visitor receive a personalised experience?
No. Personalisation should solve a meaningful difference in customer need or behaviour. If there is no evidence that a different experience is useful, the default experience may still be the best one.
Can personalisation itself be tested?
Yes, and ideally it should be. Targeted experiences can be validated against an appropriate control to determine whether the additional relevance actually improves the desired outcome.
Go Beyond the Average
The Right Experience. For the Right Customer. At the Right Moment.
If your experimentation program is mature, your traffic is substantial and your customers are giving you enough signals, there is probably more value in the data than one generic experience can capture.
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