Made With Intent

Intent-based personalisation can guide what not to do, just as much as what to do. During tomorrow's Intent Live session, Chris Roche will share how Cotswold Outdoor add revenue by sometimes subtracting experiences. 🚨 This is your final call to sign up and save your seat: https://lnkd.in/eEsJCmzc

How much of your abandonment strategy is built for the moment after someone's already left? Most browse abandonment strategies happen after the moment that mattered, whether that's an email a few hours later or a retargeted ad the next day. These strategies are aimed at someone who's already decided, bought elsewhere, or moved on. The more useful moment is mid-session, while someone's still on the page and still weighing it up. But that raises the harder question: what do you actually show them? Not every visitor who looks like they're leaving needs a discount. Give one to someone who was buying anyway and you've written off margin for nothing. Give one to someone who was never buying that day and you've taught them to wait for the next code. The better question is what they actually need to keep going: social proof, reassurance on delivery, an answer to the objection they haven't voiced, or a bit more time. You can turn distraction into discovery by spotting signs of drop-off early and responding with real-time nudges. "There's less compromise now. Customers get the experience that matches where they are in the journey." Buy It Direct Group now uses Intent to offer abandoning browsers the incentive that actually fits the moment.

⭐ Social proof is supposed to build confidence. For a chunk of your visitors, it does the opposite. Most sites treat it as a constant: show the review count, the star rating, the “people loved this” badge, on every visit, to every visitor. The assumption is that more proof always helps. It doesn’t. Reassurance only lands on someone who already has a question in mind. Show it to a visitor who’s still browsing, still deciding whether they even want this, and it reads as pressure instead of confidence. You’re answering a question they haven’t asked yet. We saw this play out directly with one ecommerce brand. Measured by visitor intent rather than by page, the same social proof moved conversion by 6% down for browsers and 14% up for shoppers who were ready to buy. Same message, same placement, opposite effect depending on who was reading it. The fix isn’t to turn social proof off. It’s to stop showing it to everyone. Made With Intent reads real-time signals, scroll depth, product interaction, return visits, to work out who actually needs reassurance right now. Proof goes to them. Everyone else gets left alone. Reviews and ratings aren’t the problem. Broadcasting them to people who aren’t ready is. Who on your site is seeing proof they don’t need yet? 👀

⏳ Our next Intent Live session is almost here! On the 25th September, at 2pm, Chris Roche will walk you through how Cotswold Outdoor add revenue by sometimes subtracting experiences. You'll leave the 30-minute session with a working example of what happens when intent-based personalisation stops being a campaign and starts actually informing how a retailer trades. You’ll learn how it can guide what not to do, just as much as what to do, to give online experiences almost as much human intuition as you can in a store. Make sure to sign up here to get one of the 100 seats 👇 https://lnkd.in/eWHQ3u5m

CRO got you this far. It alone won't get you much further. Testing the average visitor answers one question: does this work? For a while, that's plenty. Then the site is good enough, the tests slow down, and personalisation is where the returns are. Except most personalisation never delivered on that promise. "Returning visitor" and "paid traffic" describe the website, not the person on it. And the maths never helped: split traffic three ways and the test triples in length, prove those three groups are genuinely different and it quadruples again. Most teams stopped before that point, which is how personalisation became a pile of hand-built rules nobody wants to maintain. The fix isn't a better segment. It's a different variable. Device and location tell you who someone appears to be. Intent tells you what they're about to do. One is a proxy. The other is the actual thing. 💎 One of our customers, Diamonds Factory, replaced a single 25% discount with four options, and let an agent choose per visitor. 15% needed no discount at all, a segment no A/B test could have found, because there was no group to test it against. None of this is a knock on fixing what's broken. But once that's done and the remaining UX gains are marginal, the question changes. It stops being how do we make this better for everyone. It becomes which of the things we already have this person should see, when, and whether they should see anything at all. Unless the site is actually broken or hard to use, that's the better bet: dynamic experiences that serve the right content at the right time.

We're obsessed with adding stuff in CRO and experimentation. New content, new variants. Have you ever considered testing the timing of your messaging, rather than continually adding new s***? I want us all to think about the timing of when an experience is shown, not just the content. *Who* is shown to, and *when* it is shown, can sometimes be more important than *what* is shown. Answer the question "does someones moment for making a decision sit within the page, oppose to page load?" Yes. The moments of decision often sits inside the page itself, in between events. Momentum dips, hesitation occurs, purchase confidence might decrease sharply all within the same page and without continuous intent signals being read, you might have no idea. If the decision only needs making once, at page load, sure. But more often than not the moments that matter are not at page load. Testing the timing of when something is shown can be sometimes more important than the content. That's what I say. And I've got a tonne of evidence to prove it... #Made With Intent

We all talk about "adding" stuff to pages on our sites. But what about taking it away. The art (and proof) of suppression. Enter Cotswold Outdoor Group The next Intent Live session by Made With Intent, at 2pm on Fri 25th of September will show you. Chris Roche, Ecommerce Customer Intent Lead at up, will show you how Cotswold Outdoor add revenue by sometimes subtracting experiences. In 30 minutes or less we’ll explore: ✖️Why people default to addition (spoiler alert, it’s because it’s visible) ✖️Why ‘doing nothing’ like you would in store never made it to online shopping ✖️How selective use of a PDP countdown timer lifted revenue and conversion, compared to the always-on approach ✖️Early findings from another banner test, excluding people in purchase momentum while targeting those who need it ✖️How Intent has added £3m in incremental and now sits inside weekly trading calls, shaping what gets pushed You'll leave with a working example of how our agentic decision engine can deliver online experiences with almost as much human intuition as you can in a store. And how this is as much about what not to do, as it is about what you do. It’s free, live, and limited to 100 people so be quick! You can find the link in the image, or drop us a comment and we will send it your way.

Can ‘doing less’ actually do more to help close a sale? And how do you not only prove this, but then go on to use it in weekly trading meetings? The next Intent Live session, at 2pm on the 25th of September, will focus on answering these questions. Chris Roche, Ecommerce Customer Intent Lead at Cotswold Outdoor Group, will be joining us to share how Cotswold Outdoor add revenue by sometimes subtracting experiences. In 30 minutes or less we’ll explore: ✖️Why people default to addition (spoiler alert, it’s because it’s visible) ✖️Why ‘doing nothing’ like you would in store never made it to online shopping ✖️How selective use of a PDP countdown timer lifted revenue and conversion, compared to the always-on approach ✖️Early findings from another banner test, excluding people in purchase momentum while targeting those who need it ✖️How Intent has added £3m in incremental and now sits inside weekly trading calls, shaping what gets pushed You'll leave with a working example of how our agentic decision engine can deliver online experiences with almost as much human intuition as you can in a store. And how this is as much about what not to do, as it is about what you do. It’s free, live, and limited to 100 people so be quick! You can find the link in the image, or drop us a comment and we will send it your way.

Intent in a Tent. 25th February 2027. It's back and it's bigger than ever. Here's David risking a security guard tackle to tell you more. Apply for your ticket here: https://lnkd.in/eKKs6yee