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By Dan Bond

The concept is simple enough:

But what does that actually look like when you're running a real eCommerce business with real customers?

Here are three examples from brands that stopped treating every visitor the same way.

it Luggage sells direct and through retailers. Like most brands in that position, they needed their direct channel to perform without constant discounting.

The problem was resources. They had no time to A/B test every offer. No capacity to build complex segmentation rules. Just the usual challenge: too many people leaving, not enough converting.

They ran exit campaigns, but with one key condition: the offer appeared only to visitors with a buying intent score below 15%.

In practice, this means that visitors who demonstrate intent signals would not see an offer. Signals such as:

Only visitors who visited once and showed little engagement would receive one.

The reasoning is straightforward: visitors with high intent are likely to purchase regardless of an offer, so showing them discounts unnecessarily erodes profit. Visitors with low intent, conversely, are less likely to buy unless given an incentive; therefore, offers are targeted to them.

On top of that, they tested three discount levels (5%, 10%, 15%) against a control group to find the sweet spot.

Revenue increased despite orders with offers having a 12% lower AOV, and targeting made up the difference. More people converted, fewer discounts went to waste, and the overall result was stronger than a blanket promotion.

Show offers only to those who need them. Protect margin by suppressing discounts for high-intent visitors and convert fence-sitters without reducing profits.

Radley is a premium accessories brand. Not the kind of business that can afford to train customers to expect constant discounts.

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