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How intelligent offers work: three real examples
By Dan Bond
The concept is simple enough:
Show different offers to different people based on what they're doing on your site.
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.
Example 1: Only showing offers to people who need them (it Luggage)
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.
What they did
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:
Returning to the site
Viewing product categories and brands
Adding items to their basket
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.
On top of that, they tested three discount levels (5%, 10%, 15%) against a control group to find the sweet spot.
The results
+16% conversion rate
+4% revenue
+5% revenue vs sitewide offers
+5% revenue per user
Revenue increased despite orders with offers having a 12% lower AOV, and targeting made up the difference.
(Also worth noting: the 15% discount won the test. Sometimes the smallest discount isn't the most profitable one.)
The takeaway
Show offers only to those who need them. Protect margin by suppressing discounts for high-intent visitors and convert fence-sitters without reducing profits.
Example 2: Using multiple offer types across the journey (Radley)
Radley is a premium accessories brand.
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