AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.

When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.

Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

1. DELIVERING MEANINGFUL CONNECTIONS
AI-Powered Personalization
DATE PRESENTED BY
Sarjak Patel, Head of Delivery & Account Management, 3rd Eye
Naitry Dhakan, Head of Consulting & Project Management, 3rd Eye
Divyansh Shukla, Marketing Manager, VWO
29-May-2024
Principles, Use Cases & Its Impact on CRO

2. Naitry Dhakan
Head of Consulting & Project Management
3rd Eye Consulting
With over 18 years of experience, Naitry has
assisted multiple businesses on their path towards
business acceleration. Having helped businesses
achieve their Marketing KPIs, she brings real-life
examples and use cases.
Sarjak Patel
Head of Delivery & Account Management
3rd Eye Consulting
With 13+ years of strong experience in driving growth for
some of the biggest names in SEA & MEA regions in the
MarTech Ecosystem, Sarjak drives delivery & account
management optimization of processes to a whole new
level by successfully steering the analytics & conversion
optimization projects
Meet Your Speakers
About Us

3. 3rd Eye Consulting is a one-stop Digital & Data solution provider in the MENA region. We operate in the field of
Analytics, Cloud & Big Data Technologies, Media & Conversion Marketing.
Who Are We?
Analytics MediaBI & Insights Conversion Marketing
About Us
ANALYTICS
WEB & APP
ADVANCED ANALYTICS
BUSINESS INTELLIGENCE & INSIGHTS
CLOUD FOR MARKETING
MEDIA
PROGRAMMATIC ADVERTISING
PREDICTIVE ML REMARKETING
PERSONALISATION & CUSTOMER PROFILING
CONVERSION
CONVERSION RATE OPTIMIZATION
EXPERIENCE UPLIFT PROGRAM
UI/UX AUDIT

4. Key Takeaways
1
2
A formative framework for executing a personalization-driven
conversion strategy
AI use cases and examples for enhanced execution of
personalized programs

5. Webinar Agenda
1
2
3
What is Conversion?
How to improve Conversions?
Gaps in Persuasion Strategies
Key Principles of Persuasion
Personalization
Upcoming use of AI in Personalization

6. What is Conversion?

7. Understanding Conversions
Conversions
100k visitors on website/landing page

8. Understanding Conversions
Conversions
100k visitors on website/landing page
10k visitors wanted to purchase

9. 2000 visitors purchased!
Understanding Conversions
Conversions
100k visitors on website/landing page
10k visitors wanted to purchase

10. Understanding Conversions
Conversions
What about these 8000 visitors, who wanted to but did not purchase?
What could have gone wrong with these 8000 visitors?
2000 conversions on the website!

11. Understanding Conversions
Conversions
?
Lack of
Trust/Principles
Of persuasion
?
Unclear
Value
Proposition
?
Unpleasant
User
Experience

12. How to improve Conversions?

13. Background
2.35%
Average Conversion Rate Across
Industries
11.45%
Average conversion rate of the top
10% websites
5.31%
Average conversion rate of the top
25% websites
Source: Startup Bonsai, 2024
Background

14. Background
Source: Startup Bonsai, 2024
Background

15. Testing the CTA designs & copy
Testing the User Interface
Testing the product images & gallery
Testing the content & storyline
Testing on different messaging
for different audience segments
Optimizing the lead form
Improving Conversions
What to do for improving conversions?

16. 3rd Eye’s Data-driven Approach
1.
ANALYTICS &
HEURISTICS
AUDIT
2.
HYPOTHESIS
GENERATION
3.
DESIGNING
THE
VARIANTS
4.
CONDUCT
THE TEST
5.
MONITOR &
ANALYSE
RESULTS
1. ANALYTICS & HEURISTICS AUDIT

In this step we dig through your
analytics data, heatmap, scroll & click
maps, alongside a heuristics audit that
benchmarks current practices against
best practices.
2. HYPOTHESIS GENERATION

In this step, we derive analysis
from your data and define a
hypothesis based on the
findings.
3. DESIGNING VARIANTS

After hypothesis formulation
variants are created for testing
improvements through A/B
testing.
4. CONDUCTING THE TEST

The designed variants are then
put through for testing in the
form of split, A/B or
multivariate, depending on the
complexity of the test.
5. MONITOR & ANALYSE

Once the testing concludes,
the results and winners are
identified, reasons are
identified and the analysis is
fed back to the system.
Our Approach

17. Problem Statement
Most low converting websites struggle with
two problems at the foundation.

1.Persuasion
2.Clarity

A low converting website indicates its
inability to persuade users to take action or
transact through them.

Or it is unable to communicate its value
proposition clearly to its prospects.
Problem Statement

18. Gaps in Persuasion Strategies

19. Gaps in Persuasion refer to the
disconnects or mismatches that occur
between the intended message and
the audience’s perception or response
to that message.

Intended
Message
Perceived
Message
BRAND CUSTOMER
GAP
PPC Ad promising a
most-wanted feature
Landing page
has no mention
of the feature in
the top two folds
Gap between what was
promised on the Ad
vs.
What is shown on the
Landing Page
EXAMPLE
Gaps in Persuasion
Gaps in Persuasion Strategies

20. Gaps in Persuasion - Ecommerce Websites
Gaps in Persuasion Strategies
Specific Use Case Gap in Persuasion Example
Complex Checkout Process
Users abandon carts due to lengthy or
complicated checkout steps.
A customer selects items on an e-commerce site but
abandons the cart when required to create an account
and fill multiple forms.
Inconsistent Pricing
Price discrepancies between product pages
and checkout.
A product page shows a price of $50, but at checkout, the
price is $55 due to hidden fees, causing customer
frustration.
Poor Mobile Optimization
Mobile users experiencing difficulties
navigating or completing purchases.
Mobile users struggle to click small buttons or encounter
layout issues, leading to abandonment of the purchase.
Lack of Product Reviews
Product pages without reviews make
customers hesitant to buy.
A high-priced electronic gadget has no customer reviews,
causing potential buyers to doubt its quality and not
purchase.
Complex Navigation
Users unable to find related products due
to poor navigation design.
A user wants to find accessories for a laptop but cannot
locate them easily due to confusing website navigation.
Outdated Information
Promotional banners show expired offers or
out-of-stock products.
A homepage banner advertises a holiday sale that ended
two weeks ago, disappointing customers.

21. Gaps in Persuasion - Mobile Apps
Gaps in Persuasion Strategies
Specific Use Case Gap in Persuasion Example
Push Notifications Misalignment
Push notifications promoting irrelevant
offers or information.
A fitness app sends push notifications about diet plans to
a user only interested in workout routines, leading to
annoyance and uninstallation.
Inconsistent User Interface
Different UI elements across app versions
leading to confusion.
An app update changes the location of key features,
confusing long-term users who struggle to navigate the
new layout.
Poor Onboarding Experience
Users dropping off due to unclear or
lengthy onboarding processes.
A language learning app has a 10-step onboarding
process that requires extensive input, causing users to
abandon it halfway through.
Battery Drain Issues
Apps that excessively drain battery causing
users to uninstall.
A mobile game app is found to drain 30% of battery in 20
minutes, leading users to uninstall it despite liking the
game.
App and Website Discrepancy
Promoted features on app store page are
not available or hard to find within the app.
An app store page advertises a meditation feature, but
users cannot find it easily within the app, causing
disappointment.
Intrusive Ads
Pop-up ads interrupting user experience,
not aligned with user’s interests.
A weather app frequently shows full-screen ads for
unrelated products, frustrating users trying to check the
weather quickly.

22. Gaps in Persuasion - Social Media
Gaps in Persuasion Strategies
Specific Use Case Gap in Persuasion Example
Inconsistent Brand Voice
Different tones or messages across social
media platforms causing confusion.
A brand uses a formal tone on Facebook but a very casual
tone on Instagram, confusing followers about the brand’s
identity.
Overuse of Hashtags
Posts with too many irrelevant hashtags
diluting the message.
A travel company’s Instagram post uses 30 hashtags,
many of which are unrelated, making the post seem
spammy and reducing engagement.
Unresponsive Customer Service
Slow or unhelpful responses to customer
inquiries on social media.
A customer tweets a complaint to a brand but doesn’t
receive a response for several days, leading to public
dissatisfaction.
Misleading Influencer Marketing
Influencers promoting products without
genuine use or knowledge.
An influencer promotes a skincare product but later
admits to never having used it, causing followers to
distrust both the influencer and the brand.
Inconsistent Messaging
Ad promoting a new product feature; linked
landing page doesn't highlight the feature.
A social media ad highlights a new camera feature, but
the landing page focuses on other features, causing
confusion and drop-off.
Slow Load Times
Ads leading to slow-loading landing pages,
causing user abandonment.
A user clicks on a fashion ad on Instagram, but the
landing page takes too long to load, leading them to exit
before seeing the products.

23. Key Principles of Persuasion

24. Principles of Persuasion
Principles of Persuasion
To trigger a certain desired action from users,
it is important to persuade them…

25. Principles of Persuasion
Principles of Persuasion
To trigger a certain desired action from users,
it is important to persuade them…
…Introducing
6 Principles of Persuasion
By Dr. Robert Cialdini

26. ●Give a little something to get a little
something in return.



●There are three factors that will make this
principle more effective:

★Offer something first

★Offer something exclusive

★Personalize the offer
Reciprocity
Principles of Persuasion

27. Commitment & Consistency
Principles of Persuasion
●The principle of consistency says that they
will then feel an automatic compulsion to
stick with the decision they’ve already
made.



●Follow these three ways to leverage off this
principle:

★Ask your customers to start from
small actions

★Encourage public commitments

★Reward your customers

28. Liking
Principles of Persuasion
●We are more likely to comply with requests
made by people we like.



●Follow these factors to make the Liking
principle work:

★Physical attractiveness – [Make your
website] well-designed, function and
suit what you’re selling.

★Similarity – Behave like a friend, not a
brand. Show them that you can relate
to, and understand them.

29. Authority
Principles of Persuasion
●It’s easier to trust an authority figure in the
field than it is to do your own research on
any given topic.



●You can give off the air of authority if you pay
attention of these factors:

★Titles – Positions of power/experience

★Experts – Approval from credible
experts in the relevant field

★Celebrities – Approval or
endorsements from celebrities (paid or
unpaid)

30. Social Proof
Principles of Persuasion
●We tend to have more trust in things that
are popular or endorsed by people that we
trust.



●3 Examples for using Principle of Social
Proof:

★Users – Approval from current/past
users (ratings, reviews and
testimonials)

★‘Wisdom of crowds’ – Approval from
large groups of other people

★Peers – Approval from friends and
people you know

31. Scarcity/Urgency
Principles of Persuasion
●We are always drawn to things that are
exclusive and hard to come by.


●You can learn to trigger your customers’
sense of urgency with these methods:

★Limited-number – Item is in short
supply and won’t be available once it
runs out.

★Limited-time – Item is only available
during that time period.

★One-of-a-kind Specials – One-off
events (e.g. collaborations,
anniversaries)

★Utilising Competitions – Our
inclination to want things more
because other people also want them is
often utilized in auctions or bids.

32. Utilizing these Principles of Persuasion,
businesses can take necessary actions
to Improve the Conversions on the website.
Principles of Persuasion
Principles of Persuasion

33. Utilizing these Principles of Persuasion,
businesses can take necessary actions
to Improve the Conversions on the website.
Principles of Persuasion
Principles of Persuasion
Let’s dig deeper into what actions can help to persuade…

34. Personalization
Can Personalization Persuade?

35. Personalizing Experiences
Personalization
●Start personalizing user experience with the first interaction to your business.

●Familiarize customers with a whole new world of digital UNIFIED & PERSONALIZED experience.
Hi Sara, welcome
to MyBank
Advantage a/c.

I’m Ziva, your
virtual banking
assistant.

Ask me questions
to get an instant
response.
Hi Sara,

Welcome to MyBank.

Need help? Call
99006655 to speak to
your relationship
manager.


Get up to 4800 INR...
Hi Sara,

Welcome to MyBank Advantage Banking
account.

Benefits











Download the MyBank app:
Manage account, transfer money, schedule
payments, invest,
set account preferences, and more. Click
here.

Instant setup



Activate card,
Make payments,
transfer money,
invest, manage
a/c



Safe & secure
WhatsApp App Push WebsiteSMSEmail

36. Optimize Personalization with the Right Tool
Personalization

37. VWO Personalize lets you delight your
visitors with 1000s of unique experiences.
Reach them at the right place and at the
right time.
VWO Personalize
Contextual and personalized interactions
based on behavioral visitor data
Enriched behavior data
Rule & event based segmentation
Pre-built widget library
Layered hyper-personalization
Third-party data integrations
Custom templates with visual editor
Personalization

38. VWO Personalize enriches
customer data to deepen
the view of your
customers.
Using VWO Personalize, you can

Enriched behavior
data
Build customer segments by
leveraging various data
attributes from one
platform.
Rule and event based
segmentation
Our native and API-based
integrations with third-party
analytics, CMS, CDP, and ABM
platforms help you enrich existing
segments from multiple online and
offline sources.
Third-party data
integrations
Get a wide range of
pre-defined, ready-to-use
widgets to create any
experience you want
quickly.
Pre-built widget
library
Code editor allows you to
insert custom Javascript
codes and variables into your
website to build your own
unique widget catering to
your needs.
Custom templates
with visual editor
Choose the level of personalization
for each segment. For overlapping
segments, create layered
experiences with fall-backs for each
micro-segment.
Layered
hyper-personalization
Personalization

39. Personalization
Why VWO Personalize?
●Built to deliver with speed - WYSIWYG Visual Editor, toggle-based
hyper-personalization controls
●Precise targeting with complex user segments
●Integrate your existing data stack to build rich customer profiles
●Real-time, insight-led reports for quick analysis
●Privacy-first focus
●Industry’s best 24*7 support

40. We care for your
visitors’ privacy
and security
Standard Certifications
Actions & Regulations
Get more details on Compliance and Security at VWO

41. Upcoming use of AI in Personalization

42. TrendyFashion.com, an online retailer specializing in women's
clothing and accessories.
COMPANY
Low conversion rates and average order value (AOV) despite
steady traffic and new product lines.
PROBLEM STATEMENT
DATA ANALYSIS &
SEGMENTATION
Analyze historical customer data
(purchase history, browsing behavior,
demographics) with VWO AI.
Segment customers into groups like
"Frequent Buyers," "Seasonal
Shoppers," "Discount Seekers," "Trend
Followers."
Highlight ongoing sales, discounts, and
clearance items for "Discount Seekers."
Generate personalized
recommendations for "Frequent
Buyers" based on past purchases (e.g.,
floral dresses for frequent floral
buyers).
Send targeted emails featuring
relevant products and promotions to
each segment.
Change homepage banners based on
segments (e.g., trends for "Trend
Followers," seasonal collections for
"Seasonal Shoppers").
Display personalized product
recommendations on product pages
and the cart page (e.g., matching
accessories for added dresses).
Adjust site content in real-time upon
login to show personalized content
(e.g., trending items for "Trend
Followers").
REAL-TIME
PERSONALIZATION
DYNAMIC CONTENT
PERSONALIZATION
PERSONALIZED
PRODUCT
RECOMMENDATIONS
Personalization with AI
AI in Personalization

43. Uses of AI in Personalization
Customers are not finding relevant
complementary products, leading
to lower average order values.
PROBLEM STATEMENT
AI-powered Product
Recommendations
Analyze customer purchase history and
preferences to recommend
complementary items like sandals and
hats for dresses.
OUTCOME - EXAMPLE
AI-generated Surveys
and Questionnaire
AI-driven Dynamic
Pricing
AI in Personalization
Gathers feedback on new product
lines, providing actionable insights for
improvements like adding more color
options.
Adjusts product pricing dynamically
based on demand and competitive
analysis, offering time-limited
discounts.
Businesses are not getting the
relevant feedback for their newly
launched products, leading to lack
of clarity on customer impact.
Customer are not completing
purchases due to non-competing
prices on the website, and
conversions are not as expected.

44. Uses of AI in Personalization
Customers are not finding relevant
content to watch and all the
generic recommendations lead to
bad engagement.
PROBLEM STATEMENT
AI-powered Content
Recommendations
Suggests articles, videos, or other
content based on user’s reading history
and preferences.
OUTCOME - EXAMPLE
AI-driven Layout
Personalization
AI-powered Travel
Itinerary Suggestions
AI in Personalization
Rearranges web page layouts
dynamically to highlight content that is
most relevant to individual users.
Suggests travel destinations and
activities based on user browsing
history and preferences, like adventure
travel options.
Businesses want to enhance user
engagement by delivering a
tailored viewing experience that
matches individual preferences
and behavior.
Customers are looking for
personalized travel plans to meet
their vacation/business trip needs.

45. Add to Cart!
We are giving away Free UX Audit or Heatmap Analysis to the
first 5 participants who reach out with the requests!


Reach out to us at [email protected]

46. Analytics
Our Partnerships
Marketing /
Media / Advertising
Conversion
Optimization
Cloud, Data Privacy &
Compliance
ABOUT US

47. ●Feature Attribution
●Channel Attribution
●Segmentation Program
●Monthly Analyst Program
(Web Analytics / App
Analytics)
●Dashboarding & BI
●NPS Analysis
●Lifetime Value Prediction
●Analytics
Implementation/Audit

●Analytics Web Audit &
Recommendation

●Analytics App Audit &
Recommendation

●Licenses - GA, VWO,
Amplitude, Appsflyer
●Recommendation Engine
●Lead Scoring
●PredictN
●Customer Data Platform
●DV360, Google Ads, Meta Ads,
Search Ads 360 Audit & Campaign
Management
●Amazon PPC & DSP Advertising
●UX/UI Audit for Mobile & App
●Conversion Rate Optimization
●Experience Uplift
●User Experience Design
●Data Pipelines
●Data Warehouse
●BigQuery Consulting
●AI, ML
Mature
47
Foundation Access Accelerate
Data Collection
Data Transformation &
Visualization
Data Decisioning &
Activation
Data Analysis &
Modelling
Our Offerings
OUR EXPERTISE
Analytics MediaBI & Insights Conversion Marketing

48. Heart of 3rd Eye Consulting
About Us
3rd Eye Consulting operates in the field of
Analytics, Cloud and Big Data Technologies
and Marketing. It finds its strength in providing
value to the customers in areas where these
core engines merge.

Our expertise across various technologies will
measure, monitor and activate data for your
marketing activities leading to better ROI.

We also provide solutions on premise, as well as
on private clouds, along with public clouds.

50. Thank You!