Personalization

Site personalization is an implementation project: we define segments and rules (by source, geo, device, behavior, history/cart, customer status), set up the display of different content/offers/recommendations via a personalization tool or your system, think through the default (what those in no segment see). Honestly about the prerequisites, this is key: personalization works only with DATA and enough traffic per segment — on small data the rules are statistically noisy and can harm; 'personalize everything' is not needed, we start with hypotheses where relevance truly matters. Honestly about the result: raising relevance CAN help, but we do NOT guarantee a conversion increase and do not promise '+X%' — poor or excessive personalization annoys and reduces trust ('how do you know this?'), so the effect of each rule should be checked with a test (A/B), not taken on faith. Honestly about data and privacy: personalization by behavior/history is collecting and using user data; consent and a policy are needed (legal assessment — with a lawyer), plus data quality is critical (garbage in, garbage out). Honestly about complexity: personalization complicates maintenance, analytics and testing (more variants) — a conscious trade-off. Honestly about the essence: this is setting up relevant display, NOT a sales guarantee and NOT AI personalization by itself (659 — separate) and not CDP/data segmentation (separate, may be a prerequisite). An important boundary: this is basic rule-based personalization, not geo-/time-/returning personalization as separate narrow tasks (645-647) and not recommendation widgets (658). If data and traffic are low, personalization is premature — we say so honestly. Picture this: instead of 'the same screen for everyone' a new visitor from an ad and a regular customer see offers relevant to them — if there is enough data and it is validated. The base price starts from 18,000 ₽ per project; it depends on the number of segments and rules.

• You show the same thing to all visitors, without relevance.
• A new and a regular customer see the same screen.
• You do not use source/behavior for relevant offers.
• You are not sure there is enough data for personalization.

• Defining segments and personalization rules
• Setting up display of content/offers/recommendations by segment
• A thought-out default for those in no segment
• Assessing data and per-segment traffic sufficiency
• Accounting for privacy/consent (assessment — by a lawyer)
• A recommendation to validate each rule with an A/B test
• Checking correctness and the absence of annoying cases
• Reviewing with you

• Relevant content/offers per segment
• A new and a regular customer see different things (where appropriate)
• Control of data quality and privacy
• Hypotheses to validate with a test (growth — not guaranteed)

• We clarify segments, data, hypotheses; assess data sufficiency
• We set up rules and display, think through the default and privacy
• We recommend validating rules with A/B, review with you

• Does personalization guarantee a conversion increase?

  No. It can raise relevance and help, but growth depends on data, segments and the offer. Poor/excessive personalization even annoys and reduces trust. So each rule should be validated with an A/B test; we do not promise '+X%'.

• I have little data/traffic — will it work?

  Probably not. Personalization requires data and enough traffic per segment; on small numbers the rules are noisy and can harm. If data is low, we honestly say it is too early and suggest what to collect first.

• Is it legal to personalize by behavior?

  Personalization by behavior/history is using user data, so consent and a policy are needed. We set it up technically per your requirements; the legal assessment (what is allowed) is given by your lawyer, we do not guarantee compliance.