Personalization Roadmap

Status: Infrastructure Complete, Frontend Not Started Updated: February 2026 Data Source: 2024 Arlem Analytics (122 cart adders, 3,044 total visitors)

Current Status

Infrastructure (Complete)

Frontend Usage (Not Started)

No components currently consume the useVisitorSegment() hook. The hook exists and works, but is unused.

Comparison: The useLocalizedText() hook (from lib/hooks/use-country.ts) demonstrates the intended pattern and is successfully used in 4 components.

Segment Model

Segments are computed hourly in BigQuery and synced to Cosmos DB. The frontend reads them via localStorage (_as key).

Match the Message to the Mindset

The Opportunity

Industry Benchmarks

2024 Data: We’re Losing High-Intent Visitors

37% of cart adders needed multiple visits before adding to cart. We showed them the exact same experience every time.

CART ADDER DISTRIBUTION (122 real cart adders)
══════════════════════════════════════════════════════════════

Added to cart on first visit:   77 (63%)  → Decisive buyers
Needed 2 sessions:              23 (19%)  → Quick returners
Needed 3 sessions:               5 (4%)   → Considering
Needed 4+ sessions:             17 (14%)  → HIGH INTENT, STUCK

Of the 17 high-intent visitors (4+ sessions):
├── Average sessions: 7.8
├── Longest journey: 23 sessions over 126 days
├── Estimated value: ~$6,000+ in cart additions
└── Conversions from personalization: 0 (we didn't have any)

Case Study: The 23-Session Visitor

A Sydney iPhone user visited 23 times over 126 days (July - November 2024):

• Session 1: Added Boucle Bedhead (~$350) + Neapolitan Cushion (~$100) to cart
• Sessions 2-22: Returned repeatedly, viewed same products
• Session 23: Final visit, then disappeared
• Cart value: ~$450
• Outcome: Abandoned

What we showed: Standard site, 23 times What we should have shown:

Implementation Touchpoints

35+ personalization opportunities identified across the site:

Priority 1: Quick Wins (High Impact, Low Effort)

Announcement Bar

File: components/layout/announcement-bar.tsx

Add to Cart Button

File: components/cart/add-to-cart.tsx

Hero Section

File: app/pages/home/header-img.tsx

Trust Strip

File: app/pages/home/hero-trust-strip.tsx

Priority 2: Conversion Optimization (Medium Effort)

• Free Shipping Progress Bar - Progress bars increase threshold conversion by 15-25%
• Exit-Intent Popup - Cart abandonment popups convert at 17.12%
• Review Section Repositioning - Move above fold for Warm+ segments
• Product Card Badges - “You viewed this”, “10% off for you”, “In your cart”

Priority 3: Deep Personalization (Higher Effort)

• Product Recommendations Reordering - Previously viewed first for returning visitors
• Section Reordering/Condensing - Skip educational content for Warm+ visitors
• “Find Your Bedhead” Quiz - Zero-party data collection for Cold/Interested

Technical Pattern

Based on the existing useCountry() pattern:

'use client';

import { useVisitorSegment, useIsAtLeastSegment } from 'lib/hooks/use-visitor-segment';

export function PersonalizedHero() {
  const segment = useVisitorSegment();
  const isWarmOrHigher = useIsAtLeastSegment('Warm');

  const content = {
    Cold: {
      headline: 'The Bedhead Cushion That Changes Everything',
      cta: 'See How It Works'
    },
    Interested: {
      headline: 'Find Your Perfect Bedhead',
      cta: 'Compare Sizes'
    },
    Warm: {
      headline: 'Join 500+ Australian Homes',
      cta: 'Read Reviews'
    },
    Hot: {
      headline: 'Your Bedroom Transformation Awaits',
      cta: 'Complete Order'
    },
    Customer: {
      headline: 'Welcome Back',
      cta: 'Shop New Arrivals'
    }
  };

  const { headline, cta } = content[segment];

  return (
    <section>
      <h1>{headline}</h1>
      {isWarmOrHigher && <UrgencyBanner />}
      <Button>{cta}</Button>
    </section>
  );
}

Implementation Phases

Phase 0: Infrastructure (Complete)

• useVisitorSegment() hook implementation
• BigQuery segment computation (hourly scheduled job)
• Cosmos DB reverse sync (BigQuery -> Cosmos)
• Tracking API segment response
• Frontend localStorage storage

Phase 1: Quick Wins (Not Started)

• Announcement bar personalization
• Add-to-cart button text changes
• Hero headline/CTA variations
• Trust strip enhancements

Phase 2: Conversion Optimization (Not Started)

• Free shipping progress bar
• Exit-intent popup implementation
• Review section repositioning
• Product card badges

Phase 3: Deep Personalization (Not Started)

• Prelaunch modal bypass logic
• Product recommendations reordering
• Section condensing for warm/hot visitors
• Customer loyalty features

Phase 4: Zero-Party Data (Not Started)

• “Find Your Bedhead” quiz design
• Quiz implementation
• Quiz data integration with segments
• Email personalization based on quiz

Success Metrics

Estimated Impact (Based on 2024 Data)

Conservative estimate: $3,000-5,000 additional revenue from personalization alone.

Discount Timing Strategy

Based on 2024 cart adder behavior:

Privacy Compliance

1. First-party data only - Segments based on on-site behavior stored in localStorage
2. No third-party cookies - Tracking via Arlem Analytics
3. Server-side computation - BigQuery processes data server-side
4. Zero-party data future - Quiz-based personalization is explicitly consented

Next Steps

1. Approve Phase 1 implementation items
2. Begin with announcement bar and hero personalization
3. Set up A/B testing to measure impact by segment
4. Review metrics weekly and iterate

Consolidated from CONDITIONAL-RENDERING-PROPOSAL-2026.md and VISITOR-JOURNEY-PERSONALIZATION.md