When did you last rethink your customer journeys, rather than just optimise them?
Customers can now use AI to research products, compare options and narrow down their choices before reaching your website. They may arrive with clearer expectations and less need for a broad introduction.
For marketers, the question is not just how to get found. It is how to make the next step feel relevant.
Here are three places to start.
1. Help visitors decide, rather than start again
Imagine a runner researching trainers for their first marathon. An AI tool helps them explore their options, then they land on your product page.
They may need reassurance, not another introduction. Make reviews, sizing information and returns details easy to find, so they can feel confident about their choice.
Review your landing pages with this question in mind: are you helping someone take their next step, or asking them to repeat their research?
2. Make the second purchase follow naturally
A first purchase gives you a starting point for the next conversation. Purchase history, browsing behaviour and recent clicks can all help shape more relevant follow-up recommendations.
Our runner buys trainers, then browses socks and reads a care guide. A useful follow-up could recommend suitable socks or share product care advice, rather than immediately promoting another pair of trainers.
Take a look at your post-purchase emails. Do they build on what each customer has shown interest in, or default to the same promotion for everyone?
The aim is not simply to send another offer. It is to give the customer a clear reason to return.
3. Spot disengagement before the customer disappears
Do you only review customer retention once someone has stopped buying? Changes in behaviour can help you spot someone drifting away before they fully disengage.
Review changes in customer activity and buying frequency. Use those insights to group customers who may need attention, then test messages that reflect their interests and stage in the journey.
For our runner, that could mean a helpful reminder around the expected trainer replacement window, rather than a late “we miss you” email.
Ask what would be useful at that moment. A reminder, some advice or a relevant recommendation could be a better starting point than another blanket promotion.
Understand, act and improve
Across all three journeys, use a simple approach: understand, act and improve. Read the available signals, adapt the next step, then measure what changes.
You do not need to rebuild everything at once. Choose one journey, test one change and use the results to decide what to do next.
Start with a practical question: what does this customer need from us now?
Discover how Spotler Activate can help you turn customer data into more relevant, personalised journeys.
The AI-influenced customer: Are your journeys ready?
In this 20 minute session, Kristian Tucker takes three familiar commerce challenges and explore what you could do differently with your journeys.
