The Challenge
Seasalt Cornwall wanted to personalise their homepage banner, showing menswear-led messaging to those interested in it. They wanted to balance this with their womenswear campaigns, with this being their primary audience and category. And with most of their visitors browsing anonymously, declared data was off the table.
Without knowing what each shopper was interested in, they relied on a one-size-fits-all banner that underperformed. The homepage might have been polished, but it wasn’t personal, which meant most visitors missed the message.
This is a common ecommerce challenge. When personalisation relies on logins or customer data, the experience often defaults to the generic. Seasalt knew there had to be a better way.
The Hypothesis
By adjusting the homepage content based on gender affinities, we would see a much higher interaction rate with the campaign call to action.
The Seasalt team believed they could use real-time intent signals to infer shopper interests without relying on profiles or accounts. If a visitor builds intent in menswear, they could confidently show them a homepage banner aligned to that category. This would allow them to personalise the homepage for every relevant visitor, improving relevance and driving deeper engagement.
In our The èƵ Gap research, 76% of online shoppers said receiving the right information at the right time would improve their experience and make them more likely to shop on a site again. For Seasalt, getting the homepage right wasn’t just aesthetic, it was strategic.
The Solution
Using Made With èƵ’s affinity profiling, Seasalt identified whether a visitor had shown more interest in menswear or womenswear. Our agent modelled these affinities in real-time, based on signals like clicks, dwell time, and navigational patterns.
From there, the team used our integration with Insider to dynamically swap the homepage banner to reflect the visitor’s interest. For example, a visitor browsing mostly womenswear would see a CTA and visual tailored to that category. Meanwhile, a visitor drawn to menswear would get a different message entirely.
Made With èƵ allowed Seasalt to personalise without needing customer data or login events. Whether on return to the site or backtracking to the homepage, tailored CTAs kept their visitors on track without distraction.
The Impact
Without èƵ, the homepage was static and generic, offering the same message to every visitor.
With èƵ, shoppers saw a banner aligned to their product affinities, making the site feel more tailored to them.
Key Results: An 8% uplift in sitewide conversion rate, plus a 7x increase in CTA interactions.
This Play proved that intent-powered personalisation works, even without sign-in data. Seasalt Cornwall made one of their high-impression assets more effective by tailoring their homepage to real-time behaviour and affinities.
They’re now expanding this approach across the broader journey, using affinity segments to prioritise onsite improvements and future campaign targeting.
Personalisation doesn’t have to depend on customer logins. This Play shows how intent data helps you connect with every visitor, right from the homepage.
Want to make your first impression count? Explore more about Discovery with èƵ.
