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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-188966" class="et_pb_post post-188966 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-ecommerce article-tags-audience-segmentation article-tags-marketing-strategies article-tags-product-recommendations article-function-merchandising-ecommerce article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">Why the webstore has become predictable and how guided selling can fix it</h1><h2 class="article-excerpt">It’s time for fashion retailers to use guided selling personalization tactics to engender loyalty and stand out.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/HarryHanson-Smith-132.jpeg" alt="Harry Hanson-Smith" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/harryhanson-smith/" title="Posts by Harry Hanson-Smith" rel="author">Harry Hanson-Smith</a></div><div class="article-author-title-text"> Regional Vice President of Sales</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p><em>This article was originally published in <a href="https://www.theindustry.fashion/why-the-webstore-has-become-predictable-and-how-guided-selling-can-fix-it/" target="_blank" rel="noopener noreferrer">The Industry of Fashion</a></em></p><p>Most websites today have become templated and predictable, exasperated by the COVID rush to move more sales online. These webstores are in danger of becoming dumb shop windows with little to differentiate other than branding and merchandise.</p><p>The eCommerce fashion industry is expected to hit a <a href="https://www.businesswire.com/news/home/20201231005175/en/Global-Fashion-E-Commerce-Market-2020-to-2030---COVID-19-Growth-and-Change---ResearchAndMarkets.com"target="_blank" rel="noopener noreferrer">$672.71 billion</a> valuation by 2023. With so many sales now going through their online stores, brands can’t afford to deliver a poor experience.</p><p>There’s no shortage of studies that show consumers want more convenience, less friction, and a better-personalized experience when shopping online. But when it comes to finding the right clothing and accessories, a desire for easier, faster product discovery is not always met. Especially as retailers often feel the need to prioritize seasonal, celebrity, or promotional lines over more customer-centric strategies.</p><p>Though, despite the massive growth and continued opportunity within eCommerce, conversion rates among online fashion and accessories retailers have decreased – from <a href="https://www.irpcommerce.com/en/gb/ecommercemarketdata.aspx?Market=3"target="_blank" rel="noopener noreferrer">2.19% in 2021 to 1.52%</a> in 2022.</p><p><strong>The need for more targeted discovery</strong></p><p>Reminiscent of early print catalogs, only digitized, websites often look the same, speaking at instead of with the user. It’s no wonder visitors don’t see a clear path to the right products.</p><p>According to Gartner research, nearly half of consumers (47%) desire tools and services that save them the mental hassle of researching and picking items, and over a third of consumers (34%) would much rather spend money to save time while shopping.</p><p>Knowing this, online fashion retailers must stop treating their online stores as a virtual shop window and instead, create a highly curated site experience. One that, like a boutique store experience, focuses on helping, educating, and streamlining the process through which information and products are discovered.</p><p>We call this guided selling, and it is the answer brands are looking for to break the mold and engender loyalty from customers who will come to prefer this type of shopping experience over competitors.</p><p><strong>Personalization is the secret to success </strong></p><p>For it to be truly effective, guided selling must be personal – a one size fits all approach will not cut it with fashion buyers. This means identifying core audience segments from which fashion brands can create personalized campaigns that speak to their distinct needs and interests.</p><p>For example, <a href="https://www.dynamicyield.com/rooted-personalization/"target="_blank" rel="noopener noreferrer">a macro segmentation framework</a> can be used to tailor content and copy, navigation, and the overall site UX according to a visitor’s intent level, with <strong>low-intent audiences</strong> more likely to need product education to get them hooked, <strong>medium-intent audiences</strong> looking for strong comparative information to help them finalize their choice, and <strong>high-intent audiences</strong> requiring an experience that reflects a greater sense of urgency and pairing of products.</p><p>Couple this with 1:1 algorithm-driven <a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/"target="_blank" rel="noopener noreferrer">product recommendations</a>, and merchants have all the tools they need to create highly effective guided journeys that are more likely to close the sale – for instance:</p><ul><li style="list-style-type: none;"><ul><li aria-level="1"><strong>Product finders</strong> that match the most suitable items based on a specific customer’s goals</li><li aria-level="1"><strong>Interest/need quizzes</strong> that help gather preference data for more in-depth personalization</li><li aria-level="1"><strong>Product guides</strong> that promote bespoke curated bundles e.g. occasion, season, mood</li><li aria-level="1"><strong>Segmented content and copy</strong> that speaks to a particular audience for enhanced relevance</li><li aria-level="1"><strong>Simplified navigation </strong>that highlights core categories or site areas for streamlined browsing</li><li aria-level="1"><strong>Category header recommendations</strong> that showcase product breadth and direct attention</li></ul></li></ul><p><strong>Higher rewards for fashion brands that stand out</strong></p><p>eCommerce sales may be on the rise, but that doesn’t mean the webstore isn’t broken. Fashion brands should pay close attention to their performance metrics, finding ways to continually optimize the site experience. Experimenting with some of the guided selling techniques outlined in this article can unlock new value by putting the customer first – the influence of which can impact way more than <a href="https://www.dynamicyield.com/glossary/conversion-rate/"target="_blank" rel="noopener noreferrer">conversion rates</a>, but also <a href="https://www.dynamicyield.com/glossary/customer-lifetime-value/"target="_blank" rel="noopener noreferrer">customer lifetime value</a>.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/audience-segmentation/">Audience Segmentation</a><a href="https://www.dynamicyield.com/tags/marketing-strategies/">Marketing Strategies</a><a href="https://www.dynamicyield.com/tags/product-recommendations/">Product Recommendations</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/e-commerce-personalization-maturity-infographic-2025/">Infographic: The state of personalization maturity in e-commerce – 2025</a><div class="article-sidebar-nav-author">JR Moore</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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