Personalization · Whether it works · Component
The customer measure
Whether it improved anything for the customer, not only for conversion — because the two can move in opposite directions.
The deliverable
What it is
Personalisation that raises conversion and lowers satisfaction is a trade rather than an improvement, and it is frequently shipped as the latter.
The customer-side measure is what distinguishes helpful personalisation from effective manipulation, and it is rarely watched.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The effort
Whether the customer had to do less.
3 attributes: Effort · Against control · Improved
LearnThe satisfaction
Whether customers report a better experience.
3 attributes: Satisfaction · Against control · Direction
Learn
A fall in satisfaction alongside a rise in conversion should stop the change, not be reported as mixed.
The other components in whether it works
The control
The non-personalised group held back for comparison — permanently, not just at launch.
LearnThe decision
What was kept, changed or removed as a result — because untested personalisation is a permanent cost with no established benefit.
Learn