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Here, the art of personalization is knowing when to use overt personalization – purchase and shipping confirmations come to mind – and when you want to take a more covert route. Think back to my opening statement that personalization is both an art and a science. Mistake #3. Not maximizing lifecycle automations.
You could run a controlled experiment that shows different versions of a webpage to different controlgroups. Group A sees your standard page with a 150-word product description; Group B is redirected to a duplicate of the page with a 400-word product description. Let’s put that into practice.
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