Cooking with Context

Increase ROAS by matching the right gear to the right athlete’s sport!

Set the table kids. This will be ready in a jiffy 💥

Why show the same products to everyone when you can create a more personalized and relevant experience? By using UTM parameters, you can tailor your store’s content to match the sport each visitor is interested in, based on the ad they clicked to enter. Whether runners are seeking running gear or climbers are looking for climbing equipment, you ensure they see exactly what resonates with them. This sport-specific personalization not only enhances the shopping journey, leading to higher engagement and conversions, but also improves your return on ad spend (ROAS) by making your campaigns more efficient and impactful.

This targeted approach not only boosts customer satisfaction and sales but also maximizes your marketing efficiency, helping you build stronger brand loyalty while optimizing ad performance.

Level: Easy

Yield: ROAS CVR CLVT

Prep Time: 15 min

Category: Page Optimization

Recipe Goal

Store for a general audience (focus on climbing).

Visitors who clicked on the ad for “runners”.

Ingredients

Rule(s)

UTM parameters rule type

Section(s)

Background video*
Featured collection*
Promo grid*

* We’re using Clean Canvas’s Enterprise theme for the demo.
** You can substitute any of the sections we use for ones available in your theme. Boom!

Instructions

Step 1

Start by adding sections to your theme, if they’re not already there. We’ve added a “Background video”, “Featured collection” and “Promo grid” for this demo.

Step 2

In Context select the “Create recipe” button.

Step 3

Give your new recipe a unique name. We’re going to use “Customer segment - Runners”.

Step 4

By default, you’ll land on the Rules page, where you can set conditions to display personalized content to your visitor’s.

In our case, we want to tailor the homepage to runners (or those who have clicked on our digital ad focused on runners).

Start by click the “Create a rule” button

Step 5

Select the “UTM parameters” rule type.

Step 6

We want our digital ad to trigger the storefront content to change for runners. We’re going to tailor the store experience based on the UTM “campaign” field “exactly matching” the value “runners” in the URL.

Step 7

Once you’ve created the audience rules, select the “Content variations” tab so you can create and/or select the content this audience should see once the rule is run.

Depending on where you added your sections, you should select the appropriate template it’s been added to. In our case they’ve been added to the “Homepage” template.

Once on the correct template, you should see your sections in the same order as they are on your theme. Select the “Add content” or “+ Variation” button to whip up your new variation for each of the sections.

Step 8

Give each variation a unique name. In our case we're calling our first variation "Runners background video”.

Step 9

Once you’ve create the variation and opened it in the theme editor from the modal, you’ll be presented with all the properties you have in your theme for this section type.

Add a pinch of creativity and create your new variation. Once you’re happy, save the variation and close the tab.

Step 10

Now that you’ve created your new variation, select it and remember to hit save. Your new recipe is now ready to be displayed to your visitors from digital ad focused on Runners.

Step 11

Since we want to create new variations for multiple sections, just rinse and repeat steps 7-10 for your other sections.

Step 12

Once all of your variations are created, make sure you select and save the updates.

You’re now ready to preview your tailored experience for runners with the big green preview button.

Step 13

Just add your UTM parameter to the URL, apply the URL to your digital ad for runners, and delight your customers with a truly tailored experience.

Example: my_store.myshopify.com/?utm_campaign=runners

Make Every Dollar Count: Drive Conversions with Sport-Tailored Product Suggestions!

In just a few steps, you’ve personalized your store to display product collections based on the visitor’s sport, guided by the ad they clicked. By offering a more tailored shopping experience, like showing running gear to runners and climbing gear to climbers, you’re increasing the likelihood of conversion and making each customer feel understood and valued.

Once saved, preview your sport-personalized store setup using the big green preview button.

Pro Tip

Regularly refine your sport-based product recommendations by tracking customer behaviour and preferences. Continuously updating your offerings ensures long-term engagement, stronger conversions, and repeat purchases as customers feel your store aligns perfectly with their athletic interests and needs. Plus, this approach maximizes your ROAS by delivering more efficient, targeted experiences.

Share your success!

Let us know how gender-specific store personalization has helped increase your sales by tagging #ContextResults on socials.