Cooking with Context

Increase sales with personalized shopping experiences tailored to gender

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

Why offer the same products to everyone when you can create a more personalized and relevant experience? By tailoring your store’s content to match the gender of each visitor, you ensure they see products that speak directly to their preferences and needs. Whether it’s showcasing men’s or women’s collections, this personalization enhances the shopping journey, leading to higher engagement and increased conversions.

This gender-specific approach not only improves the customer experience but also drives more sales and fosters stronger brand loyalty.

Level: Easy

Yield: ROAS CVR CLVT

Prep Time: 15 min

Category: Store Optimization

Recipe Goal

Store for a general audience (focus on women).

Visitors who clicked on the ad for “Men”.

Ingredients

Rule(s)

UTM parameters rule type

** You can substitute the UTM parameters rule type for Shopify or Klaviyo customer segments rule type.*

Section(s)

Slideshow*
Featured collection*
Media with text*
Gallery*

* We’re using Clean Canvas’s Showcase theme for this 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 “Slideshow”, “Featured collection” and “Media with text” among others 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 - Mens”.

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 men (or those who have clicked on our digital ad focused on men).

Start by click the “Create a rule” button

Step 5

Select the “UTM parameters*” rule type.

* You can substitute the UTM parameters rule type for Shopify or Klaviyo customer segments rule type.

Step 6

We want our digital ad to trigger the storefront content to change for men (or those who clicked on the mens digital ad). We’re going to tailor the store experience based on the UTM “campaign” field “exactly matching” the value “men” 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 appear on your theme. Select the “Add co

Step 8

Give each variation a unique name. In our case we're calling our first variation "Men’s slideshow”.

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 that 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 Men’s shoes.

Step 11

Since we want to create new variations for multiple sections, just rinse and repeat steps 7-10 for the other sections you’d like to personalize.

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 Men with the big green preview button.

Step 13

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

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

Drive more conversions with gender-specific product recommendations!

In just a few steps, you’ve personalized your store to display marketing content and product collections based on the visitor’s gender. By offering a more tailored shopping experience, you’re increasing the likelihood of conversion and making each customer feel understood and valued.

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

Pro Tip

Regularly refine your gender-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 that your store aligns with their style and needs.

Share your success!

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