Chapters contain sections that structure your Curation and shape the experience for website viewers. Every section is an opportunity to connect with different customer avatars.

Persona - Make every visitor feel understood

Personas help businesses understand their customers and customize their strategies to address specific needs of different segments.

When creating a Persona, consider including:

• Market research and real data from your existing customers

• Demographic information such as age, location, gender, and income

• Behavior patterns including purchasing habits and online activities

• Motivations, goals, and challenges that drive customer decisions

Lifecycle - Orchestrate your sales playbook

Lifecycles help businesses reach their customers at the right stage of the buyer journey by delivering the right content at the right time. 

When creating a Lifecycle, consider including:

• Where the customer is on the buyer journey 

• Touchpoints and actions relevant to each stage

• Content recommendations for different stage of the lifecycle

• Goals for each stage such as lead generation, nurturing, or upselling

Products - Maximize revenue through product relationships

Products help businesses establish relationships between products maximizing their impact on the bottom line.

When creating a Products, consider including:

• Product categories that align with customer needs

• Products or services often purchased together

• Opportunities for bundling products

• Best selling products or most profitable products

• A CSV upload of products purchased together or in a customer’s cart

Calendar - Drive attention to the events that matter

Calendar alters the customer experience driving attention to events like holidays, seasons, or a major sale or event.

When creating a Calendar, consider including:

• Key dates like Black Friday (United States), product launches, or anniversaries 

• Seasonal trends that influence customer behavior

• Event specific messaging such as themes, or promotions 

• Countdowns or urgency-driven strategies to boost conversions

Geography - Localize customer experience, globally

Geography customizes the customer experience to adapt across language, cultural, and regional differences.

When creating a Geography, consider including:

• Region specific content tailored to local preferences

• Promotions relevant to specific regions or demographics

• Cultural nuances that affect product presentation, messaging, or visuals

Source - Make your inbound feel at home

Source personalizes the experience of inbound traffic based on the platform or campaign customers arrive from.

When creating a Source, consider including:

• Consistent platform specific content like where the customer is arriving from such as Instagram Stories

• User-generated content and reviews

• Custom calls to action (CTAs) based on the platform’s typical user behavior.

• Prominent time sensitive offers