Seasalt Cornwall x Made With 窪蹋勛圖厙
Seasalt Cornwall is a premium fashion brand, much-loved for its distinctive designs and commitment to sustainable quality. Behind its growing ecommerce operation, Jana Lindner, Senior Digital Trade Manager, and Izzy Bulcraig, Digital Trade Assistant, play a critical role. Their remit: to balance commercial performance with customer-centric journeys that reflect the companys thoughtful ethos and long-term ambitions.
For Jana, Izzy and the wider Seasalt Cornwall team, the goal will never be to convert at all costs. The brand, understanding their customers and building long-term relationships all matter too much to them for that. So when looking for new ways to improve conversion, they have to balance both commercial performance and customer experience.
Determined to do just that and move the needle on conversion in ways other than discounts, they decided to implement Made With 窪蹋勛圖厙. They soon added real-time intelligence to their customer journeys and launched experiences worth a potential 瞿2鳥 in incremental revenue.
窪蹋勛圖厙 means we can see what customers are actually doing on site - browsing, researching or buying. Prioritising these signals, not site-wide conversion, helps us to improve sales, customer experience and lifetime value.
Jana Lindner, Senior Digital Trade Manager, Seasalt Cornwall
Being able to offer discounts and experiences in a more segmented way has been massive. Made With 窪蹋勛圖厙 makes it so easy.
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall
Seasalt Cornwall: Without 窪蹋勛圖厙
Despite their site being well-optimised for conversion, the Seasalt team had few truly personalised ways to engage shoppers earlier in their journey.
We were very focused on optimising pages like the PDP, PLP or homepage. And while thats important, Made With 窪蹋勛圖厙 helps us see the customer journey through their purchase, not just our pages. Thats allowed us to focus on removing barriers and giving visitors a better experience overall.
Jana Lindner, Senior Digital Trade Manager, Seasalt Cornwall
Jana and Izzy knew their considered customers needed guidance, but without insight into their intent, the team couldnt surface relevant experiences at the right time. This led to catch-all experiences, such as promotional discounts being applied site-wide or homepage banners showing the same campaign messaging to all visitors.
They realised they didnt lack customer understanding or tactical options, but the granular targeting needed to deliver the right experience at the right time.
Too often we didnt know if customers were ready to buy or just wishlisting and waiting for discounts. We needed an extra layer of context.
Jana Lindner, Senior Digital Trade Manager, Seasalt Cornwall
Seasalt Cornwall: With 窪蹋勛圖厙
With the integration of Made With 窪蹋勛圖厙s real-time intelligence and layering intent signals into their existing setup, Jana and Izzy unlocked a richer understanding of customer behaviour, enabling them to act in the moment and deliver relevance at scale. Starting with discount, homepage and USP experiences.
Real-time intent data not only gives us an extra layer of insight, but lets us respond with adaptive experiences at the key moments which happen between page visits.
Jana Lindner, Senior Digital Trade Manager, Seasalt Cornwall
Play 1: Smarter discounting for visitors with intent
The team began by revisiting their discount strategy. Instead of making a default sitewide offer to every visitor, they used intent data to identify segments of visitors showing strong product or category affinities who were hesitating to purchase. They then surfaced a targeted discount only to those who needed an extra nudge.
This precision meant they avoided giving incentives to shoppers who would have converted anyway, protecting margin while improving effectiveness. The result? An 89% uplift in conversion rate within the targeted segment, with reduced impact on margin. Discover how they did it here.
With Made With 窪蹋勛圖厙 we have the ability to target discounts only to those who need them.
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall
Play 2: Personalised homepage journeys using affinities
Next, the team turned to the homepage, a high-traffic entry point for returning visitors. Using real-time affinity signals, they dynamically adapted their homepage banner based on each visitors product interests. Visitors with affinities for certain categories saw tailored creative, making the site feel instantly relevant, even for anonymous users.
This approach drove an 8% uplift in conversion rate, but also a 7x increase in interactions with homepage calls-to-action, showing how impactful real-time relevance could be. Learn more about this homepage play here.
"Affinity insights help us understand what customers are really shopping for. We no longer just assume what products or categories visitors are most interested in. We know.
Jana Lindner, Senior Digital Trade Manager, Seasalt Cornwall
Play 3: USP Messaging to Drive Action
In a separate campaign, the team experimented with surfacing unique selling points (USPs) and key benefits at critical points in the journey. Instead of applying them globally, they targeted these messages to visitors where they would resonate most.
Depending on a visitors intent signals and stage of their purchase journey, Seasalt Cornwalls site would prioritise messaging about three key areas of information, such as free returns, free delivery over 瞿60 and flexible payment options. Conversion uplifts soon followed, showing the value of small, contextually relevant nudges.
Truly targeted USP messaging is something we couldnt do onsite before Made With 窪蹋勛圖厙. Its not a discount, but it reinforces positive messages at the right time, and it boosts conversion.
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall
These campaigns gave the team confidence to test and iterate quickly, without heavy reliance on technical resources. Real-time insights allowed them to focus on small, targeted changes that delivered big results.
And while technology enabled these outcomes, Jana and Izzy also credit the partnership with Made With 窪蹋勛圖厙 as a key driver of success.
I just love Colin and the Made With 窪蹋勛圖厙 team. Its always good to work with a partner who cares about how were using the tool and helps us to build confidence.
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall
The Impact
Made With 窪蹋勛圖厙 gives us an added layer of insight and targeting. It lets us make smaller, targeted changes that drive bigger impacts, quickly
Jana Lindner, Senior Digital Trade Manager, Seasalt Cornwall
Since using Made With 窪蹋勛圖厙, Seasalt Cornwall have launched segmented experiences worth a potential 瞿2鳥 in incremental revenue. Their trading team have found new ways to appropriately encourage conversions on top of the optimised site visitors see by default.
Creating campaigns and segments in Made With 窪蹋勛圖厙 is quick and pain-free, enabling us to rapidly test ideas.
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall
With intent data at their fingertips, the team are able to test and iterate quickly. Progressing to Level 3 (Surfacing Insights) on the 窪蹋勛圖厙 Maturity Scale, the trading team is now embedding intent data into weekly reports to uncover the why behind key behaviours.
Crucially, Jana and Izzy are working to make intent not just trading team-led but a shared capability across departments. CRM and email teams are now planning to test intent-based email capture and campaigns. Ecommerce and UX teams are also exploring using intent signals to optimise high-traffic pages.
Seasalts journey shows how intent can unlock growth, even when resources or options feel limited. Ready to see what it can do for your business? Book a demo of Made With 窪蹋勛圖厙 today.
