An effective personalization strategy should be treated as a design problem with a structured framework of ideation, implementation, and evaluation. Co-creation workshops are used to brainstorm audiences and personalized content based on credible hypotheses, which are then implemented and continuously monitored to assess the performance of the personalization strategy and individual campaigns. A good strategy focuses on UX while helping with achieving business goals.
Depending on the environment you have to navigate, it's not always easy to try and apply all of the awesome design methods that are out there, be it due to daily business or a lack of management buy-in. In this article, I describe 5 methods that I have successfully and effectively applied in C&A's eCommerce department: Design Jams, Storyboards, Crazy 8s, 4×4×4, and Buy a Feature.
Usability is related to customer satisfaction and loyalty and therefore has a direct impact on profit. The Conversion/Usability Framework introduces usability as an additional lever on top of "traditional" means to increase profits, which can and should also be applied beyond E-commerce.