The Challenge
Jacamo is a size-inclusive style platform for men aged 25 - 50, showcasing own-brand and third-party brands across fashion and grooming. Like many ecommerce brands, they saw a significant portion of their traffic return across multiple sessions. But their default experience didn’t adapt to this.
Like most ecommerce websites, each visit felt like starting from scratch. Returning visitors landed on the same generic homepage as everyone else, regardless of what they’d previously browsed or shown interest in. That meant lost momentum, repeat effort, and missed revenue opportunities. The team wanted to do something about this.
Without Intent, there was no way to differentiate between a committed shopper and someone just browsing. And with acquisition (and reacquisition) costs rising for everybody, Jacamo needed a smarter way to guide returning visitors forward.
The Hypothesis
By reengaging returning visitors appropriately, we will prevent distraction and reduce effort, leading to maintained intent and more purchases.
The team believed that returning shoppers shouldn’t have to repeat themselves. By surfacing real-time signals, like product or category affinities from previous sessions, they could personalise the homepage to feel more relevant, more familiar, and easier to act on.
And with 46% of online shoppers saying they feel overwhelmed by the amount of information or options on retail websites, the case for reducing noise and guiding intent was clear. That’s according to The Intent Gap, our proprietary research into shopper expectations and real-time behaviour.
The Solution
Using AB Tasty and Made With Intent, Jacamo built a multi-session homepage experience. Returning visitors were segmented based on prior behaviour, with intent data identifying their strongest affinities across product categories.
Instead of the standard homepage, these visitors were greeted with personalised content tied to what they cared about. Browsers of specific brands saw messaging related to that brand. Visitors returning to specific product types saw those featured first.
This wasn’t about hard selling. It was about helping people pick up where they left off, without needing to retrace their steps.
The Impact
Without Intent, return visitors landed on a generic homepage and had to rebuild their journey from scratch.
With Intent, Jacamo identified returning affinities and adapted the experience to meet them, improving relevance and reducing effort.
Key Result: 5.8% uplift in conversion for all returning visitors
This Play proved that intent doesn’t just live in the moment, it builds over time. By recognising what visitors were interested in previously and reminding them of that on their return to the site, Jacamo made the journey feel seamless.
They’re now exploring how this logic can be applied across other moments of the journey, from product pages to campaign landing experiences.
Returning shoppers should be a high-value audience. But you can only make the most of their interest if their return-to-site experience reflects what they’ve already shown you. This Play shows how intent bridges the gap between sessions and turns return visits into faster conversions.
Want to make every return feel relevant? Explore more about Discovery with Intent.
