Making a good first impression at Goodlife Clothing comes down to personalization.

The apparel merchant tailors the landing pages shoppers view when they arrive on the site based on the ads they clicked on, says Jesse Miller, vice president of growth. For example, a new shopper is likely to land on page that features Goodlife’s best-selling products with content about the unique features of Goodlife’s products, such as that it’s made in the USA and its tailored fit.

In contrast, an ad that is retargeting a previous customer will likely direct the shopper to Goodlife’s homepage or to a specific product page or product category page.

This first impression of the site for both new and returning customers helps keep shoppers engaged and shopping. And the personalization doesn’t stop there. Once a shopper is on the site, Goodlife can use its on-site personalization tool to further tailor its site to fit different shopping patterns.

Goodlife uses XGen Ai, an artificial intelligence tool that integrates with its Shopify ecommerce platform. As a shopper browses the site, the artificial intelligence will note which channel the shopper came in on, the pages she visited, which colors she looked at and where she exited the site or if she converted. This data feeds into the algorithm to try to match current shopper patterns to previous customer patterns. For example, Goodlife will try to match a previous customer’s browsing and purchasing behavior to a current shopper’s patterns. It will then serve product recommendations and sort search results that it believes will mostly likely end in a conversion.

And it works. For mobile shoppers viewing Goodlife’s personalized site, the conversion rate …