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 company’s 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 Intent. They soon added real-time intelligence to their customer journeys and launched experiences worth a potential £2m in incremental revenue.

“Intent 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 Intent makes it so easy.”
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall

Seasalt Cornwall: Without Intent

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 that’s important, Made With Intent helps us see the customer journey through their purchase, not just our pages. That’s 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 couldn’t 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 didn’t lack customer understanding or tactical options, but the granular targeting needed to deliver the right experience at the right time.

“Too often we didn’t 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 Intent

With the integration of Made With Intent’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 Intent 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 visitor’s 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 visitor’s intent signals and stage of their purchase journey, Seasalt Cornwall’s site would prioritise messaging about three key areas of information, such as free returns, free delivery over £60 and flexible payment options. Conversion uplifts soon followed, showing the value of small, contextually relevant nudges.

“Truly targeted USP messaging is something we couldn’t do onsite before Made With Intent. It’s not a discount, but it reinforces positive messages at the right time, and it boosts conversion.”
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall

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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 Intent as a key driver of success.

“I just love Colin and the Made With Intent team. It’s always good to work with a partner who cares about how we’re using the tool and helps us to build confidence.”
Izzy Bulcraig, Digital Trade Assistant, Seasalt Cornwall

The Impact

“Made With Intent 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 Intent, Seasalt Cornwall have launched segmented experiences worth a potential £2m 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 Intent 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 Intent 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.

Seasalt’s 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 Intent today.