The CPO Playbook
Process
29 avril 2026 · Dernière mise à jour
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PRODUCT REFERENCE

User
Segmentation

How we define, name and address each audience segment across the product and marketing stack.

🔎
Prospects
Never purchased · First time on site or returning without buying
  • New Cold cold
    First visit, no prior session, no expressed intent. Arrived via organic or paid channel. Has not engaged with any product or category page meaningfully.
  • New Hot hot
    First visit but shows strong buying signals: browses product pages, adds to cart, starts checkout, or interacts with filters and comparisons. High intent, no purchase yet.
🔄
Returning Non-Buyer Visitors
Has visited before · Has never purchased
  • Returning Cold cold
    Has visited the site at least once before but showed little to no engagement. Low intent signal. May have bookmarked the site or arrived by mistake.
  • Returning Hot hot
    Has visited multiple times, engaged with product pages, possibly added to cart or wishlist. Strong consideration signals — conversion is likely with the right trigger.
🛍️
Buyers
Has purchased at least once · Split by activity level and recency
Active Buyers
Regular active
Purchases within normal recency window. Consistent engagement with the platform. Expected to repurchase without specific intervention.
Cold cold
Has purchased but is showing declining signals — fewer visits, no recent cart activity. At risk of becoming inactive without re-engagement.
Hot hot
Recently active with high engagement signals. Browsing again, added items, likely to repurchase. Ideal window for cross-sell or upsell.
Hot with Issues hot
High intent but has an open issue (delivery problem, return pending, complaint). Requires resolution before conversion. Priority for support team.
Super Active Cold cold
Very high historical purchase frequency, but engagement has dropped recently. High-value at-risk segment — top priority for win-back campaigns.
Super Active Hot hot
Very high purchase frequency AND currently active. Your best customers. Reward loyalty, offer early access, VIP treatment. Protect at all costs.
Inactive Buyers
Inactive Cold inactive
Has not visited or purchased for a significant period. No engagement signals. Win-back cost likely high. Consider reactivation campaigns or low-cost nudges.
Inactive Hot inactive
Lapsed buyer but has recently returned to browse. Shows renewed interest without converting. A targeted offer or reminder can tip them back into the funnel.
Purchase Thresholds
Exact recency and frequency thresholds that define "active" vs "inactive" are calibrated per cohort and reviewed quarterly by the data team. Default baseline: active = last purchase within 90 days. Super active = 3+ orders in past 12 months.
👥
The Others
Users that don't fit cleanly into any primary segment
  • Trade / B2B accounts
    Businesses purchasing on behalf of a company. Different needs, pricing, and communication cadence than B2C buyers. Tracked separately in CRM.
  • Gift buyers
    Purchased for someone else. Low probability of personal repurchase. Recipient is the actual end user — different retargeting logic applies.
  • Internal / Test users
    Team members, QA testers, or bot accounts. Must be excluded from all analytics, A/B tests, and CRM campaigns. Flagged via email domain or user tag.
  • Unclassified
    New or edge-case sessions that haven't yet accumulated enough signal to be assigned to a segment. Reviewed monthly by the data team for reclassification.
Segmentation Rules
The behavioral and transactional criteria used to classify every user automatically.
Purchase count
0 = Prospect · 1+ = Buyer
Recency (active)
Last purchase ≤ 90 days
Recency (inactive)
Last purchase > 90 days
Super active threshold
3+ orders in past 12 months
Hot signal (prospects)
Add to cart · Checkout start · 3+ product views in session
Hot signal (buyers)
Visit within 30 days of last purchase · Browsed 2+ product pages
Cold signal
No engagement event in past 30 days (prospects) · 60 days (buyers)
Issue flag
Open ticket in support tool linked to user account
Returning vs new
Identified by cookie, logged-in session, or email match
Review cadence
Thresholds reviewed quarterly by data team

User Interest in Specific Offer

A secondary dimension layered on top of the main segmentation: whether a user has expressed interest in a particular product category, offer, or campaign.

Interest Level Trigger Signal How We Use It
No signal No interaction with the offer or category pages Excluded from targeted campaigns for that offer. May receive broad-awareness communications.
Passive interest Viewed category page or campaign landing page at least once Added to retargeting pool. Eligible for in-app prompts or email nurture sequence.
Active interest Viewed a product page 2+ times, or spent 30+ seconds on an offer page Priority retargeting. Eligible for personalized email. Sales team notified for B2B accounts.
Strong intent Added to cart, started checkout, or clicked "buy" without completing Immediate cart abandonment flow triggered. Top priority for time-limited offers.
Converted Completed purchase of the specific offer Removed from campaign for that offer. Enters post-purchase flow (onboarding, upsell, review request).
Explicitly opted out Unsubscribed from offer category, clicked "not interested", or flagged as irrelevant Permanently excluded from that offer's communications. Suppression list maintained in CRM.

Strategic Goals per Segment

Each segment has a different primary objective. These goals drive which product features, campaigns, and communications we prioritize for that audience.

🔎 New Cold Prospects
  • Generate awareness and first meaningful engagement
  • Reduce bounce rate on landing pages
  • Drive category or product page exploration
  • Capture email for nurture sequence
🔎 New Hot Prospects
  • Convert to first purchase as fast as possible
  • Reduce friction in checkout
  • Surface the right incentive at the right moment
  • Recover abandoned carts with urgency
🔄 Returning Cold Non-Buyers
  • Understand and remove the barrier to first purchase
  • Re-engage with a compelling hook (new collection, offer)
  • Test different value propositions via A/B
  • Qualify or disqualify from acquisition funnel
🔄 Returning Hot Non-Buyers
  • Close the gap to first conversion
  • Trigger with a time-sensitive or personalized offer
  • Highlight social proof and guarantees
  • Retarget across channels
🛍️ Active Buyers (Regular / Hot)
  • Drive repeat purchases and increase basket size
  • Cross-sell and upsell adjacent categories
  • Build habit and loyalty before engagement drops
  • Collect product reviews and UGC
🛍️ Super Active Buyers
  • Protect and reward — these are your top 10%
  • Offer VIP access, early launches, exclusive perks
  • Co-create with them: surveys, beta programs
  • Measure LTV and protect from churn at all costs
🛍️ Active Buyers with Issues
  • Resolve the issue quickly — retention depends on it
  • Prevent negative reviews and social escalation
  • Convert a problem into a loyalty moment
  • Pause commercial communications until resolved
🛍️ Inactive Buyers
  • Win back with the right message at the right cost
  • Diagnose why they left (NPS, support history)
  • Segment further by LTV before investing in win-back
  • Accept churn for low-LTV inactive segments