Certona is another excellent tool for personalisation, helping segment visitors to your site into different narrow groupings based on the data available. By intelligently sifting through data to present a more customised experience for each visitor, and assessing intent across multiple different channels, using Certona means you can more readily offer up personalised, customised pitches more relevant to the individual. This can be a great way to squeeze stronger conversions from your existing traffic, and many of those using the Certona Experience Manager are consistently able to tweak, improve and overall optimise these offerings.