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# Best Practices

**Phased rollout**:
1. Geo-based (currency, language, shipping)
2. Returning visitor recognition
3. Referral source adaptation
4. Behavioral triggers
5. AI-powered recommendations

**Privacy**: Avoid creepy specificity (no addresses). Be transparent about data usage. GDPR/CCPA compliant. Provide opt-out.

**Always test**: Don't assume personalization wins — test generic vs personalized. Over-personalization feels invasive and hurts conversion. "Hi Sarah, welcome back!" is fine; using someone's name 5 times on one page is not.

**Fallbacks mandatory**: Cookies blocked or VPN hides location → show generic content. Never break the page.
