5 Steps To Master Website Personalization In 2022

Date: February 3, 2022

Website personalization has been around for a while but has sparked new interest in recent years. While Netflix, Spotify, Google, and other big brands have been doing it for quite some time, other brands have started to follow suit.

personalized website on a tablet
Image from Unsplash by Taras Shypka

Website personalization is not just what you see on the surface - the way it looks, the content itself, or any other trivial stuff. Website personalization is how you treat your web visitors after they reach your website.

It means thinking about how you design your web pages so that they are most attractive to your visitors based on their behaviour and browsing history.

Your website needs personalization to own the market! Your visitors aren't what makes the difference, it's how you treat them. You need to design a personalized website that leads your visitors to believe that you are an authority in your industry.

Website personalization can be a difficult topic to cover because of its complexity. There are a lot of ways to personalize a website, which makes it hard to provide actionable tips and useful content. In this article, we will discuss basic steps to get started with personalizing your website, and what type of data can help you do it.

Table of Contents


  • Website Personalization is the act of providing customized and tailored content to a targeted segment of your online visitors when they land on your website.
  • Businesses use personalized web experiences to offer customers individualized services based on their previous purchases, location, and behavior, thereby increasing customer satisfaction, visit duration, and conversion levels, and improving their reputation.
  • User experience is enhanced by personalization. As long as your website addresses the needs and wants of your users, the more likely users are to enter your conversion funnel and become loyal customers.
  • Defining your personalization audience is the first step. Personalization audiences can be built using three types of data: demographic, behavioral, and contextual data.

What Is Website Personalization?

Personalization of a website means offering individuals a one-to-one experience from the moment they get on your website.

The user's experience is tailored depending on past purchases and location to achieve multiple business objectives such as - higher customer satisfaction, longer visit duration, lower bounce rate, and stronger brand reputation.

The personalization of a website allows marketers to offer their customers a unique experience that includes tailored recommendations, effective content, and exclusive offers.

Several factors are taken into consideration when configuring a website, including how visitors use it, their demographics, and their interests. Website personalization is meant to address customers' needs and desires before they express them and enhance their experience on the site.

Here’s how Microsoft personalizes their landing pages for personal users vs commercial users.

consumer vs commercial landing page
Source: Microsoft

To assist your visitors in reaching their goals and to serve them better, you need to improve your website personalization experience. The result will be greater brand recognition and retention.

Why Is Website Personalization Important?

Companies are striving every minute to capture the attention of users, so personalization often comes across as a blessing. Providing your visitors with relevant content that speaks to their interests and preferences can encourage them to spend more time on your site. This can even lead to increased conversions.

The classic example to illustrate this point is Amazon. Amazon is one of the world's largest and most preferred online shopping sites. They are well known for their personalization efforts. We feel spoiled with choices each time we visit the site. The personalized recommendations make us want to scroll all the way down.

amazon homepage
Source: Amazon

If a website adapts based on previous visitor behavior, it is more likely to generate additional revenue.

Personalized recommendations ease the shopping experience for 90% of consumers. Personalization can help boost customer retention, traffic, and sales. However, only 13% of marketers claim to be extremely successful at its implementation.

What Are The Benefits of Website Personalization?

Having a good understanding of your customers is important. The more relevant your product recommendations are, the more likely visitors will browse your site and click your CTAs.

Relevant Product Recommendations

Customers benefit the most from website personalization because they are presented with relevant product recommendations. You can make accurate and timely recommendations for what your users might be interested in buying next using the data from your users.

amazon recommendation
Source: Amazon

A retargeting ad is an excellent method for anticipating future purchases. When these ads are clicked, you can automatically populate specific items on your site's homepage by using the engagement data provided by those campaigns.

Better Understanding of Customers & Customer Loyalty

Providing a better experience for your customers begins with understanding them. Developing buyer personas for your most common customers gives you a sense of where to start.

Once you have those figures, you can begin personalizing your website for each of those personas with your IT department. It is easier to create fewer data combinations by starting with brand personas rather than individual customers.

As opposed to creating one experience for 15k unique customers based on their addresses and the items they purchase, you can instead create five or six buyer personas that use broader categories like where the buyers live and how much they have spent in the past six months.

Increased Time on Site

Our attention always tends to be devoted to things we are interested in. We can only pay attention for 8 seconds before our attention begins to die. Moreover, we are extremely interested in ourselves.

Your customers will be more likely to stay on your site if you offer them insight into their purchasing habits and common themes.

Website metrics such as time spent on pages are a measure of engagement that almost every marketer looks at. It's great if a website visitor stays on it for a while, but it's even better if they respond to a call-to-action or visit a specific landing page.

High Converting CTAs and Landing Pages

A website's personalization can benefit you and your business the most by increasing conversion rates across multiple landing pages and CTAs. According to BCG, companies that offer customized experiences see at least a 6% revenue increase due to the high level of effort, intentionality, and actionability involved.

With a little patience and perseverance, this strategy will work. This kind of growth does not happen by accident. If you can get website personalization working, ROI expectations will be high.

Better Optimized and Converting Landing Pages

A landing page is often the first place a business interacts with a potential customer, so it's the perfect place to add personalization to the website. When users browse the web, they tend to make split-second decisions, so personalizing your landing page can encourage them to stay and browse for a while. First impressions are important when it comes to browsing the web.

Increased Time on Site/Decreased Bounce Rate

You encourage your users to browse on your site and explore the products and services they may be interested in when you provide a targeted, personalized experience. This results in them spending more time on your site.

Having a personalized website will also aid in reducing bounce rates (the percentage of users who leave after visiting only one page of the website).

As soon as your users arrive on your site, you should display something that will catch their attention and encourage them to stay and explore. Because of this, it's a good idea to personalize what the particular eye-catching thing is since all users have different interests, and what catches the attention of one user might not be relevant to another.

Deliver More Relevant Content Recommendations

The practice of recommending content to users based on their demographics, behaviors, and interests has been around for a long time now. But traditionally these recommendations have not always been useful or intuitive, which can result in an unintended negative impact on user experience.

netflix recommendations
Source: Netflix

By utilizing personalization technologies, you can deliver fresh content that closely matches user intent and navigates them through an entirely unique customer journey. More pages will be viewed, as well as more time spent on the pages. This will increase the number of conversions to your site and the amount of ROI directly attributable to these visits.

How To Personalize Your Website In 5 Easy Steps

To run an effective personalization campaign on your website, follow these steps:

Step 1: Gather Data on Your Visitors

Identify the types of visitor data you will need when designing your website personalization strategy. You can collect visitor data in several ways.

For example, you might provide them with their basic information directly, track their browsing history using cookies or web beacons on your website, gather first-party customer data using company records, and use social media to reach them.

Step 2: Create a Customer Profile

Next, you will need to develop customer profiles that describe the methods and techniques that will help you reach your desired target audience.

Your customer profile should provide you with a logical framework for understanding the goals of your audience and what they're looking for on your website, helping you to curate tailored content that resonates with them.

Step 3: Set a Goal

When you have gathered all the data and created your customer personas, you can define goals for each one and the website as a whole. The goals of your campaign can vary - boosting conversions, reducing bounce rates, or increasing retention. It is important to align your strategy appropriately to effectively achieve your goals.

Step 4: Plan and Implement Your Personalization Strategy

As a next step, you should prepare strategies to make the customer feel more personal. There are three pages that you need to prioritize on your site: the homepage, your product pages, and the shopping cart pages.

On the homepage, you should emphasize a personalized banner image that appeals to different customer personas.

As soon as visitors land on your homepage, you can present them with personalized product recommendations. Furthermore, appealing images, high-converting call-to-action, engaging videos, and personalized greetings are effective.

Show your customers similar products that they have already purchased on your product pages to attract them. They will therefore receive easy and personalized product recommendations and may be compelled to check out other products that may be displayed on the page.

When you design the cart page, you should aim to maximize sales while eliminating distractions that could lead to abandonment. Among other personalized items, you can also show impulse items, upsell potential items, accessories on this page.

Below are a few interesting ideas you might want to consider while personalizing your websites:

  • Display a pop-up when a visitor arrives at a website for the first time so they can pick their service or product requirements while providing their email information.
  • On the second visit to your website, show a popup encouraging visitors to sign up for your newsletter, which provides them with the latest news and discounts.

Step 5: Measuring Success

As soon as you develop your personalized strategy and launch the campaign, test and optimize it regularly to ensure success.

To make sure that your website personalization is successful, you should determine the metrics you will use and track them. Considering the variety of available metrics, make sure that the ones you choose are in alignment with your goals. The statistics include time spent on the site, the number of actions taken on it, direct feedback from visitors, and more.

3 Types Of Data To Help You Personalize Your Website

When considering personalization, the first step is figuring out what kind of user data you have access to. There are three major types of data you can collect: demographic, behavioral, and contextual.

Demographic Data

Demographic data is any information about a person, such as their name, age, gender, email address, etc. You can find out a lot about people's interests based on their demographic data.

If you own an eCommerce bookstore, you can virtually be sure that middle-aged men won't buy the latest novel about teenage vampires. On the other hand, a girl of 14 might find that just right. The following example is a simplified example of how you can exploit demographic data for customized offers.

Data on demographics can be gathered using tools like Google Analytics, SimilarWeb, social media insights, etc.

Behavioral Data

The behavioral data you collect and analyze consists of actions that your visitors perform while visiting your site.

Your website visitors can be divided into groups based on this data. Consider creating separate audiences containing your returning customers and first-time buyers. This allows you to segment users based on whether they put items in their cart or not.

The most important thing you can see is what type of content people have engaged with. By tracking their clicks, pages they visit, and overall actions, you can find out what they are interested in.

Analyzing tools can provide you with heat maps to show you exactly how visitors interact with your content.

Contextual Data

Contextualized data doesn't have to be linked to a specific visitor. This term describes every data point that can be used to paint a picture of a website session.

The contextual data may include whether a visitor is using a mobile device or desktop, which browser they are using, or which operating system they are using.

Furthermore, contextual data can also be out of the users' control. For instance, the time of day or the weather.

On the surface, these data points might be of limited importance, but after digging deeper, you will see that devices, browsers, locations, and many other contextual factors play an integral role in determining a conversion on-site for a customer.

The Bottom Line

Being responsive, timely, and relevant in today's highly competitive online marketplace is crucial to help you differentiate your brand and demonstrate to customers that your products and services are right for them.

Website personalization allows you to make your website unique to each of your visitors. Utilizing behavioral tracking, location data, and past browsing histories, you can offer your visitors a unique web experience every single time.

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