website personalization guide in 2021 DE-image

Content Management / SEO

Website Personalization Strategy – Increase website traffic[ 2021 SMEs Guide]

January 24, 2021

Personalizing your website comes in many forms. With so many tools, digital touchpoints, and software available, it is essential to stay well-informed of appropriate website personalization formats. Whether you wish to enhance a returning customer’s experience or remarket your brand, personalizing your website is a great way to create compelling consumer experiences.

Website Personalization allows businesses to create tailor-made and unique customer experiences (keeping their preferences into context) rather than providing everyone with a single, general experience. 

Online retailers and e-commerce sites will opt for website personalization by providing customers with individual experiences, such as making them offers as per their recent browsing behavior. Similarly, media outlets may cater to customer experiences based on geographical factors and where they are in the world.

Website personalization has become an essential factor for many business websites, so much so that 89% of digital businesses are investing in personalization, as per Forrester.

If you are looking to personalize your business website, this article is the ultimate guide to help you with it. 

What is Digital Touchpoints?

Touchpoints refer to contacts a website makes with its customers. Digital touchpoints consist of email newsletters, online ads, social media channels, and other content marketing forms. Marketers speculate it takes 7-13 or more touchpoints before earning a sales conversion. Therefore it is essential businesses offer complete website personalization that will impact a customer’s decision and other touchpoints.

The Importance of Website Personalization

With so many companies competing to stay unique, website personalization helps grab consumer attention. Showing customers that you care about their preferences while providing them with impeccable content experiences and services tailored to their geographical location and needs encourages them to be a returning customer. However, research indicates 38% of customers that will find retailers making irrelevant recommendations will not return. Therefore, consumer attention must be retained with customized experiences. 

Amazon is a great example of the most preferred online e-commerce site primarily due to its personalization efforts. Amazon guarantees to spoil customers with ideal choices every time they pay a visit. This is what creates returning customers.

To What Extent Can Personalization Apply to Web and Apps

Personalization is not just limited to websites; it can have an impact on apps as well. App personalization is similar to that of websites, aiming to make customizations according to the consumer’s needs. 

Regardless of app or website personalization, there are effective strategies you can consider implementing to make the most out of personalization. 

Discovering audiences

Keeping track of audience preferences and real-time actions can help you target your customers. Additionally, any forms visitors fill can help the business to know more about them to create dynamic customer profiles.

Planning Experiences

Ensuring a unique experience for every customer may be a challenge. However, if a business understands its customers and caters to their needs by creating compelling experiences on-site while appealing to a large consumer base, it can prove beneficial. Managing scalability and the complexity of personalization is important to achieve this. 

Consistent measurement

Businesses must frequently measure the gains on website personalization investment. Bear in mind not every experience may be fruitful. Therefore, understanding how these experiences are performing will help you to adjust accordingly.

Real-time personalization

Real-time personalization collects visitors’ details based on their IP addresses and may use such information to categorize audiences based on their geographical location and demographics.  

Optimized landing pages

A visitor encountering your website for the first time is likely to find themselves on a landing page. First impressions are often associated with a brand identity, which is why businesses strive to create compelling and optimized layouts for their pages to attract customers and stand out from competitors.

Integrate customer relation management (CRM) plugins

Customer relationships can be built and enhanced with CRM plugins incorporated in website designs. CRM can improve customer service and sales significantly. 

Types of Personalization

Website personalization relies on data gathering methods that include explicit and implicit website personalization and experience-based methods that include seamless and interruptive experiences. Below are some of the types of website personalization:

  • Geographical personalization 
  • IP personalization 
  • Related content personalization 
  • Account-info based personalization 
  • Time-based personalization 

Top 3 Website Personalization Software’s and Tools


Hyperise is a toolkit designed for B2B marketers that uses hyper-personalization to improve conversions.

Prominent use cases:

 Websites- Personalize images, website content and CTAs
Emails- Integrate personalized images into emails
Chatbots- Personalized images through which bots respond to
Direct Mail- Personalized postcards connected/inked to main websites

Google optimize 

A leading tool for personalization using Google Analytics. It identifies what works best on your website with accurate A/B tests. 

Key features:

URL targeting
Audience analytics and insights.


Experience optimization that calls for several services businesses can leverage. 

Key features: 

A/B. multivariate, and split testing
Cart abandonment management
Form analytics
Funnel analysis 

Benefits of Website Personalization 

  • Increased conversions 
  • Enhanced customer relations and engagement
  • Accurate recommendations as per consumer behavior 
  • Precise information that targets the buyer’s needs
  • Effective communication with personalized content and meaningful interactions.
  • Increased customer loyalty and referral with personalized experiences 
  • Improved and render search capabilities

The Role of Digital Touchpoints and Website Personalization in a Shopper’s Journey  

Mapping your customer’s experiences can help you develop effective strategies that cater to each of their needs individually. For instance, if a customer was to come across an e-commerce site advertisement and then requires a top-notch e-commerce platform to get in touch with, he is likely to search for potential answers. If he lands on your page, he may be intrigued by promotional videos and useful, cost-worthy services and ultimately becomes your customer.

Your business earned a conversion and a returning customer who will come back with different preferences. The e-commerce site must ensure returning customer needs are met through individual customer experiences adopted with website personalization.