Website Personalization: Customizing User Experiences

What do an omakase order at a sushi restaurant, the most recent email in your inbox and your favorite gifts have in common? You would be right if you assumed that they are personalized. 

We expect personalization in most of our contacts with the companies we do business with because it is a prevalent occurrence in our daily lives. Personalizing websites is the key method businesses use to create these distinctive experiences for their customers.

Companies use data they have been given explicit permission to acquire to give each client a customized web experience. 

Then, they use geolocation, online behavior, prior transactions, and more to customize the customer’s experience on mobile applications, emails, digital advertisements, and websites.

Remember that website customization and personalization are quite different. In this article, we’ll discuss how to personalize your website for customers, the different forms of consumer data that may be utilized for personalization, the advantages and disadvantages of the practice, and more. 

Website personalization – what is it?

Website personalization is a tactic marketers use to give their customers one-of-a-kind experiences that include customized recommendations, dynamic content, and special deals. It is set up according to visitors’ website behavior, demographics, and interests.

Website personalization aims to improve user experience by anticipating and satisfying consumers’ requirements and wants.  Ever entered your preferred coffee shop only to see your drink waiting for you at the counter? 

By spotting your car in the parking lot and starting your order before you did, the barista was giving you a customized experience. For your visitors, website personalization should feel like this.

Websites that are built to change based on a visitor’s past behavior are even in a better position to generate more revenue. Consumers prefer to buy with companies who offer them individualized advice in 91% of cases. 

Traffic, customer retention, and revenue can all be increased by using this strategy; nevertheless, just 13% of marketers are extremely satisfied with their personalization efforts.

 It may be time to consider the advantages of website personalization if your site needs to show these growth indicators.

The Advantages of Personalised Websites

They notice when you comprehend your customers. By providing them with pertinent product recommendations, you may increase their time spent on your website and on CTAs.

Recommendations for Relevant Products

A pertinent product recommendation is what your clients will benefit from website personalization the most. Based on their data, you can provide precise and fast recommendations for what your consumers would like to buy next. 

Retargeting advertisement is a terrific approach to foresee upcoming purchases. You can automatically populate particular elements on the user’s instance of the homepage on your website using the engagement data those ad campaigns offer.

Improved Customer Understanding and Loyalty

You can give your customers a superior experience when comprehending who they are. Creating buyer personas for your most frequent clients is a fantastic place to start.

 The next step is to work with your IT staff to tailor your website to each of those personalities. Starting with brand profiles rather than specific clients has the advantage of requiring many fewer data combinations.

 You can create five or six buyer personas that use broader categories like the region in which they live and how much they spent in the previous six months rather than attempting to create an experience for 15,000 unique customers based on their addresses and the items they’ve bought.

Longer Time Spent on Site:

Humans naturally pay more attention to things that fascinate them, but that attention only lasts for eight seconds. Additionally, we are fascinated with ourselves as humans. 

There is a potential that your customers will stay on your website longer if you reflect to them their purchase patterns and common themes. Virtually every marketer keeps track of time spent on-page because it’s a surefire indicator of engagement. 

While the amount of time visitors spend on your website is significant, it is even more beneficial when they take action and visit a particular landing page or call to action.

Landing Pages and CTAs that Convert Well

High conversion rates across landing pages and CTAs are the ultimate benefit of website personalization for you and your company. According to BCG, businesses that offer personalized experiences see revenue growth of at least 6%.

 Growth of that kind is not a coincidence. The ROI expectations are high to reflect the great effort, planned, and actionable work that goes into website personalization. If you take the time to execute this plan properly, the chances of success are in your favor.

How to Customise a Website

The advantages and difficulties of customizing your website have been thoroughly discussed, but how exactly can you do this? You can track the number of personalization aspects on your site and the appropriate tools to give your visitors a distinctive experience. 

Employing these tracking criteria will ultimately keep your visitor engaged in what your business offers and persuade them to buy the things they most urgently require. Your buyer personas are a good place to start.

Purchaser Personas

Earlier, we briefly discussed customer personas, but what precisely are they, and how can your company use them to customize your website?

Buyer personas are fictionalized depictions of your ideal clients derived from data and market analysis. These representations assist us in developing accurate yet straightforward portraits of our broad audience that can be used in marketing campaigns, product launches, and website design.


The threat posed by geolocation tracking is not as great as it first appears. Geolocation tracking is frequently misunderstood as a website following its visitors’ every step. 

The opposite is true, as you can see! The closest WiFi and mobile towers are used in geolocation tracking to determine a site visitor’s approximate location. 

This, for instance, enables websites to suggest local shops users can visit. There are also non-physical instances where this tracking is helpful.

Device type

You can learn a lot about a visitor from the device they use to access your website. You can reasonably estimate the potential buyer’s characteristics regardless of whether they’re using an iOS or Android device, a mobile phone, a tablet, or a desktop. 

For instance, statistics reveal that four out of every five Americans shop online, and more than half complete their transactions on a mobile device. Given this, it might be a good idea to promote more purchases to mobile users than to desktop ones.


Although it can be labor-intensive to customize and create a professional website design, the benefits far exceed the expenses. According to the data, customers who feel appreciated by the merchant they are doing business with spend more money and are more likely to return.

 An even stronger CMS supports every strong user interface like this. A powerful CMS platform works as hard as you do to assist in developing engaging and lucrative user experiences on the web.

With personalization, you may transform your website from passable to distinctive for each user. You can always provide your audience with a distinctive web experience by utilizing behavior monitoring, location data, past browsing history, and a CMS that can handle it all.