Web Personalization: What Is It And Why Is It So Important?

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Web personalization,  and personalization in the web ,  is a mission critical activities of marketing  to generate results for your business and also to deliver the best experience for their consumers. As? This post  will explore this and more. 


First, the story of making a campaign to reach the whole world is not more efficient, regardless of the channel used, such as email, paid media , newspaper and even television. The latter, besides being expensive, is not focused on the individual.

Customizing is a critical component of the marketing activities , it is important to create a great experience for their customers and bring the best conversions.

A major example to illustrate:

For a marketing analyst, chances are it does not produce results if sent the same email to all your base.

Its database is complex and consists of multiple segments and different types of consumers. Each will have different interests in specific products and services. Even entering the variable of Hello , * | FIRST NAME | *” , maintains the same communication, and offers a piece of content that is not effective for everyone.

We can see that do the same on the site. They offer the same experience to every visitor, without paying attention to behavior, in their attributes to connect.

It is quite common that the analyst thinks the increased audience and forget to talk individually with the visitor to your site.

The main metric conversion, generate Leads and sales are marketing activities that come from your website. And customization is the means to be more effective and to measure the impact of these actions .

A recent survey by VB Insight showed that 87% of companies see an increase of these metrics when they customize their marketing activities. According to research DemandGen , 70% of buyers have indicated that a vendor site was the largest channel of influence in the purchase decision.

The idea of ​​this post is to show everything that can be customized and give some tips on how to create a customized model to be more effective with your site.

What is web personalization?

The web personalization term refers to the dynamic and personalized creation of sites, in order to assign them as much relevance and enhance the experience for visitors and consumers.

This is done based on the behavior, location or their attributes.

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What Amazon, Netflix and Spotify have in common?

Personalization has never been new. You’ve probably seen the movie recommendations and Netflix series, songs and playlists from Spotify or books and Amazon products. They are great examples of customization.

Think about how much it should immediately have a product or information you need when visiting a site. Unlike in a common site you are forced to go to the menu and enter a few pages to access what you need.

What experience do you prefer?

What you can customize your site?

Set in 3 elements to be customized:

  • attributes
  • Collect
  • Interface

What healthy attributes?

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  • Behavior: for user navigation data such as page views, time on a given page, click a button or link.
  • Demographics: referring to the IP of the region or country. Thus, it is possible to change the language or regional elements. In some cases, the user data can be customizable by sex and age;
  • Firmographics: are characteristic of organizations and company data. Eg company size in number of employees, practice area or industry, revenue and other data related to the organization;
  • Contextual: a device used by the user, group or some type vertical focused on some topic. Example: If you have a sports ecommerce, it would be by a vertical “shoes”.

How to collect?

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  • Buyer stage (Purchase Stage) by the behavior on the site: can identify the stage to map the parts of the site with tracking pixels from Google Analytics , Facebook Pixel and other tracking tools for recovering those who underwent a cart page, but not yet made the purchase.
  • Interest (Lead scoring): defining a specific scores according interest can be created and automation of rules Lead scoring . For example, for a Lead over 4 conversions in a tech material you can send emails or provide technology-related content.
  • Data / Base (CRM): segmenting the database of the Leads, may separate into direct campaigns for each type of Lead or time. Example: separate Leads by categories of age, gender, regions, etc. decision-making positions

I present?

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  • Custom fields: through the collection of your website form fields or Landing Page , you can deliver personalized content according to the interests of these Leads
  • Dynamic areas are parts shown with user interest content. Example: the site changes the language according to the country where the user is located.
  • Integrated campaign: when you target a base in accordance with a particular interest and send content to them. Example: when you target to executive positions make an announcement to this post.

These are some ways to customize your site. I hope that you enjoyed! In future posts, I will explain how to customize some parts of the site and campaigns.

Stay Tuned!