Providing each of your website visitors with a personalised experience is an essential part of marketing today, but many marketers are still struggling to grasp the most effective and cost-efficient ways to achieve this.

This article will help you gain a better understanding of personalisation, and will provide you with guidance to begin building better relationships with your customers and wider target audiences online.

Why is Personalisation so Important in Modern Marketing?

It has become vital for any business with a website to provide their visitors with personalised content, services, and experiences, tailored to their needs and preferences.

Digital marketing is now predicated on personalisation, thanks to all the content we’re now so used to seeing on social media, in search engine results pages (SERPs), via online advertising, and just about everywhere else.

In fact, 71% of consumers reportedly expect personalisation these days, while 76% of consumers actually get frustrated when a website has no personalisation.

Ultimately, people today want the most convenient, quick, and straightforward experience possible when interacting with businesses online. Personalisation is a proven way to ensure that’s what you give them.

How Does Personalisation Work?

Personalisation is the method by which you provide each of your individual website visitors a unique experience tailored with dynamic content, recommendations, and even offers exclusive to them. This is done using data related to things like:

• Location
• Gender
• Age
• Time and date of visit
• Where they’ve entered your site from
• Behaviour during previous visits
• Whether they have a membership account with you or not
• And so on.

For example, if one of your prospective customers visited a certain service page on your website, but they didn’t end up clicking any call-to-action buttons before leaving, you could then show them a discount offer for that service the next time they arrive on your homepage.

This is done in the back-end of the platform you use to manage your website.

You, or your development agency, will build pre-defined blocks of content in your platform’s editor, then put various conditions in place that determine which specific users will either see or not see each block. Those conditions are based on data about each individual.

If someone visits your site from the UK, they may be presented with different content to a visitor from Asia. If a long-standing member lands on your homepage, they may be shown different offers to someone who only signed up this year.

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