Language
People often want more than a generic website experience. They want content and help that fit their needs. Personalisation can make a site feel more useful and relevant.
Start with the user. Our article on User-centred Design explains this approach in more detail.
Major decisions
Personal recommendations use information about what a visitor does. This might include pages viewed or products considered. An algorithm uses that data to suggest relevant options.
Tell people clearly how you use their data. Respect their choices and interests. The original example uses Linkers to track links and support more relevant advertising. Any tracking needs clear information and suitable controls.
You can also tailor content to a person or group. A camping shop might show camping tips, recipes or gear guides. Useful content gives people a reason to keep reading.
Dynamic pricing changes prices based on factors such as demand, supply or user behaviour. A shop might offer a discount after an abandoned cart. It might also offer a loyalty discount after repeat purchases.
Relevant offers can help increase conversions and sales. Plan discounts that work for both the customer and the business.
A birthday offer or a first-purchase anniversary discount can encourage repeat visits. Check that the offer fits your costs before using it.
Small personal touches
Personalisation can be simple. Using a customer's name in the right place can make the experience more familiar.
Address common needs and problems directly. Helpful articles and clear answers can make a real difference.
Group your email list by relevant interests or behaviour. After a purchase, you might send related product suggestions or a useful offer. Match the message to what the customer needs.
Additional tools
A landing page can match the ad that brought someone to the site. For a product ad, show that product's images, reviews and key details. This helps people find what they expected.
Chatbots and virtual assistants can guide visitors and answer common questions. They can reduce repeated support work. Use them to make tasks easier for customers.
