Just What I Was Looking For: Website Personalization

There’s a reason why companies have sales teams and sales associates in stores– personalized interactions help customers get to what they want faster, and therefore, to a sale faster.

It’s hard to mimic these human interactions in a technologic sphere, but 94% of companies who commit to their customer experience see a “higher engagement and conversion rate.” Great strides are being made every year to increase customer satisfaction through website personalization, delighting consumers at each step.

Quite possibly in the next 5-10 years, website personalization may have developed so much that each person who visits a website may have an entirely different experience, specifically catered by the amount of data that site has available about that visitor.

What Does Website Personalization Consist Of?

Website personalization should just happen for website visitors. It’s not website customization, where the visitor needs to change things to get the view they want– the website instead personalizes their visit for them.

According to Accenture, “Netflix reports subscribers lose interest and abandon ship in as little as 60 seconds if they aren’t presented with relevant and engaging recommendations.” Netflix customers expect their experience to be personalized for them, they don’t want to have to search for their next show, they want it to be presented to them front and center. Without this customer personalization, Netflix estimates it would lose more than $1 billion in revenue every year.

Which begs the question: what are businesses losing by not including even the simplest of website personalizations?

Something as small as narrowing down choices for consumers could keep them on your website and closer to converting, considering nearly 40% of consumers have left a business’s website and made a purchase elsewhere because they were overwhelmed with options.

Customer personalization aims to create a bond through anticipating the user’s needs, even if it’s suggesting items other people bought after their purchase like Amazon does.

Amazon uses website personalization by recommending products other people have viewed related to an item currently being viewed.

Content and Context

Website personalization at its simplest form is knowing a visitor’s name or connecting them to other items they might be interested in. For consumers to become repeat visitors it cannot be just one channel, but an omnichannel approach.

From a website visit, an email, an SMS message and even a mobile notification when a consumer walks into a physical location, companies need to remember each customer interaction and be able to remind customers of them.

65% of consumers are more likely to shop at retailers who remember their previous purchases. An additional 88% are more likely to make purchases from retailers that deliver personalized and connected cross-channel experiences, increasing the importance of each of their touchpoints, not just one.

Delight Your Audience With Some Help

All of this personalization revolves around delighting the consumer, providing them with the most useful and enjoyable experience. But in order to personalize you need tools to collect data and turn it into an individualized experience. Here are a few website personalization tools to help you get started:

inSite by Duda

InSite is an easy-to-use plug-in that can work with a variety of different triggers to increase your visitors likelihood to act. You simply choose a trigger, such as time of day, date, location or number of previous visits, and then choose an action to follow. If you are not sure of where to start, inSite has a library of previously designed triggers and actions that require no coding to work. But you can also make it incredibly customized with your own triggered Javascript.


Ready to get website personalization across all touchpoints? Optimizely is the tool to use, with the ability to tailor customer experiences from web to mobile. It may not be quite as easy as inSite’s 5-minute jump start, but they promise to get teams and results started quickly.

Another benefit to Optimizely is they don’t just do website personalization, but offer a host of other services that go hand in hand with personalization.

One small step towards website personalization can make a giant impact on business– more than half of consumers shop online at a retailer that recognizes them by name. If consumers are experiencing a bond with a business online from simple name recognition, imagine the delight consumers have when a business remembers their past purchases, their recently viewed items or even the article they last pinned.

How has your business taken steps toward personalization, or are you planning to soon? Let us know in the comments below!


  1. Sean Tierney
    Sean Tierney

    Cami, agreed personalization is powerful (both on-site and in subsequent followup). Thrive Leads has a WP pugin that is worth investigating. It handles the on-site personalization and integrates with various CRM/automation software (ActiveCampaign, Mailchimp, Getresponse and others). We did a post awhile back on how to set it up here: https://pagely.com/blog/2015/12/thrive-leads-lifecycle-marketing/


    1. Cami Bird
      Cami Bird

      Thanks for the suggestion, I’ll have to look into it!