Website personalization is the process of creating a unique website experience for individual visitors rather than providing the same experience to all visitors coming to your website. This helps you understand and meet your buyers’ interests, tailor your website to fit their profile, and ultimately provide the best message, content, or offer that is the most relevant to them. Some parameters that can help personalize your visitor experience include visitor type (new or returning), past purchase history, geographical location, and behavior on your site.

For example, you own a travel website and you want to present visitors with promotional offers based on the current season (different vacation packages for snow, rainfall , or hot sun) in their location. For instance, during an extreme heat wave, you can encourage visitors from India with a catchy header like: "Getting too hot? Discover our coolest escapes starting from $999!" Similarly, for visitors from the Eastern seaboard of the United States experiencing heavy snow, you can insert a message like: "Looking to defrost? Check out the sunniest places to visit at this time of the year!"

Why do you need to personalize your website?
Personalizing your web page helps you establish an instant and meaningful connection with your target audience by offering them a bespoke experience. It is one of the best techniques to improve on-page engagement and conversion rates without spending a huge amount of money on driving new traffic to your websites. It also helps you to:

• Understand your online audience better
  

  Personalization strategy provides you with more valuable insights into the audience engaging with your site based on how they interact with your online content, what preferences they choose, which specific pages they view, and their behavioral trends on your site. Understanding who your audiences is helps you to group visitors with similar characteristics and serve them the best experience on your website.
  
  For example, you can encourage cart abandoners or customers who have browsed multiple products on your ecommerce site to complete a purchase by showing personalized promotional banners that offer free two-day shipping.
  

• Build brand identity and improve customer satisfaction
  

  Tailoring your website content and message to resonate better with your customers' requirements helps you improve your interactions with customers and strengthen the relationship that they have with your brand.
  
  

  For example, personalize your homepage by showing the list of products based on your visitors' search history or interests like brand, features, color and price range would improve their buying experience and further increase your website's sales.
  

• Increase conversion rate on landing pages

  Your landing pages draw people into your website, and if they are optimized properly, they can have a huge impact on your conversion rate and revenue. Personalizing your landing pages based on the specific set of keywords that a website visitor searches for is one of the best ways to drive traffic to less viewed product categories or industry-specific pages on your website.
  
  

  For example, personalize the content of all the landing pages of your airline website by showing offers based on the visitors' ticket purchase history, geographical location, and travel desires. This will help you keep customers on your site and increase conversions and revenue for your business.

• Increase sales and revenue

  Personalization is a great way to start driving more sales from customers before they leave your site. Segmenting audiences based on which part of your sales pipeline they are in and providing them with a relevant website experience can not only shorten the sales process but also reduce the bounce rate and generate more revenue on your site.
  
  

  For example, the checkout page on your ecommerce site can be personalized with information such as customer's location and the date of delivery for the item they are looking at to encourage them to make the purchase. This will provide a smooth buying experience, reduce bounce rates, and eventually generate increased revenue in your business.

• Cross-sell and upsell products

  Cross-selling and upselling are the best marketing techniques to boost sales and revenue in your business and, when incorporated with a personalization approach, can help you increase customer satisfaction and loyalty. However, to turn a single sale into multiple purchases you need to understand your consumers’ needs through their previous purchases, pages they looked at, industry type, and other key details.
  
  

  For example, users who use the standard pricing plan of your SaaS website can be shown a personalized pricing page that offers them an upgrade to the premium plan with provide a discount.

• Improve website ranking

  Updating your site with new content might not always successfully drive visitor traffic to your website but personalized content can. Displaying relevant, personalized content related to the pages that your visitors are viewing and searching for can provide a better user experience and encourage visitors to make purchases on your site. This in turn increases revenue and organic search rankings (SEO).
  
  

  For example, personalizing the content of the homepage of your ecommerce site based on the products your customers have viewed in the past can not only increase customer engagement on your site but also improve search engine ranking for the page.