Website personalization: what is it and how does it work?

What exactly is website personalization?

Website personalization means that a website adapts itself, to the needs of the visitor. With this, personalization goes far beyond displaying a name. The site collects data about behavior, preferences and interactions and uses it to build a360 degree customer view which is further refined with each visit. Based on this data, the website determines on an individual level which content is most relevant to the visitor at that moment.

This allows parts and elements of the page to change automatically, such as a banner that responds to previously viewed products or a product overview that shows how many items are still in stock for someone in doubt.

When someone visits a web shop for the first time, he usually sees a general homepage. Once someone has viewed a coffee machine at an earlier time, for example, the website changes accordingly on an individual level. The homepage then shows appropriate coffee blends or accessories that match that previous interest. This happens automatically based on the data left during the visit.

This allows each visitor to see personalized content or information that fits their situation, rather than the same generic experience as everyone else.

How does website personalization work?

Website personalization consists of three parts: data collection, segmentation and personalization. For these parts to work well together, using the right tooling for each step is essential.

In addition, visitor recognition plays an important role.First-partycookies and IP tracking work together in this regard: cookies record what someone does on the website, while IP tracking provides insight into where the visit comes from and whether there has been previous contact. Together, they provide data that helps to better understand behavior, such as:

• The source of the visit (social, organic, advertising),

• keywords used through search engines (e.g., Google or Bing),

• session duration,

• pages visited,

• date, time and global location of the visitor

The better this data reveals a visitor's behavior and context, the more targeted personalization can be applied.

1. Collecting data

Personalization starts with collecting reliable data about visitors. Without a complete and up-to-date customer view, personalization remains superficial. Analytics tools read online behavior such as page views, click behavior and how someone scrolls through the page. Customer Relationship Management (CRM) systems add information about a customer or organization, while marketing automation tools show which emails someone has opened or which campaigns have been responded to.

Whendata from all these sources is synchronized, for example, in aCustomer Data Platform, creates one central and complete customer profile.

Tools in data collection

• Customer Data Platform (CDP):a Customer Data Platform collects data from various systems and brings them together into one central customer profile. This creates a complete and up-to-date picture of each visitor or customer.

• Customer Relationship Management system (CRM):A CRM system contains contact information and information about customers or organizations. It provides insight into who someone is, what purchases have been made and what relationship exists with your company.

• Analytics tools, such as Google Analytics 4 (GA4):analytics software shows you how visitors use your Web site. For example, you can see which pages are being viewed, where visitors are coming from and what their online interactions with the website are.

2. Segment

Segment means analyzing collected data and converting it into groups of visitors with similar characteristics or behavior. In B2C this often revolves around interest and buying behavior, while in B2B it is industry, job and organizational characteristics that are important. In this way, it becomes clear which content suits which visitor. Segments can be formed based on previously viewed products, the stage in the customer journey, language or the source of the visit (such as a social ad or email campaign).

Software helps shape these groups automatically. Amarketing automation platform Automates the creation of customer segments based on collected data and the corresponding customer profile.

Tools in segmenting

• Marketing automation platform: this platform organizes visitors into customer segments based on their actions and uses those segments to perform relevant follow-up actions automatically.

3. Personalization

Personalization determines what content a visitor actually sees. This is when the website adapts to who someone is and what they have done before. You can think of it as a digital shop window that is activated once the website knows what stage of the customer journey someone is in or what segment someone belongs to.

The basis of(content) personalization consists of preset variations of content. Consider a different banner for new visitors, additional explanations for someone still orienting, or product recommendations for someone already further along in the process. The website automatically chooses which version fits best.

Increasingly, AI or machine learning is helping with this. This technology looks at behavior and determines which content is likely to work best. Real-time triggers also play a role: for example, when someone hesitates or lingers a long time on a page, the website can immediately show additional information or a relevant suggestion.

Personalization works well only when data, segments and activation align nicely. Only then can the website display the right content at the right time.

Tools in personalization

• Content Management System (CMS): displays dynamic banners, texts, widgets and recommendations based on segment and behavior.

• Email system: Uses segment information to send relevant follow-up communications.

• Advertising platforms: deploy segment data for targeted ads outside the website.

What data do you need for personalization?

Relevant personalization requires four data types:

• Identity data provides insight into who the visitor is, such as name, industry and location.

• Interaction data shows which emails someone opens, interactions with campaigns, which links are clicked on and how often someone returns.

• Behavioral data shows product interest, scrolling behavior and other online behavioral characteristics.

• Attitude data arises from reviews, feedback and touch points.

These data fall into three categories.First party data, which you collect yourself, forms the main basis. Second party data comes from partners and can enrich the customer view. Third party data is data from external parties such as interest profiles from ad networks and is becoming less and less relevant due to privacy laws and the disappearance of cookies.

In personalization, the balance between value and privacy is essential. Transparency towards visitors and responsible handling of data are prerequisites for effective and sustainable personalization.

How do you implement website personalization? 

Website personalization is best built with a structured process. Below, we have formulated a step-by-step process for you to work on your personalization strategy:

1. Set goals and KPIs.
A personalization strategy only works when it is clear what you want to achieve. Consider increasing conversion on key pages, improving user experience or increasing retention. Setting measurable goals in advance provides a clear direction.

2. Choosing target segments
Personalization does not have to apply to the entire Web site immediately. Start with a few clear target groups, such as new visitors, returning customers or a specific industry. Starting small keeps the process manageable and helps you learn what works faster.

3. Collect data and do baseline measurement
In this step, it becomes clear what information is already available and what data is still missing. Think of behavioral data on the website, CRM data or previous purchases. In addition, you make a baseline measurement. That makes visible what the current performance is, so you can measure the effect of personalization later.

4. Choosing tooling
The tools needed vary by organization, but often include a combination of a CDP, marketing automation system, Web site CMS and personalization engine. Whenever possible, systems that can be easily linked together are chosen.

5. Measure through A/B testing
Start with a few concrete variations and measure which one best matches the visitor's behavior.A/B testing helps to determine this objectively. By monitoring and comparing the results, it becomes clear which personalization strategy you are definitively implementing.

6. Scale up and optimize.
When the first successes become visible, you can expand to other pages, segments orchannels. The goal is to make personalization part of your daily marketing process, with optimization based on data and insight.

Website personalization with Ternair

At Ternair, we believe thatwebsitepersonalisatie only really comes into its own when strategy and technology work together seamlessly. That is why we always start with a thorough analysis of the target group, sharply map out the goals of the organization and develop a personalization strategy that fits the entire customer journey. We focus not only on personalizing content, but also on establishing an approach that continues to perform in the long term.

To complement this strategy, Ternair offers a full suite of support services and software, includinglinking data sources and setting up aCustomer Data Platform andmarketing automation. These components enhance personalization by using data smarter, building segments automatically and making campaigns more responsive to behavior and preferences.

With Dutch data storage, a flexible data model and smooth links to CRM and analytics, Ternair provides a complete and secure foundation for organizations looking to deploy Web site personalization professionally.