Visitors to your website want individual experiences, they want to see content that‘s relevant to them and it needs to be presented in a way which makes them engage with your business.
Personalisation is matching content to the user’s specific preferences, whether they actually select them knowingly or not. Personalisation is initiated by a number of things, such as adjusting the settings on a site or by allowing elements like cookies to track user behaviour.
Personalisation is growing in popularity to make the entire web feel more customised. A great example of this is Amazon where every registered user gets their own homepage based on their wants, needs and past shopping history.
Tailoring content to the user’s habits is done through a number of factors including:
search and keywords
device type (desktop vs. phone)
day and time
selected user preferences
Any or all of these factors can influence how the content is personalised to the visitor.
So should you tailor your content to each individual user? The answer is a resounding YES.
Personalisation makes users feel special – it helps to connect them to your business and offer up information which they are going to engage with. Ultimately it’s about creating an experience that makes the user come back to your site and help deliver against your objectives.