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Website personalization

1 May 2023
Website personalization

Personalization is all the rage in the world of website design, and it is not hard to see why. In todays digital age, people want more than just a generic experience. They want to feel like the website they are visiting values them as an individual, and not just another face in the crowd. Luckily, there are many different ways to personalize a website to create a more customized experience for visitors.

We are all about putting the user first, so if you wanna learn more about, say User-centered Design, we have put out a blog recently that you could give a look.

Major decisions

One way to personalize a website is through user-based recommendations. Which entails keeping track of what a user does on the website, such as the pages they visit or the products they look at, and using that information to make personalized recommendations. This is usually done through algorithms that analyze user data and then churn out relevant avenues to explore.


We cannot stress how important it is to tell your audience about it. Be up front, clear and take precautionary steps not to violate any of their interests. We use our own platform, Linkers, which provides an algorithm that keeps track of users depending on the links they use on our website. These links contain pixels, which allow us to be more precise with our advertising.

There is also customized content, i.e., stuff that is tailored to the characteristics of a given user, or a set of users. For example, if a user is browsing a website for camping gear, the website can display content related to camping, such as camping tips, recipes, or gear recommendations. Personalized content like this can help to make the website more engaging and relevant to users.

Additionally, you can go with dynamic pricing, which involves adjusting the price of a product or service in real-time based on various factors, such as demand, supply, or user behavior. For example, let us say a user has previously abandoned their shopping cart without completing their purchase. You could use dynamic pricing to offer them a personalized discount to incentivize them to complete the transaction. Or, if a user has made multiple purchases in the past, you could offer them a loyalty discount as a thank-you for their business.

Dynamic pricing is a neat way to show your customers that you value their business and are willing to work with them to find a price point that works for everyone. Putting everything else aside, it can also help to increase conversions and drive more sales on your website, which does not hurt.

I mean, who does not love getting a special discount or promotion just for them? You can even get creative with the timing of these personalized deals, like offering a birthday discount or recognizing the anniversary of their first purchase. Not only does this show your customers that you care at least a little about them, but it encourages repeated visits as well. Handing out bonus stuff or cutting prices is rarely a bad idea - if you can afford it.

Softer elements

In addition to these more technical aspects of personalization, there are also softer elements that can be incorporated into a website to create a more personalized experience. For instance, you could use the users name throughout the site to create a sense of familiarity and connection.

Another great approach is to address the users needs or pain points directly on the website. Which you can do by posting blogs on the topics, among other things. These kinds of personal touches can go a long way.

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We should also touch upon emails. By segmenting your email list based on user behavior, demographics, or interests, you could send targeted emails that are more likely to resonate with each user. For example, lets say a user has recently made a purchase from your website. You can follow up with them via email and include personalized product recommendations or discounts for related products. They are easy to implement and generally have a sizeable impact on the customer experience.


Moreover, you could make use of landing pages. Basically, a personalized landing page is a webpage that is customized to a users interests or behavior. So, lets say a user clicks on an ad for a specific product - the landing page they are directed to can be tailored to that product. It could include product images, reviews, and other relevant information specific to their interests.

Last but not least, chatbots or virtual assistants. These tools can provide tailored assistance, making it easier for customers to navigate your website or app. Though, personalized assistance can really make a lot of stuff easier on both ends. Users generally have the same questions, and you probably do not want to keep addressing them. Thus, the chatbots and the virtual assistants.