Best practices for website personalization

A look at the important practices and pitfalls to consider when getting started with website personalization.

Customer Communication Software

Website personalization is an important concept in engaging with your visitors these days. It provides a way for marketers to engage with potential customers and allows them to make more informed decisions. It also gives your visitors an improved experience, showing them content that matters to them specifically. We've already written plenty about its advantages here, in case you want to know more about that.

There are many different ways that website personalization can be used, including tracking the path of visitors on your site, targeting ads based on location or past visits, segmenting groups of people by age or other factors, providing recommendations about what content they might like and much more.

That being said, there are definitely some best practices for website personalization to make sure your content is helpful and perceived as enjoyable rather than just creepy.

#1 — Listen and explore what matters to your audience

Before targeting your visitors with anything tailored to them, make sure you have the right data points collected about them, so using automations to display personalized content actually gives them great results. It is important to know what matters to them and to have a broad idea who they are and why they are on your website.

#2 — Know who you want to reach

Knowing who you want to reach, being thoughtful about what you ask of your visitors, and not forgetting to take into account the many different ways that users might interact with your site is also part of the foundation. A lot of visitors will not be in your target audience and you should use surveys and other tools to make sure you're showing personalizations only to those you want to engage with.

#3 — Improve your personalizations over time

As you get a better understanding of who your target audience is and how they're using your website, you should constantly revisit your personalizations to ensure they provide the most value to your visitors.

#4 — You don't need all the data

When personalizing your website, make sure you understand which parts make the most sense to personalize. It is not necessary to collect a lot of data before personalizing your website, and in fact you may be more likely to generate a poor experience if you do. It is often enough to collect the basic behavioural information, segment your audience and stick to the basics.

#5 — Get consent from visitors before collecting data

Be sensitive about how much information you collect. If you are collecting personal data, make sure that the visitor has given consent for this to happen. Especially if there is no login required that implies collection of data via TOS, you need to make this very explicit. If visitors have not consented to the collection of any personal data then don't collect it at all.

More than just Personalization

Adding personalizations to your site is just one of our tools, but True Fans has more to offer than just that. Pick and choose the right tools that your business needs to improve the way you communicate with your customers. Help them succeed and increase engagement through the whole customer lifeycle.

More about our personalizations module →