Web personalization: what is it and why is it so important?

Web personalization: what is it and why is it so important?

The idea of ​​this post is to show everything that can be customized and give some tips on how to create a customization template to be more effective with your site

Web personalization is the process of creating customized experiences for your audience, based on their behavior, needs, desires, profile, location and other characteristics. Web personalization can be used to increase conversion rate, to sell more, or to increase product engagement, for customer retention, for example.

First, that story of making a campaign to reach everyone is no longer effective, regardless of the channel used, such as email, social media, paid media, newspaper and even television. The latter, in addition to being expensive, is not focused on the individual.

Personalization is a critical component of your marketing activities , it’s important to create a great experience for your consumers and bring about the best conversions.

A great example to illustrate:

For a marketing analyst, chances are high that he will not generate results if the same marketing email is sent to his entire base.

Its database is complex and made up of multiple segments and different types of consumers. Each will have different interests in specific products and services. Even inserting the variable “ Hello , *|FIRST NAME|*” keeps the same communication, offers and a piece of content that for everyone is not effective.

We can see that they do the same on the website. They offer the same experience to each visitor, without paying attention to their behavior, their attributes to establish a connection.

It is quite common for the analyst to think about the increase in audience and forget to speak individually with the visitor to your website.

The main metrics for conversion, lead generation  and sales are marketing activities that come from your website. And personalization is the means to be more effective and measure the impact of these actions .

A recent survey by VB Insight showed that 87% of companies see an increase in these metrics when they customize their marketing actions. According to the DemandGen survey , 70% of buyers have indicated that a seller site was the biggest channel of influence in the buying decision.

What is web personalization?

The term web personalization refers to the dynamic and personalized creation of online experiences , in order to give them maximum relevance and improve the experience for visitors and consumers.

This is done based on their behavior, location or attributes.


What can you customize on your website?

First of all, it is necessary to define in 3 elements to be customized:

  • attributes
  • Collect
  • Interface

What are the attributes?


  • Behavior: by user browsing data such as pages visited, time on a particular page, click on any button or link.
  • Demographics: referring to the IP of the region or country. In this way, it is possible to change the language or regional elements. In some cases, with user data, it can be customizable by gender and age;
  • Firmographics: are characteristics of organizations and firm data. For example: company size in number of employees, area of ​​expertise or industry, revenue and other data related to the organization;
  • Contextual: by device used by the user, type of group or vertical focused on some theme. Example: if you have a sports ecommerce, it would be for a “tennis” vertical.

How to collect?


  • Buyer stage by website behavior: can identify the stage by mapping parts of the website with tracking pixels from Google Analytics , Facebook Pixel and other tracking tools, can retrieve who has passed a cart page, but you haven’t made the purchase yet.
  • Interest (Lead Scoring): defining scores according to a certain interest, Lead Scoring rules and automations can be created . For example, for a Lead with more than 4 conversions in a tech material you can send emails or offer content related to tech.
  • Data/Base (CRM): by segmenting the database of your Leads, you can separate them into direct campaigns for each type of Lead or moment. Example: separate Leads by age, gender, regions, decision-making positions, etc.

How do I present?


  • Custom fields: by collecting form fields from your website or Landing Page , you can offer personalized content according to the interests of these Leads
  • Dynamic areas: are parts presented with content of interest to the user. Example: the website changes the language according to the country where the user is located.
  • Integrated campaign: when you target a base according to a certain interest and send content to them. Example: when you target positions of directors make a communication for that position.

3 examples of web personalization to inspire your business

To understand in practice, check out three web personalization cases, which are part of our new Complete Web Personalization Manual :

Grupo Pão de Açúcar: customized offers for customers

Retail giant, Grupo Pão de Açúcar has invested in technology to gain more market share and consumer life.

Through the Pão de Açúcar Mais application , customers receive personalized product offers and also suggestions for other discounted items that may be of interest to them. All based on the purchase history and preferences of each of the consumers.

The results indicate that the strategy is going very well. Four months after the application’s launch, which took place in May 2017, the loyal customer base grew by 6%.

According to the retailer, today more than 80% of purchases made at Pão de Açúcar stores are already made by participants in the relationship program.

Optimizely: customize to convert more

After four years of optimizations, Optimizely , the conversion optimization platform , has achieved the best possible version of the site itself. At that time, any change had minimal results.

If they wanted to engage more potential customers and raise their conversion rate, managers would need to radically change the homepage.

That’s what they did: they created 26 customized versions of the home page. Visitors not only identified with the action but also tweeted about it. Look!

web cases personalization optimizely

The result was that the custom pages performed better than the old and unique home page. In numbers:

  • engagement increased 1.5%
  • the conversion rate in the “Solutions” tab grew 113%
  • the CTA conversion rate to create a test account has gone up 117%

Spotify: customizing every list

By the end of July 2018, the music streaming platform Spotify had registered no less than 83 million paid subscribers. Three months earlier, there were 75 million paying users. Compared to the same period in 2017, the rate is 40% higher.

At the heart of this accelerated growth is the company’s quest to innovate and adapt to user needs, delivering tailor-made experiences for each of them.

The platform expresses this idea in all its lyrics: “the playlists that Spotify creates just for you, like Discovery of the Week and News Radar, are based on your habits (what you like, share, save and even what you skip ) and also those of people with similar tastes”.