Akshay Sura - Partner
6 Oct 2023
Undoubtedly, website personalization is the way to go for digital marketing. It lets brands deliver customized experiences for their audience. However, it's as confusing as a Rubik's Cube if you need to learn how it works. Let's untangle the components of website personalization and what it takes to implement it.
The starting point of personalization is data.
Once data is collected, users are grouped based on shared characteristics or behaviors.
You'll need different content sources that address specific needs to cater to each segment.
There's an array of tools available to help make website personalization easier. These tools help automate things like user behavior tracking and serving personally tailored content.
Real-time personalization adjusts content for the most dynamic experience possible as users interact with the site. For instance, if a user spends considerable time browsing through a particular product category, they might immediately get a special offer within that category.
Like any digital strategy, this requires regular testing:
Encourage users to share their experiences. This not only does it give you direct insight from the user but also helps refine and improve your personalization strategy.
Given that data collection is key, it's important to keep user trust:
The digital landscape is constantly changing, as are user preferences. This means that your personalization strategy must adapt well to these trends or new technologies.
Although intricate, it's a rewarding endeavor that lets you deliver content tailored to specific people. But remember, it's not just about serving tailored content — it's about creating a seamless and memorable experience. With a systematic approach, collecting the correct data, leveraging tools, and continuously optimizing your website can go from static to dynamic for an audience that truly resonates with them.
Akshay is a nine-time Sitecore MVP and a two-time Kontent.ai. In addition to his work as a solution architect, Akshay is also one of the founders of SUGCON North America 2015, SUGCON India 2018 & 2019, Unofficial Sitecore Training, and Sitecore Slack.
Akshay founded and continues to run the Sitecore Hackathon. As one of the founding partners of Konabos Consulting, Akshay will continue to work with clients to lead projects and mentor their existing teams.