How to build an effective personalization strategy for publishers⁡𝅶‍‍𝅺⁡‍𝅴⁡𝅴𝅹‍‍⁢𝅵‍‍⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍‍‍𝅷‍‍𝅳⁡‍⁠‍‍⁢𝅵‍‍𝅳⁡⁣⁡⁣⁡​⁡⁢⁢𝅵‍𝅺‍𝅺𝅸‌⁡‍𝅶⁠⁡⁣𝅴𝅹⁡‍𝅸⁡​⁡‍⁠⁡​⁡‍‍𝅸‍⁡‍𝅹⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍𝅺⁢𝅺𝅹⁡⁣⁠𝅹⁡⁣‍𝅺⁠⁣𝅴⁡⁣‍𝅺⁢𝅳⁢‍‌⁢⁡⁢‌⁠‌‌‍𝅸⁢​⁠⁢𝅴⁢⁣‍𝅸⁢⁣⁢​‌‍‍𝅸⁢𝅳⁢𝅳⁢⁡‍𝅸⁢⁢‌‍⁢𝅴⁢⁢𝅳⁢⁢​⁢​⁢⁣⁢⁡⁢𝅺𝅷𝅺⁢‌𝅷⁠⁢𝅸⁠𝅹‍𝅸⁣⁡⁣‍‍‍⁡𝅸

Content personalization (or simply ‘personalization’) is an approach wherein a publisher tailors its content to the preferences of a specific audience. This makes content more relevant to a visitor, and matches a visitor’s personal interests, needs and behavior. The purpose of personalization is to help visitors find the desired content faster and provide companies a better chance at understanding their audience and converting visitors into loyal customers. With personalization it’s likely that your engagement score will increase, and the time visitors spend on your website will increase as well.

For instance, US publisher Business Insider was able to increase its website’s clickthrough rate by 60% based on personalization. The publisher used behavioral data to develop user profiles, based on visitor’s previous interactions with the site. The New York Times personalized content by using the visitor’s past behavior to make the most relevant content recommendations, including a highly relevant ‘Recommendations Page’ link that contained even more personalized content for specific audiences.