What is personalization?
As a developer, itâs likely you want to keep your tech stack lean. So, when colleagues come up and ask you to implement yet another solution, itâs totally understandable that you have better things to do. One of these often-mentioned solutions is a personalization engine â and personalization is what this is made for. While it might sound like just another buzzword, personalization is a proven method for achieving business goals, whether itâs driving engagement or conversions.
According to Gartner, personalization is âa process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient. In simpler terms, personalization is the act of tailoring a digital experience to meet a userâs individual needs.
These preferences are determined by collecting user data, and when done right, site visitors are served with content that aligns with their preferences. Almost all digital channels in which content plays a significant role can show personalized experiences. This includes websites, mobile apps, emails, and online ads. The process is continuous and requires the ongoing effort of collecting data and tailoring an online experience to a userâs preferences.
What does this mean for everyday business?
Letâs pretend you work for a website that sells sports articles. Your website has a large header image that draws visitors in further. A visitor lands on your website, scrolls past the generic header image, and then clicks on the category âHikingâ.
Here, data shows your visitor is (probably) interested in outdoor activities such as hiking. So, they click back to your homepage. The header image now shows a pair of hiking boots that are currently 50% off. Your visitor is intrigued. They click on the image and buy a pair of new boots. Thatâs the power of personalization!
