A step-by-step guide for digital teams looking to deliver personalized, high-impact experiences without the hassle.
Understanding adaptive websites
Every visitor is unique. Shouldn’t your website be too?
Every visitor to your website is unique—each one has different needs, preferences, and expectations. But most websites miss the mark by delivering the same, generic content to everyone. It’s no surprise that this one-size-fits-all approach often leads to lost interest and missed conversions.
But what if your website could do more? What if it could adapt to each visitor, delivering tailored experiences that truly resonate? This isn’t just an idea—it’s the power of an adaptive website. A website that knows what every visitor needs, and delivers it at exactly the right moment.
71% of consumers expect companies to deliver personalized interactions.
It’s time to make your website as unique as your audience.
What is an adaptive website?
Before we dive deeper, let’s make sure we’re on the same page. So, what exactly is an adaptive website, and why does it matter for you?
An adaptive website is a website that changes its content in real time based on each visitor’s preferences, behavior, location, and more. By personalizing the experience, it boosts engagement, increases conversions, and enhances overall satisfaction.
Definitions can sometimes be abstract, so let’s look at a concrete example to better understand what an adaptive website is.
Meet Acme Lease: Tailoring car leasing to every driver
Acme Lease is a fictional car leasing company that understands that drivers have different needs.
All visitors get the same generic images, headlines, and recommendations on the generic website.
Whether someone is excited about leasing an electric car or searching for a deal on a used car, Acme Lease knows how to cater to both.
How?
Acme Lease uses visitor segments to customize the user experience. These visitor segments are based on factors like behavior, interests, or location, ensuring that each visitor sees content that fits their preferences. Alongside this, Acme Lease employs adaptive content to show the most relevant images, headlines and offers to different visitor segments, such as Electric Car Lovers and Used Car Lovers.
Electric Car Lovers and Used Car Lovers see different images, headlines, and recommendations on the adaptive site.
In the two images, the difference between a generic and an adaptive car leasing website is clear.
In the first image, the generic site presents the same homepage to everyone - generic hero image, generic headline, and the same recommendations for everyone, regardless of their preferences. This approach often leaves visitors feeling disconnected, leading to missed opportunities.
In contrast, in the second image, Acme Lease’s adaptive website customizes the homepage for the two visitor segments: Electric Car Lovers and Used Car Lovers. Electric Car Lovers see a homepage with electric car-focused images and headlines, while Used Car Lovers get a site tailored to pre-owned vehicles and affordability.
By personalizing content this way, Acme Lease makes the website feel more relevant and engaging, increasing the chances of conversion. Electric Car Lovers and Used Car Lovers see different images, headlines, and recommendations on the adaptive site.
Why do you need an adaptive website?
A generic website can limit your conversion rates by offering the same experience to every visitor. When you miss the opportunity to engage people on a personal level, you often face conversion loss. This is when visitors don’t take the actions you want—like making a purchase or signing up—because the content doesn’t resonate with their needs or interests.
Generic websites offer the same experience to all visitors, leading to conversion loss, while adaptive websites tailor content to each visitor, boosting engagement and driving conversions by 10% to 30%.
Adaptive websites solve this by tailoring content to different user segments. Instead of a one-size-fits-all approach, adaptive websites use personalization to make the experience more relevant to each visitor. This means turning passive visitors into action-takers, boosting your conversion rates, and ensuring your traffic works harder for you.
89% of leaders believe personalization is crucial to their business’ success in the next three years.
Better experienceAdaptive websites personalize content to match each visitor’s preferences, reducing frustration and delivering a smoother, more satisfying user experience.
More engagementWhen visitors see content that feels relevant to them, they stick around longer. By personalizing images, headlines, and recommendations, adaptive websites keep visitors interested and engaged.
Higher conversion ratesPersonalized offers and calls-to-action (CTAs) that match user behavior lead to more conversions. Adaptive websites present the right message at the right time, turning visitors into buyers.
Better retentionVisitors are more likely to return to a website that understands their needs. Adaptive websites build loyalty by regularly updating content and providing consistent, personalized experiences that keep visitors coming back.
Smarter choicesWith real-time data on user behavior and preferences, adaptive websites provide insights that help you make smarter decisions and continuously optimize your content strategy.
Competitive edgeIn a crowded digital space, an adaptive website helps you stand out. By offering a unique, personalized experience, you’ll quickly adapt to trends and attract more users, giving your business a strong competitive edge.
In the past, creating an adaptive website was a challenge, requiring complex technology and extra effort. But today, things are different. Modern tools have made building adaptive websites just as simple as creating a traditional one—without the complexity. That’s exactly why we created this guide: to show you how easily you can take advantage of personalization.
The key elements of an adaptive website
Building an adaptive website might sound complex, but it all comes down to three key pillars: visitor segments, customer data, and adaptive content. These are the foundational building blocks that work together to create a personalized experience for every visitor.
Let’s dive into each one and see how they help transform a generic website into an adaptive one.
Visitor SegmentsVisitor segments are groups of visitors who share similar traits, behaviors, or interests. Identifying these segments helps you deliver content that’s relevant to each specific group.
Customer DataCustomer data is the information you collect about your visitors, which helps you understand their behaviors, preferences, and interests. This data is essential for identifying the segments we just talked about and for delivering personalized experiences.
Adaptive contentAdaptive content is the final piece of the puzzle. It’s the content on your website that automatically adjusts in real-time to suit each visitor’s segment. This could be anything from personalized car recommendations and tailored headlines to dynamic hero images and calls to action.
Next, we'll look at how these three pillars combine to create a seamless, personalized experience for each visitor.
The Adaptive Website Blueprint: Bringing it all together
Now that you understand the key elements of an adaptive website, let’s talk about how to bring these elements together for your specific business. That’s where the Adaptive Website Blueprint comes in.
The Blueprint is a practical tool designed to help your team align on the key elements of an adaptive website in your context. It’s not about the design or the technical steps to build it—those come later—but instead, it helps you get a clear understanding of how your goals, visitor segments, data, and content fit together.
Visualize your adaptive website strategy with the Blueprint, ensuring alignment and a clear path forward for your team.
The Blueprint covers five key areas—Website Goals, Visitor Segments, Customer Data, Adaptive Content, and Initiatives—to help you structure your approach and create a website that effectively adapts to your visitors.
Let’s dive into these areas using the Acme Lease's perspective to see how they can be effectively applied.
1. Website GoalsStart by defining your website’s primary goals. Whether it’s to boost engagement or increase conversions, clear goals will shape your strategy. Align these goals with your business objectives for maximum impact.
Acme Lease aims to increase engagement and quote requests by personalizing experiences for different visitor segments. This makes it easier for visitors to find exactly what they’re looking for, encouraging them to request quotes more often.
2. Visitor SegmentsDetermine the key groups your website serves. Segments can be based on behaviors (e.g., browsing electric cars versus used cars), demographics, or preferences.
Acme Lease targets segments like Electric Car Lovers and Used Car Lovers, focusing on lease type (e.g., private lease, business lease, electric car lease, used car lease), car brand (e.g., Audi, BMW), and budget.
3. Customer DataGather relevant data on visitor behavior, purchase history, and interactions to better understand their needs. Use this data to identify segments and personalize the experience effectively.
Acme Lease collects data from multiple touchpoints, including page visits (e.g., electric or private lease landing pages), search filters (e.g., budget, car type), and campaign codes (e.g., UTM tracking for promotions).
4. Adaptive ContentThink about what content adjusts based on visitor actions or preferences. Focus on adapting key elements, such as product recommendations or homepage banners, for each segment.
Acme Lease dynamically changes content, featuring tailored recommendations and messaging. Electric Car Lovers see personalized recommendations for electric vehicles with eco-friendly messaging. Used Car Lovers get highlighted deals on pre-owned cars, focusing on value.
5. InitiativesPlan your initiatives, i.e. manageable steps, to implement adaptive features gradually. These initiatives combine goals, segments, data, and content. Prioritize tasks based on their impact and ease of implementation, integrating them into your product backlog.
Acme Lease focuses on key adaptive components to improve user experience and drive results. For example, they plan to introduce personalized car recommendations based on car type to increase quote requests. They’ll also update the homepage with hero images and headlines tailored to each visitor segment. These initiatives are added to the product backlog, allowing for smooth, prioritized implementation.
Acme Lease’s adaptive strategy comes to life in this Blueprint, aligning their goals with targeted content and visitor segments.
By addressing these five areas—Website Goals, Visitor Segments, Customer Data, Adaptive Content, and Initiatives—your team gains a clear, actionable plan for building an adaptive website. The Adaptive Website Blueprint simplifies the process and ensures that everyone on your team is aligned.
Create your own blueprint in our Adaptive Website Workshop
Join Prepr's Adaptive Website Workshop, where we’ll guide you through creating a personalized blueprint tailored to your business needs.
Discover 5 More Adaptive Website Examples
Get inspired by five more examples of adaptive websites, each tailored to a different industry. See how they use personalization to engage visitors and drive results.
Acme TVAcme TV’s adaptive homepage shows personalized show and movie recommendations based on viewer preferences, like “Drama Lovers” or “Documentary Buffs,” ensuring viewers always see content that matches their tastes.
Acme AcademyAcme Academy’s homepage adapts to recommend courses based on students’ learning history and interests. Segments like “Next.js Learners” and “Advanced Professionals” see courses tailored to their skill level and goals.
Acme AgencyAt Acme Agency, the homepage adjusts to show personalized service offerings and case studies. Segments like “Web Development Seekers” or “Retail Clients” get content that speaks directly to their business needs.
Acme OutdoorAcme Outdoor’s homepage dynamically updates to recommend products based on previous purchases, preferences, and seasonal trends. Segments include “Female Hikers” and “Camping Enthusiasts,” each seeing products tailored to their lifestyle.
Acme CommunityAcme Community adapts its homepage to highlight personalized content and events based on user engagement. Segments like “Frontend Lovers” and “UX Lovers” receive recommendations that reflect their interests and activities.
From strategy to execution: Creating your adaptive website
Having arrived at this point, you might be wondering, "How do I create an adaptive website in practice?" To begin your journey in creating adaptive websites, you’ll need to focus on three key areas: people, process, and technology.
The foundation for building an adaptive website: A skilled team, a solid process, and the right technology.
By assembling a skilled team with clearly defined roles, establishing a structured process, and leveraging the right technology, you can confidently bring your adaptive website to life. As we dive into each of these pillars, we’ll explore how they work together to help you build an adaptive website that truly resonates with your audience.
Key roles you need to build an adaptive website
When building an adaptive website, we've seen teams of all sizes, from small to large. However, in an ideal situation, there are a few essential roles that should always be included.
Building an adaptive website takes collaboration—here’s how each role plays a crucial part in the process.
Strategist: Defines the vision, goals, and roadmap, aligning the project with business objectives and user needs.
UX/UI Designer: Creates user-friendly designs that adapt to different segments and improve engagement.
Content Creator: Develops personalized content for different segments, optimizing for engagement and SEO.
Developer: Builds the site’s technical structure, ensuring it is responsive, secure, and capable of delivering dynamic, personalized content.
Data Analyst: Analyzes user data to create segments and optimize performance.
Marketer: Focuses on creating and refining campaigns that engage specific visitor groups, ensuring personalized content meets marketing goals.
Step-by-step process to creating your adaptive website
Creating an adaptive website is similar to building a standard one but with a few key adjustments that don’t add extra time or cost. The process involves three main phases:
Strategic Planning: Define a clear vision and map out customer journeys to lay a strong foundation with a flexible UX design and technical framework.
Agile Development: Develop and refine the site through iterative sprints, ensuring it aligns with planning goals and adapts as needed.
Continuous Optimization: Test, track, and evaluate performance continuously to fine-tune the site and ensure a great user experience.
From vision to execution: a detailed process to guide your adaptive website development journey
As you can see from the image, each of these three steps includes various sub-steps and details. We’ll dive deeper into each phase to understand how they all work together to create an adaptive website.
Strategic planning
Strategic planning is the foundation of building an adaptive website. It’s where you define your vision, map out customer journeys, and set the stage with high-level design and technical decisions.
Product Vision DefinitionStart by creating a clear and inspiring product vision that defines the overarching goal, target audiences, needs, key features, and business goals—using a model like the Product Vision Board by Roman Pichler as a guide if needed. This helps ensure your entire team is aligned on what you’re building and why.
When defining the vision, it’s crucial to include the concept of an adaptive website to educate the team from the outset. Additionally, this is the time to define your audience segments, which will be the cornerstone of your adaptive website.
Customer Journey MappingIn this step, explore the steps each visitor segment takes when interacting with your website. Understanding their information needs is key to tailoring content effectively. This exercise not only guides your content strategy but also provides a great opportunity to brainstorm how an adaptive website can enhance the user experience.
Consider creating an Adaptive Website Blueprint to visualize these ideas, a tool that is explained in detail in the second chapter.
High-Level UX DesignOnce you have a clear vision and understanding of your customer journeys, it’s time to design the user experience. Focus on creating a high-level UX design that includes the homepage and several key pages.
When planning an adaptive website, it’s often helpful to draft alternative versions of the homepage to illustrate the adaptive concept to stakeholders. Don’t worry about the finer details at this stage; that will come later in the process.
Tech Stack DefinitionEstablishing the right tech stack is essential for building an adaptive website. While many modern websites are built on a headless CMS, not all of these platforms support adaptive content seamlessly.
Now is the moment to choose a CMS that enables your team to create an adaptive website without unnecessary complexity, long project timelines, or inflated budgets. We’ll in the following chapter.
Stakeholder AlignmentBefore moving forward, it’s essential to align with all stakeholders. Present your high-level plans, gather feedback, and make any necessary adjustments. This step ensures everyone is on the same page and that your adaptive website is poised for success.
Product Backlog CreationWith your vision, design, and tech stack in place, the next step is to translate these into actionable work. Break down your project into epics and stories, and prioritize them in your product backlog.
Be sure to include specific stories that focus on adaptive features, such as “collecting data,” “setting up audience segments,” and “tracking data.” By planning these elements early, you ensure they’re integrated seamlessly into the development process.
And that’s how you set the stage for an adaptive website during the strategic planning phase. It’s a familiar process with just a few strategic tweaks that can lead to a more personalized user experience and higher conversion rates.
Agile development
This phase follows the familiar agile development process, so your team likely knows the drill. The focus here is on taking the prioritized backlog and turning those stories into reality through a series of sprints.
Sprint PlanningDuring sprint planning, the team reviews the prioritized backlog and selects the stories to work on in the upcoming sprint. For an adaptive website, this might include specific tasks like setting up data collection mechanisms, defining visitor segments, and establishing tracking systems to measure success.
Sprint execution, review and retrospectiveThe rest of the sprint process—executing the stories, reviewing the progress, and conducting a sprint retrospective—proceeds as usual. If your strategic planning is solid, your team should have no trouble implementing the adaptive website features during this phase.
Once the first sprints are complete, the foundation for your adaptive website should be ready for launch, allowing you to move confidently into the next phase.
Continuous optimization
In this phase, your team follows a familiar optimization process, just as they would with any website. It begins with creating an optimization calendar filled with various ideas to enhance the website’s performance. These ideas are prioritized, and the team moves through a continuous loop of testing, measuring, and evaluating results.
Optimization planningFor an adaptive website, however, the opportunities for optimization expand with personalization and A/B testing. The team brainstorms specific ideas for personalizing content and running A/B tests, prioritizes them based on potential business impact and effort, and then starts executing the most promising experiments.
Test execution, result tracking and outcome evaluationAs each experiment is launched, the team creates a test outlining the hypothesis, variants, and key performance indicators (KPIs). For adaptive websites, these tests often focus on adaptive components within pages, where impressions and click-through rates are tracked to measure conversion rates for different variants.
After running several experiments, the team gathers the insights and uses them to refine the product strategy, feeding valuable information back into the product backlog to guide future development and optimization efforts.
This continuous optimization loop ensures that your adaptive website stays effective and responsive to user needs over time, constantly improving based on real-world data.
The right tech stack for your adaptive website
Now that you know the steps to create an adaptive website, it’s time to look at the technology that makes it all possible. Building an adaptive website means choosing the right systems to manage your content, collect data, and personalize the experience for each visitor.
There are two main approaches to achieve this: you can either use a multi-system setup or a headless CMS with personalization capabilities.
Two paths to an adaptive website: multi-system flexibility or streamlined CMS with built-in personalization.
Let’s take a closer look at each approach, so you can decide which setup best suits your needs.
Multi-system personalization platform
A multi-system setup means combining a headless CMS with several other specialized tools, like a customer data platform (CDP), a personalization engine, and analytics software. Each of these systems handles a specific task—content management, data collection, personalization, or tracking—and they all work together to create an adaptive website tailored to your needs.
Pros
Best-in-class features: Since each system is designed for a specific function, you can choose the top tools for content management, personalization, and analytics.
Flexibility: You have the freedom to pick and mix the tools that work best for your specific setup, making it easier to adapt to new needs over time.
Scalability: As your website grows, you can scale each system independently based on demand or requirements.
Cons
Complex integration: Connecting multiple systems takes effort and ongoing maintenance to ensure they all work seamlessly together.
Higher costs: Managing several tools can add up in terms of both licensing fees and the resources needed to keep everything running smoothly.
Longer setup time: Getting everything integrated and functioning can be time-consuming, which delays your project’s timeline.
63% of digital marketing executives find it challenging to customize experiences for customers.
This setup works best for larger projects or organizations that need more flexibility and specialized tools. If your website requires complex personalization and you have the resources to manage several systems, this approach gives you the control and scalability to meet your needs.
Headless CMS with personalization capabilities
A headless CMS with personalization capabilities offers an all-in-one solution for building an adaptive website.
Traditionally, headless CMSs focused solely on managing and publishing structured content, but recently, we’ve seen a rise in systems that also offer personalization features. This approach combines data management, segmentation, and personalized content delivery into a single platform.
Companies are increasingly delivering personalized experiences through modular content. The CMS ultimately serves as the orchestrator of these experiences.
By handling both content and personalization in one system, it simplifies the process and removes the need for complex integrations.
Pros
Simplified management: With everything in one platform, you don’t have to worry about connecting multiple tools or maintaining complicated integrations.
Cost-effective: Since you’re managing just one system, it tends to be more affordable than juggling several different licenses and services.
Faster implementation: Without the need to set up and connect multiple systems, you can get your adaptive website up and running more quickly.
Cons
Limited customization: While convenient, a single platform might not offer the same level of depth or flexibility as using specialized tools for each task.
Less specialized: Although you get an all-in-one solution, it may not have the advanced features that a multi-system setup with best-in-class tools can provide.
A headless CMS with built-in personalization is ideal for small to mid-sized projects where simplicity and speed are key. If you’re looking for a streamlined solution that’s easier to manage and quick to implement, this option keeps everything under one roof without the hassle of integrating multiple systems.
Prepr: The headless CMS for building adaptive websites effortlessly
When it’s time to build your adaptive website, Prepr is the headless CMS that makes it easy. Unlike other platforms, Prepr helps you manage Adaptive Content—a powerful way to personalize every part of your site for different visitor segments.
Manage all your adaptive content in one place, ensuring the right visitors see the right messages.
With Prepr, you can quickly define audience segments, gather the right data, and tailor your content to meet each visitor’s specific needs. Imagine a homepage where every image, headline, and call-to-action aligns perfectly with what your visitors want. This kind of personalization can lead to conversion rate boosts of 30% or more.
Capture visitor data, define audience segments and adapt your content to each group’s unique needs using Prepr.
Plus, Prepr’s built-in metrics provide real-time insights, helping you continuously refine your strategies. The best part? You can build an adaptive website with the same time and resources as a generic one, but with far more powerful results.
Get real-time insights on how your segments are engaging with your website using Prepr’s built-in analytics.
Prepr isn’t just about managing content—it’s about creating content that clicks. Ready to see the difference it can make? Let’s schedule a demo and explore how Adaptive Content can transform your website into a conversion powerhouse.
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