What is personalised content?

Personalised content is website content that changes or is presented differently depending on who is visiting the site.

What are some examples of personalised content?

Examples of personalised content include recommending a blog, product or service based on previous activity, showing a case study based on industry, serving a location-specific message or changing a call to action based on where someone is in their journey.

What data is used in personalised content?

Personalised content can use different types of data, including location, demographic information, previous interactions, stated preferences and website behaviour. The type of data used will depend on what you’re trying to personalise and what information you have available.

Do I need website personalisation tools to personalise my website?

No, you don’t. You can start with audience-led content and user journeys without using sophisticated technology. Website personalisation tools can then help you introduce more dynamic experiences as your personalisation strategy develops.