Personalization – Methods used to personalizeBack to Glossary
Using technology to differentiate online visitors and potential customers is called personalization. An example is when a website displays different information for each individual, tailored to his or her interests.
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How personalization works
A website gathers information from its visitors by tracking the particular web pages visited by each user. This is achieved through cookies. The website can also track the search terms entered in by the users as well as products or images they viewed. It is then possible to filter out the results that are less likely to interest the visitors, and show them only what is likely to interest them.
Methods used to personalize
- Implicit personalization uses a website to personalize the user experience based on different categories such as profile, collaboration and behaviors.
- Explicit personalization gives the end user control of their browsing experience. They are allowed to customize the webpage themselves, filtering by their interests, personalizing colors and more, depending on the personalization features allowed by each particular website.
- Hybrid personalization involves little bit of each of the above.
Benefits of personalization
With personalization, websites can now target their audience more efficiently. They can show them products and information that actually interest them. This will lead to more clicks and more sales as well as repeat customers and a growing flow of traffic.
Learn about other targeting methods which will increase your conversion rates.