personalize website content

If Coca-Cola had to jumpstart their business after declining sales, every business may face the same fate. But how did the company improve their sales? They decided to personalize content to enhance their engagement and gain attention from a waning consumer base.

The personalization of content is on the rise, allowing you to reach new customers and keep current customers coming back.

Back in 2014, only 29% of markets had the foresight to focus on web content personalization, but this figure has since risen drastically.

Why Should You Personalize Website Content?

Your website visitors are craving content personalization. When done properly, the content personalisation will be based on user:

  •         Behavior
  •         Demographics
  •         Location
  •         Purchases

If you’re having doubts on how personalization can really benefit your business, just know that 89% of brands are focusing on personalization. Netflix and Sephora, two major brands, invest in personalization because more than half of consumers are likely to make purchases from brands that focus on personalizing the content experience.

And for a business, personalization leads to:

  •         Measurable marketing results
  •         Measurable sales
  •         Higher conversion rates
  •         Nurturing leads
  •         Boost in customer loyalty

It’s easy to assume that content is truly all about the user, and you would only be partially right. While your content is updated and personalized for the user, it is also a data goldmine for your sales and marketing teams.

Big data is the key to truly understanding your website’s visitors. When you personalize content, you’ll gain a much deeper insight into your visitors’ behavior and needs. The content that you create or update will be a gateway to more sales in the future.

Ways to Personalize Your Website

1. Create Persona Experiences

You should be focusing on content tailored to specific personas. A persona is, essentially, a complete outline of one of your target market customers. For example, you may find that one of your personas are:

  •         30- to 45-year-old
  •         Male
  •         Doctor
  •         2 kids
  •         Struggling to balance work and family life

But how do you personalize experiences down to this level of refinement? You can allow a visitor to choose from a role that they have. In this case, a doctor may choose the doctor role, while a surgeon or nurse chooses their own role.

You’ll be able to personalize your content greatly by using this one simple tip.

If you haven’t started to create personas yet, you should begin working on them. There are a lot of great resources relating to persona creation, including a great guide by Buffer that walks you through all of the steps of persona creation.

2. Device Content Personalisation

Content can also be adapted to specific devices. If you want a user to take specific actions, you may want to focus on the devices that they’re using. You can change the display for desktop or mobile to provide the best, most optimized experience for your users.

This approach is even more important in 2021 as smartphones continue to dominate web traffic.

Your site’s users are on-the-go and will appreciate you taking the time to personalize the entire experience for them. Properly optimized experiences should start from marketing down the entire sales funnel.

On smart devices, it’s important to:

  •         Improve speeds
  •         Remove clutter

Just these two improvements can make a drastic difference for your visitors.

3. Referral Source Optimization

Referring traffic is a goldmine for making sales and achieving high conversion rates. You can use referrer information to customize the content that you display to your visitors. Referrers come from links from other sites, or they can come from paid advertising, too.

Referrers can come from any source, such as Facebook or Twitter, too.

How can you use a referrer to your advantage? Let’s look at an example.

  •         Referrer comes from Twitter
  •         You change your copy to include easy Tweet options

Since the referrer is from Twitter, there’s a much higher chance that they’ll retweet your content. Adding in this level of customization allows you to keep your pages less cluttered and also increase sharing in the process.

4. Encourage the Next Steps

Some of your most valuable data is found in your user’s behavior. What does this mean? Let’s assume you gather data points from 100 visitors that enter your XYZ product page. You notice that 60% of these people click on your shipping terms and then leave your page.

Instead, you can eliminate this step by adding in the shipping terms to your product page directly.

Now, if the users always click on two or three pages before taking action, you can guide their experience and create content in steps. Using the information that’s provided through user behavior helps you better understand your sales funnel and also what your visitors may do next.

5. Location Content Personalisation

If you offer location-based products or services, you can use the visitor’s location to further customize your offerings. Physical location data allows you to deliver a highly tailored visitor experience.

You can see this in action by going to any major grocery store chain website that asks you to enter in your location data.

When you enter your data, you receive offers and specials that are marketed to only your location. This is a smart way to impress local visitors and really hone in on the power of content personalization.

6. Headline Customization

Your headlines are your page’s most important elements, especially when landing on a landing page that is designed to encourage conversions. One great example of this is when a visitor lands on your page from a specific company or organization.

Let’s assume that you sell data solutions to large companies.

You can adjust your headlines or sub headlines if a financial company visits your site and if an e-commerce company goes to your page. The headings can change to match your visitors so that you have a higher chance of generating leads.

A few examples of heading changes that can use this level of customization are:

  •         Transform your storefront experience with custom data solutions
  •         Invest in your customers with data solutions for financial experts

Small changes that add to your land page’s customization can be very beneficial for your conversion rates and your customer experience.

7. Call-to-Action Personalization

Your call-to-action (CTAs) are one of your page’s most important elements. This is the button or link that visitors click to buy a product or join your email list. The changes can be small or drastic.

For example, you can add personalization based on the type of visitor going to your site.

Let’s take a look:

  •         An individual goes to your site, so you change the CTA to “Join our individual plan”
  •         An enterprise goes to your site, the CTA is changed to “Join our solutions for enterprises”

You can change your CTAs for returning visitors, too. For example, you can increase the urgency of your CTA for visitors that have been to the site multiple times without taking action.

8. Testimonial Changes

Do you use testimonials to build trust? Hopefully, you do. You can add in testimonials that are local to a user, such as testimonials from someone in the same city. When a potential consumer sees their friend, neighbor, or a business associate leave a testimonial, they’re far more likely to make a purchase.

You can change testimonials by industry, or you can change the logos for testimonials, too.

Here are a few ways to personalize testimonials:

  •         Change between video or text testimonials based on device type
  •         Change logos or location testimonials

Small changes to build the trust of your user is a great opportunity to improve your sales.

9. Change Feature Orders Based on Customer Type

Your product has outstanding features that help eliminate a customer’s pain points. An example of this would be a customer that is purchasing a CRM software. You can change the feature order of your page based on industry to really pique the interest of the potential lead.

Highlighting features based on your audience is one of the best ways to add visibility to key features and improve your changes of converting a lead.

You can still shuffle the product features to better learn what order of features are most important for your audience.

10. Feature Certain Blog Posts

Personalized website content should extend to your blog posts, too. You’ll want to spend time creating content that your personas and audiences want to read. The content can be educational, promotional – all parts of your content strategy.

But you should also use this time for web content personalization where you decide to showcase certain blog posts, white papers or even case studies based on the user.

This can be content for returning visitors, or you can showcase content for specific organization types.


Personalized web content is one of the ways your business can differentiate itself from the competition while also ensuring that you’re offering the best visitor experience possible. If you use the ten tips above, you’ll be able to personalize content to improve sales, boost conversion rates and gain valuable data in the process.