Website Personalization
GLOSSARY
Definition
Website personalization changes what a visitor sees based on who they are or what they've done before. A returning customer sees product recommendations based on past purchases. A visitor from a healthcare company sees healthcare case studies. A first-time visitor sees a different hero section than someone on their fifth visit.
Why it matters
Personalization ranges from simple (show a different headline based on referral source) to complex (real-time product recommendations trained on millions of sessions). The ROI evidence is strongest for ecommerce recommendations — Clerk.io and Dynamic Yield have solid case studies. For B2B, the data is thinner and the implementation is harder because traffic volumes are lower and buying committees involve multiple people.
Tools in this space
Related terms
CDP · Attribution · CRO · UTM parameters · Customer journey