Website personalisation means displaying different content depending on who the visitor is and what they have already done – based on region, traffic source, products viewed, or login status. In most cases a simple form is sufficient: showing recently viewed items, adapting the shipping options offered by country, or a different call to action for a new versus a returning visitor. Advanced solutions require quality data and maintenance that, for smaller websites, outweighs the benefit. The limit is the perception of privacy – if a visitor becomes aware of the extent of tracking, trust drops. It is also essential that personalisation relies on data whose collection is subject to consent, so some visitors will never see it and the website must work without it too.
See also: Traffic segmentation, Consent mode in analytics, Product recommendations.
