The Fundamentals of Website Personalization Strategy [Part 1 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

We spend a lot of time talking about why personalization is important. If you have any doubts, check out every marketing survey and event agenda from the past three years. What have we learned? Personalization is relevance. Personalization is targeting. Personalization is growth…

“We expect that by 2018, organizations that have fully invested in all types of online personalization will outsell companies that have not by more than 30%” –Noah Elkin, Research Director, Multichannel Marketing at Gartner [source]

…personalization is necessary.

Most marketers seem to agree that the idea of personalization is the greatest thing since sliced bread. But we have a secret. No matter what top-of-the-line web personalization tools you have, website personalization is only as good as the strategy behind it.

A website personalization strategy is the foundation for segmenting your audience by key customer attributes and for delivering dynamic, customized experiences based on those attributes. Website personalization strategy is the manifestation of segmenting, targeting and positioning on your website.

But how do you build a successful website personalization strategy?

Until recently, developing a strategy for website personalization was all but futile. Even if you had perfect personas, the right data didn’t exist to identify them. Even if you established KPIs, there was no sure way to know if you were hitting them, let alone a way to know how your results compared to the baseline. Fortunately, the underlying technical components for implementing a website personalization strategy are now in place:


Five elements of a website personalization strategy

To develop a website personalization strategy, start with a simple framework. We work with our customers to build out these five critical elements.

  1. Solutions – What business challenge are you trying to solve?
  2. Plays – How will you segment your audience?
  3. Targeting – How will you target visitors?
  4. Tactics – How are you going to deliver your perfect message?
  5. Results – How will you measure success?


personalization strategy example

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post we’ll discuss the first step in developing your personalization strategy–defining your goals and articulating how they tie to business objectives.

Nick Bhavsar
Nick Bhavsar

SVP of Marketing. Podcast junkie. He calls a spade a spade. It all boils down to the crux of it all.