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What is Personalization?

Personalization allows you to tailor your website experience for different visitors based on who they are, how they behave, or how they arrived at your site.

Instead of showing the same content to everyone, you can dynamically change or display content for specific visitor segments—all without modifying your core codebase.

What can personalization be used for?​

Personalization helps you create more relevant and effective user experiences. Common use cases include:

  • Showing different messaging for mobile vs desktop users
  • Adapting landing pages based on campaign traffic
  • Highlighting offers for returning visitors
  • Triggering UI changes based on user behavior
  • Customizing content for specific journeys or funnels

By making the experience more relevant, personalization can improve engagement, conversion rates, and overall user satisfaction.

How personalization works​

Personalization is built on the same foundation as A/B testing, but instead of comparing variations, you define conditions that determine who sees what.

When a visitor meets specific conditions:

  • A change is applied instantly
  • Content is modified or displayed
  • The experience is tailored in real time

Examples​

  • Show a discount banner only to users coming from a paid ad campaign
  • Change CTA text for mobile users to make it shorter and clearer
  • Display a special offer after a user clicks a specific button
  • Customize content based on previous interactions stored in cookies

Personalization vs A/B Testing​

  • A/B Testing: Compare multiple variations to find the best-performing option
  • Personalization: Show specific content to specific users based on conditions

Both can be used together to optimize and tailor user experiences.

Summary​

Personalization allows you to deliver targeted experiences by:

  • Defining conditions for specific visitor segments
  • Dynamically modifying content in real time
  • Creating more relevant and engaging user journeys

With the available targeting options, you can precisely control how your website adapts to each visitor.