What is web personalization and how does it work?

In this article, we will explain what web personalisation is and how you can use it. Please note: web personalisation is available for Professional subscriptions.

With web personalisation, you can create and display up to 5 different versions of your website or landing page based on rules you set. Each version can use different text, images, or both, depending on your audience. Web personalisation allows you to show the right content to the right contacts within minutes.

In this article, we will cover the following topics:

Good to know

  • Customers with a Professional account can publish up to 5 different experiences.
  • To use the web personalisation feature, you need to place the site tracking code in the header of your website.
  • The website tracking code must be loaded by default. If you have an 'Accept our cookies' button, this feature will not work.
  • You can modify the following elements: texts, images, button texts, link addresses.
  • You cannot change colours, fonts, or element placement.
  • Images must be hosted somewhere, so you cannot upload them.

What is web personalisation?

Web personalisation is a tool that allows you to create up to five different versions of a web page and then display them to contacts based on segments you create.

  • The versions of your web page are called 'Experiences'.
  • With this version of web personalisation, you use tags and custom fields to create segments.
  • If a contact qualifies for more than one experience on your site, they will see the experience that is highest on the priority list.
  • Web personalisation works with any website page or landing page.

You may want to use web personalisation to target contacts based on their known interests or to create a different experience for contacts who have abandoned their shopping cart in your e-commerce store. You can even use web personalisation to re-engage old customers.

How does web personalisation work?

Web personalisation uses the following to create and display different experiences of your website to a targeted group of contacts:

  • Site tracking code
  • Your web page
  • Segments
  • Visual editor for web personalisation

If you want to use web personalisation, you need to whitelist your page URL and then install the site tracking code in the header of that page. This allows you to show different experiences to qualified contacts visiting your page.

In our article on site tracking, you can see how to whitelist a URL and where to find your site's tracking code.

If you are already using site tracking, you need to move the site tracking code from the body or footer to the header.

From the web personalisation screen, select a page where you want to add an experience. Each experience you create is for a different segment of contacts. These segments are built from tags and custom fields. Once you create a segment for an experience, it cannot be changed.

After creating a segment for your page, you can start customising texts, buttons, and images. Once you are done with the customisations, you can publish the page, after which the contacts falling within the segment will see the customised page.

Contacts must meet the following requirements to see the experience:

  • Contacts must fall within the specified segment.
  • Contacts must be identified by a tracking cookie.

If a contact does not fall within the segment, they will see the default page. Unknown visitors will also see the default page.

Does web personalisation modify my page?

Web personalisation will not actually modify your page, content management system, or database. Instead, we execute the JavaScript code that you have placed in the header of your site. When this code is executed, the experience most relevant to your contact(s) is displayed.

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