Website personalisation
On this pageWhat it is
What it is
Website personalisation changes what a visitor sees based on who they are or where they came from. The rules can use location, industry, returning or new visitor status, campaign source or data from your CRM. For example, visitors from a paid search ad about invoicing see an invoicing headline, while existing customers see a link to support instead of a sales form. Unlike an A/B test, the change stays in place until you switch it off. Convert Experiences, OmniConvert, Optimizely and VWO list this feature.
Why it matters
Generic pages ask every visitor to work out whether the product is for them. Tailored pages shorten that effort and can lift enquiries from your most valuable segments. It pays off once you have clear audiences and enough traffic in each one. With a small site and one buyer type, the effort of writing several versions is rarely repaid.
What to check
- Which signals can you target on, and can you bring in your own CRM or customer data?
- Can you preview each audience's version before it goes live?
- How are visitors handled under privacy law, including consent for cookies?
- Can you measure whether a personalised page beats the default?
Tools with Website personalisation
Runs A/B and multivariate tests on websites to track visitor behaviour and optimise conversion rates.
A/B testing and experimentation platform with tiered plans, a free trial and an official MCP server.
A/B testing, web personalisation and on-site surveys all combined in one ecommerce-focused platform.
Experimentation and personalisation platform for testing websites and features, sold through a sales conversation.