Website personalization

You’ll know that Amazon’s personalization was some of first used on the web, but today, personalization is an option that is available to all types of business websites, although retailer personalization is still tends to be the most sophisticated. Other types of business can recommend ‘next-best content’ rather than ‘next best product’.

We define website personalization as:

“The dynamic serving of customized content, product or promotional offer recommendations to website visitors or app users based on their characteristics and intent behaviour to support conversion and long-term engagement goals”.

Personalization involves identifying different audience segments and then delivering more relevant content.

Common segments that are used for rules-based or automated Artificial Intelligence-based personalization. For example:

  • First time or returning visitors
  • Visitors from a different country
  • Visitors who have viewed a product category or a product, or added it to their basket
  • Visitors who have viewed a content asset
  • Visitors using a specific device
  • Visitors demographic data
  • Previous purchasers

Smart Insights listing of website personalization providers


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.