What is it?
Personalisation involves adjusting website content based on user behaviour and interests.
Historically, insight about a user’s behaviour has been stored using cookies. These could be first-party cookies, where data is collected and used by that website, or third-party cookies where another party collects the data and it is shared across many websites.
The move to prioritise user privacy means we will not be able to rely on cookies to personalise experiences in the future.
Why is it important?
A personalised experience tailored to a user’s needs will feel more valuable to them. This makes a user more likely to become a loyal customer.
While more users are consciously opting out of cookies, people will always want the convenience personalised experiences bring. Therefore we need to identify ways to provide this to users, overcoming data challenges.
What to do next?
Explore other ways to learn about your users during their site visit. For this to be most effective, users need to tangibly gain from the interaction as well.
A few options to get you started could include:
- Encourage users to login to receive a personalised view of the site.
- Tailor landing pages based on paid media messaging and interaction.
- Use in-session signals such as previous page to recommend a next step.
- Ask bite-sized questions through the journey to tailor what users are shown.
Please reach out to our UX team if you’re interested in exploring how to personalise your website.
