While some might think personalization is just a passing trend in digital marketing, consumers value being acknowledged as individuals and tend to buy more from companies that tailor their experiences. A survey of over 3,000 consumers revealed that 63% expect personalization as a standard service from businesses.

More than a buzzword, personalization recognizes that online visitors are diverse, each with unique interests, desires, and motivations. Therefore, serving a default website experience, or even one designed for a broad audience, isn't the most effective way to drive action or conversions.

Marketers are increasingly adopting website personalization to better anticipate and respond to consumer needs—a practice that has quickly become an industry standard, representing 14% of marketing spend according to Gartner.

Relevant Product Recommendations

A significant benefit of website personalization is providing relevant product recommendations to customers. By analyzing user data, you can make accurate and timely suggestions for future purchases. Retargeting ads are a powerful tool for anticipating future buys. Using engagement data from these ads, you can automatically populate specific items on a user’s homepage.

Better Understanding of Customers & Customer Loyalty

Understanding your customers allows you to offer a better experience. A good starting point is developing buyer personas for your most common customers. Then, you can work with your IT team to personalize your website for these personas. Starting with buyer personas rather than individual customers reduces the data combinations you need to handle. Instead of creating unique experiences for, say, 15,000 customers based on their addresses and purchase history, you can create five or six personas using broader categories like region and spending habits over the past six months.

Increased Time on Site

People are naturally more attentive to things that interest them, and we have only 8 seconds before our attention begins to wane. Since people are fascinated with themselves, reflecting customers’ habits and buying history back to them can keep them on your website longer. Time spent on-page is a crucial metric for marketers as it indicates engagement. Although time on your website is important, it's even more valuable when visitors convert on a call-to-action or specific landing page.

High Converting CTAs and Landing Pages

The ultimate benefit of website personalization for your business is higher conversion rates across landing pages and CTAs. According to BCG, companies that create personalized experiences see revenue increases of at least 6%. This growth isn't accidental—website personalization requires high-effort, intentional, and actionable work, with high ROI expectations to match. Success in this strategy is likely if you invest the time to do it right.