Website personalization is the process of curating a unique experience for users when they interact with a site. Rather than providing an experience that is the same for all users, personalization brings it down to an individual level. This increases the value of an experience for users and acknowledges their individuality.

You’ve probably come across personalized digital products before—perhaps websites or apps that welcome you to their landing page with your first name, or e-commerce sites that offer product recommendations based on your previously purchased or browsed products. Spotify, for example, uses data from each individual user and curates playlists for them based on their musical taste. This provides a human-centric experience, which can help evoke a sense of brand trust.

Personalization and customization in web design teeter on the same line yet are fundamentally different from each other. Customization is typically completed by the user to make their experience much more tailored to their liking. Think of the last time you navigated an app that allowed you to customize the viewing experience. You may have had the option to change the user interface theme or enlarge the text to your preference. This is a form of customization because it is controlled by the user and relies on choice through input. Customization options are often offered at the mass level—meaning every user has the same options to customize.

Personalization, on the other hand, is usually done for the user and is controlled by the interface as it relies on data. The user does not need to take any actions; the experience is often curated based on machine learning and observed user behavior.

What truly separates these concepts, however, is that personalization is meant to propel the specific experience of each user. Many businesses personalize their interfaces because it offers a more pleasurable experience.

Consumers typically want to ensure that the brands they are buying from can be trusted and have their best interests at heart. Offering them a tailored experience is one great way to achieve this. Through tailored user journeys, consumers can easily find what they need. If you are seeking to reduce your website’s bounce rate, this can effectively aid in that objective because it reduces friction.

There is much debate about using consumers’ data, so remember that while providing a personalized experience is beneficial, prioritizing your users’ privacy is pivotal. To protect user privacy, make sure you only use first- or second-party data. These types of data are not from outside organizations; they come from users themselves or from your trusted partners. The data may come from product recommendation quizzes, surveys and user activity. Whichever personalization approach you take, make sure that you use ethically sourced information.

In the digital age when everything is moving at a rapid pace, slowing down experiences with a personalized touch can embolden every user.

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