I’d like to add that when personalization is done correctly, websites can also increase other high-value tasks such as newsletter signups, brand awareness through increased social media followers, reviews, recommendations, downloading white papers, etc.

Targeting visitors at different stages allows you to put the right ‘conversion’ in front of them at the right time. First time visitor – explain who your brand/product is, visit number 2-4 – make them feel good about your brand, promote reviews, recommendations, testimonials, visit 5 – promote the offer, promote the most relevant product, get them to buy! Purchaser – promote loyalty through a newsletter signup or by incenting them to follow your social media presence.

These methods are proven tactics that really do work. But as you suggest, keep it clean and simple, don’t clutter it with so much relevancy that it becomes irrelevant.

Dan Piche