Website Personalization Strategy is a marketing approach that customizes the content, layout, or user experience of a website based on who’s visiting. Instead of showing the same homepage to every user, you tailor what each visitor sees depending on their behavior, location, industry, or stage in the buyer journey.
This strategy helps increase engagement and conversions by making users feel like the site was built just for them—surfacing relevant case studies, messaging, or CTAs that align with their interests or pain points.
Example:
A B2B SaaS website detects that a returning visitor works in the healthcare industry. Instead of the default homepage, the visitor sees a version that highlights use cases, testimonials, and compliance benefits specifically for healthcare clients.