Website personalisation: More relevance, more conversion — here’s how

What is a personalized website?

A personalized website is a dynamic website that adapts to the individual user. This means that content, layout, recommendations or language change depending on who is currently on the site, and not just depending on time or general system status.

A dynamic website such as a news portal creates up-to-date content, for example from a database. The personalized website goes even further and takes into account the visitor’s personal characteristics or behavioural data.

A personalized website uses in addition to normal dynamics:

• Location (e.g. via IP address or browser)
• Browser language settings
• Cookies and tracking information
• User profiles / logins
• Behaviour on the page (e.g. click path, scroll depth, previous purchases)

Based on this information, the system then decides what is most relevant for this user and plays it out to this user. This customisation is the most important difference from a static website, which looks the same for all visitors.

Why personalise a website?

Personalized websites are much more relevant to individual users than static ones. They thus increase attention and, as a result, reduce advertising wastage.

Benefits of website personalisation for users

• Reach your goal faster: Users can immediately see what’s relevant to them, without detours or lengthy searches.
• Less sensory overload: The user only receives what is or can be of interest to them.
• More trust: A page that understands the user feels more familiar.
• Better user experience (UX): Content, recommendations, language and products are coordinated.

Benefits of website personalisation for companies

• Higher conversion rate: When content is more appropriate, users are more likely to buy, book, or register.
• Better customer loyalty: Personalised experiences are more likely to result in returning visitors or repeat customers.
• Communication: Marketing becomes more targeted, less wastage, better open and click rates.
• More revenue through cross-selling/upselling: Anyone who suggests suitable complementary products sells more.
• Competitive advantage: A personalised website clearly stands out from “generic” competitors in the market.

Why is website personalisation increasingly becoming the standard?

Because expectations have changed:

• Users expect personalised content because they’re used to it from services such as Netflix, Amazon, or Spotify.
• The technical options are available. Tools for tracking, AI, CRM, or analytics are now easily accessible and affordable.
• The amount of content is constantly growing, which is why it is increasingly important to only show users what is really relevant to them.

In many industries, a non-personalised website is now rather the exception, particularly in e-commerce, SaaS, media, travel or e-learning.

Would you like to set up a website, platform or shop and plan for personalisation from the outset? At Axisbits, we create high-end websites with dynamic content and a high level of personalisation. Get in touch with us!

What are some examples of personalised content?

Example 1: Recently viewed products

The website remembers which products a user has recently viewed and shows them again later, e.g. on the homepage, in the shopping cart or in a sidebar.

Advantage:

• Users find their way back to interesting products faster
• Reminders help with purchase decisions
• No unnecessary searching

Example:

“You last viewed this product.”

“Still available: the outdoor jacket you looked at 2 days ago.”

Example 2: Cross-selling

Based on the buying behaviour of other users with similar interests, suitable additional products are recommended.

Advantage:

• Increase in revenue through additional sales
• Users discover suitable additions they would not have thought of themselves
• Trust bonus: “Others found this useful too”

Example:

• You buy a camera and the site recommends a memory card, tripod, or camera bag.
• When buying a book: “Readers who liked this book also read this one…”

Example 3: Personalised product recommendations

The site creates individual suggestions based on your previous behaviour (searches, purchases, clicks) or your profile.

Advantage:

• The relevance of products and content increases massively
• Users get the feeling: “This site knows my taste”
• Better UX, higher conversion

Example:

• “Because you’re interested in sports watches, you might also be interested in this model with GPS.”
• “Recommended for you based on your previous orders.”

Example 4: Localised content

What is this?

The website displays content based on location, device, or language.

Advantage:

• Higher usability (e.g. correct currency, shipping options, opening hours)
• Better sense of relevance and proximity

Example:

Visitors from Zurich will see CHF prices, Swiss shipping options and availability in Swiss branches.

Example 5: Personalised homepages / dashboards

When users are logged in, the homepage can be specifically personalised, with recently used functions, open orders or favourite categories.

Advantage:

• Higher user engagement
• Individual recognition effect
• Faster orientation

Example:

“Welcome back, Lara! You still have 2 outstanding invoices and new messages from your project team.”

What applies to data protection when it comes to website personalisation?

Website personalisation and data protection are sometimes in tension, which you should address very consciously:

• Consent via cookie banner: Users must actively consent (opt-in) before personalising tracking or marketing cookies are set.
• Data minimisation and purpose limitation: You may only collect the data you really need and only for the specified purpose.
• Duty to provide information: Your privacy policy must state exactly what data you collect, what you use it for, how long you store it and whether you share it with third parties.
• Right of withdrawal and opt-out: Users must be able to withdraw their consent at any time (e.g. via cookie settings on your site).
• Valid legal basis: Consent in accordance with Art. 6 para. 1 lit. a GDPR (e.g. for tracking, profiling, marketing personalisation) or legitimate interest under Art. 6 para. 1 lit. f GDPR (if personalisation is technically necessary or remains minimally invasive)

Do I have to comply with the GDPR with my website in Switzerland?

Yes, the GDPR also applies to companies outside the EU when they process personal data from people in the EU, namely:

• for targeted offers or advertising, such as when you target your website, prices, or language to EU customers
• to monitor behaviour in the EU, e.g. through tracking, profiling, remarketing, analytics — i.e. classic website personalisation.

How do you measure the success of website personalisation?

To assess the success of personalisation measures, you need measurable key figures (KPIs) that show whether adapting content actually has a positive effect on user behaviour and conversions.

Important indicators include the conversion rate, i.e. how many visitors perform a desired action (e.g. purchase, sign-up), and time on page, which shows whether users stay on the page longer due to relevant content. Also click-through rates on personalised recommendations, visitor return rates and revenue per user provide valuable information on how well personalisation works.

Success can be measured particularly reliably via A/B testing. This involves comparing a personalised version of the website with a neutral version. This makes it possible to assess in a differentiated manner whether personalised content really creates added value.

How can website personalisation be technically implemented?

For smaller websites or at the start of a project, there are ways to create the first personalised user experiences:

1. Cookies and local storage

Using cookies or local storage in the browser, you can store information about the user locally, such as:

• language setting
• last visit
• recently viewed products
• click behaviour (e.g. categories visited)

You can retrieve this data the next time the user visits, for example to prepare content, show product recommendations or personally greet the user.

Advantage:

No need for a complex server architecture, everything happens in the browser.

Example:

“Welcome back! You recently viewed these items.”

2. On-site queries and simple user profiles

Ask users about their preferences or interests directly on the page, for example via:

• category switch (“What are you interested in?”)
• voice input or location sharing
• mini onboarding setups (“Which style do you like?”)

You can immediately use this information to tailor the content to it. Completely without login or external data sources.

Example:

After selecting interests, a fashion shop only shows outfits for “business”, “casual” or “outdoor”.

3. Geolocation & browser data

With the browser, the following information can be automatically recorded, for example:

• language (navigator.language)
• time zone
• device type / resolution
• location (with consent)

This allows you to easily customise content:

• Set language automatically
• Show local events or shipping options
• Serve mobile-optimised versions

4. Use CMS features

Many common website builders or CMS such as WordPress, Webflow and Shopify already offer simple personalisation options, partly with built-in tools, partly via plugins:

• WordPress: Plugins such as If-So, Logic Hop, or WP Fusion
• Webflow: Custom logic possible with JavaScript + LocalStorage
• Shopify: User-based recommendations via simple apps

5. Email personalisation and retargeting

If you don’t need complex website logic, you can work with targeted emails that:

• remind users of recently viewed products
• serve personalised recommendations
• catch cart abandonments

What are the psychological effects of website personalisation and content?

Users find personalised content to be more relevant and appropriate. They feel understood, involved and often make decisions faster and more purposefully.

1. Perception & relevance: “That’s for me”

When content is tailored directly to the user, the feeling is created: “This site understands me.” This increases:

• Attention: Personalised content is noticed more quickly.
• Processing depth: Users spend longer on offers that affect them personally.
• Memory: Content with a personal connection is easier to remember.

2. Appreciation & closeness: “I’m not just a number”

Individual approach conveys: “I am taken seriously.” That creates:

• Trust: The user feels seen, not handled anonymously.
• Sympathy: Brands that show personal relevance appear more human.
• Loyalty: Anyone who feels in good hands is more likely to come back.

3. Self-efficacy & control

When users actively influence content, for example through choice of interests, browsing history and interaction, it strengthens the sense of control:

• Content appears “logical” and “comprehensible”
• The user doesn’t feel manipulated, but involved
• This increases satisfaction with the website

4. Reduction of decision fatigue

In the oversupply of the internet, too many choices can be overwhelming. Personalisation pre-filters and this takes some weight off the cognitive load:

• Decisions are easier
• The user experience feels clearer and more structured
• This increases the willingness to take action (click, buy, sign up)

Conclusion: personalising your website

Website personalisation is a tool to increase the relevance of the content shown, thus user loyalty and, ultimately, the conversion rate. It helps you to show content to the right person with the right offer at the right time — and automatically.

With the help of cookies, interest queries, geodata or plugins in the CMS, you can implement initial personalisations on your website. However, always pay attention to data protection requirements.

Even if your offering is constantly growing, new products are being added and your users should still find their way around and recognise them immediately, personalised content on your website is the right choice.

We at Axisbits build high-end websites that are designed to keep pace with your growth and address your users personally.

Tip: You can find our customer projects in our Axisbits Portfolio.

Do you already have a project idea on your desk? Get in touch with us! Together, we’ll discuss how to approach creating your website.

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