Rivalry2

Website personalization strategy & best practices, with examples

2026-02-28 21:35 Diff

https://www.dynamicyield.com/lesson/web-personalization/

Summarize this articleHere’s what you need to know:

Personalization personalizes the website experience for each visitor. This means showing them content, offers, and messaging that is relevant to their individual needs and interests.
Personalization is driven by data. Businesses collect data about their website visitors, such as their browsing behavior, demographics, and purchase history. This data is then used to create segments of visitors with similar characteristics.
Personalization can have a significant impact on business results. It can improve website engagement, conversion rates, and customer relationships.
There are a number of challenges to implementing personalization. These include data silos, resource constraints, and scalability issues.
Getting started with personalization requires setting goals, collecting data, and choosing a personalization platform.
Personalization is an ongoing process. Businesses need to continuously test and optimize their personalization campaigns to ensure they are effective.

At one time, businesses venturing into digital needed only but to build a good looking website, publish fresh content, and make smart investments in search, paid media, and email to attract and engage visitors online. As the internet landscape became more saturated, rising customer acquisition costs gave way to A/B testing, whereby a healthy influx of conversions could be generated by optimizing the site’s various elements to determine the best performing experience and serve it across traffic.

But in a world with 1.94 billion websites and an increasing number of online channels being folded into the customer journey, the stakes are even higher. Today, if brands want to influence decision-making, they’ll need to invest in personalization as a discipline. In this lesson, we’ll dive into website personalization and how you can use it to resonate with visitors on an individual level.

What is website personalization?

While early efforts were often plagued by poor data management, resulting in subpar experiences, website personalization has evolved beyond a mere tactic.

Today, the landscape of website personalization has expanded dramatically and is now a full-fledged discipline encompassing various channels, strategies, and teams.

The focus has shifted from generic “one-size-fits-all” experiences and segmented messaging to dynamically responding to individual customer needs and crafting one-to-one interactions. This requires going beyond average user profiles and group correlations, and instead, prioritizing real-time tailoring of website content and offers based on each user’s unique characteristics and behaviors.

This evolution reflects the growing awareness of personalization’s potential to enhance user engagement, drive conversions, and foster stronger customer relationships. By delivering relevant and personalized experiences across a website (and beyond it), businesses can create a competitive advantage and achieve significant marketing success.

The key benefits of website personalization

While some may operate under the assumption that personalization is just some new fad in an ever-changing landscape of digital marketing tactics, consumers place a high value on being acknowledged as an individual and tend to buy more from companies that tailor their experiences. In fact, in a survey of over 3,000 consumers, 63% reported personalization was expected as a standard service from businesses.

More than just a buzzword, online visitors are diverse and each one of them comes with their own distinct interests, desires, and motivations. Therefore, serving the default website experience, or even one built for a broader audience, isn’t the most effective way to drive action or conversions.

For this reason, marketers are turning to website personalization to better anticipate and respond to consumer needs – a practice that has quickly become an industry standard. Which, according to Gartner, now represents 14% of marketing spend.

Common challenges in dynamic website personalization

It would be disingenuous to say that personalization is easy to implement, which is largely why it carries so much weight as a key differentiator and advantage against competitors.

However, personalization has undergone remarkable evolutions amid the proliferation of emerging technologies. And the real challenges that plagued marketing practitioners only a few years ago can now be remedied:

Data challenges
Resource heavy
Scalability issues

1. Data silos that exist within many technology stacks can now be eliminated for the creation and actioning of a single view of the customer.

2. While personalization relies heavily on developers, templating engines and improved workflows for campaign design have reduced the burden on key stakeholders.

3. With a host of permutations and combinations, picking a winning variation in the face of a constantly changing customer base was nearly impossible.

The dissipation of these barriers to entry, as well as many others, has not only made personalization attainable for all but also incredibly powerful.

The bare necessities for site personalization

As highlighted above, taking an individualized approach to marketing involves several moving parts, requiring brands to connect, consolidate, analyze, and activate their data for the delivery of highly-targeted interactions. Though, this can only happen when the following technological components are present at a personalization provider’s (also called “personalization engine“) core:

Key capabilities of a personalization engine:

Unified dataset. Ingestion of data from multiple sources must be made available for the establishment of a cohesive data set based on important events, actions, and behaviors captured at every touchpoint. Businesses should, therefore, consider replacing several point solutions with that of a holistic, omnichannel personalization platform, allowing data to flow freely and be used for producing powerful, contextual experiences

Open architecture. Integration with various tools from the marketing technology stack, no matter what the vendor, should happen seamlessly to enable powerful personalization use cases. A high level of flexibility can reduce engineering time and generate a significant amount of value in new profit by accelerating a business’ rate of deployment.

Decision logic. Automation of analysis and delivery are necessary to increase efficiencies, scale operations, and ensure each customer receives the optimal experience. As the number of tests, variations, and segments increases along an experimentation roadmap, assessing the impact becomes an incredibly data-heavy task, a feat that can only be scaled with machine learning.

Employing the right personalization provider is incredibly important, not only ensuring initial marketing dollars are well spent, but also that results are generated in a sustainable, scalable fashion.

Types of data used for web personalization

A visitor should be targeted according to any available data source, and there are many conditions brands can use to ensure the right experience is delivered to the right user at the right time.

Types of data used for web personalization

The options are seemingly endless, and by combining data sources, marketers can get super granular in their outreach. However, the more criteria applied, the greater the likelihood an individual may not meet the web personalization campaign’s targeting conditions.

Broken out by high-level categories:

Audience Conditions

Description

Location

The country, region, or city a user is located in.

Technology

A user’s device-type (desktop, mobile, tablet), operating system, browser, and even screen solution.

Traffic sources

The specific traffic source a user is visiting from, be it direct or paid, via referral search or social.

3rd party data

Information about a user that has been collected from outside sources and aggregated by a DMP.

Behavior

Important user interactions such as clicks, add-to-carts, or purchase events, as well as the number of page views, URLs visited, and so on.

Explicit data

CRM data that has been collected about a user or has been provided intentionally through surveys and registration forms.

Time

The select dates, days of the week, or time of day the experience is to be served to a user.

Current page

The type of page a user lands on, whether its a specific URL, the homepage, a product detail page (PDP), or cart page.

When ranking these sources, although 3rd party data represents the largest percent of site traffic with this data (~75%), it is the least accurate to personalize based on. Visitor tracking represents the next largest share (~60%), with a medium degree of accuracy – it is, however, effective for understanding overall traffic patterns and can be leveraged for better the anonymous visitor’s time on-site.

Both site behavior captured by algorithms (~30%) and CRM data (~15%) are considered the most accurate, and while small in size, should make highly relevant interactions among returning and loyal visitors.

Size and accuracy of common data sources used for website personalization

Types of website personalization

Site personalization comes in many different shapes and sizes, each use case designed with its own objective in mind. These experiences can be tested, optimized, and personalized for each visitor – and together, are powerful tools for improving the entire funnel.

Experience Type

Use Case

Dynamic Content

Replace on-site hero banners, call-to-action buttons, promotional modules, or any other in-page element with dynamically-generated content variations.

Recommendations

Display content or products according to attributes in the data feed, visitor interactions, and trends in visitor behavior.

Overlays and popups

Highlight a particular offer using a large, prominent popup.

Notifications and widgets

Serve a subtle, unobtrusive element in a corner of the screen or as floating bars and sliding drawers.

Messaging

Tailor promotional, social proof, urgency, or CTA-based copy across the site.

Landing page

Personalize content variations for each visitor instead of a single variation (one-size-fits-all).

Menu personalization

Reorganize or change the order of the navigation bar based on each visitor’s affinity or preferred categories.

Search personalization

Populate search results according to visitor preferences and real-time behavior.

And now, as the customer journey is no longer linear and includes multiple touchpoints, brands have even more opportunities to provide seamless, relevant experiences through personalization, whether they are online, in-store, accessing a site via desktop, opening an email, or launching a mobile app.

Website personalization examples

Here are just a few ways those in the field are merging customer data for greater web content personalization.

Serving personalized homepage content and recommendations based on user affinity

To serve relevant product recommendations, a large retailer of precious metals created Audiences based on their own first-party data. Using an affinity-based strategy, every visitor is exposed to the most relevant product recommendations at the top of the homepage.

Leveraging loyalty program data to tailor the user experience

To boost engagement and reduce both bounce rates, a large cosmetics retailer uses its CRM data to serve individualized communication around member loyalty status.

Designing personalized landing pages based on user behavior

To deploy the best possible landing page experiences, a leading airline passenger protection company personalizes and optimizes all of its landing pages, serving variations based on each user’s browsing history, geolocation, referring campaign, time of day, and more.

A real web personalization example from Europe’s leading airline passenger protection company on how it utilized as much available data as possible to make an instant connection with visitors, increasing the likelihood of conversion. Learn more about designing personalized landing pages based on user behavior.

There are hundreds of website personalization examples available to increase conversion rates, average order value (AOV), gross profit, and other imperative metrics. The benefits of personalization are clear. In fact, McKinsey reports experiences such as these have led to reduced acquisition costs by as much as 50%, revenue uplifts of 5-15%, and increased efficiency of marketing spend up to 30%.

Website personalization and SEO

Genuine concerns have arisen over whether serving dynamically generated content can negatively impact Search Engine Optimization (SEO) rankings. And while Google acknowledges the use of dynamic website personalization in improving the overall experience, from a technical point of view, there are four main risks that need to be taken into consideration when tailoring web pages.

Cloaking the content presented to the search engine spider
Using the wrong type of redirect
URL and content Duplications
Web loading performance

A series of experiments conducted by Dynamic Yield to determine how personalization affects a site’s SEO found Google does crawl and index dynamic, JavaScript-based content.

For a summary of the results as well as practical guidelines to help you avoid any unnecessary penalties from Google, check out this post on “The (real) impact of A/B testing and personalization on SEO.”

A simple website personalization strategy

There are a few practical tips brands can follow to ensure the greatest impact from their site personalization efforts, not only right out of the gate but also as they continue to scale.

You don’t need all the data in the world – A common misconception among companies is that a lot of data is needed to personalize in a meaningful way, when, in fact, this isn’t the case. While the more robust the dataset, the better you understand your audience, simple web behavioral information can be easily collected and segmented to enhance on-site experiences. So marketers shouldn’t fall into the trap of trying to collect all available information, as this information will already provide a great starting point for effective website personalization.

Avoid boiling the ocean – Personalization is a journey, not a finish line and companies should start small by testing simple elements of the digital experience. For example, the banner on the homepage, images on Product Detail Pages (PDPs), recommendation strategies, and so forth. Easy-to-deploy personalization use cases are critical to achieving executive buy-in, gaining trust in the program, and accelerating your site personalization initiatives.

Dig into your audience data – Once you’ve run enough experiments, you can start analyzing the data collected for interesting correlations between groups such as intent-level, common traffic sources, or certain demographic / psychographic attributes. Visitors can then be served experiences based on important events, actions, and behaviors over time.

AI can help with automation – Using algorithms that constantly collect all user data and signals, the best variation can be delivered to each individual user automatically, regardless of where they arrive from, what device they are using, and so on. This can greatly accelerate the process of experience delivery as well as increase accuracy.

Your efforts must evolve as your audiences do – Visitors change over time, and therefore, continuously optimizing web personalization campaigns is absolutely critical to maximizing results over the long-term. New tests should be created and run based on all available data, and existing campaigns will need to be iterated on to ensure experiences resonate with individuals as their behaviors evolve.

Welcome to the next generation of digital marketing

Success for any business looking to acquire and retain customers online is now predicated on the ability to tap into, understand, and reflect the needs, wants, and preferences individuals demonstrate throughout the course of their relationship with a brand. Built to do just that, website personalization has gained a permanent place in the marketer’s tool belt.

If you are currently on the quest to find the platform best suited to execute on your digital customer experience vision, we’ve created a free Personalization RFP template designed for B2B and B2C companies to have a base set of questions to ask enterprise-class vendors as part of your company’s selection process.

Continue reading

<!DOCTYPE html> <!--[if IE 6]><html id="ie6" lang="en-US"> <![endif]--> <!--[if IE 7]><html id="ie7" lang="en-US"> <![endif]--> <!--[if IE 8]><html id="ie8" lang="en-US"> <![endif]--> <!--[if !(IE 6) | !(IE 7) | !(IE 8)  ]><!--><html lang="en-US"> <!--<![endif]--><head><meta name="msvalidate.01" content="1033997EC383621B874EB0392F261984"/><link rel="preconnect" href="//cdn.dynamicyield.com"><link rel="preconnect" href="//st.dynamicyield.com"><link rel="preconnect" href="//rcom.dynamicyield.com"><link rel="dns-prefetch" href="//cdn.dynamicyield.com"><link rel="dns-prefetch" href="//st.dynamicyield.com"><link rel="dns-prefetch" href="//rcom.dynamicyield.com"> <script data-cfasync="false">window.dataLayer = window.dataLayer || [];
        window.gtag = function() { dataLayer.push(arguments); }
        window.gtag('consent', 'default', {
            ad_storage: 'denied',
            ad_user_data: 'denied',
            ad_personalization: 'denied',
            analytics_storage: 'denied',
            functionality_storage: 'denied',
            personalization_storage: 'denied',
            security_storage: 'granted', // Only this is granted by default
        });</script> <script data-cfasync="false">(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
        new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
        j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
        '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
        })(window,document,'script','dataLayer','GTM-MCQHF8');</script> <script data-cfasync="false" async>// Init the adobeDataLayer array
        var adobeDataLayer = adobeDataLayer || [];

        // Only when the API is ready
        function adobeWaitForDY() {
            if (typeof(window.DY) !== 'undefined' && typeof(window.DY.AdDetection) !== 'undefined' &&
                typeof($dy) !== 'undefined' && typeof($dy(window)) !== 'undefined' && typeof($dy.renderSmartTagSlider) !== 'undefined') {
                
                var zi_data = localStorage.getItem('ZoomInfoData'),
                    ada_page_info = {
                        "pageName": "Introduction to website personalization",
                        "siteName": "Mastercard Dynamic Yield",
                        "pageTitle": "en_US :web-personalization", 
                        "pageURL": "https://www.dynamicyield.com/lesson/web-personalization/",
                        "country": "US",
                        "language": "en",
                        "dyID": DY.dyid,
                        "userStatus": "Guest"
                    };

                // Detect the hierarchy and 
                // site sections based on the URL slugs
                var current_pathname = window.location.pathname.replace(/^\/|\/$/g, '');

                if(current_pathname) {

                    var current_sitesections = current_pathname.split('/'),
                        current_hierarchy = current_sitesections.map(function(segment) {

                        return segment.split(/[-_]/).map(function(word) {
                            return word.charAt(0).toUpperCase() + word.slice(1);
                        })
                        .join(' ');
                    });

                    // Site section 1
                    if(current_sitesections[0]) {
                        ada_page_info.siteSection1 = current_sitesections[0];
                    }

                    // Site section 2
                    if(current_sitesections[1]) {
                        ada_page_info.siteSection2 = current_sitesections[1];
                    }

                    // Hierarchy
                    ada_page_info.hierarchy = current_hierarchy.join('|');
                }

                // Push the ZI params as well
                if(zi_data) {
                    zi_data = JSON.parse(zi_data);

                    if(zi_data.name) {
                        ada_page_info.ziCompany = zi_data.name;
                    }

                    if(zi_data.domain) {
                        ada_page_info.ziDomain = zi_data.domain;
                    }

                    if(zi_data.employeesrange) {
                        ada_page_info.ziEmployees = zi_data.employeesrange;
                    }

                    if(zi_data.industry) {
                        ada_page_info.ziIndustry = zi_data.industry;
                    }
                }

                // Decode HTML prior to dispatching the event
                Object.keys(ada_page_info).forEach(function(key) {
                    ada_page_info[key] = $('<textarea/>').html(ada_page_info[key]).text();
                });

                adobeDataLayer.push({
                    "event": "pageLoad", 
                    "pageInfo": ada_page_info
                });

            } else {
                setTimeout(adobeWaitForDY, 150);
            }
        }

        adobeWaitForDY();</script>  <script type="text/javascript">function OptanonWrapper() {
            console.log('OneTrust Loaded');
            DY_API_update_consent_mode();
            OneTrust.OnConsentChanged(DY_API_update_consent_mode);
        }

        function DY_API_update_consent_mode() {
            var groups = OnetrustActiveGroups.split(',');

            DY.userActiveConsent = {accepted: groups.includes('C0004')};
            DYO.ActiveConsent.updateConsentAcceptedStatus(groups.includes('C0004'));

            if(groups.includes('C0004')) {
                console.log('OneTrust_Consent_Is_Granted');
                DY.API('event',{ name: 'OneTrust_Consent_Is_Granted', properties: {}});
            }

            console.log('OneTrust - DY API is ' + (groups.includes('C0004') ? 'Enabled' : 'Disabled'));
        }
        
        window.addEventListener('OTConsentApplied', function() {
            var groups = OnetrustActiveGroups.split(',');

            if(groups.includes('C0004')) {
                console.log('OneTrust_Initial_Consent_Granted');
                DY.API('event',{ name: 'OneTrust_Initial_Consent_Granted', properties: {}});
            }
        });</script>  <script type="text/javascript">/*WebFontConfig = {
		 google: { families: [ 'Shadows+Into+Light::latin', 'Handlee::latin', 'Roboto:400,100,300,500:latin' ] }
		 };
		 (function() {
		 var wf = document.createElement('script');
		 wf.src = ('https:' == document.location.protocol ? 'https' : 'http') +
		 '://ajax.googleapis.com/ajax/libs/webfont/1/webfont.js';
		 wf.type = 'text/javascript';
		 wf.async = 'true';
		 var s = document.getElementsByTagName('script')[0];
		 s.parentNode.insertBefore(wf, s);
		 })(); */

        console.log(
            '%cLet’s personalize experiences together.\n%cDynamic Yield is hiring smart engineers like you to help solve hard problems.\n%cSee our jobs page: https://www.dynamicyield.com/careers',
            'font-size:2.2em;line-height:1.4em;margin-top:20px;color:rgb(93, 56, 185);',
            'font-size:1.1em;line-height:1.6em;color:rgb(0, 0, 0);',
            'font-size:1.1em;line-height:1.6em;margin-bottom:20px;color:rgb(0, 0, 0);'
        );

        function waitForElementToDisplay(selector, time, functionName) {
            if (document.getElementById(selector) != null) {
                functionName();
                return;
            } else {
                setTimeout(function () {
                    waitForElementToDisplay(selector, time, functionName);
                }, time);
            }
        }

        function dcWaitForJQuery(time, functionName) {
            if (window.jQuery || window.n2) {
                functionName();
                return;
            } else {
                setTimeout(function () {
                    dcWaitForJQuery(time, functionName);
                }, time);
            }
        }</script> <meta name="msvalidate.01" content="451B75B70520F4C76D67F116C9EFFE5C"/><meta property="twitter:account_id" content="4503599629852947"/><meta name="p:domain_verify" content="f8112f57c09778e892850075a87dc1cf"/><meta name="google-site-verification" content="9FbmfdC4cM7JG8sgYh6w9HhFlxvEHewltexeUVzuSfE"/><meta charset="UTF-8"/><link rel="pingback" href="https://www.dynamicyield.com/xmlrpc.php"/> <!--[if lt IE 9]> <script src="https://www.dynamicyield.com/wp-content/themes/Divi/js/html5.js" type="text/javascript"></script> <![endif]--> <script type="text/javascript">document.documentElement.className = 'js';</script> <script type="text/javascript">var getLangCode = 'en';</script> <link rel="prefetch" href="/wp-content/themes/Divi/css/custom-style.css" as="style" crossorigin="anonymous"><meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' /><link rel="alternate" hreflang="en" href="https://www.dynamicyield.com/lesson/web-personalization/" /><link rel="alternate" hreflang="x-default" href="https://www.dynamicyield.com/lesson/web-personalization/" />  <script data-cfasync="false" data-pagespeed-no-defer>var gtm4wp_datalayer_name = "dataLayer";
	var dataLayer = dataLayer || [];</script> <title>Website personalization strategy &amp; best practices, with examples</title><link rel="preload" as="font" href="https://www.dynamicyield.com/wp-content/themes/Divi/fonts/CircularXXTT/CircularXXWeb-Bold.woff2" crossorigin/><link rel="preload" as="font" href="https://www.dynamicyield.com/wp-content/themes/Divi/fonts/CircularXXTT/CircularXXWeb-Medium.woff2" crossorigin/><link rel="preload" as="font" href="https://www.dynamicyield.com/wp-content/themes/Divi/fonts/CircularXXTT/CircularXXWeb-Book.woff2" crossorigin/><meta name="description" content="An intro to the process of real-time website personalization, with strategies to implement, challenges to consider, and examples to get stated" /><link rel="canonical" href="https://www.dynamicyield.com/lesson/web-personalization/" /><meta property="og:locale" content="en_US" /><meta property="og:type" content="article" /><meta property="og:title" content="Website personalization strategy &amp; best practices, with examples" /><meta property="og:description" content="An intro to the process of real-time website personalization, with strategies to implement, challenges to consider, and examples to get stated" /><meta property="og:url" content="https://www.dynamicyield.com/lesson/web-personalization/" /><meta property="og:site_name" content="Mastercard Dynamic Yield" /><meta property="article:publisher" content="https://www.facebook.com/DynamicYield" /><meta property="article:modified_time" content="2024-01-31T06:34:20+00:00" /><meta property="og:image" content="https://www.dynamicyield.com/wp-content/uploads/2019/01/Introduction-to-Personalization-FB.jpg" /><meta property="og:image:width" content="1200" /><meta property="og:image:height" content="628" /><meta property="og:image:type" content="image/jpeg" /><meta name="twitter:card" content="summary_large_image" /><meta name="twitter:image" content="https://www.dynamicyield.com/wp-content/uploads/2014/05/DY-IntroWebPersonalization-FB-1200x628.jpg" /><meta name="twitter:site" content="@DynamicYield" /><meta name="twitter:label1" content="Est. reading time" /><meta name="twitter:data1" content="13 minutes" /><meta name="twitter:label2" content="Written by" /><meta name="twitter:data2" content="Shana Pilewski" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"WebPage","@id":"https://www.dynamicyield.com/lesson/web-personalization/","url":"https://www.dynamicyield.com/lesson/web-personalization/","name":"Website personalization strategy & best practices, with examples","isPartOf":{"@id":"https://www.dynamicyield.com/#website"},"primaryImageOfPage":{"@id":"https://www.dynamicyield.com/lesson/web-personalization/#primaryimage"},"image":{"@id":"https://www.dynamicyield.com/lesson/web-personalization/#primaryimage"},"thumbnailUrl":"https://www.dynamicyield.com/wp-content/uploads/2019/01/Introduction-to-Personalization-Blog.jpg","datePublished":"2019-01-01T13:00:53+00:00","dateModified":"2024-01-31T06:34:20+00:00","description":"An intro to the process of real-time website personalization, with strategies to implement, challenges to consider, and examples to get stated","breadcrumb":{"@id":"https://www.dynamicyield.com/lesson/web-personalization/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https://www.dynamicyield.com/lesson/web-personalization/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https://www.dynamicyield.com/lesson/web-personalization/#primaryimage","url":"https://www.dynamicyield.com/wp-content/uploads/2019/01/Introduction-to-Personalization-Blog.jpg","contentUrl":"https://www.dynamicyield.com/wp-content/uploads/2019/01/Introduction-to-Personalization-Blog.jpg","width":795,"height":320,"caption":"intro to personalization"},{"@type":"BreadcrumbList","@id":"https://www.dynamicyield.com/lesson/web-personalization/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://www.dynamicyield.com/"},{"@type":"ListItem","position":2,"name":"Lessons","item":"https://www.dynamicyield.com/lesson/"},{"@type":"ListItem","position":3,"name":"Introduction to website personalization"}]},{"@type":"WebSite","@id":"https://www.dynamicyield.com/#website","url":"https://www.dynamicyield.com/","name":"Mastercard Dynamic Yield","description":"","publisher":{"@id":"https://www.dynamicyield.com/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://www.dynamicyield.com/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https://www.dynamicyield.com/#organization","name":"Mastercard Dynamic Yield","url":"https://www.dynamicyield.com/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https://www.dynamicyield.com/#/schema/logo/image/","url":"https://www.dynamicyield.com/wp-content/uploads/2019/10/DY-Hero_Logo-Black@x2.png","contentUrl":"https://www.dynamicyield.com/wp-content/uploads/2019/10/DY-Hero_Logo-Black@x2.png","width":458,"height":458,"caption":"Mastercard Dynamic Yield"},"image":{"@id":"https://www.dynamicyield.com/#/schema/logo/image/"},"sameAs":["https://www.facebook.com/DynamicYield","https://x.com/DynamicYield","https://www.instagram.com/dynamic.yield/","https://www.linkedin.com/company/dynamic-yield","http://www.pinterest.com/dynamicyield/","https://www.youtube.com/channel/UCPWEcR8lQRadVKYW8H4sndQ","https://en.wikipedia.org/wiki/Dynamic_Yield"]}]}</script> <link rel='dns-prefetch' href='//pages.dynamicyield.com' /><link rel="alternate" type="application/rss+xml" title="Mastercard Dynamic Yield &raquo; Feed" href="https://www.dynamicyield.com/feed/" /><link rel="alternate" type="application/rss+xml" title="Mastercard Dynamic Yield &raquo; Comments Feed" href="https://www.dynamicyield.com/comments/feed/" /><link rel="alternate" type="application/rss+xml" title="Mastercard Dynamic Yield &raquo; Introduction to website personalization Comments Feed" href="https://www.dynamicyield.com/lesson/web-personalization/feed/" /><meta content="Divi v." name="generator"/><link rel='stylesheet' id='sbi_styles-css' href='https://www.dynamicyield.com/wp-content/plugins/instagram-feed/css/sbi-styles.min.css?ver=6.2.6' type='text/css' media='all' /><style id='wp-emoji-styles-inline-css' type='text/css'>img.wp-smiley, img.emoji {
		display: inline !important;
		border: none !important;
		box-shadow: none !important;
		height: 1em !important;
		width: 1em !important;
		margin: 0 0.07em !important;
		vertical-align: -0.1em !important;
		background: none !important;
		padding: 0 !important;
	}</style><link rel='stylesheet' id='wp-block-library-css' href='https://www.dynamicyield.com/wp-includes/css/dist/block-library/style.min.css?ver=935c7f8ce03960b02800bc8ae3231df8' type='text/css' media='all' /><style id='classic-theme-styles-inline-css' type='text/css'>/*! This file is auto-generated */
.wp-block-button__link{color:#fff;background-color:#32373c;border-radius:9999px;box-shadow:none;text-decoration:none;padding:calc(.667em + 2px) calc(1.333em + 2px);font-size:1.125em}.wp-block-file__button{background:#32373c;color:#fff;text-decoration:none}</style><style id='global-styles-inline-css' type='text/css'>body{--wp--preset--color--black: #000000;--wp--preset--color--cyan-bluish-gray: #abb8c3;--wp--preset--color--white: #ffffff;--wp--preset--color--pale-pink: #f78da7;--wp--preset--color--vivid-red: #cf2e2e;--wp--preset--color--luminous-vivid-orange: #ff6900;--wp--preset--color--luminous-vivid-amber: #fcb900;--wp--preset--color--light-green-cyan: #7bdcb5;--wp--preset--color--vivid-green-cyan: #00d084;--wp--preset--color--pale-cyan-blue: #8ed1fc;--wp--preset--color--vivid-cyan-blue: #0693e3;--wp--preset--color--vivid-purple: #9b51e0;--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple: linear-gradient(135deg,rgba(6,147,227,1) 0%,rgb(155,81,224) 100%);--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan: linear-gradient(135deg,rgb(122,220,180) 0%,rgb(0,208,130) 100%);--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange: linear-gradient(135deg,rgba(252,185,0,1) 0%,rgba(255,105,0,1) 100%);--wp--preset--gradient--luminous-vivid-orange-to-vivid-red: linear-gradient(135deg,rgba(255,105,0,1) 0%,rgb(207,46,46) 100%);--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray: linear-gradient(135deg,rgb(238,238,238) 0%,rgb(169,184,195) 100%);--wp--preset--gradient--cool-to-warm-spectrum: linear-gradient(135deg,rgb(74,234,220) 0%,rgb(151,120,209) 20%,rgb(207,42,186) 40%,rgb(238,44,130) 60%,rgb(251,105,98) 80%,rgb(254,248,76) 100%);--wp--preset--gradient--blush-light-purple: linear-gradient(135deg,rgb(255,206,236) 0%,rgb(152,150,240) 100%);--wp--preset--gradient--blush-bordeaux: linear-gradient(135deg,rgb(254,205,165) 0%,rgb(254,45,45) 50%,rgb(107,0,62) 100%);--wp--preset--gradient--luminous-dusk: linear-gradient(135deg,rgb(255,203,112) 0%,rgb(199,81,192) 50%,rgb(65,88,208) 100%);--wp--preset--gradient--pale-ocean: linear-gradient(135deg,rgb(255,245,203) 0%,rgb(182,227,212) 50%,rgb(51,167,181) 100%);--wp--preset--gradient--electric-grass: linear-gradient(135deg,rgb(202,248,128) 0%,rgb(113,206,126) 100%);--wp--preset--gradient--midnight: linear-gradient(135deg,rgb(2,3,129) 0%,rgb(40,116,252) 100%);--wp--preset--font-size--small: 13px;--wp--preset--font-size--medium: 20px;--wp--preset--font-size--large: 36px;--wp--preset--font-size--x-large: 42px;--wp--preset--spacing--20: 0.44rem;--wp--preset--spacing--30: 0.67rem;--wp--preset--spacing--40: 1rem;--wp--preset--spacing--50: 1.5rem;--wp--preset--spacing--60: 2.25rem;--wp--preset--spacing--70: 3.38rem;--wp--preset--spacing--80: 5.06rem;--wp--preset--shadow--natural: 6px 6px 9px rgba(0, 0, 0, 0.2);--wp--preset--shadow--deep: 12px 12px 50px rgba(0, 0, 0, 0.4);--wp--preset--shadow--sharp: 6px 6px 0px rgba(0, 0, 0, 0.2);--wp--preset--shadow--outlined: 6px 6px 0px -3px rgba(255, 255, 255, 1), 6px 6px rgba(0, 0, 0, 1);--wp--preset--shadow--crisp: 6px 6px 0px rgba(0, 0, 0, 1);}:where(.is-layout-flex){gap: 0.5em;}:where(.is-layout-grid){gap: 0.5em;}body .is-layout-flow > .alignleft{float: left;margin-inline-start: 0;margin-inline-end: 2em;}body .is-layout-flow > .alignright{float: right;margin-inline-start: 2em;margin-inline-end: 0;}body .is-layout-flow > .aligncenter{margin-left: auto !important;margin-right: auto !important;}body .is-layout-constrained > .alignleft{float: left;margin-inline-start: 0;margin-inline-end: 2em;}body .is-layout-constrained > .alignright{float: right;margin-inline-start: 2em;margin-inline-end: 0;}body .is-layout-constrained > .aligncenter{margin-left: auto !important;margin-right: auto !important;}body .is-layout-constrained > :where(:not(.alignleft):not(.alignright):not(.alignfull)){max-width: var(--wp--style--global--content-size);margin-left: auto !important;margin-right: auto !important;}body .is-layout-constrained > .alignwide{max-width: var(--wp--style--global--wide-size);}body .is-layout-flex{display: flex;}body .is-layout-flex{flex-wrap: wrap;align-items: center;}body .is-layout-flex > *{margin: 0;}body .is-layout-grid{display: grid;}body .is-layout-grid > *{margin: 0;}:where(.wp-block-columns.is-layout-flex){gap: 2em;}:where(.wp-block-columns.is-layout-grid){gap: 2em;}:where(.wp-block-post-template.is-layout-flex){gap: 1.25em;}:where(.wp-block-post-template.is-layout-grid){gap: 1.25em;}.has-black-color{color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-color{color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-color{color: var(--wp--preset--color--white) !important;}.has-pale-pink-color{color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-color{color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-color{color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-color{color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-color{color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-color{color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-color{color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-color{color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-color{color: var(--wp--preset--color--vivid-purple) !important;}.has-black-background-color{background-color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-background-color{background-color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-background-color{background-color: var(--wp--preset--color--white) !important;}.has-pale-pink-background-color{background-color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-background-color{background-color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-background-color{background-color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-background-color{background-color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-background-color{background-color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-background-color{background-color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-background-color{background-color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-background-color{background-color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-background-color{background-color: var(--wp--preset--color--vivid-purple) !important;}.has-black-border-color{border-color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-border-color{border-color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-border-color{border-color: var(--wp--preset--color--white) !important;}.has-pale-pink-border-color{border-color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-border-color{border-color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-border-color{border-color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-border-color{border-color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-border-color{border-color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-border-color{border-color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-border-color{border-color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-border-color{border-color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-border-color{border-color: var(--wp--preset--color--vivid-purple) !important;}.has-vivid-cyan-blue-to-vivid-purple-gradient-background{background: var(--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple) !important;}.has-light-green-cyan-to-vivid-green-cyan-gradient-background{background: var(--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan) !important;}.has-luminous-vivid-amber-to-luminous-vivid-orange-gradient-background{background: var(--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange) !important;}.has-luminous-vivid-orange-to-vivid-red-gradient-background{background: var(--wp--preset--gradient--luminous-vivid-orange-to-vivid-red) !important;}.has-very-light-gray-to-cyan-bluish-gray-gradient-background{background: var(--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray) !important;}.has-cool-to-warm-spectrum-gradient-background{background: var(--wp--preset--gradient--cool-to-warm-spectrum) !important;}.has-blush-light-purple-gradient-background{background: var(--wp--preset--gradient--blush-light-purple) !important;}.has-blush-bordeaux-gradient-background{background: var(--wp--preset--gradient--blush-bordeaux) !important;}.has-luminous-dusk-gradient-background{background: var(--wp--preset--gradient--luminous-dusk) !important;}.has-pale-ocean-gradient-background{background: var(--wp--preset--gradient--pale-ocean) !important;}.has-electric-grass-gradient-background{background: var(--wp--preset--gradient--electric-grass) !important;}.has-midnight-gradient-background{background: var(--wp--preset--gradient--midnight) !important;}.has-small-font-size{font-size: var(--wp--preset--font-size--small) !important;}.has-medium-font-size{font-size: var(--wp--preset--font-size--medium) !important;}.has-large-font-size{font-size: var(--wp--preset--font-size--large) !important;}.has-x-large-font-size{font-size: var(--wp--preset--font-size--x-large) !important;}
.wp-block-navigation a:where(:not(.wp-element-button)){color: inherit;}
:where(.wp-block-post-template.is-layout-flex){gap: 1.25em;}:where(.wp-block-post-template.is-layout-grid){gap: 1.25em;}
:where(.wp-block-columns.is-layout-flex){gap: 2em;}:where(.wp-block-columns.is-layout-grid){gap: 2em;}
.wp-block-pullquote{font-size: 1.5em;line-height: 1.6;}</style><link rel='stylesheet' id='rfw-style-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_7c036e0987ef80b703d7eb1abf922895.css?ver=2026021143' type='text/css' media='all' /><link rel='stylesheet' id='divi-style-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_ab3666a686d3dac03fd3032e5757637e.css?ver=935c7f8ce03960b02800bc8ae3231df8' type='text/css' media='all' /><link rel='stylesheet' id='ctt-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_f1d1b2f761cf3768f427cdc5c4c2544b.css?ver=935c7f8ce03960b02800bc8ae3231df8' type='text/css' media='all' /><link rel='stylesheet' id='inline-tweet-sharer-style-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_daa32ca85e114a0c6e5d1432c89237f3.css?ver=2.6.4' type='text/css' media='all' /><link rel='stylesheet' id='et_lb_modules-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_c0102af27938567cb82cc02e4da3a673.css?ver=2.4' type='text/css' media='all' /><link rel='stylesheet' id='et-shortcodes-css-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_40cb404848bc2e556105c8aea77f29aa.css?ver=3.0' type='text/css' media='all' /><link rel='stylesheet' id='et-shortcodes-responsive-css-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_3a30a77569bc4544b9465acbee8e5f97.css?ver=3.0' type='text/css' media='all' /><link rel='stylesheet' id='wp-featherlight-css' href='https://www.dynamicyield.com/wp-content/plugins/wp-featherlight/css/wp-featherlight.min.css?ver=1.3.4' type='text/css' media='all' /><link rel='stylesheet' id='baskerville-font-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_8c23179f030d02e0065d2054eab34279.css?ver=935c7f8ce03960b02800bc8ae3231df8' type='text/css' media='all' /><link rel='stylesheet' id='markformc-font-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_0eb51906eca648ca4559d0a03b898d83.css?ver=935c7f8ce03960b02800bc8ae3231df8' type='text/css' media='all' /><link rel='stylesheet' id='mackinac-font-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_9c8fec2609ebc9764a6e16471d9451ae.css?ver=935c7f8ce03960b02800bc8ae3231df8' type='text/css' media='all' /><link rel='stylesheet' id='button-pulse-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_4cabc8dd29eaa9af7bf2df62f1c40af9.css?ver=935c7f8ce03960b02800bc8ae3231df8' type='text/css' media='all' /><link rel='stylesheet' id='fontawesome-css' href='https://www.dynamicyield.com/wp-content/themes/Divi/custom/font-awesome/css/font-awesome.min.css' type='text/css' media='all' /><link rel='stylesheet' id='bootstrap-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_d375e60add46d8de26a78728b517660f.css' type='text/css' media='all' /><link rel='stylesheet' id='slick-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_13b1b6672b8cfb0d9ae7f899f1c42875.css' type='text/css' media='all' /><link rel='stylesheet' id='slick-theme-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_f9faba678c4d6dcfdde69e5b11b37a2e.css' type='text/css' media='all' /><link rel='stylesheet' id='custom-theme-style-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_57f41281576414370c141cd00d2a80a9.css?ver=26.27' type='text/css' media='all' /><link rel='stylesheet' id='custom-style-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_417039b6d54561fe1e8c94ee67cd902c.css?ver=26.27' type='text/css' media='all' /><link rel='stylesheet' id='header-style-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_d75ad7543415df427913a5fe91606386.css?ver=26.27' type='text/css' media='all' /><link rel='stylesheet' id='footer-style-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_25400e1cfd7099cc557083769c928231.css?ver=26.27' type='text/css' media='all' /><link rel='stylesheet' id='video_tabs_module-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_f1109a8bc8c46ec9f2205cc8603c132f.css?ver=26.27' type='text/css' media='all' /><link rel='stylesheet' id='mkto-reset-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_d117c8ecde800f5dccd137c16bab71af.css?ver=26.27' type='text/css' media='all' /><link rel='stylesheet' id='learning-center-general-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_73dd3b78cf6e21c28be39db6740774b1.css?ver=26.27' type='text/css' media='all' /><link rel='stylesheet' id='article-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_e1d850b2d8d6fd6331ad74bd35ddde51.css?ver=1772192603' type='text/css' media='all' /><link rel='stylesheet' id='customers-shortcode-css' href='https://www.dynamicyield.com/wp-content/cache/autoptimize/css/autoptimize_single_c6bf61e9c8beb560d64d119f58757b8b.css?ver=26.27' type='text/css' media='all' /> <script type="text/javascript" src="https://www.dynamicyield.com/wp-includes/js/jquery/jquery.min.js?ver=3.7.1" id="jquery-core-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-includes/js/jquery/jquery-migrate.min.js?ver=3.4.1" id="jquery-migrate-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_dbdab0f35217f6041eb7e2028dc94ba4.js?ver=2.6.4" id="inline-tweet-sharer-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/themes/Divi/js/blazy.min.js" id="blazy-js"></script> <script type="text/javascript" src="//pages.dynamicyield.com/js/forms2/js/forms2.min.js?ver=21.85" id="mkto-form-script-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_db6be3b57dba139e789fec1a78186c8e.js?ver=21.85" id="learning-center-js-js"></script> <link rel="https://api.w.org/" href="https://www.dynamicyield.com/wp-json/" /><link rel="EditURI" type="application/rsd+xml" title="RSD" href="https://www.dynamicyield.com/xmlrpc.php?rsd" /><link rel='shortlink' href='https://www.dynamicyield.com/?p=105' /><link rel="alternate" type="application/json+oembed" href="https://www.dynamicyield.com/wp-json/oembed/1.0/embed?url=https%3A%2F%2Fwww.dynamicyield.com%2Flesson%2Fweb-personalization%2F" /><link rel="alternate" type="text/xml+oembed" href="https://www.dynamicyield.com/wp-json/oembed/1.0/embed?url=https%3A%2F%2Fwww.dynamicyield.com%2Flesson%2Fweb-personalization%2F&#038;format=xml" /><meta name="generator" content="WPML ver:4.6.8 stt:1,4,3,28,2;" />  <script data-cfasync="false" data-pagespeed-no-defer>var dataLayer_content = {"visitorLoginState":"logged-out","visitorType":"visitor-logged-out","pagePostType":"lesson","pagePostType2":"single-lesson","pagePostAuthor":"Shana Pilewski","pagePostDate":"January 1, 2019","pagePostDateYear":"2019","pagePostDateMonth":"01","pagePostDateDay":"01","pagePostDateDayName":"Tuesday","pagePostDateHour":"08","pagePostDateMinute":"00","pagePostDateIso":"2019-01-01T08:00:53-05:00","pagePostDateUnix":1546329653};
	dataLayer.push( dataLayer_content );</script> <script type="text/javascript">console.warn && console.warn("[GTM4WP] Google Tag Manager container code placement set to OFF !!!");
	console.warn && console.warn("[GTM4WP] Data layer codes are active but GTM container must be loaded using custom coding !!!");</script> <meta name="viewport" content="width=device-width, initial-scale=1.0, maximum-scale=3.0, user-scalable=1" /><link rel="icon" type="image/png" href="/favicon-16x16.png" sizes="16x16"><link rel="icon" type="image/png" href="/favicon-32x32.png" sizes="32x32"><link rel="icon" type="image/png" href="/favicon-96x96.png" sizes="96x96"><link rel="icon" type="image/png" href="/favicon-180x180.png" sizes="180x180"><link rel="icon" type="image/png" href="/favicon-192x192.png" sizes="192x192"><link rel="icon" type="image/png" href="/favicon-194x194.png" sizes="194x194"><link rel="shortcut icon" href="/favicon.ico"> <script type="text/javascript" data-noptimize>function dy_bind_adobe_mkto_events(form, form_id, form_name) {

        // Init the adobeDataLayer object
        window.adobeDataLayer = window.adobeDataLayer || [];

        var focus_reported = false;
        var form_completed = false;
        var form_started_reported = false;
        
        // Monitor input interactions - first focus (form start)
        form.getFormElem().find('input, select').on('focus', function() {
            
            // Only if it hasn't been reported yet
            if(! focus_reported) {
                focus_reported = true;
                form_started_reported = true;
                
                adobeDataLayer.push({
                    "event": "form_start",
                    "trackAction": {
                        "formName": form_name,
                        "formID": form_id,
                        "zoomInfo": localStorage.ZoomInfoData !== undefined,
                    }
                });
            }
        });

        // Detect dropoff if the form hasn't been completed
        window.addEventListener("beforeunload", function(event) {
            if (form_completed) return;
            
            var filledLabels = [];
            var count = 0;
            
            form.getFormElem().find('input, select').each(function() {
                var value = this.value && this.value.trim();
                if (value) {
                var label = form.getFormElem().find("label[for='" + this.id + "']").text().trim();
                if (label) {
                    filledLabels.push(label);
                    count++;
                }
                }
            });
            
            if (count > 0) {
                adobeDataLayer.push({
                    "event": "form_dropoff",
                    "formInfo": {
                        "formName": form_name,
                        "formID": form_id,
                        "zoomInfo": localStorage.ZoomInfoData !== undefined,
                        "completedFields": {
                            "labels": filledLabels.join("|"),
                            "count": count.toString()
                        }
                    }
                });
            }
        });

        // Hook into successful submission
        form.onSuccess(function(values, followUpUrl) {

            if(form_started_reported) {

                // Report form completed
                form_completed = true;

                // Send an Adobe Analytics DataLayer event
                adobeDataLayer.push({
                    "event": "form_complete",
                    "formInfo": {
                        "formName": form_name,
                        "formID": form_id,
                        "zoomInfo": localStorage.ZoomInfoData !== undefined,
                        "successAction": {
                            "action": "redirect",
                            "redirectUrl": followUpUrl
                        }
                    }
                });
            }
        });
    }

    function dy_bind_adobe_cta_event(cta, cta_type, cta_section) {
        var cta_name = cta.text().trim(),
            cta_url,
            page_url = window.location.href;

        // const domainName = window.location.origin;

        if (cta.attr('href') !== undefined) {
            // cta_url = domainName + cta.attr('href');
            cta_url = cta.attr('href');
        } else {
            cta_url = page_url;
        }

        adobeDataLayer.push({
            "event": "ctaClick",
            "clickInfo": {
                "ctaName": cta_name,
                "ctaType": cta_type,
                "destinationURL": cta_url,
                "ctaLocation": page_url,
                "ctaSection": cta_section
            }
        });
    }</script> <link rel="shortcut icon" href="https://www.dynamicyield.com/wp-content/uploads/2018/11/favicon-194x194.png" /><link rel="amphtml" href="https://www.dynamicyield.com/lesson/web-personalization/amp/"></head><body class="lesson-template-default single single-lesson postid-105 wp-featherlight-captions et_fixed_nav windows et_right_sidebar chrome et_includes_sidebar elementor-default default_header learning-center"><div id="page-container"><header id="main-header" class="et_nav_text_color_dark"
 style="background: #fff;"><div class="container-fluid clearfix"><div class="logo-combined"> <a href="https://www.dynamicyield.com/learn"
 title="XP Squared"><svg xmlns="http://www.w3.org/2000/svg" width="112.004" height="53.42" viewBox="0 0 112.004 53.42"> <path d="M8968.651,4606.571a49.057,49.057,0,0,0-6.159,6.344q-1.263,1.485-2.782,3.339t-3.079,3.71q-1.559,1.856-2.969,3.6t-2.522,3.079q.3.445,1.261,1.781t2.227,3.19q1.26,1.856,2.745,3.97t2.856,4.044q1.373,1.931,2.486,3.488t1.633,2.375q1.484,2.153,2.708,3.858a25.747,25.747,0,0,0,2.411,2.931,12.808,12.808,0,0,0,2.449,2,7.254,7.254,0,0,0,2.819,1v.742h-24.041v-.742q1.039-.147,2.226-.333a12.155,12.155,0,0,0,2.227-.557,4.522,4.522,0,0,0,1.706-1.039,2.31,2.31,0,0,0,.668-1.707,6.3,6.3,0,0,0-.965-2.783q-.964-1.743-2.226-3.673-1.708-2.672-3.9-5.825t-5.009-7.086q-1.188,1.411-2.6,3.116t-2.819,3.451q-1.411,1.744-2.708,3.376t-2.189,2.894a32.577,32.577,0,0,0-1.854,2.968,5.867,5.867,0,0,0-.816,2.82,2.706,2.706,0,0,0,.668,1.818,5.342,5.342,0,0,0,1.707,1.3,10.711,10.711,0,0,0,2.226.816,21.722,21.722,0,0,0,2.226.445v.742H8919.6v-.742a18.531,18.531,0,0,0,6.158-3.228,45.326,45.326,0,0,0,6.53-6.2q1.112-1.261,2.745-3.228t3.413-4.081q1.783-2.115,3.414-4.118t2.745-3.339q-.445-.593-2.04-2.856t-3.6-5.083q-2-2.819-3.97-5.6t-3.153-4.415q-1.559-2.152-2.782-3.784a26.076,26.076,0,0,0-2.375-2.782,12.747,12.747,0,0,0-2.449-1.93,13.428,13.428,0,0,0-3-1.3v-.742h24.189v.742q-.965.075-2.227.3a14.111,14.111,0,0,0-2.3.593,5.268,5.268,0,0,0-1.78,1.039,2.194,2.194,0,0,0-.743,1.707,5.789,5.789,0,0,0,1.039,2.746q1.039,1.708,2.374,3.636l3.785,5.454q1.928,2.782,4.675,6.715,2.449-2.818,5.009-6.159t4.488-5.787a31.259,31.259,0,0,0,1.93-2.968,6.278,6.278,0,0,0,1.039-2.968,2.5,2.5,0,0,0-.705-1.781,6.393,6.393,0,0,0-1.707-1.262,10.075,10.075,0,0,0-2.188-.816q-1.188-.3-2.152-.445v-.742h19.367v.742A15.309,15.309,0,0,0,8968.651,4606.571Z" transform="translate(-8919.604 -4602.453)"/> <path d="M9422.068,4621.77a14.179,14.179,0,0,1-2.338,3.932,14.748,14.748,0,0,1-3.376,2.931,20.786,20.786,0,0,1-3.934,1.967,24.367,24.367,0,0,1-4.451,1.113q-2.376.373-4.787.557t-4.711.186h-4.008v6.975q0,1.263.037,2.338t.038,2.337q.072,2.376.148,4.081a5.411,5.411,0,0,0,.815,2.82,6.25,6.25,0,0,0,2.3,1.929,10.813,10.813,0,0,0,4.75,1.113v.742h-23.745v-.742a20.734,20.734,0,0,0,3.561-.89,5.8,5.8,0,0,0,2.672-1.781,3.388,3.388,0,0,0,.594-1.336,14.222,14.222,0,0,0,.334-2q.111-1.113.186-2.375t.074-2.449c0-.692.011-1.632.037-2.82s.048-2.485.074-3.9.037-2.856.037-4.341v-18.773q0-1.334-.037-2.708c-.026-.915-.074-1.781-.148-2.6a13.947,13.947,0,0,0-.371-2.226,3.157,3.157,0,0,0-.705-1.447,5.554,5.554,0,0,0-2.856-1.6q-1.745-.407-3.748-.705v-.742h1.781q1.409,0,3.3-.037t4.117-.037q2.227,0,4.415-.037t4.119-.037h3.339a69.43,69.43,0,0,1,8.682.482,19.691,19.691,0,0,1,7.123,2.337,15.1,15.1,0,0,1,5.417,5.046,13.712,13.712,0,0,1,2.152,7.717A13.3,13.3,0,0,1,9422.068,4621.77Zm-9.312-12.986a13.487,13.487,0,0,0-9.535-6.159,28.427,28.427,0,0,0-4.155-.3,20,20,0,0,0-2.412.111q-.854.112-1.372.186a5.343,5.343,0,0,1-.186.779,4.946,4.946,0,0,0-.187.853q-.073.521-.147,1.447t-.149,2.634q-.075,2.6-.111,6.307t-.037,7.272v9.5q3.042,0,5.715-.186a18.593,18.593,0,0,0,4.971-1,13.885,13.885,0,0,0,7.271-5.379,14.741,14.741,0,0,0,2.523-8.422A13.63,13.63,0,0,0,9412.756,4608.784Z" transform="translate(-9329.39 -4601.215)"/> <g transform="translate(98.35)"> <path d="M9839.271,4616.067a10.2,10.2,0,0,1,3.648-3.89,26.827,26.827,0,0,0,3.232-2.56,3.789,3.789,0,0,0,1.127-2.635,2.928,2.928,0,0,0-.646-1.939,2.637,2.637,0,0,0-4.094.456,6.113,6.113,0,0,0-.4,2.256h-3.512a8.885,8.885,0,0,1,.85-3.789q1.447-2.75,5.139-2.75a6.52,6.52,0,0,1,4.643,1.616,5.584,5.584,0,0,1,1.727,4.277,5.783,5.783,0,0,1-1.221,3.624,12.091,12.091,0,0,1-2.627,2.345l-1.447,1.026q-1.359.964-1.859,1.395a4.076,4.076,0,0,0-.844,1h8.023v3.181h-12.584A8.616,8.616,0,0,1,9839.271,4616.067Z" transform="translate(-9838.422 -4601.215)"/> </g> </svg></a> <a href="https://www.dynamicyield.com/"
 title="Dynamic Yield"><svg xmlns="http://www.w3.org/2000/svg" width="112" height="14.15" viewBox="0 0 112 14.15"> <g> <path d="M8919.6,5180.139v-10.982h1.729v4.505a2.662,2.662,0,0,1,2.321-1.107c2.214,0,3.412,1.684,3.412,3.853,0,2.23-1.32,3.914-3.473,3.914a2.538,2.538,0,0,1-2.276-1.168v.986Zm3.7-6.021a2.035,2.035,0,0,0-1.987,2.305,2.071,2.071,0,0,0,1.987,2.336c1.153,0,1.986-.88,1.986-2.336S8924.473,5174.118,8923.3,5174.118Z" transform="translate(-8919.604 -5168.976)"/> <path d="M8990.422,5213.118l1.774-3.868-3.154-6.507h1.987l2.124,4.672,1.986-4.672h1.866l-4.7,10.375Z" transform="translate(-8981.609 -5198.966)"/> <path d="M9105.4,5178.79c0,.5.031,1.046.061,1.35h-1.926a5.038,5.038,0,0,1-.076-.864,2.34,2.34,0,0,1-2.094,1.046,3.926,3.926,0,0,1-.061-7.827,2.238,2.238,0,0,1,2.109.925v-4.263h1.986Zm-3.793-.272a1.9,1.9,0,0,0,1.836-2.14,1.849,1.849,0,0,0-1.836-2.078,2.127,2.127,0,0,0,0,4.217Z" transform="translate(-9078.662 -5168.976)"/> <path d="M9178.639,5212.441l1.76-3.884-3.17-6.522h2.26l1.987,4.369,1.835-4.369h2.154l-4.687,10.406Z" transform="translate(-9149.652 -5198.333)"/> <path d="M9264.135,5207.852h-2.019v-7.462h1.958v.925a2.476,2.476,0,0,1,2.153-1.123c1.851,0,2.7,1.32,2.7,2.958v4.7h-2.019V5203.5a1.312,1.312,0,0,0-1.38-1.486,1.4,1.4,0,0,0-1.395,1.547Z" transform="translate(-9225.454 -5196.688)"/> <path d="M9339.31,5203.306l1.835-.272c.425-.061.562-.274.562-.531,0-.531-.409-.971-1.259-.971a1.325,1.325,0,0,0-1.427,1.213l-1.79-.379a2.969,2.969,0,0,1,3.2-2.458c2.366,0,3.247,1.335,3.247,2.836v3.671a8.454,8.454,0,0,0,.09,1.183h-1.851a5.105,5.105,0,0,1-.076-.9,2.494,2.494,0,0,1-2.2,1.107,2.357,2.357,0,0,1-2.563-2.246A2.3,2.3,0,0,1,9339.31,5203.306Zm2.4,1.274v-.334l-1.685.258a.942.942,0,0,0-.925.94.876.876,0,0,0,.971.864A1.516,1.516,0,0,0,9341.706,5204.581Z" transform="translate(-9292.393 -5196.435)"/> <path d="M9414.173,5207.726v-7.463h1.927v.91a2.565,2.565,0,0,1,2.185-1.123,2.308,2.308,0,0,1,2.214,1.244,2.76,2.76,0,0,1,5.066,1.592v4.839h-1.956V5203.3a1.245,1.245,0,0,0-1.32-1.411,1.372,1.372,0,0,0-1.381,1.472v4.369h-2V5203.3a1.252,1.252,0,0,0-1.319-1.411,1.366,1.366,0,0,0-1.4,1.472v4.369Z" transform="translate(-9361.234 -5196.561)"/> <path d="M9535.157,5167.457a1.244,1.244,0,1,1-1.243,1.259A1.243,1.243,0,0,1,9535.157,5167.457Zm-1,11.165v-7.463h2.018v7.463Z" transform="translate(-9468.158 -5167.457)"/> <path d="M9568.379,5203.868a1.921,1.921,0,0,0,1.91,2.108,1.707,1.707,0,0,0,1.715-1.259l1.775.592a3.466,3.466,0,0,1-3.49,2.518,3.861,3.861,0,0,1-3.928-3.959,3.821,3.821,0,0,1,3.867-3.959,3.42,3.42,0,0,1,3.506,2.519l-1.807.607a1.626,1.626,0,0,0-1.652-1.26A1.9,1.9,0,0,0,9568.379,5203.868Z" transform="translate(-9497.133 -5196.435)"/> <path d="M9669.8,5212.441l1.761-3.884-3.171-6.522h2.26l1.987,4.369,1.836-4.369h2.153l-4.687,10.406Z" transform="translate(-9588.244 -5198.333)"/> <path d="M9752.258,5167.457a1.244,1.244,0,1,1-1.244,1.259A1.244,1.244,0,0,1,9752.258,5167.457Zm-1,11.165v-7.463h2.018v7.463Z" transform="translate(-9662.02 -5167.457)"/> <path d="M9790.711,5205.46a3.36,3.36,0,0,1-3.4,2.366,3.966,3.966,0,0,1-.182-7.918c2.3,0,3.687,1.472,3.687,3.868,0,.289-.031.592-.031.622h-5.34a1.818,1.818,0,0,0,1.881,1.7,1.647,1.647,0,0,0,1.7-1.137Zm-1.881-2.442a1.5,1.5,0,0,0-1.668-1.472,1.615,1.615,0,0,0-1.669,1.472Z" transform="translate(-9690.994 -5196.435)"/> <path d="M9863.529,5180.139v-10.982h2.016v10.982Z" transform="translate(-9762.492 -5168.976)"/> <path d="M9901.386,5178.79c0,.5.03,1.046.061,1.35h-1.927a5.163,5.163,0,0,1-.075-.864,2.341,2.341,0,0,1-2.094,1.046,3.926,3.926,0,0,1-.061-7.827,2.234,2.234,0,0,1,2.108.925v-4.263h1.987Zm-3.793-.272a1.9,1.9,0,0,0,1.836-2.14,1.85,1.85,0,0,0-1.836-2.078,2.127,2.127,0,0,0,0,4.217Z" transform="translate(-9789.442 -5168.976)"/> </g> </svg></a></div><div id="et-top-navigation" class="cd-morph-dropdown"><nav id="top-menu-nav" class="main-nav"><ul id="top-menu" class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="top-link menu-item menu-item-type-post_type menu-item-object-page menu-item-home" data-content="discover-dynamic-yield" title=""> <a href="https://www.dynamicyield.com/">Discover Dynamic Yield</a></li><li class="has-dropdown learning_center menu-has-cta top-link-use-cases menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="learning-center" title=""> <a href="">Learning Center</a></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="xp2-newsletter" title=""> <a href="https://www.dynamicyield.com/newsletter/"><span class="button-arrow">XP<sup>2</sup> Newsletter</span></a></li></ul></nav><div class="morph-dropdown-wrapper"><div class="dropdown-list"><div class="dropdown-tooltip"></div><ul><li class="top-link menu-item menu-item-type-post_type menu-item-object-page menu-item-home" data-content="discover-dynamic-yield" title=""> <a href="https://www.dynamicyield.com/">Discover Dynamic Yield</a></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="xp2-newsletter" title=""> <a href="https://www.dynamicyield.com/newsletter/"><span class="button-arrow">XP<sup>2</sup> Newsletter</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" href="https://www.dynamicyield.com/lesson/web-personalization/">English</a></li><li><a href="https://www.dynamicyield.com/es/">Español</a></li><li><a href="https://www.dynamicyield.com/de/">Deutsch</a></li><li><a href="https://www.dynamicyield.com/fr/">Français</a></li><li><a href="https://www.dynamicyield.com/ja/">日本語</a></li></ul></li></li></ul></div> <a href="#" data-toggle="modal" data-target="#lc-subscription"
 class="btn-desktop-only pulse-button v5 pulsed topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="btn-mobile-only pulse-button v5 pulsed topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="" class="nav-trigger"> Open Nav <span class="nav-trigger-box"><span class="nav-trigger-inner"></span></span> </a></div></div></header><div id="lc-subscription" class="modal lc-subscription-popup" tabindex="-1" role="dialog" data-backdrop="false" aria-labelledby="lcSubscriptionModal"><div class="lc-container"><div class="lc-subscription-block"> <span class="lc-close-subscription-popup" data-dismiss="modal" aria-label="close"><i class="fa fa-close"></i></span><div class="lc-subscription-form-block lc-subscription-inner"><div class="lc-subscription-title-wrap"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><div class="lc-privacy">You may unsubscribe at any time. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div><form class="mktoForm" data-formId="3876" data-formInstance="sub-popup"></form></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></div></div></div><div id="top-nav-backdrop"></div><div id="et-main-area"><div id="main-content"><div id="content-area"><header class="article-sticky-header"><div class="lc-header-container lc-flex"><div class="lc-header-logo"> <a href="https://www.dynamicyield.com/learn" title="XP Squared" class="xp-logo-container"> <svg xmlns="http://www.w3.org/2000/svg" width="112.004" height="53.42" viewBox="0 0 112.004 53.42"> <path d="M8968.651,4606.571a49.057,49.057,0,0,0-6.159,6.344q-1.263,1.485-2.782,3.339t-3.079,3.71q-1.559,1.856-2.969,3.6t-2.522,3.079q.3.445,1.261,1.781t2.227,3.19q1.26,1.856,2.745,3.97t2.856,4.044q1.373,1.931,2.486,3.488t1.633,2.375q1.484,2.153,2.708,3.858a25.747,25.747,0,0,0,2.411,2.931,12.808,12.808,0,0,0,2.449,2,7.254,7.254,0,0,0,2.819,1v.742h-24.041v-.742q1.039-.147,2.226-.333a12.155,12.155,0,0,0,2.227-.557,4.522,4.522,0,0,0,1.706-1.039,2.31,2.31,0,0,0,.668-1.707,6.3,6.3,0,0,0-.965-2.783q-.964-1.743-2.226-3.673-1.708-2.672-3.9-5.825t-5.009-7.086q-1.188,1.411-2.6,3.116t-2.819,3.451q-1.411,1.744-2.708,3.376t-2.189,2.894a32.577,32.577,0,0,0-1.854,2.968,5.867,5.867,0,0,0-.816,2.82,2.706,2.706,0,0,0,.668,1.818,5.342,5.342,0,0,0,1.707,1.3,10.711,10.711,0,0,0,2.226.816,21.722,21.722,0,0,0,2.226.445v.742H8919.6v-.742a18.531,18.531,0,0,0,6.158-3.228,45.326,45.326,0,0,0,6.53-6.2q1.112-1.261,2.745-3.228t3.413-4.081q1.783-2.115,3.414-4.118t2.745-3.339q-.445-.593-2.04-2.856t-3.6-5.083q-2-2.819-3.97-5.6t-3.153-4.415q-1.559-2.152-2.782-3.784a26.076,26.076,0,0,0-2.375-2.782,12.747,12.747,0,0,0-2.449-1.93,13.428,13.428,0,0,0-3-1.3v-.742h24.189v.742q-.965.075-2.227.3a14.111,14.111,0,0,0-2.3.593,5.268,5.268,0,0,0-1.78,1.039,2.194,2.194,0,0,0-.743,1.707,5.789,5.789,0,0,0,1.039,2.746q1.039,1.708,2.374,3.636l3.785,5.454q1.928,2.782,4.675,6.715,2.449-2.818,5.009-6.159t4.488-5.787a31.259,31.259,0,0,0,1.93-2.968,6.278,6.278,0,0,0,1.039-2.968,2.5,2.5,0,0,0-.705-1.781,6.393,6.393,0,0,0-1.707-1.262,10.075,10.075,0,0,0-2.188-.816q-1.188-.3-2.152-.445v-.742h19.367v.742A15.309,15.309,0,0,0,8968.651,4606.571Z" transform="translate(-8919.604 -4602.453)"/> <path d="M9422.068,4621.77a14.179,14.179,0,0,1-2.338,3.932,14.748,14.748,0,0,1-3.376,2.931,20.786,20.786,0,0,1-3.934,1.967,24.367,24.367,0,0,1-4.451,1.113q-2.376.373-4.787.557t-4.711.186h-4.008v6.975q0,1.263.037,2.338t.038,2.337q.072,2.376.148,4.081a5.411,5.411,0,0,0,.815,2.82,6.25,6.25,0,0,0,2.3,1.929,10.813,10.813,0,0,0,4.75,1.113v.742h-23.745v-.742a20.734,20.734,0,0,0,3.561-.89,5.8,5.8,0,0,0,2.672-1.781,3.388,3.388,0,0,0,.594-1.336,14.222,14.222,0,0,0,.334-2q.111-1.113.186-2.375t.074-2.449c0-.692.011-1.632.037-2.82s.048-2.485.074-3.9.037-2.856.037-4.341v-18.773q0-1.334-.037-2.708c-.026-.915-.074-1.781-.148-2.6a13.947,13.947,0,0,0-.371-2.226,3.157,3.157,0,0,0-.705-1.447,5.554,5.554,0,0,0-2.856-1.6q-1.745-.407-3.748-.705v-.742h1.781q1.409,0,3.3-.037t4.117-.037q2.227,0,4.415-.037t4.119-.037h3.339a69.43,69.43,0,0,1,8.682.482,19.691,19.691,0,0,1,7.123,2.337,15.1,15.1,0,0,1,5.417,5.046,13.712,13.712,0,0,1,2.152,7.717A13.3,13.3,0,0,1,9422.068,4621.77Zm-9.312-12.986a13.487,13.487,0,0,0-9.535-6.159,28.427,28.427,0,0,0-4.155-.3,20,20,0,0,0-2.412.111q-.854.112-1.372.186a5.343,5.343,0,0,1-.186.779,4.946,4.946,0,0,0-.187.853q-.073.521-.147,1.447t-.149,2.634q-.075,2.6-.111,6.307t-.037,7.272v9.5q3.042,0,5.715-.186a18.593,18.593,0,0,0,4.971-1,13.885,13.885,0,0,0,7.271-5.379,14.741,14.741,0,0,0,2.523-8.422A13.63,13.63,0,0,0,9412.756,4608.784Z" transform="translate(-9329.39 -4601.215)"/> <g transform="translate(98.35)"> <path d="M9839.271,4616.067a10.2,10.2,0,0,1,3.648-3.89,26.827,26.827,0,0,0,3.232-2.56,3.789,3.789,0,0,0,1.127-2.635,2.928,2.928,0,0,0-.646-1.939,2.637,2.637,0,0,0-4.094.456,6.113,6.113,0,0,0-.4,2.256h-3.512a8.885,8.885,0,0,1,.85-3.789q1.447-2.75,5.139-2.75a6.52,6.52,0,0,1,4.643,1.616,5.584,5.584,0,0,1,1.727,4.277,5.783,5.783,0,0,1-1.221,3.624,12.091,12.091,0,0,1-2.627,2.345l-1.447,1.026q-1.359.964-1.859,1.395a4.076,4.076,0,0,0-.844,1h8.023v3.181h-12.584A8.616,8.616,0,0,1,9839.271,4616.067Z" transform="translate(-9838.422 -4601.215)"/> </g> </svg> </a></div><div class="lc-header-title"> Introduction to website personalization</div><div class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path d="M460.1990662,230.0995331C460.1990662,103.0190277,357.1800232,0,230.0995331,0S0,103.0190277,0,230.0995331C0,338.011261,74.2903519,428.5578003,174.5126801,453.4230957V300.4146423H127.064209v-70.3151093h47.4484711v-30.2983704c0-78.3184433,35.4433594-114.619339,112.3326569-114.619339c14.5774536,0,39.730896,2.8583221,50.020874,5.7166443v63.7409363c-5.4308167-0.5716553-14.8633118-0.8574677-26.58255-0.8574677c-37.7300415,0-52.3075867,14.2916718-52.3075867,51.4501038v24.8674927h75.158783l-12.9122009,70.3151093h-62.246582v158.0991821C371.9082336,444.7527161,460.1990662,347.742981,460.1990662,230.0995331z"/></svg> </a></li><li class="et-social-icon"> <a href="#" title="Share on Linkedin" class="icon" onclick="window.open( 'https://www.linkedin.com/shareArticle?mini=true&url=' + encodeURIComponent(document.location.href)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M100.28 448H7.4V148.9h92.88zM53.79 108.1C24.09 108.1 0 83.5 0 53.8a53.79 53.79 0 0 1 107.58 0c0 29.7-24.1 54.3-53.79 54.3zM447.9 448h-92.68V302.4c0-34.7-.7-79.2-48.29-79.2-48.29 0-55.69 37.7-55.69 76.7V448h-92.78V148.9h89.08v40.8h1.3c12.4-23.5 42.69-48.3 87.88-48.3 94 0 111.28 61.9 111.28 142.3V448z"/></svg> </a></li><li class="et-social-icon"> <a href="#" title="Tweet" class="icon" onclick="window.open('https://twitter.com/intent/tweet?text=' + encodeURIComponent(document.title) + ':%20'  + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-105" class="et_pb_post post-105 lesson type-lesson status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-audience-segmentation article-tags-marketing-strategies article-tags-personalization-infrastructure article-tags-seo-and-personalization article-function-bi-analytics article-function-conversion-optimization article-function-leadership article-function-marketing article-function-product-management article-type-industry-research article-type-thought-leadership course-personalization-and-targeting"><div class="lesson-content-sidebar"><div class="lesson-content-sidebar-inner" style="background-color: #dbcdeb"><div class="lesson-content-sidebar-header"><h4>Personalization &amp; Targeting Course</h4></div><style>@media only screen and (max-width: 1199px) {
                                    .lesson-content-sidebar-header {
                                        background-color: #dbcdeb;
                                    }
                                    .lesson-content-sidebar-header:after {
                                        background-color: rgb(217,191,223);
                                    }
                                }</style><div class="lesson-content-sidebar-list"><ol><li class="current"> <a href="https://www.dynamicyield.com/lesson/web-personalization/">Introduction to website personalization</a> <span class="mark-as-read" data-id="105"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/opportunity-cost-personalization/">The opportunity cost associated with personalization</a> <span class="mark-as-read" data-id="96260"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/roles-of-a-personalization-and-optimization-team/">The Roles &#038; Structure of an Agile Personalization &#038; Optimization Team</a> <span class="mark-as-read" data-id="8302"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/a-scalable-personalization-framework/">Building a personalization framework designed to scale</a> <span class="mark-as-read" data-id="118341"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/anonymous-visitor-tracking/">Segmentation and targeting for anonymous visitors</a> <span class="mark-as-read" data-id="26391"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/targeting-high-value-customers/">Identifying your most valuable customer segments</a> <span class="mark-as-read" data-id="116933"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/personas-into-data-driven-profiles/">Turning Personas into Data-Driven Profiles for Segmentation</a> <span class="mark-as-read" data-id="32594"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/">One-to-one targeting with affinity-based personalization</a> <span class="mark-as-read" data-id="101767"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/">Strategizing for omnichannel personalization at scale</a> <span class="mark-as-read" data-id="130513"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/popup-seo-impact/">The Impact of Popups, Overlays, and Interstitials on SEO</a> <span class="mark-as-read" data-id="30336"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/creating-a-culture-of-experimentation/">How to create an ongoing culture of experimentation</a> <span class="mark-as-read" data-id="93858"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/personalization-pioneers-fjallraven/">Full-scale personalization: A Fjällräven case study</a> <span class="mark-as-read" data-id="19397"></span> <span class="article-read-mark">Already read</span></li></ol><div class="view-all-courses-wrap"> <a href="https://www.dynamicyield.com/learning-paths/" class="view-all-courses">Discover more courses<svg xmlns="http://www.w3.org/2000/svg" width="10.928" height="9.501" viewBox="0 0 10.928 9.501" style="&#10;"><path d="M10.929,4.753a.859.859,0,0,0-.19-.491L6.938.224A.835.835,0,0,0,5.892.16.736.736,0,0,0,5.9,1.2L8.577,4.041H.746a.733.733,0,0,0-.734.586.711.711,0,0,0,.7.84H8.577L5.9,8.3a.784.784,0,0,0-.008,1.038.8.8,0,0,0,1.037-.063l3.8-4.039a.652.652,0,0,0,.2-.483Z" transform="translate(-0.001 -0.003)"/></svg></a></div></div></div></div><div class="article-content"><div class="lesson-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization &amp; Targeting</a></div><h1 class="article-title">Website personalization strategy and best practices, with examples</h1><h2 class="article-excerpt">An introduction to the process of real-time website personalization, including strategies to implement, challenges to consider, and examples to get started.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg"  alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Personalization personalizes the website experience for each visitor. This means showing them content, offers, and messaging that is relevant to their individual needs and interests.</li><li style="margin: 10px 0;">Personalization is driven by data. Businesses collect data about their website visitors, such as their browsing behavior, demographics, and purchase history. This data is then used to create segments of visitors with similar characteristics.</li><li style="margin: 10px 0;">Personalization can have a significant impact on business results. It can improve website engagement, conversion rates, and customer relationships.</li><li style="margin: 10px 0;">There are a number of challenges to implementing personalization. These include data silos, resource constraints, and scalability issues.</li><li style="margin: 10px 0;">Getting started with personalization requires setting goals, collecting data, and choosing a personalization platform.</li><li style="margin: 10px 0;">Personalization is an ongoing process. Businesses need to continuously test and optimize their personalization campaigns to ensure they are effective.</li></ul></div><p></p><p>At one time, businesses venturing into digital needed only but to build a good looking website, publish fresh content, and make smart investments in search, paid media, and email to attract and engage visitors online. As the internet landscape became more saturated, rising customer acquisition costs&nbsp;gave way to A/B testing, whereby a healthy influx of conversions could be generated by optimizing the site&rsquo;s various elements to determine the best performing experience and serve it across traffic.&nbsp;</p><p>But in a world with 1.94 billion websites and an increasing number of online channels being folded into the customer journey, the stakes are even higher. Today, if brands want to influence decision-making, they&rsquo;ll need to invest in <a href="https://www.dynamicyield.com/article/personalization-guide/">personalization</a>&nbsp;as a discipline. In this lesson, we&rsquo;ll dive into website personalization and how you can use it to resonate with visitors on an individual level.</p><h2>What is website personalization?&nbsp;</h2><p>While early efforts were often plagued by poor data management, resulting in subpar experiences, website personalization has evolved beyond a mere tactic.</p><p>Today, the landscape of website personalization has expanded dramatically and is now a full-fledged discipline encompassing various channels, strategies, and teams.</p><p>The focus has shifted from generic &#8220;one-size-fits-all&#8221; experiences and segmented messaging to dynamically responding to individual customer needs and crafting one-to-one interactions. This requires going beyond average user profiles and group correlations, and instead, prioritizing real-time tailoring of website content and offers based on each user&#8217;s unique characteristics and behaviors.</p><p>This evolution reflects the growing awareness of personalization&#8217;s potential to enhance user engagement, drive conversions, and foster stronger customer relationships. By delivering relevant and personalized experiences across a website (and beyond it), businesses can create a competitive advantage and achieve significant marketing success.</p><h2>The key benefits of website personalization</h2><p>While some may operate under the assumption that personalization is just some new fad in an ever-changing landscape of digital marketing tactics, consumers place a high value on being acknowledged as an individual and tend to buy more from companies that tailor their experiences. In fact, <a href="https://www.redpointglobal.com/news/redpoint-global-and-harris-poll-survey-exposes-gap-between-consumer-and-marketer-expectations-for-customer-experience/">in a survey of over 3,000 consumers</a>, 63% reported personalization was expected as a standard service from businesses.&nbsp;</p><p>More than just a buzzword, online visitors are diverse and each one of them comes with their own distinct interests, desires, and motivations. Therefore, serving the default website experience, or even one built for a broader audience, isn&rsquo;t the most effective way to drive action or conversions.&nbsp;</p><p>For this reason, marketers are turning to website personalization to better anticipate and respond to consumer needs &ndash; a practice that has quickly become an industry standard. Which, <a href="https://www.gartner.com/en/marketing/insights/articles/8-top-findings-in-gartner-cmo-spend-survey-2018-19?_ga=2.121215233.847816053.1582727124-263138757.1562849860">according to Gartner</a>, now represents 14% of marketing spend.</p><h2>Common challenges in dynamic website personalization</h2><p>It would be disingenuous to say that personalization is easy to implement, which is largely why it carries so much weight as a key differentiator and advantage against competitors.</p><p>However, personalization has undergone remarkable evolutions amid the proliferation of emerging technologies. And the real challenges that plagued marketing practitioners only a few years ago can now be remedied:&nbsp;</p><ol><li><strike>Data challenges</strike></li><li><strike>Resource heavy</strike></li><li><strike>Scalability issues</strike></li></ol><p><strong>1.</strong> Data silos that exist within many technology stacks can now be eliminated for the creation and actioning of a single view of the customer.</p><p><strong>2.&nbsp;</strong>While personalization relies heavily on developers, templating engines and improved workflows for campaign design have reduced the burden on key stakeholders.</p><p><strong>3.&nbsp;</strong>With a host of permutations and combinations, picking a winning variation in the face of a constantly changing customer base was nearly impossible.</p><p>The dissipation of these barriers to entry, as well as <a href="https://www.dynamicyield.com/blog/why-isnt-every-retail-customer-experience-personalized/">many others</a>, has not only made personalization attainable for all but also incredibly powerful.</p><h2>The bare necessities for site personalization</h2><p>As highlighted above, taking an individualized approach to marketing involves several moving parts, requiring brands to connect, consolidate, analyze, and activate their data for the delivery of highly-targeted interactions. Though, this can only happen when the following technological components are present at a personalization provider&rsquo;s (also called &#8220;<a href="https://www.dynamicyield.com/glossary/personalization-engines/">personalization engine</a>&#8220;) core:</p><h3><b>Key capabilities of a personalization engine:</b></h3><p><strong>Unified dataset</strong>. Ingestion of data from multiple sources must be made available for the establishment of a cohesive data set based on important events, actions, and behaviors captured at every touchpoint. Businesses should, therefore, consider replacing several point solutions with that of a holistic, <a href="https://www.dynamicyield.com/personalization/">omnichannel personalization platform</a>, allowing data to flow freely and be used for producing powerful, contextual experiences</p><p><strong>Open architecture</strong>. Integration with various tools from the marketing technology stack, no matter what the vendor, should happen seamlessly to enable powerful personalization use cases. A high level of flexibility can reduce engineering time and generate a significant amount of value in new profit by accelerating a business&rsquo; rate of deployment.</p><p><strong>Decision logic</strong>. Automation of analysis and delivery are necessary to increase efficiencies, scale operations, and ensure each customer receives the optimal experience. As the number of tests, variations, and segments increases along an experimentation roadmap, assessing the impact becomes an incredibly data-heavy task, a feat that can only be scaled with machine learning.</p><p>Employing the right personalization provider is incredibly important, not only ensuring initial marketing dollars are well spent, but also that results are generated in a sustainable, scalable fashion.</p><h2>Types of data used for web personalization</h2><p>A visitor should be targeted according to any available data source, and there are many conditions brands can use to ensure the right experience is delivered to the right user at the right time.</p><div style="text-align: center; margin-bottom: 30px; margin-left: auto; margin-right: auto;"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/01/web-personalization-data-types.png" alt="Types of data used for web personalization" style="width: 100%; margin: 20px auto 0 auto; text-align: center; box-shadow: 0 0 10px #eee; height: auto !important; max-width:1000px;-ms-interpolation-mode: bicubic;" /><br /><span style="font-size: 12px; line-height: 1.2em; text-align: center; max-width: 550px; color: #999;">Types of data used for web personalization</span></div><p>The options are seemingly endless, and by combining data sources, marketers can get super granular in their outreach. However, the more criteria applied, the greater the likelihood an individual may not meet the web personalization campaign&rsquo;s targeting conditions.</p><p>Broken out by high-level categories:</p><div class="affinity-table affinity-table-1" style="margin-bottom: 30px;"><table style="box-shadow: 0 0 10px #eee; line-height: 1.3em; font-size: 15px;"><thead style="color: #fff; font-weight: 700!important; font-size: 18px; background: #3a82b5; background: -moz-linear-gradient(left, #3a82b5 1%, #51a997 100%); background: -webkit-linear-gradient(left, #3a82b5 1%,#51a997 100%); background: linear-gradient(to right, #3a82b5 1%,#51a997 100%); filter: progid:DXImageTransform.Microsoft.gradient( startColorstr='#3a82b5', endColorstr='#51a997',GradientType=1 );"><tr><td width="25" style="width: 25%; border: 1px solid #D1DBE1; color: #fff; line-height: 1.3em; font-size: 15px;"><p style="color: #fff; line-height: 1.3em; font-size: 15px;"><strong>Audience Conditions</strong></p></td><td style="border: 1px solid #D1DBE1; color: #fff; line-height: 1.3em; font-size: 15px;"><p style="color: #fff; line-height: 1.3em; font-size: 15px;"><strong>Description</strong></p></td></tr></thead><tbody><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Location</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">The country, region, or city a user is located in.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Technology</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">A user’s device-type (desktop, mobile, tablet), operating system, browser, and even screen solution.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Traffic sources</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">The specific traffic source a user is visiting from, be it direct or paid, via referral search or social.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>3rd party data</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Information about a user that has been collected from outside sources and aggregated by a DMP.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Behavior</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Important user interactions such as clicks, add-to-carts, or purchase events, as well as the number of page views, URLs visited, and so on.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Explicit data</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">CRM data that has been collected about a user or has been provided intentionally through surveys and registration forms.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Time</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">The select dates, days of the week, or time of day the experience is to be served to a user.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Current page</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">The type of page a user lands on, whether its a specific URL, the homepage, a product detail page (PDP), or cart page.</p></td></tr></tbody></table></div><p>When ranking these sources, although 3rd party data represents the largest percent of site traffic with this data (~75%), it is the least accurate to personalize based on. Visitor tracking represents the next largest share (~60%), with a medium degree of accuracy &ndash; it is, however, effective for understanding overall traffic patterns and can be leveraged for better the anonymous visitor&rsquo;s time on-site.&nbsp;</p><p>Both site behavior captured by algorithms (~30%) and CRM data (~15%) are considered the most accurate, and while small in size, should make highly relevant interactions among returning and loyal visitors.</p><div style="text-align: center; margin-bottom: 30px; margin-left: auto; margin-right: auto;"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/01/user-data-accuracy-for-web-personalization.jpg" alt="Size and accuracy of common data sources used for website personalization" style="width: 100%; margin: 20px auto 0 auto; text-align: center; box-shadow: 0 0 10px #eee; height: auto !important; max-width:1000px;-ms-interpolation-mode: bicubic;" /><br /><span style="font-size: 12px; line-height: 1.2em; text-align: center; max-width: 550px; color: #999;">Size and accuracy of common data sources used for website personalization</span></div><h2>Types of website personalization</h2><p>Site personalization comes in many different shapes and sizes, each use case designed with its own objective in mind. These experiences can be tested, optimized, and personalized for each visitor &ndash; and together, are powerful tools for improving the entire funnel.&nbsp;</p><div class="affinity-table affinity-table-1" style="margin-bottom: 30px;"><table style="box-shadow: 0 0 10px #eee; line-height: 1.3em; font-size: 15px;"><thead style="color: #fff; font-weight: 700!important; font-size: 18px; background: #3a82b5; background: -moz-linear-gradient(left, #3a82b5 1%, #51a997 100%); background: -webkit-linear-gradient(left, #3a82b5 1%,#51a997 100%); background: linear-gradient(to right, #3a82b5 1%,#51a997 100%); filter: progid:DXImageTransform.Microsoft.gradient( startColorstr='#3a82b5', endColorstr='#51a997',GradientType=1 );"><tr><td width="25" style="width: 25%; border: 1px solid #D1DBE1; color: #fff; line-height: 1.3em; font-size: 15px;"><p style="color: #fff; line-height: 1.3em; font-size: 15px;"><strong>Experience Type</strong></p></td><td style="border: 1px solid #D1DBE1; color: #fff; line-height: 1.3em; font-size: 15px;"><p style="color: #fff; line-height: 1.3em; font-size: 15px;"><strong>Use Case</strong></p></td></tr></thead><tbody><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Dynamic Content</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Replace on-site hero banners, call-to-action buttons, promotional modules, or any other in-page element with dynamically-generated content variations.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Recommendations</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Display content or products according to attributes in the data feed, visitor interactions, and trends in visitor behavior.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Overlays and popups</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Highlight a particular offer using a large, prominent popup.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Notifications and widgets</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Serve a subtle, unobtrusive element in a corner of the screen or as floating bars and sliding drawers.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Messaging</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Tailor promotional, social proof, urgency, or CTA-based copy across the site.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Landing page</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Personalize content variations for each visitor instead of a single variation (one-size-fits-all).</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Menu personalization</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Reorganize or change the order of the navigation bar based on each visitor’s affinity or preferred categories.</p></td></tr><tr><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;"><strong>Search personalization</strong</p></td><td style="height: auto; border: 1px solid #D1DBE1;"><p style="line-height: 1.3em; font-size: 15px;">Populate search results according to visitor preferences and real-time behavior.</p></td></tr></tbody></table></div><p>And now, as the customer journey is no longer linear and includes multiple touchpoints, brands have even more opportunities to provide seamless, relevant experiences through personalization, whether they are online, in-store, accessing a site via desktop, opening an email, or launching a mobile app.&nbsp;</p><h2>Website personalization examples</h2><p>Here are just a few ways those in the field are merging customer data for greater web content personalization.&nbsp;</p><h3>Serving personalized homepage content and recommendations based on user affinity</h3><p>To serve relevant <a href="https://www.dynamicyield.com/blog/experts-guide-to-product-recommendations/">product recommendations</a>, a large retailer of precious metals created Audiences based on their own first-party data. Using an affinity-based strategy, every visitor is exposed to the most relevant product recommendations at the top of the homepage.</p><p><div style="text-align:center;"><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/01/web-personalization-use-case-.png" alt="Web Personalization use case: Serving personalized homepage content and recommendations based on user affinity" width="700" height="603" class="aligncenter size-full wp-image-117722" class="alignnone size-large wp-image-117419" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" /> <br /><em></p><div style="font-size: 12px; line-height: 1.4em !important; text-align: center; max-width: 650px; margin: 0 auto 20px auto; color: #999; text-align: center;">A real web personalization example from a large retailer of precious metals on how it maximizes engagement opportunities with first-party data for the delivery of product recommendations that the individual will be most likely to engage with. Learn more about <a href="https://www.dynamicyield.com/use-case/user-affinity-based-recommendations/">serving personalized homepage content and recommendations based on user affinity</a>.</em></div></div><h3>Leveraging loyalty program data to tailor the user experience</h3><p>To boost engagement and reduce both bounce rates, a large cosmetics retailer uses its CRM data to serve individualized communication around member loyalty status.</p><p><div style="text-align:center;"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/01/site-personalization-example-.png" alt="Web Personalization use case: Leveraging loyalty program data to tailor the user experience" width="1420" height="890" class="aligncenter size-full wp-image-117727" class="alignnone size-large wp-image-117419" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" /> <br /><em></p><div style="font-size: 12px; line-height: 1.4em !important; text-align: center; max-width: 650px; margin: 0 auto 20px auto; color: #999; text-align: center;">A real web personalization example from a large cosmetics retailer on how it leveraged the context of a user&rsquo;s relationship with the brand to truly cater to their specific interests, needs, and preferences. Learn more about <a href="https://www.dynamicyield.com/use-case/loyalty-based-communication/">leveraging loyalty program data to tailor the user experience</a>.</em></div></div><h3>Designing personalized landing pages based on user behavior</h3><p>To deploy the best possible landing page experiences, a leading airline passenger protection company personalizes and optimizes all of its landing pages, serving variations based on each user&rsquo;s browsing history, geolocation, referring campaign, time of day, and more.</p><p><div style="text-align:center;"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/01/personalized-experience-landing-page.png" alt="Web Personalization use case: Designing personalized landing pages based on user behavior" width="700" height="677" class="aligncenter size-full wp-image-117737" class="alignnone size-large wp-image-117419" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" /> <br /><em></p><div style="font-size: 12px; line-height: 1.4em !important; text-align: center; max-width: 650px; margin: 0 auto 20px auto; color: #999; text-align: center;">A real web personalization example from Europe&rsquo;s leading airline passenger protection company on how it utilized as much available data as possible to make an instant connection with visitors, increasing the likelihood of conversion. Learn more about <a href="https://www.dynamicyield.com/use-case/data-driven-landing-page-optimization/">designing personalized landing pages based on user behavior</a>.</em></div></div><p>There are hundreds of <a href="https://www.dynamicyield.com/personalization-examples/">website personalization examples</a> available to increase conversion rates, <a href="https://www.dynamicyield.com/glossary/average-order-value/">average order value (AOV)</a>, gross profit, and other imperative metrics. The benefits of personalization are clear. In fact, <a href="https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/marketings-holy-grail-digital-personalization-at-scale">McKinsey reports</a> experiences such as these have led to reduced acquisition costs by as much as 50%, revenue uplifts of 5-15%, and increased efficiency of marketing spend up to 30%.</p><h2>Website personalization and SEO</h2><p>Genuine concerns have arisen over whether serving dynamically generated content can negatively impact Search Engine Optimization (SEO) rankings. And while Google acknowledges the use of dynamic website personalization in improving the overall experience, from a technical point of view, there are four main risks that need to be taken into consideration when tailoring web pages.</p><ol><li>Cloaking the content presented to the search engine spider</li><li>Using the wrong type of redirect</li><li>URL and content Duplications</li><li>Web loading performance</li></ol><p>A series of experiments conducted by Dynamic Yield to determine how personalization affects a site&rsquo;s SEO found <strong>Google does crawl and index dynamic, JavaScript-based content</strong>.&nbsp;</p><p>For a summary of the results as well as practical guidelines to help you avoid any unnecessary penalties from Google, check out this post on &ldquo;<a href="https://www.dynamicyield.com/blog/impact-of-ab-testing-on-seo/">The (real) impact of A/B testing and personalization on SEO</a>.&rdquo;</p><h2>A simple website personalization strategy</h2><p>There are a few practical tips brands can follow to ensure the greatest impact from their site personalization efforts, not only right out of the gate but also as they continue to scale.&nbsp;</p><p><strong>You don&rsquo;t need all the data in the world</strong> &#8211; A common misconception among companies is that a lot of data is needed to personalize in a meaningful way, when, in fact, this isn&rsquo;t the case. While the more robust the dataset, the better you understand your audience, simple web behavioral information can be easily collected and segmented to enhance on-site experiences. So marketers shouldn&rsquo;t fall into the trap of trying to collect all available information, as this information will already provide a great starting point for effective website personalization.</p><p><strong>Avoid boiling the ocean</strong> &#8211; Personalization is a journey, not a finish line and companies should start small by testing simple elements of the digital experience. For example, the banner on the homepage, images on <a href="https://www.dynamicyield.com/glossary/product-detail-page/">Product Detail Pages (PDPs)</a>, recommendation strategies, and so forth. Easy-to-deploy <a href="https://www.dynamicyield.com/use-cases">personalization use cases</a>&nbsp;are critical to achieving executive buy-in, gaining trust in the program, and accelerating your site personalization initiatives.</p><p><strong>Dig into your audience data</strong> &#8211; Once you&rsquo;ve run enough experiments, you can start analyzing the data collected for interesting correlations between groups such as intent-level, common traffic sources, or certain demographic / psychographic attributes. Visitors can then be served experiences based on important events, actions, and behaviors over time.&nbsp;</p><p><strong>AI can help with automation</strong> &#8211; Using algorithms that constantly collect all user data and signals, the best variation can be delivered to each individual user automatically, regardless of where they arrive from, what device they are using, and so on. This can greatly accelerate the process of experience delivery as well as increase accuracy.</p><p><strong>Your efforts must evolve as your audiences do</strong> &#8211; Visitors change over time, and therefore, continuously optimizing web personalization campaigns is absolutely critical to maximizing results over the long-term. New tests should be created and run based on all available data, and existing campaigns will need to be iterated on to ensure experiences resonate with individuals as their behaviors evolve.</p><h2>Welcome to the next generation of digital marketing</h2><p>Success for any business looking to acquire and retain customers online is now predicated on the ability to tap into, understand, and reflect the needs, wants, and preferences individuals demonstrate throughout the course of their relationship with a brand. Built to do just that, website personalization has gained a permanent place in the marketer&rsquo;s tool belt.&nbsp;</p><p>If you are currently on the quest to find the platform best suited to execute on your digital customer experience vision, we&#8217;ve created a <a href="https://www.dynamicyield.com/blog/personalization-rfp-template/">free Personalization RFP template</a> designed for B2B and B2C companies to have a base set of questions to ask enterprise-class vendors as part of your company’s selection process.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization &amp; Targeting</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/audience-segmentation/">Audience Segmentation</a><a href="https://www.dynamicyield.com/tags/marketing-strategies/">Marketing Strategies</a><a href="https://www.dynamicyield.com/tags/personalization-infrastructure/">Personalization Infrastructure</a><a href="https://www.dynamicyield.com/tags/seo-and-personalization/">SEO and Personalization</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #dbcdeb" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/opportunity-cost-personalization/" title="The opportunity cost associated with personalization">The opportunity cost associated with personalization</a></div></div></div></div></div></article></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></section></div>  <script type='text/javascript'>//DY.API('siteVar', {id: 128, value: 'Shana Pilewski'});
    //DY.API('siteVar', {id: 129, value: ''});</script> <footer id="main-footer" class=""><div class="footer-top"><div class="footer-container"><h4>Make hyper-personalization a reality</h4><p>Transform simple customer transactions into enduring relationships and unlock a new horizon of growth</p><div class="footer-btns-wrap"> <a href="https://www.dynamicyield.com/request-demo/" class="btn-teal">Contact Sales</a> <a href="https://www.dynamicyield.com/product-demo/" class="btn-transparent">Watch a product demo<svg xmlns="http://www.w3.org/2000/svg" width="15.625" height="15.625" viewBox="0 0 15.625 15.625"> <path id="Icon_ionic-ios-play-circle" data-name="Icon ionic-ios-play-circle" d="M10.688,3.375A7.313,7.313,0,1,0,18,10.688,7.311,7.311,0,0,0,10.688,3.375Zm2.946,7.45L8.81,13.743a.156.156,0,0,1-.236-.137V7.77a.156.156,0,0,1,.236-.137l4.823,2.918A.161.161,0,0,1,13.634,10.825Z" transform="translate(-2.875 -2.875)" fill="none" stroke="rgba(0,0,0,0.8)" stroke-width="1"/> </svg> </a></div><ul class="footer-certificates"><li class="retina_parent"> <a href="https://www.dynamicyield.com/compliance/"> <img src="/wp-content/uploads/2022/05/gdpr-icon.png" alt="gdpr icon" width="139" height="70"> </a></li><li class="retina_parent"> <a href="https://www.dynamicyield.com/compliance/"> <img src="/wp-content/uploads/2023/04/SOCII-Badge.png" alt="socii icon" width="70" height="70"> </a></li><li> <a href="https://www.dynamicyield.com/compliance/"> <img src="/wp-content/uploads/2022/05/ccpa-icon.svg" alt="ccpa icon" width="117" height="40"> </a></li><li class="retina_parent"> <a href="https://www.dynamicyield.com/compliance/"> <img src="/wp-content/uploads/2022/05/iso-27001.png" alt="iso icon" width="106" height="68"> </a></li></ul></div></div><div class="footer-container"><div id="footer-widgets"><div class="footer-widget"><div id="nav_menu-2" class="fwidget et_pb_widget widget_nav_menu"><h4 class="title">Key Capabilities</h4><div class="menu-core-capabilities-container"><ul id="menu-core-capabilities" class="menu"><li id="menu-item-230872" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-230872"><a href="https://www.dynamicyield.com/segmentation/">Segmentation</a></li><li id="menu-item-5913" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-5913"><a href="https://www.dynamicyield.com/targeting/">Targeting</a></li><li id="menu-item-198647" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-198647"><a href="https://www.dynamicyield.com/recommendations/">Recommendations</a></li><li id="menu-item-198648" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-198648"><a href="https://www.dynamicyield.com/journey-orchestration/">Journey Orchestration</a></li><li id="menu-item-230873" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-230873"><a href="https://www.dynamicyield.com/optimization/">Optimization</a></li></ul></div></div></div><div class="footer-widget"><div id="nav_menu-13" class="fwidget et_pb_widget widget_nav_menu"><h4 class="title">Industries</h4><div class="menu-industries-container"><ul id="menu-industries" class="menu"><li id="menu-item-51518" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-51518"><a href="/ecommerce/">eCommerce</a></li><li id="menu-item-51520" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-51520"><a href="/financial-services/">Financial Services</a></li><li id="menu-item-224041" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-224041"><a href="/restaurants/">Restaurants</a></li><li id="menu-item-224042" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-224042"><a href="/grocery/">Grocery</a></li><li id="menu-item-51519" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-51519"><a href="/b2b-ecommerce/">B2B eCommerce</a></li><li id="menu-item-13777" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-13777"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li id="menu-item-19895" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-19895"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li id="menu-item-13775" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-13775"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></div></div><div class="footer-widget"><div id="nav_menu-11" class="fwidget et_pb_widget widget_nav_menu"><h4 class="title">Why Dynamic Yield</h4><div class="menu-why-dynamic-yield-container"><ul id="menu-why-dynamic-yield" class="menu"><li id="menu-item-51524" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-51524"><a href="/customer-success/">Industry-Leading Services</a></li><li id="menu-item-31658" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-31658"><a href="https://www.dynamicyield.com/clients/">Global Scale</a></li><li id="menu-item-13718" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-13718"><a href="https://www.dynamicyield.com/case-studies/">Real Impact</a></li><li id="menu-item-224043" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-224043"><a href="/ai/">Personalization AI</a></li><li id="menu-item-224044" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-224044"><a href="/partners/">Rich Partner Network</a></li><li id="menu-item-224045" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-224045"><a href="/enterprise-grade-personalization/">Enterprise-Grade Security</a></li></ul></div></div></div><div class="footer-widget"><div id="nav_menu-5" class="fwidget et_pb_widget widget_nav_menu"><h4 class="title">Company</h4><div class="menu-company-container"><ul id="menu-company" class="menu"><li id="menu-item-242875" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-242875"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About Us</a></li><li id="menu-item-19360" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-19360"><a href="https://events.dynamicyield.com/">Events</a></li><li id="menu-item-242874" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-242874"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li id="menu-item-130411" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-130411"><a href="https://www.dynamicyield.com/blog/">Blog</a></li><li id="menu-item-226" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-226"><a href="https://www.dynamicyield.com/contact/">Contact</a></li><li id="menu-item-198646" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-198646"><a href="https://www.dynamicyield.com/partner-program/">Become a Partner</a></li><li id="menu-item-11264" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-11264"><a href="/request-demo/">Request Demo</a></li></ul></div></div><div id="text-6" class="fwidget et_pb_widget widget_text"><div class="textwidget"><ul style="min-width: 150px; margin-top: -15px;"><li><a style="color: #fff; font-weight: 500;" href="/careers/">We&#8217;re hiring!</a></li></ul></div></div></div><div class="lc-footer-nav-block"><div class="lc-footer-nav-header"> <a href="https://www.dynamicyield.com/learn/" class="lc-footer-logo"></a> <span>Take your knowledge to exponential levels</span></div><div class="lc-footer-menu"><ul id="menu-lc-menu-footer" class="menu"><li id="menu-item-212992" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-212992"><a href="https://www.dynamicyield.com/articles/">Articles</a></li><li id="menu-item-212993" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-212993"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths</a></li><li id="menu-item-212994" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-212994"><a href="https://www.dynamicyield.com/rooted-personalization/">Rooted Personalization</a></li><li id="menu-item-212995" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-212995"><a href="https://www.dynamicyield.com/personalization-examples/">Personalization Examples</a></li><li id="menu-item-212996" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-212996"><a href="https://www.dynamicyield.com/guides/">Guides</a></li><li id="menu-item-212997" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-212997"><a href="https://www.dynamicyield.com/talks/">Talks</a></li><li id="menu-item-212999" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-212999"><a href="https://www.dynamicyield.com/glossary-terms/">Encyclopedia</a></li><li id="menu-item-212998" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-212998"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks</a></li></ul></div></div></div></div><div id="et-footer-nav"><div class="footer-container"><ul id="menu-footer-menu" class="bottom-nav"><li id="menu-item-19183" class="footer_menu_title menu-item menu-item-type-custom menu-item-object-custom menu-item-19183"><a>Recommended Guides:</a></li><li id="menu-item-211968" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-211968"><a href="https://www.dynamicyield.com/article/personalization-guide/">Personalization</a></li><li id="menu-item-138198" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-138198"><a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B Testing</a></li><li id="menu-item-147897" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-147897"><a href="https://www.dynamicyield.com/lesson/cro-plan/">Conversion Rate Optimization</a></li><li id="menu-item-19184" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-19184"><a href="/lesson/shopping-cart-abandonment-strategy/">Shopping Cart Abandonment</a></li><li id="menu-item-19185" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-19185"><a href="/lesson/product-recommendations-guide/">Product Recommendations</a></li><li id="menu-item-22805" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-22805"><a href="/lesson/promise-and-pitfalls-omnichannel-retailing/">Omnichannel Retailing</a></li><li id="menu-item-22885" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-22885"><a href="/lesson/the-economics-of-ecommerce-conversion-optimization/">eCommerce Conversion Rate Optimization</a></li><li id="menu-item-28240" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-28240"><a href="/article/50-most-important-dynamicyield-personalization-stats/">Personalization Statistics</a></li><li id="menu-item-33877" class="menu-item menu-item-type-post_type menu-item-object-post menu-item-33877"><a href="https://www.dynamicyield.com/article/tj-maxx-spired-checkout-optimization/">Checkout Optimization</a></li><li id="menu-item-123711" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-123711"><a href="/article/ecommerce-personalization-must-haves/">eCommerce Personalization</a></li><li id="menu-item-144090" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-144090"><a href="https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/">Omnichannel Personalization</a></li><li id="menu-item-148146" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-148146"><a href="https://marketing.dynamicyield.com/benchmarks/cart-abandonment-rate/">Shopping Cart Abandonment Rate</a></li></ul><div class="footer-mach-logo retina_parent"> <img src="/wp-content/uploads/2022/05/mach-cert-22-wh.png" alt="Mach logo" width="63" height="70"></div><div class="language-switcher footer-language-switcher"><ul><li>en<ul><li><a class="active" href="https://www.dynamicyield.com/lesson/web-personalization/">English</a></li><li><a href="https://www.dynamicyield.com/es/">Español</a></li><li><a href="https://www.dynamicyield.com/de/">Deutsch</a></li><li><a href="https://www.dynamicyield.com/fr/">Français</a></li><li><a href="https://www.dynamicyield.com/ja/">日本語</a></li></ul></li></li></ul></div></div></div><div id="footer-bottom"><div class="footer-container"><div class="footer_info_wrapper"><div id="footer-info"> <button id="ot-sdk-btn" class="ot-sdk-show-settings">Manage Cookies</button> <a href="/privacy-notice/" target="_blank" class="animlink">Privacy Notice</a> <a href="/tos/" target="_blank" class="animlink">Terms of use</a> <span>&copy; 2026 Mastercard Dynamic Yield</span></div></div><div class="footer_social_icons"><style>.et-social-icons .et-social-icon img {
        max-width: 16px;
        transition: 0.2s all;
    }

    .et-social-icons .et-social-icon img:not(:hover) {
        opacity: 0.5;
    }</style><span itemscope itemtype="http://schema.org/Organization"><link itemprop="url" href="https://www.dynamicyield.com"><ul class="et-social-icons"><li class="et-social-icon"> <a itemprop="sameAs" href="https://www.linkedin.com/company/dynamic-yield" class="icon" target="_blank"> <img src="https://www.dynamicyield.com/wp-content/uploads/2025/09/Frame-5.png" alt="LinkedIn Logo" /> </a></li><li class="et-social-icon"> <a itemprop="sameAs" href="https://www.instagram.com/dynamicyield/" class="icon" target="_blank"> <img src="https://www.dynamicyield.com/wp-content/uploads/2025/09/Frame-4.png" alt="Instagram Logo" /> </a></li><li class="et-social-icon"> <a itemprop="sameAs" href="https://www.youtube.com/c/Dynamicyield" class="icon" target="_blank"> <img src="https://www.dynamicyield.com/wp-content/uploads/2025/09/Frame-3.png" alt="Youtube Logo" /> </a></li><li class="et-social-icon"> <a itemprop="sameAs" href="https://www.tiktok.com/@dynamic.yield" class="icon" target="_blank"> <img src="https://www.dynamicyield.com/wp-content/uploads/2025/09/Frame-2.png" alt="TikTok Logo" /> </a></li><li class="et-social-icon"> <a itemprop="sameAs" href="https://www.facebook.com/DynamicYield" class="icon" target="_blank"> <img src="https://www.dynamicyield.com/wp-content/uploads/2025/09/Frame-1.png" alt="Facebook Logo" /> </a></li><li class="et-social-icon"> <a itemprop="sameAs" href="https://twitter.com/DynamicYield" class="icon" target="_blank"> <img src="https://www.dynamicyield.com/wp-content/uploads/2025/09/Frame.png" alt="X Logo" /> </a></li></ul> </span></div></div></div></footer></div></div><div id="mobile_menu_overlay"></div> <script type='text/javascript' src='//cdn.dynamicyield.com/api/8765281/api_dynamic.js'></script> <script type='text/javascript' src='//cdn.dynamicyield.com/api/8765281/api_static.js'></script>  <script type="text/javascript">var sbiajaxurl = "https://www.dynamicyield.com/wp-admin/admin-ajax.php";</script> <script type="text/javascript">!function(e,n){var r={"selectors":{"block":"pre.EnlighterJSRAW","inline":"code.EnlighterJSRAW"},"options":{"indent":2,"ampersandCleanup":true,"linehover":true,"rawcodeDbclick":false,"textOverflow":"break","linenumbers":true,"theme":"beyond","language":"generic","retainCssClasses":false,"collapse":false,"toolbarOuter":"","toolbarTop":"{BTN_RAW}{BTN_COPY}{BTN_WINDOW}{BTN_WEBSITE}","toolbarBottom":""},"resources":["https:\/\/www.dynamicyield.com\/wp-content\/plugins\/enlighter\/cache\/enlighterjs.min.css?tvrakvcLArVio6C","https:\/\/www.dynamicyield.com\/wp-content\/plugins\/enlighter\/resources\/enlighterjs\/enlighterjs.min.js"]},o=document.getElementsByTagName("head")[0],t=n&&(n.error||n.log)||function(){};e.EnlighterJSINIT=function(){!function(e,n){var r=0,l=null;function c(o){l=o,++r==e.length&&(!0,n(l))}e.forEach(function(e){switch(e.match(/\.([a-z]+)(?:[#?].*)?$/)[1]){case"js":var n=document.createElement("script");n.onload=function(){c(null)},n.onerror=c,n.src=e,n.async=!0,o.appendChild(n);break;case"css":var r=document.createElement("link");r.onload=function(){c(null)},r.onerror=c,r.rel="stylesheet",r.type="text/css",r.href=e,r.media="all",o.appendChild(r);break;default:t("Error: invalid file extension",e)}})}(r.resources,function(e){e?t("Error: failed to dynamically load EnlighterJS resources!",e):"undefined"!=typeof EnlighterJS?EnlighterJS.init(r.selectors.block,r.selectors.inline,r.options):t("Error: EnlighterJS resources not loaded yet!")})},(document.querySelector(r.selectors.block)||document.querySelector(r.selectors.inline))&&e.EnlighterJSINIT()}(window,console);</script><script type="text/javascript" id="rfw-script-js-extra">var rfw = {"speed":""};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_a5ec58aa1f222bedaf60cdced3b8a004.js?ver=2026021143" id="rfw-script-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_c1b7fbe6b1a3b777fddfe187094deb97.js?ver=2026021143" id="rfw-script-fitvid-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-includes/js/comment-reply.min.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="comment-reply-js" async="async" data-wp-strategy="async"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_ea3fad8947382ebf8709507a11a805db.js" id="divi-fitvids-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/themes/Divi/js/waypoints.min.js" id="waypoints-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_845779ea879c70773af95b2f6fc394d2.js" id="magnific-popup-js"></script> <script type="text/javascript" id="divi-custom-script-js-extra">var et_custom = {"ajaxurl":"https:\/\/www.dynamicyield.com\/wp-admin\/admin-ajax.php","images_uri":"https:\/\/www.dynamicyield.com\/wp-content\/themes\/Divi\/images","et_load_nonce":"f61d172ebf","subscription_failed":"Please, check the fields below to make sure you entered the correct information.","fill":"Fill","field":"field","invalid":"Invalid email","captcha":"Captcha"};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_43b4a88b2828bc5c023dc913689e8da5.js?ver=20.4" id="divi-custom-script-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/themes/Divi/custom/bootstrap/js/bootstrap.min.js" id="bootstrap-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/themes/Divi/custom/slick/slick.min.js" id="slick-js"></script> <script type="text/javascript"  data-ot-ignore src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_12efd5a7d441d8b7f817fc6fc685dca9.js?ver=21.85" id="customscript-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_33fa37a5effe9361e40b8525e36e3eaf.js" id="typed-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_eb8981568f49ac148e96af3241eb95c7.js?ver=21.85" id="form_validation-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_be33bce741fd746dee1a6cf31c0b5bde.js" id="retina_js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_9a50928b26148d1c35a95957e5ef2b9d.js?ver=21.85" id="mkto-scripts-js"></script> <script type="module" src="https://www.dynamicyield.com/wp-content/themes/Divi/js/cid-validation.js?ver=21.85" id="cid-validation"></script><script type="text/javascript" src="https://www.dynamicyield.com/wp-content/plugins/wp-featherlight/js/wpFeatherlight.pkgd.min.js?ver=1.3.4" id="wp-featherlight-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_17babe2fc54117766e24bd50889c6577.js?ver=1772192603" id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"6fbd8fdac7","ajax_url":"https:\/\/www.dynamicyield.com\/wp-admin\/admin-ajax.php","ajax_action":"conversion_api_call"};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_34a6a3100a2ecbc7706af2d4c798f856.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="dc_conversion_api-js"></script> <script type="text/javascript" data-noptimize>var dy_search_params = new URLSearchParams(window.location.search);

        if(dy_search_params.has('utm_source')) {
            localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
        }

        if(dy_search_params.has('utm_medium')) {
            localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
        }

        if(dy_search_params.has('utm_content')) {
            localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
        }

        if(dy_search_params.has('utm_campaign')) {
            localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
        }

        if(dy_search_params.has('utm_term')) {
            localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
        }

        if(dy_search_params.has('mkt_tok')) {
            localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
        }

        // Also, fill in the data inside the Marketo form once its available
        if(typeof window.MktoForms2 === 'object') {

            MktoForms2.whenReady(function(_form) {

                var form = _form.getFormElem();
                console.log('MKTO FORM READY');

                // Append the mkt_tok param if it exists in the URL
                var ls_mkto_tok = localStorage.getItem('mkt_tok');

                if(ls_mkto_tok) {

                    _form.addHiddenFields({
                        mkt_tok: ls_mkto_tok
                    });

                    _form.vals({ mkt_tok: ls_mkto_tok });
                }

                // Fill in the UTM data from localStorage
                var dy_utms = {
                    'utm_source': 'txt_source__c',
                    'utm_medium': 'txt_medium__c',
                    'utm_content': 'txt_content__c',
                    'utm_campaign': 'txt_campaign_name__c',
                    'utm_term': 'txt_term__c',
                    'gclid': ['GCLID__c', 'GCLID_c__c']
                };

                for(var i = 0; i < Object.keys(dy_utms).length; i++) {

                    var ls_key   = Object.keys(dy_utms)[i],
                        ls_value = localStorage.getItem(ls_key),
                        form_key = dy_utms[ls_key],
                        form_field;

                    if(ls_value) {

                        if(ls_key === 'gclid') {
                            ls_value = JSON.parse(ls_value).value;
                        }

                        if(typeof(form_key) === 'string') {
                            form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');

                            if(form_field) {
                                form_field.value = ls_value;
                            }

                        } else {

                            for(var j = 0; j < form_key.length; j++) {
                                form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');

                                if(form_field) {
                                    form_field.value = ls_value;
                                }
                            }
                        }
                    }
                }

                // IP Address
                fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {

                    result.text().then(function(values) {

                        values.split("\n").map(function(item) {
                            var pair = item.split('=');

                            if(['ip'].includes(pair[0])) {
                                form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
                            }
                        });
                    });
                });

                // GA ID and Referrer
                var dy_utms_cookie = {};

                document.cookie.split(';').forEach(function(el) {
                    var splitCookie = el.split('=');
                    var key = splitCookie[0].trim();
                    var value = splitCookie[1];
                    dy_utms_cookie[key] = value;
                });

                if(dy_utms_cookie["_ga"]) {
                    form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
                }

                if(dy_utms_cookie["personalize_referrer_string"]) {
                    form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
                }

                // ZoomInfo
                if(localStorage.getItem('ZoomInfoData')) {
                    var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));

                    if(zoominfo_data) {
                        form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
                        form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
                        form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
                    }
                }

                // Also, dispatch a dataLayer event on success
                _form.onSuccess(function(values, follow_up_url) {
                    window.dataLayer = window.dataLayer || [];

                    if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'demo_request_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
                                    window.location.href = follow_up_url;
                                }
                            }
                        });

                        return false;

                    } else if([3876].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'newsletter_signup_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
                                    window.location.href = follow_up_url;
                                }
                            }
                        });

                        return false;
                    }
                });
            });
        }</script> <script>if(typeof(jQuery) !== 'undefined') {
                $ = jQuery.noConflict();
            }
			function getUrlParameter(sParam) {
    var sPageURL = decodeURIComponent(window.location.search.substring(1)),
        sURLVariables = sPageURL.split('&'),
        sParameterName,
        i;

    for (i = 0; i < sURLVariables.length; i++) {
        sParameterName = sURLVariables[i].split('=');

        if (sParameterName[0] === sParam) {
            return sParameterName[1] === undefined ? true : sParameterName[1];
        }
    }
}
$(window).load(function(){
    var videoID = getUrlParameter('video');
    if(videoID !== undefined){
        if($('#wistia-' + videoID + '-1').length){
    	    var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
    	    videoName = videoName[0].id
        } 
       if($('a[href="#' + videoName +'"]').length){
            $('a[href="#' + videoName +'"]').each(function(){
            $(this).click();
            });
        }
        
        addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
        addScript('https://fast.wistia.com/assets/external/E-v1.js');
        $('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
    
         window._wq = window._wq || [];
        _wq.push({ id: videoID, onReady: function(video) {
            var video = Wistia.api(videoID);
            video.popover.show(); // open the popover
            video.play(); // play the video
            setTimeout(function(){video.unmute();}, 500);
        }});
    }
});</script> <style>#adBanner {
        background-color: transparent;
        height: 0;
        width: 1px;
    }</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
<!-- Dynamic page generated in 0.541 seconds. -->
<!-- Cached page generated by WP-Super-Cache on 2026-02-27 06:43:23 -->

<!-- super cache -->