Web personalisation is about delivering targeted content and adaptive web experiences based on what you know about each visitor. For ambitious web marketers looking for the next leap in returns, this is a massive opportunity.
Of course, it’s not without risks. Get it wrong, and you’ll confuse visitors, waste resources and depress conversions. But get it right and you’ll surprise and delight your web visitors while driving your website to new levels of effectiveness.
Personalisation can be taken from any or all of the following sources of insight in eConsultancy's Five principles for online personalisation.
Also check out Dynamic Personalization Produces Dynamic Results in MultiChannel Merchant magazine.