What is personalisation?
Digital personalisation is the process of tailoring a user's experience on a website, application, or digital platform based on their individual characteristics, preferences, and behaviour. It involves using data and technology to provide users with content, products, and services that are relevant and personalised to their specific needs and interests.
Digital personalisation can take many forms, including personalised recommendations, targeted advertising, customised content, and personalised user interfaces. Some common examples include personalised product recommendations on Amazon, personalised playlists on Spotify or content recommendations on Netflix.
A report from Adobe and Deloitte found that 76% of Australians are more or equally likely to use government websites if they are personalised and tailored to their digital profile.
Types of digital personalisation
Digital communications can be personalised using information such as name, location, demographic and interests.
Some uses of website personalisation include:
- Welcoming returning visitors
- AI recommendations to help site visitors find the correct content, such as ‘You might also be interested in’ and ‘Trending articles right now’.
- Location-specific personalisation allowing site visitors to see information about their local area.
- Targeted pop-ups or ribbons communicating urgent information like COVID-19 related instructions and recent updates.
Why is it important?
Using digital personalisation to provide users with relevant content has multiple benefits, including an improved user experience, increased engagement, higher conversion rates and the ability to collect data on user behaviours and needs.
It is important to use data ethically and transparently, and to obtain user consent for the use of personal information.