How personalisation can improve conversion rate


APRIL, 2023

Through personalisation, retailers can tailor individual digital experiences to increase engagement and conversion.

Personalisation is a strategy to increase the performance of a website by improving its relevance to the customers that visit it, which subsequently increases the probability of engagement and conversion rates.

To improve your chances of successful conversion rate optimisation, try implementing a personalisation strategy; personalisation is all about powering real-time brand experiences across multiple channels, derived from insightful knowledge of your customers’ behaviour, circumstance and intent. It’s fundamentally about creating the optimum experience for each customer's interaction with your brand.

Personalisation can help improve user engagement, boosts conversions, and build long-term customer relationships. It can effectively decrease customer acquisition expenses and enhance customer loyalty since brands target consumers based on the data harnessed from their previous searches, likes and dislikes, purchasing history, and so on.

The customer's web experience can then be tailored in the shape of personalised landing pages, CTAs, notifications, and exclusive offers and discounts on their most beloved items.

Personalisation increases the relevance of a business's value proposition to its visitors by speaking their language, meeting their expectations, and addressing their individual needs and desires, which will drive an increase in conversions.

Why is personalisation important in conversion rate optimisation?

Personalisation in CRO has several benefits for both customers and retailers. For example, it improves customer experience. Customers feel valued when they see products matching their tastes and become loyal customers. It helps retailers reliably sell their products faster and drive increased revenue.

Marketers see an average increase of 20% in sales when using personalised experiences, whilst 40% of executives say their customer personalisation efforts have directly affected sales and profits in channels like ecommerce.

68 Personalization Statistics [...], Instapage

It's important that retailers create brand consistency across all your marketing channels. (Depending on demographics) customers can visit a brand's social media page/shop and then proceed to purchase from their website. We've previously spoken about the importance of an omnichannel retail experience; customers should have a consistent experience while interacting with your brand, whether it's on its website, social profiles, emails, and other channels.

Building long-term loyalty through tailored digital experiences is a strategy brands can’t afford to omit as consumer demand is shifting emphatically toward the individualised approach.

How analysing consumer behaviour can improve personalisation and conversion rate

Analysing customer behaviour plays an integral role in personalisation.

  • Segment your audience into separate groups based on demographics, interests, location, gender, etc, to find a better understanding on the varying factors that may affect the personalisation process.

  • Analyse each segment based on their needs and the defining reason they purchase your products. Run surveys or open-ended questionaries, and collecting qualitative data.

  • Compare qualitative & quantitative data to discover customers’ behavioural patterns.

  • Analyse the results by measuring metrics such as conversion rate, CLV, time spent on-site, page views, etc.

  • Utilise session replay technology to record visitor interactions on your website. Analyse where they click, what page they view, what CTAs they dismiss or engage with. It also provides insightful data on exactly what device, browser and operating system they use.


Personalisation nurtures a connection between the business and its customers. It can single-handedly provide a short and long-term solution to increase engagement, brand loyalty, and conversion rates.