Many organisations choose Sitecore as their website platform for its advanced personalisation capabilities.

Sitecore personalisation isn’t just a nice-to-have for organisations looking to provide a better customer experience – it’s a must.

And this goes for B2C brands as well as B2B brands.

Consumers expect tailored content. And if you’re not doing it, they'll go to a competitor who can.

Not only that, but it has a clear impact on conversions.

Research has shown that organisations that personalise the digital experience see a 19% increase in their key digital conversions.

So what are the basics of Sitecore personalisation and how can it help your brand?

Sitecore personalisation

Sitecore is a powerful website content management system (CMS) that combines content, commerce, and personalisation to help B2C and B2B organisations create and deliver the most relevant and tailored experiences possible.

The Sitecore Experience Platform comes with a raft of marketing features designed to solve your digital challenges. It uses four different approaches to personalisation:

  • Rules-based personalisation
  • Adaptive personalisation
  • Historical personalisation
  • Journey-based personalisation

Rules-based personalisation

With rules-based personalisation you can state the conditions under which content on your website is delivered to a visitor.

For example, you can choose to display different pieces of content and set rules based on the various criteria that includes:

  • Search queries
  • Location
  • Triggered Campaigns  and goals
  • Goals
  • And more...

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Adaptive personalisation

With adaptive personalisation you can see and use visitor profiles and pattern-card matching (Sitecore profiling) to dynamically adapt the content shown to website visitors, in real time.

For example, what are people doing right now on your website? What pages are they looking at? What have they downloaded? Have they just signed up for your email newsletter?

You can use all these triggers to improve the visitor experience and show people content relevant to the action they have taken on your website.

Sitecore Personalisation - The Sitecore Experience Profile 
The Sitecore Experience Profile in action (Source: Sitecore)

Historical personalisation

Historical personalisation allows you to set rules based on a visitor’s past behaviour on your website.

Journey-based personalisation

You can design user journeys, assess where people are in those user journeys, and then use triggers to move them through that journey based on where they are at that moment. This is journey-based personalisation.

For example, you can use explicit data to target specific content to specific visitor segments, people who may well change segment along their user journey with you, thereby providing visitors with a more relevant, personalised experience.

Sitecore Personalisation - Segmentation 
Sitecore personalisation based on customer segment (Source: Sitecore)

Learn more about Sitecore personalisation:

Want to know more?

We’ve been working with Sitecore since its beginnings.

We’ve designed and built websites on Sitecore across a variety of industries including financial services, retail, leisure and travel, education, health and pharmaceutical, food and drink, membership organisations, IT and technology, and companies selling B2B, using Sitecore personalisation to drive improved customer experiences and increases in conversions and revenue.

And we don’t just build you a Sitecore website and run away, we’ll support you through the lifetime of your website, help you to continually optimise customer journeys for better results, and getting under the skin of Sitecore’s powerful marketing features.

If your organisation is interested in Sitecore, or if you already have a Sitecore website and you want to understand the basics of the personalisation tools, get in touch.