Personalisation: The Key to Website Growth That Speaks to Your Audience

Personalisation has become a buzzword in digital marketing, but few truly understand its power. When executed well, it creates an experience that feels tailor-made for each visitor, making them feel seen and valued. But too often, personalisation falls flat. The real challenge is not just showing users what you think they want but creating a journey that feels intuitive, engaging, and relevant.

In the context of websites, the real success lies in using behavioural science to personalise experiences that resonate and encourage action. Let’s explore how you can avoid common mistakes in personalisation and leverage it to grow your website effectively.

Mistake #1: Focusing on Features, Not the User’s Emotional Journey

Many companies fall into the trap of believing that personalisation is about using data to present users with the “right” options. But as behavioural science teaches us, it’s not just about the functional aspects of the user journey—it’s about the emotional resonance.

To create meaningful personalisation, websites must tap into users’ emotions. When users feel truly understood, their engagement and loyalty significantly increase. This means considering not just what the user wants, but why they want it.

The Fix: Create Emotional Call backs

A strong personalisation strategy remembers the user’s preferences and behaviours and reflects that back to them in a way that feels emotionally engaging. Think about Amazon’s famous ‘Customers who bought this also bought’ recommendation—this strategy isn’t just data-driven. It’s powerful because it subtly reinforces the user’s past behaviour, encouraging further action through what behavioural scientists call “self-herding”.

Another brilliant example is Spotify’s personalised playlists like ‘Discover Weekly’. This service taps into users’ emotional connection with music, building trust and loyalty by delivering a selection of songs based on their listening habits. Spotify makes users feel that the service ‘knows’ them on a personal level.

💡 Action Tip: On your website, personalise content by recalling past interactions. Use behavioural data to remind users of products they’ve explored or content they’ve engaged with. The goal is to create a moment of recognition where the user feels valued and understood.

Mistake #2: Leaving Users Out of the Process

In personalisation, assuming you know what’s best for the user can backfire. As behavioural science tells us, people value being part of the decision-making process. If you don’t give users an opportunity to share their preferences, they may feel disconnected from the experience, even if the personalisation is technically correct.

The success of personalisation often comes from the user’s sense of ownership over the process. For example, consider Nike’s “Nike By You” platform. By allowing users to customise their shoes, Nike doesn’t just sell a product—they offer an experience. Customers feel invested in the end result, which increases both satisfaction and loyalty.

The Fix: Engage Users Through Interactive Personalisation

Ask questions, seek input, and make users feel like co-creators in their journey. Interactive quizzes, customisation options, or tools that gather user input during their session can all help. This involvement is key to making users feel a deeper connection with the website.

Behavioural science has long proven that asking for input increases commitment. Think about how users engage more with content when they are asked a simple question: “What are you looking to achieve today?”—even this level of engagement boosts the perceived value of the experience.

💡 Action Tip: Add interactive elements like preference quizzes or simple questionnaires to help shape the user journey. When people contribute, they feel more engaged and trust your recommendations.

Mistake #3: Not Making the Effort Visible

The third pitfall is that many websites do an excellent job of personalisation but fail to show their users how much effort has gone into it. The lack of visibility leads to an undervaluing of the experience.

In behavioural science, we often refer to this as “operational transparency”—when users see the work behind the scenes, they appreciate the result more. One famous example is TurboTax, which actively shows users how it’s processing their tax forms, making them feel that each step is personalised and valuable.

The Fix: Highlight Your Personalisation Efforts

Instead of hiding the process, bring it to the forefront. A simple “We’ve selected these options based on your previous interests” message or showcasing what’s happening behind the scenes—like product filters actively adjusting based on user inputs—can significantly enhance the perceived value of personalisation.

Airbnb does this brilliantly by showing users “chosen for you” listings based on previous stays and preferences, adding an element of transparency to how personalisation is working in real-time.

💡 Action Tip: Show users the behind-the-scenes work that goes into personalisation. Whether it’s an AI tool or your website’s algorithm, let them see how their previous actions have influenced the current experience.

Mistake #4: Failing to Create Personalisation That Adapts Over Time

Many personalisation efforts are one-size-fits-all. However, what behavioural science teaches us is that user behaviour evolves. Static personalisation might work initially, but over time, users will expect their experience to grow with them.

For instance, Netflix constantly refines its recommendations based on the user’s current watching habits, not just past behaviours. This ability to adapt is what keeps users coming back, as their needs change.

The Fix: Use Data to Continuously Refine Personalisation

As your website grows, so should its personalisation efforts. Use behavioural data to track not just what users did last month but how their needs have evolved. Offer dynamic recommendations, create evolving content pathways, and ensure that your website’s personalisation tools are responsive and fluid.

💡 Action Tip: Set up behavioural triggers that adjust recommendations over time. Whether it’s a product or a blog, ensure that your website adapts based on the user’s changing preferences.

Key Takeaways: Personalisation Done Right with Behavioural Science

1. Make it emotional: Tap into emotional drivers by recalling past user behaviour in a way that feels meaningful.
2. Involve the user: Personalisation is most effective when users feel they’ve had a say in the process.
3. Show the work: Make sure users see the effort behind personalisation—this adds perceived value.
4. Adapt over time: Your personalisation should grow with the user, constantly evolving to match their changing behaviour and preferences.

In the words of Steve Jobs,

“You’ve got to start with the customer experience and work backwards to the technology.”

At the heart of any successful website growth strategy is this philosophy: truly understanding your users and making them feel heard and understood. Personalisation is not just about technology; it’s about creating connections that last.