Personalised experiences. Different content and media per user.
Once the basics are right, clear message in a few seconds, obvious next steps, plain language, the next layer is understanding who is on your site and why they are there.
Most organisations have a small number of core user groups. Different needs. Different levels of knowledge. Different motivations.
We usually start by splitting users into clear groups. Not for the sake of personas on a slide, but to shape real journeys.
That often means:
- A shared homepage message that works at a glance
- Then clear routes into content written in the right language and tone
- Simple overviews for some users
- More detailed, technical content for others
The goal is to help people find what they need faster, without making them work for it.
Once that foundation is in place, there are powerful opportunities to go further.
Tailoring by interest
If a user tells you what they care about, or you can infer it from behaviour, you should use that.
A good example of this is our work in the animal welfare space.
At a high level, the message is simple. This is a site for animal lovers.
But within that, there are clear groups. People who care most about cats. Dogs. Wildlife.
If someone buys dog food or donates to a dog-related cause, showing them more dog-focused content makes the experience feel more relevant. When asking for support, even small changes in imagery and wording can make the message land more strongly.
It makes users feel understood.
And it performs better.
Tailoring by region
We also do this where content, services, or products vary by location.
For some clients, what is available in one region is different to another. Showing the right content, at the right time, removes confusion and reduces drop-off.
It answers the unspoken question early.
Is this relevant to me?
Tailoring by customer type
In more complex platforms, product ranges or services can vary by customer category.
- Different access.
- Different pricing.
- Different ranges.
Handled well, this creates a smoother experience for users and a much more manageable system for teams.
All of this has a measurable impact.
- Higher conversion rates
- Better engagement
- Clearer journeys
- Stronger differentiation from competitors
It also moves you a level above. From a single experience for everyone, to a platform that adapts to the people using it.
And when paired with good design and clear data, it is incredibly powerful.