Create a personalization strategy

Business Benefits

Increase ROI from your optimizations.


Catalog what your business aims to achieve from implementing personalization, in a new document.

Write down your goals and state how your company will contribute to the personalization process.

Look at your website data and identify the key KPIs that you’ll track during the personalization process to assess its growth and performance.

For example, if you are creating a personalization strategy for an ecommerce website, your KPIs will be conversion and bottom line profit increase. Add these to your strategy document.

Gather data from Google Analytics about user demographics, the amount of time spent on each page, and page drop-offs.

Use the Behaviors section in Google Analytics. Look for insights you can glean about website performance and user experience.

Conduct user surveys by sending email survey campaigns and do interviews with a small sample of users.

In the survey, ask questions about what they like about your business/website, why do they access your website, and what is their level of satisfaction.

Use your research data to create a customer persona document that outlines the persona’s problems and needs.

Write 3-4 sentences about your customer persona. Be explicit about their demographics range, values, needs, and pains.

Open Google Analytics and segment your audience based on demographics, website behavior, context, or customer history.

Creating audience segments allows you to model your personalization for each audience rather than all your users.

Build a personalization roadmap where you list all your segments and assign each segment a particular experience.

For example, if you segment your audience based on gender, assign an experience that shows banners with women accessories discount only for your female audience.

Create a table with two columns in the roadmap document, list each experience in each row and add a scoring column, and assign priorities for each segment experience.

Score each experience from 0-10, based on the number of resources required, the size of the segment, and the impact on your bottom line profit.

Create a timeline for deploying the personalization elements and write the type of experience created for each segment.

Create a new column in the spreadsheet with the experience name, the date when it needs to be deployed, and the amount of time it should last.

Connect your personalization tool with Google Analytics to keep track of the progress and track your KPIs.

For example, you can check the effect a personalization test had on an audience segment.