Website personalization is the practice of customizing a user’s web experience based on their demographics and preferences. The future of the web is moving beyond static, one-size-fits-all web pages to dynamic sites that are tailored to each specific visitor. On our personalization blog, learn how our customers are creating personalized experiences for their users through Optimizely.

Case Study: Testing Personalized Experiences at Secret Escapes

secret escapes search personalization

This is part two of an optimization case study with Secret Escapes, a flash-sale luxury travel company. In part one we covered how Secret Escapes used Optimizely to experiment on their iOS app onboarding flow, double signup rate, and generate positive ROI from paid mobile marketing.

In this post, we’ll dig into another series of experiments that are driving continual increases in new user signups and revenue. In both experiments, Secret Escapes is testing the impact of personalized experiences.

What Personalization Campaigns Really Look Like

Lytics 2015 personalization report from consumers

Making a personal connection with the consumer is what marketing is all about. We dream about campaigns that land the right message, to the right person, at the right time.

The key to truly personalized campaigns — the thing that makes this kind of one-to-one marketing possible — is data. These days, marketers are in good shape. They’re learning more about visitors and collecting vastly more data on visitor behavior than ever before. But if you ask the visitors who are presumably receiving the personalized campaigns, they say brands are falling short of this ideal.

According to a survey that Lytics conducted of over 400 consumers, 80% said brands are not familiar, or at best, are only somewhat familiar with their needs. Clearly there’s an issue with the way brands are executing (or not executing) personalization campaigns and a lot of room for improvement.

21 Ideas to Increase Revenue From Your Online Store


The bad news: If you have an e-commerce website, mobile site, or mobile app, it’s likely that up to 72% of shoppers abandon their shopping cart before completing a purchase in your store.

The good news: This post (and a little optimization) will help you fix that.

Here at Optimizely, we work with a number of retail teams who are experimenting with new and unique ways to drive revenue from their online stores. I recently spoke with several of these retailers and others experts to learn about their successes and failures, and have combined my findings into our latest long read: The Ultimate Guide to Optimizing Your Online Store.

This post summarizes some of the test ideas retailers have found most impactful for optimizing the experience they deliver shoppers.

For Killer Response Rates in Large Campaigns, Try Experimental Design

mass variance in dishes

Your customer base is dynamic and complex. If you’re trying to optimize across your entire population of users, traditional A/B experiments may fall short. In this case, you should consider a technique we call experimental design because it allows for massive increase in the amount of variance in your digital marketing campaigns.

In this post, we’ll discuss how to make large-scale experimental design campaigns actionable.

Holiday Shoppers Have Feelings Too

varied emotions

It’s that crazy time of year again. Black Friday and Cyber Monday are in the rear view, and the web is still buzzing with holiday shopping. For many online retailers, this means heavy site traffic and record sales. It also means a flood of additional customer data.

It’s easy to get laser focused on specific metrics and overlook the fact that behind all those graphs and charts is a customer with feelings and emotions. We have suggestions to help you avoid “metric tunnel vision” and keep your optimization efforts human.

Introducing Audiences: A New Way to Deliver Personalized Experiences


75% of US customers appreciate when companies customize messaging and offers to them, but most companies struggle to achieve this in the digital space.

In a world where your customers interact with you every day at multiple touch points across multiple channels, Audiences make it even easier for you to optimize and deliver them personalized experiences.