Content personalization is an on‑line marketing feature that can significantly increase the flexibility of your website. Personalization allows you to create pages that display different content depending on the circumstances in which they are viewed. For example, you can custom-build pages that offer special content for different types of visitors or dynamically change according to previous actions performed on the website by users.
Personalization is applied through the basic components that form the content of pages, which includes:
•Entire web part zones
•Widgets added into page editor zones
The first necessary step is to define different versions of these objects called variants. The details of how personalization variants can be created and configured for objects are described in Managing personalization variants.
Each variant is dedicated to a particular scenario, which is specified through a macro‑based condition. The condition determines in which situations the variant should be displayed. When a visitor selects the page on the live site, the variants of all personalized objects will have their conditions dynamically resolved according to the current context and the appropriate variant will be displayed for each object.
Some of the most effective content personalization can be achieved by using the data provided by other on‑line marketing features, such as Contact activities, Contact scoring or Campaigns. You can find an example of this type of scenario in the Example: Creating a personalized page topic, which demonstrates how to perform the personalization process step‑by‑step.