AdRoll also changed the main call to action on its home page based on demographic-based audiences. They inferred the visitor type by watching behavioral indicators, specifically, which pages the visitor was viewing. Those from small and medium businesses (SMBs) were shown an offer of a free trial, while enterprises were encouraged to request a demo and talk to a sales rep.
Behavioral attributes: What is the visitor doing or what has the visitor done on your site? For example, if she clicked on 5 pages including pricing, she’s showing purchase intent. How do you personalize for that experience? Or how do you re-engage those that are showing intent to leave your site? Site visitors display an endless array of behaviors, and by optimizing for a mix of those, you can get really dynamic with personalization.

Bezos’ vision is reality for Amazon.com and many more e-commerce sites. At this point, personalized product recommendations are table stakes for online retail. But we haven’t seen personalization become as popular across the rest of the non-retail web. Most businesses have one version of the homepage that is supposed to cater to all different sorts of people. The sites still say, “come one, come all!” 
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