Personalization refers to adapting content to a particular user according to his or her personal preferences, needs and capabilities. In order to do so, you first select a set of traits of a visitor or a visit, then compose rules using these traits to define what content is presented to which visitors and when.
A personalized website is more relevant and engaging than a static non-personalized site. Personalization turns a static pull experience into an interactive push relationship – the visitor indicates their interest and the website pushes matching content. Of all possible content variants that could be offered, personalization helps you serve the content that fits best. Content tailored to the visitor has a better chance of making a sale or persuading the visitor to stay longer.