Web Personalization

Web personalization is custom tailoring and how a website is presented accomplished either by the user choosing from a menu of available alternatives or by tracking the user's behavior on the site, such as which pages were accessed and how long the user stayed on each page as well as what interaction the user had with the page.

Web page or site personalization helps fulfilling the objective of recognition, one of the 10 user heuristics. If the website can recognize the visitor and offer the content that the visitor has previously expressed interest in, recommend new content based on their preferences, than likelihood of conversion is increased.