Hubspot describes website personalization as:
Website personalization is a strategy used by marketers to create unique experiences that include tailored recommendations, dynamic content, and exclusive offers for their customers. It’s configured based on a visitor's behavior on the website, their demographics, and their interests.
The next thing though that Hubspot mentions is the below statement which we don't fully agree with.
The primary goal of website personalization is to enhance the user experience by addressing customers’ needs and desires before they mention them. Have you ever walked into your favorite coffee shop only to find your cup-a-joe already waiting for you on the counter? The barista was creating a personalized experience for you — he recognized your car in the parking lot and started your order before you placed it. This is what website personalization should feel like for your visitors.
Maybe personalization could be described as addressing needs and desires before mentioned.
In a typical website, an experience is somewhat personalized in that they choose their own journey. In a truly personalized website, it could be the fact that the experience becomes one of a kind like Hubspot mentions, but also could be a journey that is not random but fully specific to the needs of the visitor.
We'll make this easy...