The primary goal for your website should be to help visitors get the most information that meets their needs as quickly as possible.
In a typical website, an experience is somewhat personalized in that they choose their own journey. B2B websites tend to have complex buyer journeys, so make sure you simplify navigation by segmenting users based on their behavior and preferences. Nowadays, people want a company's website to meet all of their needs as well as their concerns and pain points. In fact, they might not know they want this, but subconsciously, it's exactly what each and every person is looking for.
This isn't a stab in the dark with what people want. Rather, marketers have found sales jumped by nearly 20% when clients had a personalized web experience.
But the market is hot and so is the competition. In a sea of never-ending options, if your website doesn't give users the experience they're looking for, they will quickly move on to another provider without a second thought.
Netflix is the perfect example of personalized content. When you log onto your Netflix account, not only do you have what you previously watched, but there are also suggestions of what you should watch next because of your history. And you don't have to dig for this information either. It's the first thing you see when you log into your account. Netflix utilizes personalization and original content to retain subscribers. They create "Netflix Original" shows and movies to entice people to gain access to that exclusive content.
How do companies like Netflix do this? They monitor each one of their users’ browsing, how they rate certain products or services and what they've bought in the past. Then they use this data to completely transform their content. When the customer returns back to their site, they are greeted with personalized, relevant content - no more digging around to find what they want. Instead, it's right in front of their face.