If you’re looking to attract customers across the globe with different interests or requirements, you need to include ux customisation or personalisation as part of your website or app. A good UX design goes without saying, but this only gives the first impression. Users need to be able to customise or have access to personalised content.

It is worth noting that these two terms do not have the same meaning in the digital world, even though their goal is the same, i.e. to tailor content according to the interests of the user. To achieve the goals in question, they use a different means. Personalisation is done by the system, which identifies a particular user or a group and shows them only the content they want to see. Customisation is done by the user, for example, to hide content, complete a form with interests, etc.

There is a specific part of our brain which focuses our attention called Reticular Activating System (RAS) which works like a filter, sorting out what are the most interesting things for us. This is important because over the last few years we have developed banner and content blindness, ignoring banners and content subconsciously. For this reason, customisation or personalisation is crucial for websites or apps in order to create the best possible user experience.

Ux improvements enables users to get what they need, while having the necessary control to filter unwanted content. A personalised website filters content, experience or functionality according to the needs of the user. Research has shown that around 75% of users will leave a website showing content that is not related to subject matter of interest.

Personalised push notifications are known to increase open rates significantly. In addition, many companies have reported greatly increasing new visitor conversions since incorporating a personalised mobile experience.

To follow, are a few examples of personalisation and customisation that have worked well to improve website ux:

As all users are aware, Facebook allows them to choose what they want to see. You can choose to hide content from individual users, hide content that you don’t want to see or to turn off notifications when a friend posts something and you don’t want to be continually notified about a specific post. It also shows you the posts from friends or pages that you mainly interact with.

Amazon has a massive database of products, so searching for what you want can be a mammoth task. Hence, personalisation really helps customers. Amazon also uses this information to suggest visitor products. Personalisation is really important for online shopping as it is easier to find more interesting products on personalised online stores. Furthermore, a higher percentage of online shoppers will return to a site that recommends specific products for them.

Spotify owns an enormous encyclopedia of music that is all available for people to listen to. Personalisation helps people discover new songs, with Spotify recommending songs, albums or playlist according to a user’s browsing history. Identifying users’ musical interests works very well, encouraging users to tune in more and/or sign up for the service or a paid upgrade.

Netflix has become a big rival for mainstream TV. It contains a huge amount of films, series and documentaries which can be played anywhere. Netflix will also recommend more content that is interesting if a user is not sure what to watch. It also uses push notifications to remind users about forthcoming episodes or a series of a popular show.

B2Core is an award-winning CRM solution from B2Broker which handles tasks such as organising the work of Forex brokers and crypto exchanges, back office for employees and administrators, and a range of payment functions. The solution is ideal for businesses looking for a solution that can handle a more customised range of demands than the industry-standard traders room solution. B2Core uses customisation to a large degree in its product, enabling users to select from a wide range of advanced features that can be tailored to fit each type of organisation.

There are not many differences between personalisation and customisation since they both work to enhance user experience. Customisation works best when the user is aware of what interests him the most. It requires time input by the visitor, who will need to configure the website to make it optimal for him.

Personalisation is based on AI and on the previous behaviour of the website or app’s visitor. No form-filling is required as everything is done by the system. However, if you want to provide your users with the best possible experience, they need to be able to view content that interests them. Personalisation or customisation are therefore both crucial to any website or app. And remember…both aspects require ongoing maintenance as people’s preferences adapt or change over time.