Real-time personalization

A technique forimmediately adapting the content, interface or messages of a website or application, based on a user's behavioral, contextual or demographic data, collected in real time. Unlike static personalization, this approach reacts instantly to signals emitted by the user during his or her session - without waiting for pre-existing segmentation.

🎯 Objective:

Offer a more fluid, relevant and contextualized user experience, capable of capturing attention from the very first moments of navigation, andincreasing the chances of conversion, retention or engagement.

🧩 Application examples :

• Personalized product recommendations based on real-time browsing behavior (clicks, page views, shopping cart abandonment),
• Conditional display of messages: free delivery bar according to location, promotional banner according to input source (SEA, email, social...),
• Editorial or visual content adapted to the weather, time of day, or CRM profile,
• Block of urgency or social proof ("12 people are watching this product", "Offer valid for another 2 hours").

💡 Data used in real time :

• Browsing behavior (pages visited, time spent, clicks),
• Contextual data (device, geographic location, input channel),
• Historical or CRM data (if user logged in or recognized),
• Disengagement signals (mouse movement to close, inactivity, etc.).

🧪 Integration into a CRO strategy :

Dynamic personalization is a powerful lever for immediate conversion because it allows :

• reduce friction by offering the right content at the right time,
• increase the perceived value of the offer according to profile,
• adapt CTAs and offers to maximize relevance,
• test different targeting logics using A/B or multivariate logic.

🛠️ Tools and platforms :

• Dynamic Yield (with custom evaluators),
• AB Tasty, Kameleoon, Optimizely (with behavioral targeting logic),
• Segment / CDP to enrich user profiles and activate omnichannel scenarios.

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