There are two ways to get more conversions: drive more traffic or convert the traffic you already have more effectively. The second is almost always more cost-effective and faster. AI personalisation is the most powerful lever for converting better because it increases the relevance of the message for each individual user.
A user who lands on your website from a Google campaign about "workshop management software" should see a different message from one who arrives via a LinkedIn post about industrial process automation industriales. Both may be interested in the same thing, but their contexts, language and priorities are different. Showing them the same static message means leaving conversions on the table.
The three levels of personalisation
Level 1: Segment personalisation
The most basic and the most accessible. You define audience segments (by sector, by role, by traffic source, by previous behaviour) and show different content to each segment. Without AI: the logic is "if they come from X, show Y".
Typical impact: +15–25% in conversion rate compared to no personalisation.
Level 2: Behavioural personalisation
Content changes in real time based on user behaviour during the current session and previous sessions. If the user has visited the pricing page on a previous visit, the next visit can show a more direct value proposition and a more aggressive CTA. If they have spent more time in the testimonials section, they can see more social proof on their next visit.
It requires a behaviour tracking system (such as the Meta pixel or a behaviour analytics tool like Hotjar or FullStory) connected to the personalisation logic.
Typical impact: +25–40% in conversion rate.
Level 3: Predictive 1:1 personalisation
The system does not just react to past behaviour: it predicts which message is most likely to convert that specific user at that specific moment, based on the analysis of all users who have passed through that same point in the funnel with similar behaviour patterns.
This requires sufficient data to train the predictive model (a minimum of several thousand historical conversions), the technical infrastructure to serve personalised content in real time, and the AI to generate content variants and decide which one to serve.
Typical impact: +40–80% in conversion rate for main pages.
Email personalisation: beyond using a name
Basic personalisation in email (inserting the contact’s name in the subject line) improves the open rate by 5-10%. Real personalisation — adapting the message, images, products shown and CTA to the recipient’s profile and behaviour — improves CTR by 40-100% depending on the sector.
The tools that offer advanced email personalisation (ActiveCampaign, Klaviyo, Brevo with their premium plans) allow every element of the email to be conditioned on contact attributes. With generative AI in the workflow, the email copy can be generated in real time specifically for that contact — not as a template with variables: it is a new piece of text written for that person.
To see how we implement dynamic personalisation on web, see our Dynamic Personalisation product.