Every visitor sees the same thing. That’s a problem.
A B2B company lands on your homepage and sees a message aimed at D2C. A visitor from Madrid sees copy written for the whole of Spain. A returning customer sees the same value proposition as a first-time visitor. Conversions suffer. Your website is optimised for nobody.
Dynamic personalisation adapts your website according to who visits it: industry, location, traffic source, previous behaviour. Each visitor sees a version relevant to them, without launching 20 duplicate landing pages.
How we build it
1. Tracking setup
We install Posthog or Segment (without Google Analytics if you want to respect privacy). We identify cookies, anonymous fingerprints and key events. No over-tracking: only what will be used to personalise.
2. Segmentation rules
We define actionable segments with you: “B2B 50+ employees”, “Google Ads campaign X traffic”, “returning visitor who viewed pricing twice”. You don’t need 50 segments — we start with 3–5 that matter.
3. Variants engine
Each segment sees a set of pre-defined variants: a different headline, a different CTA, different social proof, a different hero image. You write the copy, or we write it together. The engine renders server-side — no flickering.
4. Automatic A/B testing
Each variant is compared with the default version in production. The system cuts losing variants and promotes winning ones. Monthly report on what worked and what did not.
What changes when this works
- +15-30% in conversion on segmented traffic (Google Ads, LinkedIn Ads).
- Your team stops creating duplicate landing pages for every campaign.
- Your message always fits whoever is reading it.
When we do NOT recommend this
- If your monthly traffic is low (<10,000 visits/month): there is no statistical signal for A/B testing.
- If your audience is homogeneous (a single, clear customer profile): there is nothing to personalise.
- If your marketing team has zero bandwidth to maintain variants: the system stagnates and stops delivering value.
Privacy
All personalisation is edge-side and cookie-less first-party. We do not use third-party cookies. We comply with GDPR by design. What we collect lives in your own infrastructure, not in that of a US vendor.
Stack we use
- Posthog (self-hosted) or Segment for events.
- Cloudflare Workers or Vercel Edge Middleware for render rules.
- GrowthBook for feature flags + A/B testing.
- Your own backend for segment logic (no black box).
We start with a diagnostic session
Before quoting for the complete setup, we run a 90-minute session. We look together at your current traffic, your commercial segments and the structure of your website, and leave with an honest recommendation: whether this service fits where you are right now, or whether it makes more sense to start with something else.
We don’t charge for that session. If you’re interested, get in touch.