---
title: "How to personalize your site for customers and visitors"
slug: "clients-communication-playbook"
locale: "en-us"
description: "These days consumers expect buying journey stage-based communication. Learn how to personalize your site and deliver targeted content."
published_at: "2023-08-14"
updated_at: "2025-12-05"
image: "https://storage.googleapis.com/croct-assets-b931d070/blog/How_to_personalize_your_site_for_customers_and_visitors_6cd0318115/How_to_personalize_your_site_for_customers_and_visitors_6cd0318115.png"
authors: ["Camila Shiratsubaki","Yasmin Gonçalves","Francine Nogueira"]
category: "Playbooks"
tags: ["Segmentation"]
canonical: "https://blog.croct.com/post/clients-communication-playbook"
---

# How to personalize your site for customers and visitors

E-commerce and subscription-based businesses have always faced the challenge of communicating effectively with their customers and visitors. Offering aggressive discounts and enticing promotions is a common strategy to attract new clients. However, it can lead to dissatisfaction among existing customers who are not eligible for these exclusive offers.

The solution to this dilemma lies in leveraging stage-based communication during the buying journey. By implementing web personalization strategies, businesses can reduce friction, elevate customer satisfaction, and discover valuable cross-selling and upselling opportunities.

This article is a how-to guide to help you create personalized website experiences for existing customers based on their interests. Follow this step-by-step playbook to implement this strategy effectively.

> 💬 TLDR
>
> If you are a developer, you can use our [template](http://croct.com/templates/use-case/saas/customer) through our CLI instead of configuring this manually on the interface.

## How to personalize the website for existing customers

Segmenting customers from visitors allows you to craft tailored offers for each group.

For customers, you can focus on nurturing loyalty and maintaining a solid relationship by providing exclusive benefits, rewards, and purchase history-based product recommendations.

Meanwhile, you can generate interest and convert visitors into customers by offering first-purchase discounts, showcasing relevant products or services, and providing informative content that addresses their specific pain points.

Not only does this approach enhance their experience, but it also creates new opportunities for generating additional revenue.

Creating an experience is as easy as defining which users you want to impact, what part of your website you want to change, and the personalized content you want to show them.

Start by heading to [Experiences](https://app.croct.com/redirect/organizations/-organization-/workspaces/-workspace-/experiences), click **New**, and choose a name for your experience. Now, we'll show you how to:

- Segment users based on user data
- Select the slot you want to personalize
- And define which content you’ll display to them

### Audience

> ✨
>
> With Croct, you can use our [Contextual Query Language (CQL)](https://docs.croct.com/reference/cql/introduction) to define audience criteria. It is an English-based language that combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users.

With Croct, you can segment users based on their interests and behavior. It is also possible to add two or more interests to the same audience using [or](https://docs.croct.com/reference/cql/expressions/operations/logical/or), [and](https://docs.croct.com/reference/cql/expressions/operations/logical/and), or [contains](https://docs.croct.com/reference/cql/expressions/tests/collection/contains).

Click on **New audience** and enter a CQL expression that matches the target audience, like this:

```cql noLineNumber
user has signed in or user has signed up
```

You can use the following criteria to segment customers based on their purchase history:

```cql noLineNumber
user has ordered a product
user has placed an order
user's stats' orders is not 0
```

Then, you can create mixed criteria like this one using the `or` operator:

```cql noLineNumber
user has placed an order or user has signed up
```

> 💬
>
> To use this strategy, you must [track](https://docs.croct.com/reference/sdk/javascript/data-collection) the user's activities first and [e-commerce events](https://github.com/croct-tech/plug-js/blob/master/docs/events.md#e-commerce-events) first.

![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a form for defining audience name, ID, and criteria.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_customers_audience_en_us_1a4fb03c55/Playbook_customers_audience_en_us_1a4fb03c55.png?updated_at=2024-06-06T13:55:09.236Z "How to create an audience")

### Slot and content

Slots are any personalizable elements of your application.

![Three wireframes highliting announcement bar, hero section, and callout slots you can personalize.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_clients_5e9b36256d/Playbook_clients_5e9b36256d.png?updated_at=2024-06-17T10:55:15.900Z "Announcement bar, hero section, and callout slots examples")

Some popular choices are the announcement bar, hero section, and callout slots. Still, you can also personalize any page section to include targeted information.

![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A drop down menu displays options of slots you can personalize.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_customers_slot_en_us_ab8ffec145/Playbook_customers_slot_en_us_ab8ffec145.png?updated_at=2024-06-06T13:55:09.077Z "How to select a slot")

Select the slot you want to personalize, and finally, click on **Content** to specify elements such as images, copies, and button colors you want your audience to view. Be creative!

![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a content form for images, copies, and colours of the personalized content](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_clients_communication_content_en_us_5a7a1b4654/Playbook_clients_communication_content_en_us_5a7a1b4654.png?updated_at=2024-07-26T11:53:54.252Z "Croct's content form makes it easy to define which personalized elements to display")

### Extra options

Besides creating an audience, choosing the slot, and defining the content, you can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.

![Screenshot of Croct's admin with buttons with options of scheduling, prioritizing, and choosing a time zone for a personalized experience.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_campaigns_options_31ee878239/Playbook_campaigns_options_31ee878239.png?updated_at=2024-04-30T13:18:27.495Z "You can schedule, prioritize, and choose a time zone for experiences")

Next, publish your experience or go to the preview to see the magic happen! ✨

## What's next?

[Segmenting customers from visitors](/post/segment-customers-improve-performance.md) is a powerful strategy that allows businesses to personalize their offers by taking different characteristics and behaviors into account. You can also [take advantage of users’ location data](/post/personalization-location.md) to increase engagement.

Need more inspiration? Browse other [playbooks](https://blog.croct.com/playbooks) and check some personalization ideas for [e-commerce](/post/ecommerce-personalization-ideas.md) or [SaaS](/post/saas-personalization.md).

Happy personalization!