There’s a misconception around personalization, namely that it requires each individual user to have a wholly unique site experience. Let’s be honest, not every business will have the degree of data to create something comparable to Amazon-level personalization, and, truthfully, that’s not always necessary. We suggest a crawl, walk, run approach. There’s actually a lot you can do in terms of presenting more relevant messages, content, and products simply based on data collected from a visitor’s IP address. For example, you can customize a homepage banner to say “welcome back” if you know they’ve visited before, or you can highlight cold-weather products only in certain geo-locations. For more advanced clients, segmentation is a great way to create a more personalized site experience. Purchase behavior, browsing behavior, brand engagement, site visit frequency, and order frequency are great data points to use to segment customers and influence personalization.