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18 Things Your Web Redesign Needs | #15: Personalization & Integrations
Wednesday, November 30, 2016 | Greg Kihlström

We continue our review of the important things you need to keep in mind when planning your organization’s new website design and development project with a discussion on the interactivity, personalization and integration to be featured on your new site.

Personalization and Automation

There has been a lot of talk about personalization and websites, and to those of you who haven’t redesigned your site in several years, this means much more than simply having a member/customer “login” feature.

Personalization can range from recommendations based on past shopping behaviors to real-time information based on the last website the user is visiting you from. Some content management systems handle personalization better than others, so if this is something you are interested in implementing, make certain your web agency understands this and is making the right recommendations.

As a marketer, you don’t need to know exactly how the algorithms work, but you should make yourself aware of some of the problems you’d like to solve. For instance, do you want to reward customer loyalty, provide relevant content to those who seem to be visiting your site for a specific purpose, or is there a different challenge you are trying to assist? These are all things you should present to the company that will be designing and developing your website so they can help you.


While a lot of the integration needs for your new website might be part of a more technical discussion, or in the domain of your IT department, there may be others that are important for you to understand. 

Your IT team should understand more of the inner workings of some of your systems, such as if they have an Application Programming Interface (API) or another way to “hook” your new website into them. You, however, as a marketer, should again understand the problems that you would like to solve.

For instance, does your CRM hold key data that would be helpful to optimizing your customer’s experiences? What types of data do you want to be accessible to your site visitors, and which types of data do you want to collect from them? Again, the technical teams can figure out how it’s done, but it’s essential that you think through what you would like the website to do in regards to integrating between systems.


While personalization and integration are a very technical aspect of your website design and development project, it’s important that as a marketer you ask the right questions and come prepared to the project with the problems that you would like to solve.

Our next post will begin our review of the marketing aspects of your new site. We’ll discuss the importance of incorporating your analytics and measurement into the plan of your website.

Category - Web Design and Development