Personalization Using Drupal

Often an overlooked option–with A/B testing and personalization tools flooding the market–but CMS admin may already have the ability to achieve personalization might right at their fingertips. As it is, your CMS can act as a personalization tool. It builds and serves web pages dynamically as a fundamental feature. You might think of your home page as a single page, but it’s actually dynamically assembled behind the scenes from dozens of separate database fields and code into a single, cohesive experience. Since it’s assembled on the fly, there’s no reason you couldn’t have 30 home pages that have different hero images personalized to a user’s region. All you need is a detection mechanism, which often comes built-in to Drupal.

The Drupal CMS can fully manage personalization, storing default content and all potential variations. It can utilize "inferred" data (a user’s device type, location, language, screen size, time zone, sessions) to make decisions on what content to present. Additionally, this can be extended using cookies to set preference on a customer’s view, or with inputs of data from other sources (such as your CRM) to present a unique experience.

Since it’s native to your website (unlike using a third-party personalization tool), you have both the anonymous user experience, as well as the ability to leverage user accounts and saved personalization states. Drupal can be used to make your content as relevant to the user as much as possible, with little effort on your side.

The Benefits

  • Localization: A basic function of the CMS will detect the language and country preference of the browser, displaying content relevant to your user’s location. This includes all content–including images used on each localized version of your site.

  • Mobile Responsiveness: Drupal detects your user’s device and screen size to serve a contextualized UX for mobile or desktop.

  • User Profile Data: Session tracking in the CMS and cookies allows your website to store those preferences for each guest, informing how your website responds to their visit and what content is served up to them as they browse.

  • Content Repository: Drupal at its core is a content repository that can house, and serve up, all of your variations based on specified audience segments and the user’s preferences.

  • Extendable: Being open-source, with full access to the code, content, and front-end experience, if you can dream up a scenario for personalization it can likely be built as long as the trigger data is available.