Web Personalization With Drupal: Useful Modules And Benefits

Web personalization is a valuable tool to attract new visitors and increase the conversion rate, improving the company’s sales.

One of the solutions for these purposes is Drupal personalization strategies. While many website-building platforms provide simple personalization tools and built-in features, you get the ability to customize your site to your liking, making it a popular and sought-after CMS system.

Organizations can build websites that provide visitors with amazing personalized digital experiences. With many user-friendly modules, tools, and architecture, businesses can take advantage of attention-grabbing and engaging content. This approach allows website visitors to receive personalized content, which helps increase conversions and revenue.

Website personalization is based on a variety of data, such as user locations, age, gender, devices, purchase history, and interactions with your site. All of this provides valuable insight into who your visitor is, what habits and lifestyle they have, and what their needs are. Based on this data, the business can build more effective strategies to achieve its goals.

Thus, content personalization is essential to attract new audiences, keep visitors on your website, and increase visitor-to-buyer conversions.

Let’s take a closer look at personalization and what benefits it can bring to a business.

The Capabilities

One of the keys to effective personalization is delivering the right content at the right time, as personalized content alone is often not enough.

With a wide range of modules this CMS offers and Drupal security measures, companies can get a great and reliable tool to create tailored content, as well as be sure that user data is protected.

Useful modules in for personalization include:

Cookie Module

In version 8 and 9, developers can take advantage of the EU cookie compliance module. Although this module does not personalize content, it is a great start.

The task of this module is to store identifiable user cookies. Since visitor demographics and browsing history are usually required to personalize content, the cookie module helps to fulfill this task following regulatory requirements.

With this module, you can collect personal and other data from your website visitors to offer them personalized content. And with this module’s features, you can also guarantee that your site is compatible with the General Data Protection Regulation (GDPR).

Smart Content

This module provides real-time anonymous web personalization.

Among the main advantages of using a Smart module is that you can display specific content to the returning visitor and optimize the content for the mobile platform since this module can offer different role-based content to the user.

The module already contains Smart Content Blocks and Smart Content Browser functions. Thus, the Smart Content module analyzes and decides which content should be shown to the visitor and which should be hidden to provide a personalized experience.

Menu Per Role

The task of this module is to show or hide some menu items depending on the user’s role.

Conceptually, a user role means that a new visitor to your site will see the “Sign Up” option instead of “My Account” in the menu on the website.

This module is a fairly simple tool, but at the same time, it contributes to the implementation of the overall strategy for personalizing the website and content.

Menu Per Role module is available in 7, 8, and 9.

Acquia

The Acquia module is one of the most common and valuable tools when it comes to personalization. This module allows you to integrate your website with Acquialift services to provide a personalized experience to website visitors and users.

Among the main advantages of Acquialift is that it has analytical capabilities. Thus, the module can perform user experience analysis to provide website visitors with an excellent personalized experience.

In addition, the Acquia module has a drag-and-drop UI that allows you to test user behavior in real time. What’s more, it also contributes to the creation of personalized content.

The Benefits

Being constantly evolving and improving CMS, making it one of the best options when it comes to managing and delivering personalized content to users.

Due to its capabilities and many easy-to-use modules, developers can significantly improve the website’s personalization, as well as provide visitors with the best user experience.

Additional benefits include:

Targeted Ads

One of the main advantages is that this CMS delivers targeted content to the right segment. This is an extremely useful tool for broadcasting cross-channel promotional campaigns.

The system collects data about user preferences and behavioral patterns to deliver specific content to a particular user.

Relevant content increases the chances of a successful conversion of the visitor. In addition, it gets a positive reaction and response from the audience.

Customer Loyalty

Personalization is among the most effective ways to increase customer loyalty and build trust, as people are more likely to revisit a website due to personalized content.

Since Drupal collects and analyzes data about your visitors, it becomes much easier for a business to offer those services, products, and content that will be of interest to a particular client, which naturally leads to increased loyalty and trust between the business and the client.

User Engagement

Using capabilities to personalize a website helps increase user engagement. And in the case of online businesses (stores, subscription services, retail, etc.), engagement and acquisition are the keys to increasing sales and customer loyalty to your brand.

Increased Revenue

Among the essential advantages is that this CMS helps to improve the conversion rate. Together with other benefits, such as greater user engagement, higher levels of loyalty, and delivery of personalized content at the right time to the targeted audience, businesses can gain a competitive advantage due to revenue growth.