Navigating the Privacy-Personalisation Paradox: A Guide for Web Teams
Web visitors aren't being unreasonable: they want a smart website that makes the effort to meet them halfway. Here's how to do it without overstepping your privacy boundaries.
Australians echo the rest of the world in their concerns over the use of personal data. Australian privacy laws already rank as the 4th strictest in the world, and upcoming modifications will likely tighten these laws.
Consumers also say that they want to have a personalised web experience. They don't want to click around a site like they are digging through a banker’s box of documents, looking for a receipt. When we go to a store, a salesperson asks what we are looking for. Why can't a website provide us with options? Isn't this era of AI, electric cars, and dating apps solely for millionaires?
How should a web team untangle this contradiction? Is it possible to deliver personalisation without collecting personal data? Yes, with the right workflow and tools. Here is how:
- Develop segments of customers. Websites are noisy, but there are patterns in traffic. Aligning these patterns to create personas will guide content creators to tailor content optimising for customers and their needs.
- All content gets curated. Use Drupal as a CMS, because its taxonomy makes it easy to categorise your content correctly. This process helps you create highly correlated content to your audience’s goals. If you are a true modern technologist, use AI for categorisation.
- Get analytical. Reviewing user flows, bounce rate, and other metrics as a tool for segmentation is a practice that improves content output and your user’s journey.
- Don’t get your organisation in hot water. The best way to ensure your personalisation is on the right side of the law is to keep it all on the client side (don’t send it to a data centre) and err on behavioural data. This technology ensures that all of the data is first-party and used with consent for better results.
Let us show you how to build the smarter websites your customers are asking for. Our privacy-friendly, open-source approach to personalisation is Drupal-based and developed by us based on our years of experience building government websites.