Let's face it, no single message is perfect for everyone. If you own a restaurant, for example, you wouldn't show a dinner menu to someone looking for a quick lunch. Nor would you want to make your customer dig through pages of content or an elaborate navigation just to find the menu they're looking for - but this is sadly the norm when it comes to static web pages.
The ability to get non-verbal feedback from their customer, gauge their needs and wants, and provide them with the content most likely to have a positive effect is a boon for any business. Not only can Website Personalization alter the content served to the user, but also the way in which that content reaches the user. By identifying the location and device used by the customer, for example, you can make sure they get the right information, in the right way, at the right time.