Topic

Personalisation

When a user visits your website, they'll want to see content that is relevant and useful for them. Personalisation will help in showing them different content based on factors such as: what they've viewed before, what device they're using, what time and season it is, where they are, and what they're trying to do.

Why personalisation?

Your website users will benefit from viewing more relevant content that helps them discover what they are looking for or to complete the task they are undertaking. The key is to derive their intent at the current point of interaction to make their discovery faster and easier. The result? A better user experience and more trust and appreciation for the information you provide.

Custom tasks

By using a user audience type, you deliver targetted priority tasks you know they would commonly perform.
Promotions

These are content blocks that can be placed across the site to suggest the next best step or task, to remind the user of an action they meant to take.
Filtered content

Content such as news, alerts and advice can be filtered by the topic a user is most interested in.

Track behaviour

As a visitor browses, Convivial Profiler records signals such as the topics they view and the tasks they engage with.

Build a profile

These signals are compiled into a lightweight profile, including audience type and topic interests for that visitor.

No personal data required

Everything happens client-side in the browser's localStorage, with no personal information collected and no third-party tracking.

Apply it in real time

Pages, promotions and tasks are shown or hidden based on the profile, right down to the individual block, and the same profile powers campaign pages too.

See personalisation in action

We created the Convivial CXP Demo site as a minimalistic ‘bookshop’ with some sample content. As you browse the site content, properties about your interaction such as the topics or the authors you’re interested in and the audience type you lean towards are used to promote relevant content to help you further explore content.

Visit the demo site

What is personalisation in Convivial for GovCMS?

Personalisation shows each visitor content that's more relevant to them, based on signals like the topics they've viewed, their likely audience type, and the tasks they're trying to complete. It's powered by Convivial Profiler, which builds this picture automatically as visitors browse, helping government content teams surface the right information without visitors having to search for it.

Does personalisation require collecting personal data?

No. Convivial Profiler tracks behavioural signals, such as topics viewed and audience type, entirely client-side, storing them in the visitor's browser rather than in a central database or third-party platform. This makes it straightforward to align personalisation with government privacy obligations, since no personally identifiable information is collected or transmitted.

What kind of content can be personalised?

Custom tasks, promotional content blocks and filtered content such as news and alerts can all be tailored using personalisation. Content can be shown, hidden or prioritised based on a visitor's audience type or the topics they've shown interest in, right down to individual blocks on a page.

Do I need a separate personalisation platform or CDP?

No. Personalisation is built into Convivial for GovCMS through Convivial Profiler, so there's no need to procure, integrate or maintain a separate customer data platform. It works out of the box across your site, including on campaign pages.

How is Personalisation different from Recommendations?

Personalisation uses a visitor's own behaviour and audience type to tailor tasks, promotions and content on the pages they visit. Recommendations, powered by Recombee, go further by using the "wisdom of the crowd", analysing behaviour across all your users, to suggest related, popular or trending content the visitor hasn't seen yet. Many sites use both together.