Magnolia CMS Personalisation

"Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time"
- Ann Handley

Whenever users visit a website they want to find content that is relevant to them. This is hardly possible if you deliver the exact same content to every user and user group. A high degree of personalization and dynamic content is necessary, in order to tailor websites to the respective customer needs. Magnolia CMS offers the possibility to create a dynamic and individual customer experience with a 360-degree view of the customer.

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Especially in the field of e-commerce, the use of web-based product configurators is another possibility to optimally respond to the needs of your customers.
product configurators
Learn more about product configurators in eCommerce.

It includes a direct, customized approach to respond to the individual needs and requirements of individual segmented user groups. In 1933, Don Peppers and Martha Rogers were the first to take a closer look at tailor-made customer approach in "The One to One Future".Not only large retailers are now relying  on the strategy of online content personalization, but also one in three small to medium-sized providers are optimizing their online sales with personalized content, in order to meet individual customer expectations and build long-term customer relationships.

Dynamic Content - why?
5-8 times

Personalization can increase the return on investment (ROI) of marketing expenditures by five to eight times. Respectively a growth in sales up to ten percent is possible.

61 %

According to a McKinsey research, about 61% of customers said they are more likely to buy from companies that deliver customer-centric content.

42 %

The click rate of call-to-action buttons is 42% higher on personalized websites compared to static websites.

20 %

It Analyst Gartner predicts that companies that invest in all types of personalization will gain a 20% increase in 0sales compared to those without personalization.

How does Personalization with Magnolia CMS work?

Knowing your target group, is essential for the success of your personalized marketing strategy. Addressing each customer individually requires an enormous amount of knowledge about the respective end customer. Therefore collecting data e.g. through analytics or marketing automation suites is absolutely crucial.  For this purpose Magnolia itself not only offers “out-of-the-box” features but also allows the integration with third party analysis and tracking tools. Once collected, the customer-related data needs to be transferred into distinct customer profiles, to clearly provide added value. By tracking customer interaction and creating qualitative customer profiles, measures for personalization and content targeting can be taken. The user data results in a representative overview of the main user groups and their sub-groups through so-called cluster analyses or segmentation.

How does Personalization with Magnolia CMS work?

Based on the data collected the content management system Magnolia offers the possibility to segment individual customers by dividing them into visitor groups with the same characteristics. Segmentation can be done geographically, demographically, psychologically and behaviorally. Examples include gender, age, occupation, visits to certain product pages or the end device. In addition to segmentation, some e-commerce providers also use the persona definition method. This involves first analyzing and subdividing the target group. Afterwards, an exemplary model of a user/stakeholder out of the target group is developed. Following questions are answered in that process:

Who are the typical users on the website?

In which situation is this user (prospective buyer, applicant, etc.)?

What is the intention of the visit on the website?

The result is a distinct definition of a person.

Implementation of Personalization in Magnolia CMS

With the content personalization capabilities of Magnolia CMS, the customer's pull experience is transformed into an interactive push relationship. The user communicates his interests on the website, whereupon the website specifically pushes suitable content.
Magnolia CMS uses page variants for personalized content. Which variant is visible for which user, is defined by segments. A segment in turn consists of various traits (e.g. geographical origin) that distinguish a single page visitor and help to classify the users. Several linked and combined traits result in a rule.
Using personas, authors can test the segmentation. In this way, it can also be checked if the right content is delivered to the right target person.
New traits can be added with simple programmatic effort.

Explicit and implicit Personalization

Implicitly obtained personalization data consist of interpretations of the user's behavior in the respective context.


Data requested via the website registration forms

Data about social media and social log-ins

Users subscribe to certain channels of a website

Implicitly obtained personalization data consist of interpretations of the user's behavior in the respective context.


Geolocation via the IP address

Creation of dynamic landing pages depending on the outgoing channel and campaign

Evaluation of the browsing history and the shopping cart

Distinction between new and returning users

For optimal personalization, explicitly and implicitly collected customer data must be merged into a user profile.
The active interest in the customer will bind him/her in the long term (also on an emotional level). Sensitive personalization creates trust in the brand. Due to today's flood of information due to the countless touchpoints between customers and companies, personalization helps to stand out from the crowd.


Customers of Magnolia CMS include numerous large, globally active companies and corporations, such as Avis, Migros or the New York Times, but also many smaller local hidden champions. All these companies are active in marketing-intensive industries and active in all channels. By choosing Magnolia as your content management system, you have the opportunity to use the sophisticated personalization tools, to create a unique customer journey for your users.
The personalization capabilities of Magnolia CMS simplify many digital marketing activities. The authors are supported in the efficient implementation of campaigns. Cross-channel marketing campaigns are more efficient using the cross-platform CMS and turn the own website into a central and personalized customer experience for the users.

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