How do universities benefit from website personalisation?

Creating a customised user experience for any website is important, and many universities must work on their website personalisation by providing tailored online journey that suit learners’ individual needs. Rather than supplying web visitors with a generic page view, website personalisation creates a user-friendly platform that directly addresses the audience. A prime example is Facebook’s ‘What’s on your mind?’ feature. Directly addressing the web user builds a rapport and encourages them to interact with its interface. Another example would be the ability to ‘react’ to posts with emojis and comments. Allowing users to post their own ideas and opinions helps them feel more connected to the brand. So what makes website personalisation techniques so valuable to universities, and how do they boost international student integration?