#1 Best Personalization Software on G2 | Insider

Srikant Kotapalli

Mar 30, 2022

Consumers increasingly expect relevant, personalized experiences when they’re shopping online. According to a survey conducted by Digital Commerce 360 and Bizrate Insights, “59% of respondents want to quickly access their recently viewed products, and 55% want their information stored on a retailer’s website and updated when they place orders.”

With these statistics in mind, retailers and brands can’t afford to ignore personalization. To succeed in today’s market, it’s critical to embrace the trend and adapt business strategies to make shopping experiences more personal. Having a personalization platform in place is the first step to ensure your success in the online shopping arena. 

In this article, we’ll look at the importance of personalization software and how you can choose the right one for your business. We’ll also introduce you to the top five personalization tools on G2 to guide your selection process.

Table of Contents
  1. What Is Personalization Software?

  2. Benefits of Personalization Software

  3. How to Choose the Right Personalization Software

  4. Top Five Personalization Software on G2

  5. Final Thought

What Is Personalization Software?

Personalization software, also known as personalization platforms or personalization engines, are technologies that help collect and analyze customer data, offering information on their past behaviors, current context, and predicted intent. This data enables marketers to deliver optimal experiences unique to each customer. 

Personalization tools can be used as stand-alone solutions. But they can also become a feature embedded into other platforms like email marketing, content management, and omnichannel marketing.

Benefits of Personalization Software

Adopting a personalization platform can become a game-changer for a business as it provides three powerful advantages:

1. Understand Customers Better

A personalization engine is the perfect tool for tracking known customer data and anonymous data. It helps you create a complete, holistic picture of your customers, including their demographics, shopping habits, behaviors, unique interests, and more. 

Backed by the advantages of artificial intelligence (AI) and machine learning (ML), personalization software can provide valuable insights that support your decision-making. When planning initiatives such as raising product pricing, running a loyalty program, or developing new products, knowing your customers inside and out is key to implementing these activities effectively. 

2. Meet Customers’ Expectations 

When you understand customers better, you know what they need and what they’re looking for when they shop. With this in mind, you can tailor your marketing message and recommend the most relevant products to each person. 

The more relevant your marketing, the more your customers will feel heard, understood, and well served. This also increases the chance customers will return to your site and spread positive word of mouth about your brand. 

3. Increase Revenue and Boost Growth 

Using personalization to better understand your customers needs and deliver relevant services helps you ensure your customers are satisfied, generating an increase in revenue. 

McKinsey’s Next in Personalization 2021 report found that 78% of consumers are more likely to purchase from companies that offer personalization, and brands offering such experiences have seen a 40% increase in revenue. 

With a fresh understanding of personalization and how it benefits customer relationships and business growth, how can you get started with implementing and accelerating it to create value for your business? 

Leaning into advanced data analytics offered by personalization software can offer you a road to success. Let’s look at how you can pick the right one to invest in.

How to Choose the Right Personalization Software

The best personalization software for you is the one that works for your business. Look for the features and capabilities you need to best execute your strategy. 

When choosing a personalization solution, consider the following:

  • Ensure it offers critical personalization capabilities. According to Gartner, these capabilities include data and analytics, testing and optimization, targeting and triggering, marketing personalization, digital commerce personalization, customer experience personalization, measurement, and reporting. These will allow you to maximize the benefits personalization software can offer
  • Sit down with all relevant stakeholders for your business, including marketing, customer support, product, and analytics to share your personalization strategies and ask their opinions. Make sure you understand what they expect from the platform. 
  • List all of the features your ideal personalization software should have and create a request for proposal (RFP). A good RFP should include a set of questions for vendors to answer so you can identify which solutions meet your requirements. 
  • Take advantage of free trials and demos to learn what a platform looks like and how it works. 

Selecting the right personalization software  can be a time-consuming and challenging process. However, taking the time to consider these points will help you find a personalization platform that best suits your business needs. 

Top Five Personalization Software on G2

1. Insider 

Insider is a multichannel growth management platform (GMP) designed to help brands and retailers drive growth across the funnel, from acquisition to activation, retention, and revenue. 

Powered by deep AI and ML capabilities, Insider empowers marketers to deliver personalized experiences across websites, mobile websites, mobile apps, messaging, email, and ad channels. This platform is trusted by over 800 businesses across various industries worldwide, including Toyota, Samsung, Avon, Rivièra Maison, and more. 

Many brands have achieved great success with Insider’s personalization features. For example, Philips, the Dutch multinational conglomerate, worked with the Insider team to target new visitors and offer discount coupons on their first purchases. This strategy helped the brand improve onsite engagement of new users, increase conversion rates to 19.94% on their desktop website, and boost average order value (AOV) to 10.5% on their mobile website. 

Insider’s key features:

  • Predict customer behaviors and the best channels to reach them. 
  • Automatically trigger special journeys for each customer based on upcoming events in their lives like birthdays. 
  • Create and deliver messages that speak to individual customers across channels, from email, web push, and app push, to Facebook Messenger and WhatsApp Business. 
  • Track how customers react to marketing messages and learn their behavior patterns. 
  • Use templates based on industry-led best practices designed to improve cart abandonment, user onboarding, cross-sell/up-sell, and more through the creation of specific customer journeys. 

2. Klaviyo

Klaviyo is an email and SMS marketing automation platform that helps businesses build relationships with customers and grow their revenue through email and SMS. Klaviyo is widely used by ecommerce brands as a tool to acquire, retain, and reengage customers. 

Klaviyo’s key personalization features:

  • Collect customer profiles, transactions, browsing history, support tickets, website events, and text messages, and update them in real-time.
  • Segment customers into different groups and target them based on their engagement levels, behaviors, and interests with relevant flows and campaigns. 
  • Measure email performance with detailed reports, benchmarks, and predictive analytics.  

3. Moosend

Moosend is another email marketing platform with built-in personalization capabilities. Like Klaviyo, Moosend allows you to track customer data, build subscribers, and create personalized campaigns to target them. 

Moosend’s key personalization features:

  • Support advanced list segmentation and powerful real-time analytics. 
  • Provide custom opt-in forms and pre-built workflow templates. 
  • Build landing pages from scratch or using pre-designed templates to convert audiences. 

4. Duda

Duda is a design-focused website builder trusted by over 18,000 agencies and SaaS platforms worldwide. It offers a wide range of features, including a website builder, team collaboration tools, client management options, apps and integrations, and infrastructure. 

Duda’s key personalization features:

  • Create 1-to-2 conversion-driving experiences for site visitors based on time of day, device type, geolocation, and more. 
  • Use triggers like device, location, time of day, visitors, and campaign URL to define conditions that automatically execute a specific action on site.
  • Build personalization rules by combining a mix of triggers and actions. 

5. WebEngage

WebEngage is a full-stack customer engagement and retention platform that helps brands boost revenue from existing customers. It allows you to gain real-time insights into users and their interactions with your app, website, emails, or posts so that you can deliver a seamless, personalized experience at each stage of the customer journey.

WebEngage’s key features:

  • Centralize customer data from multiple channels to create a unified view of customers avaliable in one accessible place.
  • Supports analytics of cohorts, funnels, path, uninstalls, and real-time events. 
  • Identify high-priority customer segments with RFM modeling or create on-demand segments based on customer personas and behaviors in real-time.
  • Create workflows, set rules, and select channels, and run contextual campaigns at scale with both customer and business-triggered events.

Final Thought

A personalization platform is the foundation of your success in building personalized shopping experiences, so it’s critical that you choose the solution that will best enable your business.

Interested in deploying Insider for your company? Take advantage of our free demo to learn how it can help accelerate your personalization strategies.


With 12+ years of experience in consulting, building, and marketing technology products for clients across industries, Srikant is a product leader, storyteller, data fanatic, and UX/usability enthusiast. He often appears as a speaker on panels about personalization and optimization and has a passion for building simple solutions to complex problems, and is currently pursuing that at Insider.