Real-time personalization built into your CMS

In this video, I’ll show you how simple it is to create personalized experiences using Squiz DXP’s visual page builder.

Personalization isn’t just a nice-to-have feature—it’s a powerful way to boost engagement, build trust, and drive conversions. And with Squiz, it only takes a few clicks.

Personalizing content in the page builder

Let’s look at a travel website.

Right now, we’re viewing the default version of the page—what any visitor would see. But we have multiple audience segments, and we want to tailor the experience to match their interests.

With Squiz DXP, personalizing content is simple. You can select and apply audience segments so the right users see the most relevant content.

For example, we know that users arriving from our European holiday campaign are likely interested in trips to Europe. So we’ve created a segment to capture those users.

Any changes made while viewing this segment will only apply to that specific audience.

Let’s start by personalizing the main call to action. You can choose exactly which parts of the page to tailor for each audience. To speed things up, we duplicate the existing component and use it as a starting point.

From there, we update the heading and button to better align with this audience’s interests.

Personalizing visuals

Personalization isn’t just about text—it’s also about visuals.

With built-in asset management, content teams can quickly swap images to match each audience segment. You can browse uploaded assets or search for the right image.

One common challenge marketers face is not knowing how personalized content will look until it’s live. With Squiz, you get instant visual feedback as you edit.

After a few simple updates, our European holiday audience now sees tailored visuals—bringing their ideal travel experience to life.

Because you’re editing directly on the page, you can immediately see how your changes appear for each segment, giving you full confidence before publishing.

You can also quickly switch between versions to compare the default experience with the personalized one.

Powering personalization with data

Effective personalization relies on understanding your audience—how they behave and what they’re interested in.

That’s where the Squiz Customer Data Platform (CDP) comes in.

To create the segments used in the page builder, we first capture events. These events represent user actions and attributes, such as:

• Pages they’ve viewed
• How they arrived on the site (for example, search, social, email, or AI platforms)
• Their location

This data can also be enriched with information from your CRM or other marketing tools to enable more precise targeting.

For this demo, we’re capturing users who arrive via a European travel campaign by tracking a UTM parameter.

Creating audience segments

Segments are created by grouping users based on these tracked events.

You can define rules using a single event or combine multiple conditions for more advanced targeting.

In this example, our European holiday segment includes users who:

• Have visited Europe-related pages multiple times
• Or arrived via the European campaign UTM parameter

This integration between the Squiz CDP and the visual page builder makes it easy to capture intent from multiple sources and deliver personalized experiences without complex setup.

Summary

Your audience isn’t one-size-fits-all—and your content shouldn’t be either.

By combining personalization and content editing in a single platform, Squiz enables your team to launch campaigns faster, reduce reliance on developers or third-party tools, and deliver relevant, personalized experiences based on real-time engagement.