A personalized home page is a website or app home screen adapted to a particular visitor or user. A site may automatically select what to show using signals such as browsing behavior, location, or profile information; an app may instead let someone choose which items appear. The shared idea is a home-page experience tailored to a person, but the source of the changes can differ.
What does “personalized home page” mean?
The phrase has two related uses. In website marketing, personalization usually means changing page content or components for a visitor. In an application interface, it can mean persistent display choices made by the user, such as choosing which work-area icons appear. Oracle documents both uses: its web-personalization overview and its application home-page guidance.
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How can a home page be personalized?
Automatic adaptation by a website
A website may use behavior, location, profile attributes, or other visitor information to choose a relevant experience. The adaptation can affect how the site looks or which content and components it presents. For example, Oracle describes a rules-based experience that presents a lightbox to a visitor who viewed a product page but did not buy, then stops showing it after the visitor dismisses it. This is one documented approach, not a description of how every site works.
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An application may let a person configure the home screen directly—for example, showing or hiding work-area icons. This is personalization in the sense of user control, not necessarily an algorithm inferring what the person wants.
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Personalization beyond the home page
A homepage is one possible place for tailored content. Adobe’s web-personalization guide also describes inner pages, landing pages, dialogs, widgets, redirects, and chatbots as possible placements. That is an implementation overview, not evidence that a particular site uses all of them.
What information might shape the experience?
Documented inputs include browsing behavior, location, and profile attributes. Some services also use account activity for particular recommendations. The inputs and resulting changes depend on the service: personalization may affect content, recommendations, layout, or which controls a user sees. When evaluating a service, consider who controls the changes, what information informs them, what changes on screen, and what data and opt-out controls the service explains.
Do different results prove that a page is personalized?
No. Different results can have several explanations. Google says some Search recommendations may use information associated with a Google Account, including Search activity, but not all results are personalized. Its Search Help also notes that language and localized results can cause variation. A difference between two people’s pages, by itself, does not establish that personalization caused it. See Google’s explanation of why Search results differ.
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Can you control or turn off personalization?
Controls vary by service. Google describes account settings for managing whether activity is saved and used, and Search Help covers a setting for turning off Personalized Recommendations. These controls apply to Google’s services; they are not universal settings for the web. Check the privacy and account controls of the specific site or app you use. Google’s Privacy Policy describes its personalized services and activity controls, while Search Help explains relevant Search controls.
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