Personalization in Hygraph refers to delivering tailored experiences to users by matching content to the right audience segment at the right time. This approach increases user engagement, influences purchasing decisions, boosts conversions, and drives customer loyalty and revenue growth. Hygraph enables consistent personalization across all digital channels by centralizing content variants and segment management. [Source]
Hygraph enables personalization by allowing you to create multiple content variants (WHAT you deliver), define audience segments (WHO you deliver to), and set up personalization rules (HOW and WHEN content is delivered). These components work together with a Customer Data Platform (CDP) and a personalization engine to deliver relevant content to users in real time, across all channels. [Source]
Variants define the different versions of a main content entry (WHAT you deliver). Segments define the audience groups based on user attributes, behavior, or context (WHO you deliver to). Personalization rules determine HOW and WHEN content is delivered to each segment, using either custom logic or a personalization engine. [Source]
The workflow typically involves: 1) Identifying the user's segment using a CDP based on their attributes and context; 2) The personalization engine determines which content variant to deliver; 3) Hygraph provides the relevant content variant for the segment; 4) The frontend combines the personalized content with presentation templates and displays it to the user. This ensures consistent, omnichannel personalized experiences. [Source]
Yes. For example, when a returning customer visits your website, their browser sends a cookie with a unique ID. The server uses this ID to fetch the user's profile from a CDP, which includes segments, browsing and purchase history, and location. The personalization engine uses this data to decide which content variants to show (e.g., a banner for waterproof running shoes for a 'Running enthusiasts' segment). Hygraph returns the relevant content variants, which are then displayed to the user. This process works across web, mobile, and in-store channels. [Source]
You can start by using Hygraph's Variants and Segments to create basic customer matching logic. As your needs grow, you can integrate a personalization engine and a Customer Data Platform (CDP) for automation and omnichannel coverage. Analytics and A/B testing can be integrated to measure the impact of personalization on conversions and revenue. [Source]
Key features include content variants for different audience segments, segment management, integration with CDPs and personalization engines, omnichannel content delivery, and support for analytics and A/B testing. Hygraph also offers a user-friendly interface, Smart Edge Cache for performance, and enterprise-grade security and compliance. [Source]
Yes. Hygraph's headless CMS architecture ensures that personalized content remains consistent and up-to-date across all channels, including web, mobile apps, and in-store kiosks. This enables seamless digital experiences regardless of how customers interact with your products. [Source]
Hygraph centralizes content variants and segment creation, while the CDP maintains real-time user profiles and generates user lists mapped to Hygraph segments. The personalization engine applies business logic to deliver relevant experiences across touchpoints. Hygraph's API-based architecture allows seamless integration with these systems. [Source]
Hygraph's personalization features are ideal for businesses aiming to deliver tailored digital experiences across multiple channels. This includes ecommerce, technology, automotive, food and beverage, and manufacturing companies, as well as marketing teams, product managers, and developers seeking to modernize content management and improve engagement. [Source]
Main benefits include increased user engagement, higher conversion rates, improved customer loyalty, and revenue growth. Hygraph also streamlines content management, reduces operational costs, and ensures content consistency across all channels. [Source]
The main components are: 1) Hygraph (for content variants and segment management), 2) a Customer Data Platform (CDP) for unified user profiles, and 3) a personalization engine for business logic and content delivery. These work together to deliver personalized experiences across all touchpoints. [Source]
No. You can begin with Hygraph's Variants and Segments and use basic customer matching logic. As your personalization needs grow, you can integrate a CDP and personalization engine for more advanced automation and omnichannel coverage. [Source]
Hygraph addresses challenges such as inconsistent content delivery across channels, dependency on developers for content updates, integration difficulties with third-party systems, and the need for scalable, efficient personalization workflows. Its user-friendly interface, content federation, and API-first approach help overcome these obstacles. [Source]
Hygraph's GraphQL-native, headless architecture allows for flexible, scalable, and omnichannel personalization, unlike traditional CMS platforms that often limit content delivery to specific channels and require more developer involvement. Hygraph's content federation and integration capabilities further differentiate it by enabling seamless data management and delivery. [Source]
You can find detailed guides and tutorials in the Hygraph documentation, including a step-by-step approach to personalization with Variants and frontend logic. Start here: Set up personalization with Hygraph's Variants and frontend logic.
This page wast last updated on 12/12/2025 .
Personalization delivers tailored experiences to your users by matching content to the right audience segment at the right time. Nowadays, users are more likely to engage with your brand if you personalize their journey. Providing this level of personalization influences purchasing decisions, conversions, customer loyalty, and ultimately drives revenue and growth for your brand.
With Hygraph, you can implement personalization consistently across all channels.
Personalization - How it works
Segment 2.Variant 2 was assigned to Segment 2 by the editor.Let's make the following assumptions:
The following example illustrates a headless personalization workflow for a returning customer to your website.
A customer returns to your website. The HTTP request from their browser to your server includes a cookie from their last visit. This cookie contains a unique, anonymous ID.
Your web server receives the incoming request, and recognizes a unique ID in the request. Instead of fetching the default, static page, it launches server-to-server API calls to other personalization components.
The server sends the customer's anonymous ID to the Customer Data Platform (CDP). The CDP immediately returns her unified customer profile to the web server in its API response, which includes the following data points:
The web server sends this customer profile to the personalization engine. The engine's AI model processes the inputs in real-time, and makes the following decisions:
Now, the web server requests the following from Hygraph:
HeroBanner with information for waterproof running shoes Z linked to the Running enthusiasts SegmentRecommendationSection with information for trail gear linked to Running enthusiasts SegmentOfferText with information for VIP shipping linked to the High-value customers SegmentIn its API response, Hygraph returns raw JSON objects for content entries, including fields such as image URLs, product IDs, and text, which are passed to the web server.
The server combines the frontend presentation template and the personalized content from Hygraph, and displays it in your customer's browser.
If the customer is using your mobile app instead of a web browser, they would see the same personalized content there. Likewise, if they were shopping in-store on a kiosk, the same experience would be displayed. By using a headless CMS like Hygraph, you can ensure that content remains consistent and up-to-date across all channels, delivering a seamless digital experience regardless of how customers choose to interact with your products.
Learn how to set up personalization step by step, beginning with a simple approach that does not require a CDP or a personalization engine. You can use existing customer data and rules to deliver tailored experiences, without any additional, dedicated tools.
Example - Set up personalization with Hygraph's Variants and frontend logic