Some years ago I worked with a client where we personalized website content based on the visitor IP. We mapped the IP to visitor’s company type (SMB, government, large enterprise etc), and showed them USPs and services designed for that particular audience.
We also built a new general, unpersonalized experience. Then we tested personalized experiences vs the generic one.
The unpersonalized version worked way better.
The key lesson was that it’s not that hard to personalize the site, but WAY hard to create personalized content that actually matters… it’s 10x harder than the tech.