While neither platform includes out-of-the-box personalization tools, many options are available to users of either platform to provide varying levels of personalization. Personalization is a crucial strategy to differentiate from competing sites.
Wordpress has some amount of personalization available through its various plug-ins. However, these plug-ins tend to exist independently within the CMS – which means they might not integrate with other platform data and require ongoing manual efforts. Additionally, Wordpress users are at the mercy of the community – personalization only is available through the functionality built into the plug-ins.
Even though Umbraco does not include much personalization in its out-of-the-box CMS, it allows personalization to be built or added. Unlike Wordpress, Umbraco users can integrate the platform with a MAP such as HubSpot using a custom-built integration. This platform ensures that as the organization's digital strategy matures, the website can reflect that growth. Umbraco also has some pre-built extensions for personalization through the platform.