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In this blog post, we will show you how to implement personalization using Next.js middleware. Traditionally, personalization was implemented on the server, which may incur many hundreds of milliseconds of latency before the user receives the content. With Next.js middleware and static site generation (SSG), we can serve rich personalized experiences entirely from the edge (i.e. CDN), resulting in significant performance improvements for your website and improved experiences for your users.

The techniques in the tutorial should be generally applicable to any Next.js application. For simplicity, we will use Plasmic, a visual builder for the web, to quickly spin up different women’s and men’s versions of an e-commerce landing page. Plasmic makes it easy for content editors and designers to build and iterate on pages in a WYSIWYG editor, rendered within your existing website.

Why personalize your website?

Tailoring content to a user’s tastes, can vastly improve the user’s experiences on your website, which can ultimately improve your conversion rates. By parsing HTTP request headers, you can respond with different versions of the site to your users. For example:

How it works under the hood