Website Personalization is vital in today’s landscape of digital marketing.
But most people get personalization wrong. It’s no longer enough to send emails that include recipients’ first names in hopes of securing a new sale.
That was personalization a decade ago. The landscape has been shifting ever since.
Today’s personalization is everything on your website from the first touch to content delivery and even the text within each individual CTA button.
Good personalization can improve your engagement levels, while bad personalization can drive users further away.
But instituting effective personalization isn’t easy. And that’s why we’ve listed out some of our favorite ways to do it.
Here are five ways to personalize your website to improve engagement levels ASAP.
1. Develop Different Site Experiences for Your Top Audience Segments
The chances are good that your business sells to more than one distinct target market. More than a single buyer persona.
While it’s a fantastic idea to sell to multiple, diverse target markets, it also presents a significant challenge when personalization is the goal:
How on earth do you effectively communicate value to various different audiences with multiple different preconceived notions of what “value” is to them?
Your homepage is supposed to be a broad categorization of what your product or service does. But that can quickly become tricky when different people use it for different purposes.
Take Slack, for example. It’s one of the most popular applications on the planet for work communication and collaboration:
Everyone from freelancers to writers to artists to engineers to IT professionals to marketers and customer support agents can use Slack.
So, trying to reach all of them with a single page would lead to generic copywriting that puts readers to sleep and conversions at bay.
And that’s why they don’t do that. Instead, they segment their site experiences based on their most popular audience groups:
Slack for every team. Genius.
They have individual site experiences for engineering, IT, customer support, sales, marketing, and human resources:
Deploy more code instead of more process.
Marketers who land on their marketing page will experience a vastly different set of features that are geared towards their own goals:
Slack repeats this process with each and every team they cater to.
Similarly, Evernote also develops different site experiences for their diverse audience groups.
First, you have Evernote basic:
The value proposition of Evernote basic is that it’s a simple note-taking application for day-to-day use.
The picture on the page shows a list of groceries to get for a dinner party. You can tell that this isn’t for high-level business execs.
If you land on the Evernote Premium page, you can see that they’ve geared it more toward the 9-5 worker:
Organize your work. Unclutter your life.
Lastly, the Evernote Business page perfectly appeals to working teams that have projects, workflows, and firm deadlines:
Bring your team’s work together.
If true personalization is your goal and you serve multiple target markets, you can’t keep using a single homepage experience to appeal to everyone.
Different segments have radically different goals. Address those goals head-on with their own site experiences, and your conversions will skyrocket.
2. Optimize A/B Tests in Real Time to See Which CTAs Convert Live Users
As we just discussed, different audience segments will react differently to your value propositions.
Even small variations within a single segment will respond differently.
It’s why you don’t see anyone generating a 100% conversion rate on a landing page.
But if you want to maximize the effectiveness of a page on your site that you’ve dedicated to an audience segment, you need to be A/B testing everything from your images to your copy to your calls to action.
Chime, an online banking company, tested their hero headlines for different segments to find the perfect match that generated the highest conversion rate and therefore resonated with the majority of their traffic:
That brought in an 8% conversion rate increase and significantly higher engagement on their page.
But it wasn’t enough.
By scheduling more tests in real time to validate their ideas, they tested the following headline and a new image:
This resulted in a 79% increase in conversions.
With A/B testing, it’s critical to optimize your page variants in real time. You need to monitor your different variants and see how they impact engagement and conversions:
On Freshmarketer, we make constant updates to our website and the Freshdesk site by using the WYSIWYG editor. To use it, you highlight page elements and edit their text, color, HTML, and more:
Quick and easy A/B tests have been critical for our own growth, and they’re essential to the process of refining your messaging for increased engagement.
Values and goals change, and the only way to keep up is to continually test new messaging and offers for your audience.
3. Create ABM-Level Landing Pages and Preview Them Before They Go Live
Account-based marketing (ABM) is a strategy where you treat each potential client as a market of their own.
Here’s the definition of ABM according to MarTech Today:
“ABM is the practice of identifying key accounts and/or high-value prospects with coordinated marketing programs. Marketing technology enables account-based marketing by allowing sales and marketing teams to effectively scale efforts and communicate targeted messages to similar accounts.”
For instance, if you were recently speaking with a potential client from Company X, you’d treat all of your marketing to them as their own market.
This means that you individually customize every marketing message that you send for each prospect you send it to.
By taking a page from the ABM playbook, you can turn your landing pages for new marketing campaigns into powerhouses of personalization.
Uberflip used account-based marketing to create beautiful ads and landing pages that they directed at specific company segments:
While they were trying to acquire new clients, they personalized their content as much as possible: they made actual dedicated ads and pages for single markets.
And each one of those ads directed company users to a laser-focused ABM landing page:
If this is a focus at Arrow, Uberflip can help.
Plus, by using Freshmarketer’s proactive previews, you can launch personalized campaigns like Uberflip with ABM-style focus. You can even generate live previews of your landing pages before pushing them live to your targets.
ABM tactics can produce amazing results through personalization. Don’t wait to get started today.
4. Recommend Content / Products to Customers Based on Their Pageview History
If you’ve ever shopped on Amazon (and you probably have), you’ve probably noticed that they offer buying recommendations:
This tactic isn’t unique to Amazon, either. Top performers in every industry use it.
For example, content marketing companies like LeadsMarket recommend further content for you to read:
Using personalization software and recommendation engines, they can list relevant content and products based on past website behavior.
Why? Recommendations are a form of personalization based on a user’s previous history or interactions on your site.
Did they visit a shoe product page? Show them related shoes or products that mesh well.
Did they visit your social tool page? Show them content that gives them ways they can use that tool to grow their business.
Customers respond well to customized website experiences, too. According to a 2018 study, personalized recommendations produce 4x higher conversion rates.
And if you use session replays to increase conversions, you can quickly assess which pages your audience segments are visiting:
With that information, you can tailor your recommendations to different audience groups that visit your site for ultimate personalization.
5. Seamlessly Survey and Poll Your Customers for Continued Improvement
Sometimes, the only way to improve your personalization efforts is by asking your customers about their experiences.
Asking is the only way to know if they enjoyed their experience and will return.
But dialing the phone and calling your visitors isn’t always an option.
You probably don’t have their contact info or enough time to do that.
And that’s why polls and feedback surveys exist.
You shouldn’t force users to leave your site to answer them. And if you can avoid it, you shouldn’t email them, either.
Instead, you should offer small surveys directly on your site based on levels of engagement:
- Upon loading a specific page like a high-intent sales page.
- After a certain amount of time on a page. (If a visitor spends time on a page, it indicates that they’re interested in the content.)
- When they scroll to the middle of the page.
- As an exit-intent approach. When a user is about to click out, the pop-up can appear.
- When a customized event occurs, such as a conversion or an engagement with a CTA.
These are all critical points that can capture user feedback to see what worked and what didn’t.
Website personalization can increase your engagement levels dramatically.
Standard, generic website pages can’t possibly serve all audiences with the care and attention that they need to convert.
Personalization can take the form of offers, different site experiences, A/B testing, ABM, and more.
Personalization is always changing and will be critical for higher levels of engagement.
Main Design Illustration: Rajesh