This Time It’s Personal – What Web Personalization Can Do For Your Business
Everyone is different. So why serve the exact same content to every visitor to your website? The data is there – you probably already have it plugged into an analytics tool – why not use it to create dynamic experiences based on what you know about your visitors?
Web personalization – tailoring your website content and experiences to suit specific audiences – is a great way to niche down your offer and make it more relevant to certain groups or individuals. Here’s what it can do for your business.
Why consider web personalization?
Web personalization helps create a targeted online experience for users by serving them with more relevant content. It uses different variables, including demographic, browsing behavior, previous website interactions, purchase history, geographic location, and any other relevant data points.
The goal is to enhance user engagement, satisfaction – and ultimately conversion – by providing a more personalized experience. Whichever form it takes – including pop-ups, banners, or widgets – personalized web content helps strengthen the relationship between your brand and its audience.
When to implement web personalization
Making the move into web personalization is an important business decision based on a number of key factors. First and foremost, you need to pay attention to the numbers coming in. We’ve mentioned website traffic. Conversion rate is another key consideration, especially if there are opportunities to improve it. What’s really important is that you need relevant content to ease and guide the customer journey.
Web personalization is right for companies that have good web traffic and are looking to maximize conversions. With a few basic pieces of data from an IP address, it’s possible to render a more personalized experience, even for Anonymous leads that come to your website for the first time. Something that simple can help raise conversion rates on website visits. Even a small improvement – say 5% – could mean a huge increase in revenue for a lot of businesses.
For Account Based Marketers (ABM) in the B2B space, web personalization not only benefits anonymous visitors, it can also be used with named accounts. Messaging can be tailored to a specific company or even a particular role within that company. It’s possible to orchestrate messaging so that different users have their own unique experience – in the same way as email nurturing campaigns.
Content should be verticalized – pushing personalized versions of content to different roles and levels of the company – to engage the key influencers in named accounts.
Step up to web personalization
Adobe’s Marketo Engage gives you access to Real-Time Personalization (RTP) that includes specific apps for web personalization and Account-Based Web Marketing. With segments and audiences already set up in the platform, it’s possible to reuse your data for web personalization in no time at all, no matter what CMS your website is built in.
This lowers the barrier to implementation, allowing your marketing team to focus on the strategy with the highest impact for your business. In fact, Kapturall clients who use Marketo are usually up and running within two months. The one component that enables that to happen smoothly is clean, reliable, and healthy data. That’s why we always recommend taking a Data Health Check first.
With B2B and ABM, improving your website via web personalization is about tailoring the experience for repeat visitors – giving them specific content based on who they are and which company they’re at. So if you want to improve response time to website visitors, clean data is vital.
Whether you need a Data Health Check or support to set up web personalization, Kapturall can help. Contact us
Partner & Senior Marketing Consultant at Kapturall
Over 20 years in Sales, Marketing and Consulting roles. Experience in internationalization, and worked for International companies before cofounding Kapturall. In 2013 he became the first Marketo Certified Expert among Spanish speaking countries. Is married and has 3 children, so surely he knows his stuff about large accounts. He lives in one.