your website should be as personalized as your email marketing
TRANSCRIPT
Your Website Should BeAs Personalized AsYour Email Marketing
a presentation by
That is to say,the same experience for all visitors.
Which is strange.
WEBSITES OFFER A GENERIC BROWSING EXPERIENCE
email marketing, lead generation, media buying.
Which means you're aware of the importance of personalization.
So why you don't implement itin your most important conversion tool?
YOU PERSONALIZE YOUR:
your most important conversion toolis your website.
IN CASE YOU WERE WONDERING,
has a profound impact on engagement and conversion.
It dramatically increases both.
PERSONALIZATION
remain just that - anonymous.
They don't convert.
95% OF ANONYMOUS WEBSITE VISITORS
Why only 5% of anonymous visitors choose to"introduce" themselves by leaving their details?
Visitors don't find you relevant for them.
No need to be insulted;no one product or service can be relevant for all.
1. IRRELEVANCY
Your paid media strategy was to hook them,no matter what.
That's very shortsighted and will backfire.
2. FALSE PROMISES
At various stages of the funnel, buyers havedifferent needs and willingness to convert.
Misreading the above will lead to almost-certain decline of conversion attempts on your behalf.
3. WRONG END OF THE FUNNEL
No need to re-mention the short attention spanof web users, right?
Clunky navigation, long loading times,unintuitive UX - folks gonna bounce.
4. BAD WEBSITE
No one wants to admit it,but thinking about it logically:
100% of products CANNOT be amazing.
5. LOUSY PRODUCT
but it's important to be aware of them,nonetheless.
THE LAST 2 REASONS ARE OUT OF YOUR CONTROL
Sometimes folks are just not in the mood to convert.
Ton of research is being put intotrying to circumvent the human factor,to no avail.
CLICK HERE
6. NOT IN THE MOOD
CLICK HEREor
The FOMO of the online world.
We all carry the blame for this,even though none of us is ever sellingpersonal information.
7. FEAR OF LEAVING MAIL
From the get-go, so many hurdles to overcomein the path to conversion.
How to expand your relevancy?
How do you customize your offering to resonatewith a larger segment of the audience?
THE PATH TO CONVERSION
PERSONALIZATION.
PERSONALIZATION.PERSONALIZATION.
PERSONALIZAT.PERSONAL
THE ANSWER IS
It is all about figuring out who your audience is,segmenting it to the highest resolution possibleand answering each sub-audience's needs.
PERSONALIZATION IS THE ART OF RELEVANCY
email marketing suffered from terrible open ratesand even worse clickthrough rates.
Thanks to personalization,2016 MailChimp benchmark stats:- Open Rate > 20%- Clickthrough rate is in the high 2s to low 3sIncredible.
BACK IN THE DAY,
Companies have internalized that sendingrandom stuffin the hope that something would stick is ridiculous.
Driving random traffic to your website and providing a generic website experiencein the hope that visitors would convert,is no less ridiculous.
RANDOM = RIDICULOUS
With email, marketers have taught themselvesto be relevant.
Every detail and aspect is tested and considered to improve relevancy.
So,why marketers don't apply the same methodologiesto websites?
RELEVANT = EFFECTIVE
A site that is pulling all the stopsto be as relevant as possible to each and every visitor,anonymous or not.
PERSONALIZED WEBSITE
personalize your website
we aren't personalizing the website itself.
Rather,we personalizethe visitor experience of the website.
BUT,
to make the distinction between:
Personalization Relevancy-Driven Tricks Personalization
BTW,they both work!
THIS WOULD BE A GOOD TIME
is to track your visitors' IPand greet them with the appropriate"Good Morning" or "Good Afternoon".
Another is to distinguish between first-time to returning visitors and pop a "Welcome!"or "Nice to see you again".
It's fun, and visitors will appreciate it; even if for a millisecond.
PERSONALIZATION TRICK
PERSONALIZATION TRICK
goes deeper.
It is:suggesting, recommending, presentingthe most relevant content or offerto match each visitor's specific persona, characteristics, needs or stage in the funnelbased on their data and on-site behavior.
RELEVANCY-DRIVEN PERSONALIZATION
Recommending an insightful articleshould be done at a different pointin the natural browsing flowthan offering a product demo.based on their on-site behavior.
TIMING IS CRUCIAL
provides each and everyvisitor
the most relevantexperience for them.
PERSONALIZED WEBSITE
A B2B purchase carries a much heavier weightthan a B2C purchase.
Thus,a B2B website visitor is of greater importancethan a B2C visitor;
no offence, Cs.
PERSONALIZATION IS MORE CRUCIAL FOR B2B
There's more cash at stake
Need to deal with various decision makers
Need to deal with various stages of the funnel
Need to intersect both
ALSO,
Design wise,elements as headlines, CTA buttons and imagescan be tweaked based on the traffic's source.
Content wise,ideally,the site's entire content should be dynamic.
HOW TO PERSONALIZE YOUR WEBSITE
There are limitations to personalization. We can't, yet, customize the entire site,in real time.
The next best thing, for now?
Matching each visitorwith the most relevant content for them.
PADDLING BACK FROM THE IDEAL TO REALITY
The prevailing solution online is 'popups',offering you to read an article,download a whitepaper or an eBook,register to a webinar.
Popups are also used for ads; that's true.And annoying.
HOW TO MATCH VISITORS WITH CONTENT?
WHAT'S RELEVANT ABOUT POPUPS?
Most of the time,absolutely nothing.
So that's missing the whole personalization point,isn't it?
In one word,yup.
ANONYMOUS VISITORS ARE PEOPLE TOO
The same tactics you useto personalize your email marketing,apply to your website.
Provide a personalized visitor experience,even to anonymous ones.
PERSONALIZED WEBSITE EXPERIENCE
presenting theright content
to theright visitor
at theright time
PERSONALIZED CONTENT RECOMMENDATIONS:
BrightInfo's algorithm learns your existing content,then in real time analyzes visitor behaviorand matches the most relevant contentto each and every visitor.
ALOGORITHM-BASED CONTENT RECOMMENDATIONS
take into accountinformation the visitor arrives with:geography, search query, referring source, IP (ABM)
onsite behavior:pages visited, time on topic, scrolling & movements
engagement:new vs. returning visitor
AND ARE FULLY AUTOMATED
This is personalization per seby person, not by groups or segments.
Machine-learning continuously performscrowd behavior & semantical analysis.
LET'S TALK ABOUT ANONYMOUS VISITORS
Even anonymous visitors "share"a lot of telling information about themselves.
JUST NEED TO KNOW HOW AND WHERE TO COLLECT IT
Google Analytics,or any other marketing automation tool,is a good starting point.
INFORMATION ANONYMOUS VISITORS SHARE:
- What device they are on- What browser, and version, they are using- Their IP- The time of day at their location- Referral source: search, paid media, email, link in a third-party site- Their search query (in some cases)
TAKING ALL THIS INFORMATION INTO ACCOUNT
You can deduce quite a lotabout yournot-so-much-any-longeranonymous visitors.
?
NEXT STEP IS
creating personalized content for your audience.
Because,website personalizationonly works with personalized content.
contnet 1 content 3content 2
CREATE CONTENT TARGETED AT
The various decision makers
The various stages of the buyer journey
The intersections of both
TO MAKE THE MOST OF
Personalized Content Recommendationsyou need a content pool to work from.
No way around it.
THE PURPOSE OF PERSONALIZATION
Personalization facilitaterelevant, meaningful and actionable interactionsbetween a company and its audience,be it anonymous website visitors,prospects, leads or customers;inside or outside the funnel.
Personalization aims to make every interaction count.
THE IMPACT OF PERSONALIZATION
CONVERSIO
N
ENGAGEMENT
LET'S LOOK AT AN EXAMPLE:
I'm on the SMB product page of a marketing automation solution website.I leave the website, but return a couple of days later.
A smart personalization software will do 1+1 and recommend me a case-studyabout a mid-size company that increased their lead generation by 80%,using this product.
This is exactly the content I'm looking for - how a company similar to minebenefitted from this product - and I want to read it.
Assuming the content is gated - as it should be - I'm converting, with a smile.
SO,
Personalizing your website visitor experienceis crucial,especially for B2B,in order to gain targeted, quality leads.
AND,
Personalized Content Recommendationslead todeeper engagement and higher conversion rate.
The End
this whole thing is clickable
THIS WAS A BRIGHTINFO PRESENTATION
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*No engineers were harmed in the making of this presentation*
written by Assaf Dudai