Most websites offer the same experience to all visitors, regardless of whether or not that experience is relevant to their interests. But considering that all of your customers are not the same, it’s unlikely that they’re all looking for the same information.
With personalization, you can address different site visitors in different ways. You can show them the content that is most likely to meet their needs and move them through your sales funnel. But what exactly is personalization? And how can you start using it on your site?
On this page, you’ll find everything you need to know about personalized site content.
What is personalization?
Personalization means providing each of your site visitors with content that is likely to be useful to them. Instead of a one-size-fits-all site, visitors will see different information based on certain criteria that they meet.
How does personalization work?
The first step in personalizing your site is determining which visitors you want to provide personalized content for. You can do this by creating different firmographic profiles that match different segments of your target audience, and include information like:
- Company name
- Industry (NAICS code)
- Employee count
- Pages visited and for how long
- How the visitor found your site (organic search, social, etc.)
For example, let’s say your company sells accounting software and has a few different products for different business types. You could create firmographic profiles for small business owners, large corporations, and even individual industries.
Then, you can create custom content for those different groups. When a visitor arrives on your site, CompanyTrackerFX will automatically determine whether or not they meet the criteria for one of your profiles. If they do, they will be shown the custom content that you’ve determined is most likely to suit their needs.
What can you personalize?
Virtually every element on your site can be personalized to suit your visitors, and it will take some testing to figure out which ones are the most helpful in moving potential customers through the sales funnel. However, there are a few areas of your site that are particularly effective with personalization.
With personalized landing pages, you can show your visitors content that is relevant to their industry from the moment they land on your site. You can create individual pages for different industries, locations, and business sizes, and provide useful articles or even relevant products right on those pages.
Beyond landing pages, you can customize the products and offers your visitors see. By making the products a visitor is most likely to be interested in the focus of a page, you increase the chances that they find what they are looking for.
You can also create different calls to action based on a visitor’s site behavior. For example, links to informational content, with text like, “Learn more!” are likely to be useful to first-time visitors, while calls to action like, “Buy now!” might help returning visitors take the step towards becoming a customer.
Why is personalization useful?
Personalization helps your site visitors find exactly what they need, which makes for a much better site experience. It can also ensure that they don’t see content that isn’t relevant to their needs, which makes them more likely to stay engaged.
Not only does this help potential customers, but providing your visitors with a user-friendly experience and relevant content makes them more likely to convert. And considering that conversion is ultimately the goal of any site, the benefits there are clear.