Please do not be shocked by what I am about to share with you.
Your web visitors are all unique.
Each with different needs.
In fact, I would imagine it would not come as a surprise to you if I told you.
Where they start, is not where they end up.
Let me clarify.
When you have a typical website visitor, the point at which they start their buying journey and where they ultimately end up as a loyal paying customer are two totally different places.
For example, a client of ours, Kemp Construction recently read a guide from the National Science Foundation, which recommends the use of calibrated pneumatic torque wrenches versus an impact wrench or manual torque wrench when assembling pre-engineered steel buildings similar to the Nucor Building Systems that Kemp themselves put together.
As a result, the owner of the company wanted to learn more about calibrated torque wrenches, and why they were so unique.
His search started on Google, after visiting a few sites he inquired from 4 different companies, after learning that these tools cost $6000 and up versus $1500 for a quality impact wrench like Milwaukee or Ingersoll Rand his decision and search process changed to what is the benefit of switching.
Then, one day he ran across an article about the costs of infrastructure repair in the US, and how hydraulic and pneumatic bolting tools used are way over prices.
The article went on to mention, an alternative to these expensive bolting tools were available for 40% – 50% less via a little known American company called AMG Bolting Solutions.
The rest is history.
American captured Kemp’s information, and nurture the relationship with automation to the point where both companies actually share content with each other.
So, what exactly is web personalization?
According to Business Dictionary, web personalization is the act of “tailoring the presentation of a website’s content to match a specific user’s instructions or preferences. This custom tailoring is accomplished either by the user choosing from a menu of available alternatives or by tracking his or her behavior (such as which pages are accessed and how often) on the site.”
Exact Target, offers a streamlined definition, [you] gather real-time data around customer preferences and purchase habits, then act on that data to increase conversions and order values — while building loyalty.
On April 1, 2014 – Hubspot reported that a
Despite the date they published this information, it is no joking matter. Personalization = more revenue, but why?
Search Engine Watch makes a great period in an article about web personalization, where it states that the idea of personalizing an individual’s marketing experience is not a new one.
However, when the practice of personalization is adding to an email marketing campaign, it revolutionized the way people are targeted, and as a result — how they respond.
Understanding What Motivates & Influences Web Visitors
As my example show, at the beginning of the “just looking” process, web visitors have different needs and varying interests than when they are “comparison shopping” and getting closer to making a final decision to buy.
In addition, the technology that web visitors, prospects, and customers have at their disposal has allowed the customer journey to grow more complex.
In fact, in 2011 Google analyzed millions of consumer interactions through Google Analytics and surveys and distilled how various marketing channels impact online purchase decisions across 12 industries. They revealed a new marketing phenomena and when on the publish the “Zero Moment of Truth and beyond.”
Data Analysis Made Actionable
If you visit Google Insights a.k.a. Think with Google, you will find a benchmark tool called “The Customer Journey To Online Purchase“, which helps marketers and small business owners — like you and I — understand how different marketing channels influence future purchase.
In the example below you’ll find a screenshot of the recommended path your prospects and customers will follow if you are a small business located in the United States and focused on selling within the B2B sector and within industrial verticals.
While this information is a great starting point, you still need to do a few things before you start getting too personal with your channel connections.
The most obvious of these things is the need to develop a better marketing plan around your goals and the channels your audience will use most often.
Peep Laja, Founder of ConversionXL concludes,
You want to provide the best experience possible to your visitors – so ideally they only see stuff relevant to them. This is why content personalization is so incredibly important. Higher relevancy leads to higher revenues – win-win across the board.
Automating Website Visitors Into Customer Using Software
When it comes to finding marketing automation there are many options for small businesses to consider:
Aweber, Drip, Exact Target, Hubspot, Infusionsoft, Hatchbuck, Leadius, Leadin, Marketo, Pardot are a few popular ones, but, I promise there are many others.
Add … comes standard with CRM and works great with WordPress and one system is left standing all alone.
Hatchbuck is designed to help small businesses tap these insights and build campaigns around them that will connect with visitors, leads, and customers at the right time with a message that has a high level of relevance to them.
Every engagement with people going through the customers journey will experience personalization built into the Hatchbuck software and smart content [ hopeful produced by you].
Using Hatchbuck, small businesses are enabled with the marketing software tools needed to offer unique experiences to their prospects and customers based on their actually behavior.
Have you ever wondered why, despite following every conversion optimization best practice, and driving tons of leads to your website, people are still leaving without opting into anything?
Joane Wiebe, copywriter and Author of CopyHacker has perhaps the best response I have ever read.
Because your tested website copy may be the highest performing copy for your visitors in the aggregate… but that’s not always the case for specific visitor segments.
How Hatchbuck Improves Website Personalization
Ultimately, personalization allows businesses to rely less on assumptions and more on context in order to persuade and convert more leads.
But when and where does it make the most sense?
Different views for different personas
Depending on the product and/or service you offer, odds are that you deal with various different types of customers.
Naturally, your website’s conhttp://dirinc.us/wp-admin/post.php?post=6482&action=edittent should be designed to speak to each of these people specifically, however, even with a narrowed, or niche focus, it can still be extremely difficult to convey value to persona A without alienating persona B or vice versa.
Personalization helps you eliminate the need to appeal to every web visitor at once by providing you with an opportunity to tailor content to those that matter.
But as Linus Gregoriadis, U.K. research director at Econsultancy, pointed out in his analysis of survey responses, knowing where you need to be and getting there are completely different things.
For companies to move out of what he called the “slow lane” and start gathering the good ROI reported by 15% of marketers (and 27% of agencies, on behalf of their clients), they need to understand the challenges to hurdle and the successful tactics to duplicate.
Here’s a great example of persona personalization on G3 Solutions Inc’s homepage:
By allowing the visitor to select an option that best describes their industry focus, G3 Solutions who sells various Dyson products, are opening up the door for a unique contextual experience.
Once their web visitors select an industry, the sections of the website the visitor is engaged with will be tailored to their interests, and the lead capture forms from Hatchbuck, as well as, the content will be unique to that industry each time they return.
In addition, software by Personyze makes it possible to personalize nearly any element of a web page in real-time, without the need of changing the HTML code using a , “personalization actions” widgets that allow targeting different audiences with different content.
This prevents them from having to sift through countless resource materials to extract real value.
Why? Because, as a result of personalization, and the use of marketing automation it’s suddenly all about them.
And, the same thing will happen inside their inbox in the event they opt-in to receive something of perceived value.
AddThis, offers 11 more examples of web personalization on it blog.
Different experiences for different lifecycle stages
As your visitor evolves from a stranger to a lead to a prospect, and ultimately a customer, your website content should evolve with them in order to remain relevant.
As you gather information about them, you can apply new premium content and information to your website as a way to personalize the web visitors experience, and keep them engaged with your company.
For example, when a first-time visitor comes to our DIR Incorporated -QuickHatch website, they’ll be presented with a default message on our homepage that looks like this:
Once they convert into a lead, the message will evolve into something a little more personal and even display there name.
If they buy a web site marketing product, they will be introduced to this site, and read blogs posts like the one you are reading now.
And, if they want to learn more about marketing automation and CRM, they go to this site …
This should provide an idea, or even possibly serve as proof that personalization does not have to remain confined to email, or just one website.
Instead, your email marketing tools and website(s) can work together to create a great experience for your web visitors.
Evergage recently released a free web personalization tool to help web businesses get more conversions through use of relevant web content.
Websites that employ personalization transcend limitations and serve as a valuable tool for digital marketers to provide the best fit message, to the ideal prospect, lead, customer, or other person, at the perfect time… all with precision.
Ready to redesign?
There’s a lot that goes into making a website great, as well as, getting marketing automation to work at an optimal level.
At DIR Inc. we have the experience and partners to help you get it working right.
That’s why we are creating a free guide to help walk you through it.
It will be available shortly, so bookmark this page — or simply fill out the form and it’s all yours once ready.
So, tell me what ideas, thoughts, or comments do you have about web personalization?