As marketers, we invest a lot of time, money, and effort into making our websites the best one-stop shop for researching, considering, and committing to a purchase decision. However, the internet is oversaturated with information. Combine the overwhelming wealth of information with people’s shrinking attention spans, and you’re faced with the challenge of not only standing out, but also capturing the attention span of a goldfish. Therefore, it is critical to use the available data about website visitors to serve them an experience that is relevant to their interests and phase in the buyer’s journey. But how do you determine what data is relevant and what content your visitors should see?
The following list describes five ways you can serve a relevant experience to your website visitors, even if you don’t know who they are. Personalization enriches the buyer’s journey for website visitors and improves marketing metrics that matter to you. Our clients have seen an increase in form submissions, ROI on ad spend, engagement on site, and goal conversions, among others. It’s simple, when marketers make it easier for website visitors to find the information they’re looking for, they convert.
Using geo-location to personalize aspects of your website is a great start to delivering relevant content to anonymous visitors. Serving a message in real-time based on a visitor’s specific city, state, or country encourages site visitors to click through more pages and spend more time on site. Marketers tapping into their Google Analytics can discover that their destination’s site attracts visitors from a location they could not have predicted. Imagine that you found out your site was frequented by an audience in Japan. Adapting your website to these visitors could help push more of them from researching your product to actually contacting sales. You could choose to feature a welcome message in Japanese, driving them to an interior page with more relevant content in their language and one that’s catered to their needs.
Tracking a visitor’s previous engagement onsite can give marketers many clues about what content they’re interested in. Have they returned to your site multiple times? Have they lingered on a particular page during each visit? With behavioral data, marketers can create the relevant website experience each visitor expects. For example, let’s say that a visitor came to Wonderlic’s website three times. Wonderlic provides businesses and schools with assessments for each phase of the hiring and student selection process. Each time said visitor came to their website, they clicked to learn more about Wonscore, their pre-employment testing offering. With this knowledge, marketers at Wonderlic could serve a modal encouraging this visitor to sign up for a free trial of Wonscore.
Marketers can personalize their website based on the ad campaign that led a visitor to their site. This means that you can keep the same ad budget and actually increase your return on investment. It is crucial to deliver consistent messaging to your audiences across all channels. If you’re already serving targeted paid media campaigns to specific audiences, why should that personalized experience stop when they get to your site? You can use one landing page for all of your ad campaigns and personalize the content on that page based on the ad the visitor came from – ensuring a consistently relevant experience that they expect.
Prior to visiting your website, some visitors may have received an email from you. By connecting your email marketing automation tool with our platform, we make it easy for you to personalize the website experience for your email recipients. Based on specific email engagement, you can serve consistent and targeted content on your website. For example, if a recipient list received an email inviting them to register for a conference with your discount code, you can choose to remind them with a fly-in on their next visit to your site.
Every website is designed to drive visitors to key conversion goals. Knowing when a visitor takes action on a goal is incredibly important because it allows you to stop showing calls to that action and start pushing them toward the next goal. If a visitor has already downloaded a white paper, it’s probably a good idea to stop driving them to that conversion point. However, knowing that they’ve looked at the resource is a good indicator that they are actively researching your product and signals that you may want to serve them a modal or banner offering a free trial or demo. Understanding when your site visitors achieve goals is the first step in helping them further and more effectively make a purchase decision.
Don’t let the fact that the vast majority of site visitors are anonymous inhibit your digital marketing success and keep you from missed opportunities to convert a prospect. For more information about how you can delight every single visitor, we have developed a personalization maturity model to help marketers understand the initiatives and deliverables in each phase of personalization maturity and how to move to the next stage. Check it out here.