Today’s search engines are efficient mechanisms. They choose websites based on their potential to offer visitors the best user experience possible. If you want to deliver the right message, at the right time, to the right person, you need to incorporate personalized content in your marketing strategy.
What is personalized content?
It would be convenient if all visitors to a website were identical. But, they just aren’t. They have different interests, behaviours, ages and they even use different kinds of devices. Luckily, websites are designed to speak to several different target audiences: confirmed customers and suppliers, students, teachers, etc. If this all seems a bit abstract, not to worry.
Let’s use a project we recently completed as an example:
Website “X” sells spare parts and has identified various buyer personas: customers who view the technical documentation and who read the blog’s content, company salespeople who use the website to offer their services and compare products, and buyers who want to contact customer service agents to obtain information over the phone and to place orders.
Personalized content (aka “smart content”) makes it possible to reach these different groups of people by adapting the content of each page to ensure that it matches the interests of the visitor.
What can be personalized?
In theory, pretty much everything. However, we recommend using personalized content only in certain parts of the page to ensure that visitors have some consistency if they were to login using a different device, or if they were to recommend one of your pages to a friend.
Once you determine your objectives and the sections you want to personalize, you can offer content that is adapted to your segments: targeted information, personalized advertisements, specific call-to-action, and so on.
Optimizely, a website that specializes in customer experience optimization, successfully experimented with 26 different home pages corresponding to 26 visitor segments, including: customers who were logged into their accounts, known visitors (visitors who have visited the site more than twice), visitors in North America or Europe, etc.
These were their results:
+ 1,5% in engagement
+ 113% conversions to the solutions page
+ 117 % conversions to the CTA “Test it Out” to start the account creation process.
Hubspot, the inbound marketing and sales developer that was the subject of another one of our articles, can also help develop smart content.
In this specific case, you can choose to put forward content according to the country, device used, language, list of contacts, life cycle and the source of the visit (organic, social network, Adwords, etc.).
How personalized content can help you
Implementing a strategy with personalized content can produce some impressive results: improve lead quality, increase your conversion rate, help you get to know your visitors better and offer your users a better experience by offering them content that is adapted to their interests.
Integrating personalized content on your website
Using smart content on your website is actually pretty simple. We’ve outlined 4 steps here:
1- Content audit
First, you will need to audit your content: blog articles, folders, tools, videos, product pages, etc. so you can organize them by theme and objective.
2- Gather information about your visitors
You can collect this information in different ways. It’s best to do so according to profile type (information that the visitor filled in by themselves) and/or by their behaviour on the site. To create a customer profile, you can collect data from several sources: tracking on your website, questionnaires, Google Analytics statistics, chat history, clicks on newsletters, conversion funnels, etc. This data will translate into marketing actions. And each new visit and the data collected via those visits will serve to enrich the next visits.
3- Development and applying management rules
Once you’ve defined your personas and the data you want to collect, you will need to develop “if/then” management rules for each segment.
Here are a few “if/then” rules you could try:
If the user visits page A + page B + page C, then he/she falls into the “seller” segment > display content A.
If a user clicks on block A of the newsletter + used the online compare tool, then they fall into the “focus: automotive” segment > display content B.
4 – Evaluating results
Now you’re ready to measure your results and make any necessary adjustments. Ensuring the success of your user experience is as simple as that!