How to Get Started with Website Personalization

By Charly Mostert


Sitting down to write this blog, it occurs to me that:

  • I’m listening to my personal “Top Songs of 2018” Spotify playlist.
  • There’s a Starbucks coffee cup on my desk with my name written on it.
  • I started watching the Netflix show Slobby’s World yesterday after it popped up in my recommendations. After a few minutes I realized why it had: the show was filmed a few miles from my house in Tucson (and, yea, I binged-watched it).

What do these things have in common?

Well, it’s the personalization of customer experiences! And it’s happening because 80 percent of consumers are more likely to make a purchase when brands offer individualized, personal experiences.

While we’re talking stats, here are some other eye-opening ones:

Website personalization is a one piece of a holistic, personalized buyer experience; though these stats suggest we marketers need to do a better job of it.

But what exactly is website personalization? What kind of data can you use to create personalized website experiences? What are some areas where website personalization is effective … and others where it isn’t? Let’s dig in.

What Is Website Personalization?

Marketers have been segmenting their target audiences for a long time. Personalization is essentially segmentation to the extreme: tailoring your messaging down to the individual level.

Within your digital marketing toolbox, your email marketing probably gets the most personalization (all those “Hi [First Name], Hello [First Name], Hey [First Name]” greetings and subject lines). With HubSpot’s CMS, you can also update elements of your webpages to be specific to individual visitors. HubSpot calls these personalized elements “Smart Content.”

How Does Personalization through Smart Content Work?

Website personalization using Smart Content uses the data that you already know about an individual user and tailors one or more elements of a webpage to better speak to them.

If you’re using HubSpot, the user data you can presently use to create smart content are:

  • Country
  • Device type
  • Referral source
  • Preferred language
  • Contact list membership
  • Contact lifecycle stage

Based on these data, you can change these page elements:

  • CTA buttons/graphics/text
  • Forms
  • HTML (including rich text modules)

Website Personalization with CTAs

With Smart CTAs, you can show different offers to different visitors.

For example, if you’ve done your buyer persona research, you might create a dynamic list of customers who match your top persona and show an offer you know converts especially well with them.

Or you might decide to segment a CTA by lifecycle stage. On your next blog post, you could have one bottom-of-page default CTA linking to a related resource and also create a smart version for opportunity-stage prospects. This one could use a more bottom-of-funnel offer, such as “Schedule a Demo.”

Website Personalization with Forms

There are two ways to use personalization with forms:

  • Use known visitor data to show an entirely different form.
  • Show only form fields that you don’t already know for a given contact. (This is called “progressive profiling” and helps you gather new/more information each time a visitor converts, which in turn gives you more …read more

    Read more here:: B2CMarketingInsider

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