Website personalization is a marketing strategy that delivers personalized experiences for website visitors. Rather than having one website or landing page, a business creates custom pages for different segments of its audience, based on industry, location, or content customers read on the website of the business. Given below are strategies and tools that data-driven teams use to drive real-time web personalization for B2B.
Build buyer personas
In order to implement website personalization effectively, it is important for a business to learn everything about its target audience. Buyer or audience personas can be built by researching, surveying, and interviewing past, current, and prospective customers.
Journey maps
A journey map plots the unique path each persona takes as they move through different stages of their journey with a brand, from initial awareness of the brand to their purchase decision. The entire journey will probably not be a simple, linear path, but the user’s experience on the website of a business plays an important role in helping them move from one stage of the buyer journey to the next. A well-made journey map will highlight the buyer persona’s needs, motivations, and pain points at each stage of the buyer journey. These insights can be mapped to different pages and offer on the website of a business. Without the journey map, even the best personalization tools might lead to irrelevant content and disinterested website visitors.
Personalized activity reports
Getting new customers is important, but retaining existing customers is also important. It is crucial to interact with the existing customers. Sending a personalized activity report is a great strategy. For instance, Grammarly gives a weekly report called Grammarly Insights. This report gives a weekly writing update. The report includes mastery of a user over grammar and lists the vocabulary and tones used by Grammarly members. This type of report encourages users to use Grammarly more..
Personalize sales
The sales made through the website of a business can leverage lead personalization tools and provide details on previous interactions. When an offer is sent, companies should make sure that it is suitably customized. If not, the chances are high that a general proposition may be rejected outright.
Personalized sign-up forms
Personalized sign-up forms are also a great way to start interacting with potential visitors. The sign up form can be for starting an account on an e-commerce platform, free webinars, newsletters, demos or e-books. These forms are the first step in a business conversation. If a customer has filled out a sign-up form, it means that they are interested in what a business is about.
Use personalization tools
Website personalization tools make it easier to gather and use data to create a custom website experience. The tools that are chosen should integrate with the tools that are already used, such as CRM and email marketing platforms. Some helpful personalization tools are Leadfeeder Discover and Google Optimize. Leadfeeder Discover can reveal the company behind any IP address that visits a website and is also useful for revealing real-time user locations. Google Optimize integrates with Google Analytics, which makes it easy to detect which website experiences drive the most engagement and optimize personalization efforts.