Website Personalization: How, Why & When to

No one, literally no one wants to see your website if it’s generic and basic and too ordinary and boring.

You don’t believe me? 

Okay, let me share something with you that might help.

So we had an early christmas party for the office team in the evening so we called it a half day as everyone had to change from their casuals and office wear and come with something christmassy and partyish.

Just like you need to dress up for the occasion, your website needs to be personalized for your audience in order to be successful and deliver a fruitful prospect experience.

When you get into website personalization, you are essentially putting on the right dress for the right occasion (here account) to win them inside out.

Let me explain.

• Would you wear shorts to a wedding party?
• Would you wear a tuxedo to your friend’s night out?
• Would you wear a nightgown to a dance party?

Obviously NO. 

Why?

Because you want to look the best at every occasion.

On the same lines, by personalizing your website for your target accounts, you create a more meaningful and engaging experience that will help you drive more leads and sales.

Presenting each visitor with the content that best aligns with their industry, company size, or stage in the buying process can triple the rate of them securing the deal.

Listen to Sanjay Shah talking more about this on our ABM Voice Podcast:

Let’s talk about the 

Benefits of Website Personalization:

• Show them what they’re looking for: The biggest benefit of website personalization is showing relevant product recommendations to businesses. Based on the customer data you can show personalized recommendations and websites to them.
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• Increased engagement: Personalized websites are more likely to keep visitors engaged, as they are more relevant to their individual needs and interests.Personalized call-to-actions, different versions of your website homepage, etc lead your website visitors to engage more.
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• Improved conversion rates:A Personalized web experience can lead to higher conversion rates, as visitors are more likely to take action when they see content that is tailored to them.You may have a wide customer base, but your product remains the same. Personalize and customize your call-to-action, give unique experiences to different businesses and see the results.
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• Stronger relationships:Personalized websites can help to build stronger relationships with various audience segments, as they show that the company cares about their individual needs and preferences.Website personalization is a great way to get your customers' trust using different types of relevant dynamic content.
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• Increased brand loyalty:Personalized websites can help to increase brand loyalty, as customers are more likely to stick with a company that provides them with a personalized experience. Depending on their past purchases and user data, businesses can easily give a personalized web experience to their customers.
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Taking a pause to let you know that, Account Based Marketing is about personalizationbut"you must not stress about it"- Shahin Hooda

The very 1st question people have after I tell them this is:

Okay, I get the personalization but how do we identify who my website visitors are?

So, let us start with

How to identify your website visitors?

If you only thought of the form fills, you’re very old school.

Using Recotap, you can identify website visitors even if they don't fill a form.

To give you more clarity, this is how you can see your who is visiting your website on Recotap ABM.

Suppose someone from a company named "Cargo Airport Services" visits your website, here’s how you’ll see it (Remember that they haven't filled a form - but you are able to identify the account)

Get all the information you need.

You can know your visitor's behavior based on the data you get.

This wealth of data makes personalization effortless. 

We use different techniques & some of the most popular ones are:

1. IP Enrichment:Data sources like Recotap, 6sense and Clearbit can take an anonymous website visitor and provide details about the company they're associated with, along with a multitude of company-related attributes.FYI that’s not called SPY, that’s called INTEL. 
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2. First-Party Data:Leveraging CRM data from platforms like Salesforce and HubSpot along with product usage data from Segment.
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3. UTM Data:UTMs can help pinpoint visitors arriving from paid advertising platforms such as Google AdWords, Facebook, and LinkedIn.

So after gathering all the data and intel and knowing your website visitor, let’s show them what they wanna see.

Let’s give them an experience to which they cannot say a NO.

Let’s shoot personalized content on their screens, increase the on screen time.

I’ll give you different personalization hacks that’ll be easier for you to implement yet powerful enough to drive conversions.

How to Personalize Website?

Listen to Shahin Hoda, pouring out great insights on personalization:

1. Company Size:Think about selling your product to a colossal corporation with more decision-makers than a royal court.Would you make the same pitch as you would to a fresh-faced startup with dreams bigger than their office space?Yet, some websites do exactly that, making startups feel like titans and giants like mere mortals.I was talking to my friend and she said something that actually got me thinking.When they spot an enterprise prowling their virtual halls, they don't just hand them a generic welcome mat. They swap logos as if they're shuffling a deck of cards and switch the CTA from "start your journey" to "request a tailored demo." You can implement the same personalization method like this:

It's like offering a compass to an explorer and a puzzle to a strategist.

As a friend on mine puts it:

Our solution caters to everyone from garage startups to government agencies. We've got to speak their language.

And speak they do, leading to a spectacular surge of 205% in enterprise leads and deals. Now, that's personalization on a grand scale! 

2. Industry:This is interesting.

There are 2 ways in which you can connect with your Ideal Customer Profiles- 

One is when they come to you expecting some solution and 

The other is when you reach out to them telling them
‍"Hey, we can do this, we're your perfect fit!". 

There’s a high possibility that your product is useful to different industries. 

So, reach out to them based on their utility, 

their needs and 

what kind of messaging they’d be able to consume easily.Sprinkle in some industry-specific terms, tailor-made visuals, and a pinch of testimonials – and presto!Us marketers should understand that catering to B2B and consumer services requires a tailored approach.

The outcome?

You’ll definitely see a delightful surge in conversions – it's like cracking the secret code to every industry's heart.

3. Buyer Persona:

Give 'em What They Want:

Imagine a dating app that reads your mind and presents you with potential matches that perfectly fit your preferences – 

that's similar to guiding potential customers to a webpage that understands their needs before they even express them! 

If someone's scouring for "startup financing," serve them a page that's more persuasive than a motivational speaker.

Make sure the landing page isn't just a page; it's a crafted experience based on the visitor’s firmographics, problems and persona.

No need to sift through irrelevant information – Handle them exactly what they’re looking for.

When?

In real-time. Yes, you just need to use some right tools, add in the specific needs of your buyer and create a personalized user experience for your customers using Recotap's website personalization application.

The takeaway?

Elevate personalization from a strategy to an art form. 

4. Geolocation:

Your customer would love it if you showed some familiarity while pitching them.

Geolocation tracking is not as investigative as it is in undercover operations, Geolocation tracking works by using the cell towers and WiFi nodes closest to a site visitor to detect their approximate location.

You can personalize your website or landing pages by adding some location-specific variables like language, culture, etc.

5. Time Spent on Page:

The amount of time a user spends on your website is one of the key metrics to evaluate their likeness of your product, service or website.

Your content will decide for how long will the user remain on your website.

You can have time-oriented website personalization and prompts to keep your customer engaged.

Customize your content like a tailor crafts a bespoke suit, and watch your leads and conversions dance their way into record-breaking figures. 

It's like sprinkling a touch of magic – with a dash of data-driven brilliance.

And what do you get after doing all this?

Results, not just good results but I would say top results.

Let me take you through the many

Benefits of Website Personalization in Account Based Marketing:

1. Increase engagement:

Not the wedding ring engagement but the customer engagement for sure. 

When visitors see content that is relevant to their interests, they are more likely to engage with your website. This can lead to more page views, more time spent on your website, and more leads generated.

2. Improve conversion rates:

Well, not the currency conversion rates but your ICP will sign your contract for sure.

Personalization can also help you improve your conversion rates. When visitors see content that is relevant to their needs, they are more likely to take action, such as filling out a form or making a purchase.

3. Increase brand awareness:

No, no, no, not the way where they distribute leaflets like Oxygen on Mars. 

Personalization can also help you increase brand awareness. When visitors see content that is relevant to them, they are more likely to remember your brand and consider doing business with you in the future.

In a recent study by Forbes, it was found that

Personalized Website Experiences can lead to a 28% increase in customer loyalty. The study also found that personalized websites can increase conversion rates by up to 20%."Personalization is the future of marketing." - David Skok

David Skok, a leading venture capitalist, believes that personalization is the future of marketing. 

He argues that by personalizing our marketing efforts, we can create more relevant and engaging experiences for our customers.

And, we agree

The Bare Necessities for Website Personalization:

There are a few key things that you need to do in order to personalize your website effectively. These are the bare necessities:

1. Collect data about your users:This is the foundation of website personalization. 

You need to know who your users are, what they are interested in, and what they have done on your website in the past. 

You can collect this data through a variety of methods, such as cookies, surveys, and social media.

2. Use the data to create segments:

Once you have collected data about your customers, you need to group them into segments. 

This will allow you to personalize your website content and experience for each segment. 

For example, you might create a segment for new visitors, a segment for returning visitors, and a segment for high-value customers.

3. Personalize your content:

This is where the rubber meets the road. 

Once you have created segments, you need to personalize your content for each segment. 

This can be done by changing the text, images, and videos on your website. 

You can also personalize your content by offering different products or services to different segments.

4. Personalize the user experience:

In addition to personalizing your content, you can also personalize the user experience on your website. 

This can be done by things like remembering user preferences, offering different content based on the user's location, and providing a way for users to sign up for email updates.

Shhh… There’s a secret to ease up the implementation of these 4 steps. 

You can use a mix of the tools you’ll read now or just use Recotap to do it all.

1. Data collection: Recotap, Google Analytics, Adobe Analytics, Matomo
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2. Segmentation: Recotap, Adobe Target, CrazyEgg
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3. Content personalization: Recotap, WordPress plugins, Adobe Experience Manager
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4. User experience personalization: Recotap, Adobe Experience Cloud, Customer.io

As we approach the end,

I'd like you to enter "The Cheesecake Factory" with me and witness the experience I had.

The restaurant uses a variety of personalization techniques to create a unique experience for each customer.

• As I walked into The Cheesecake Factory I was greeted by a hostess who asked for my name. I told her my name, and she smiled and said, "Welcome, Arun." I smiled and felt appreciated.
• The hostess led me to my table and gave me a personalized welcome message. The message said, "Welcome back, Arun. We're glad you're here!" I was surprised that she remembered my name, but it was a nice touch.
• My server came over and asked me for my drink order. I ordered a glass of water and told her about my food allergies. She said she would make sure to take my allergies into account when making my recommendations.
• The server brought me my water and then gave me a personalized menu. The menu included items that were popular with guests who had similar allergies to mine. I was impressed that they had taken the time to create a personalized menu for me.

By using these personalization techniques, The Cheesecake Factory is able to create a unique experience for each customer. 

This helps to ensure that customers return to the restaurant again and again.

Impressed right? 

That’s exactly what we as B2B marketers must do if we want to create an outstanding customer experience.

Get started with Website Personalization?

It’s not hard.

If you’re already personalizing, 2 cheers to you, I’d love to know your experience.

Need help with getting started with personalization?

Talk to me here.

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