It’s no secret that personalized marketing has taken the B2B world by storm over the past few years. In fact, according to Smarter HQ, 72% of consumers will only engage with marketing messages that are customized to their specific interests. And, Segment found that an average of 71% of consumers feel frustrated when their shopping experience is impersonal. As the demand grows, and high-quality data becomes more and more accessible, impersonal and static websites will get left behind. Customers want to feel valued, and a tailored, relevant experience is the answer to that. To accelerate your website optimization strategy, personalization is pivotal!
Stand out from competitors
Having an attractive website matters. To gain the right attention and stand out in a crowded market, your site needs to look the part! If it is unattractive, unengaging or irrelevant to your target audience you risk turning potential customers away — and, in turn, telling search engines like Google that your site isn’t high-quality. To achieve a high-ranking position, you need to be the best of the best. Enter personalization — the ultimate solution. According to Statista, more than half of marketers are currently using website personalization. But, getting it right is crucial — Digital Doughnut found that as many as 63% of consumers stop purchasing products and services from businesses that provide poorly executed personalization.
Reduce your bounce-rate
When a visitor lands on your website and exits fast, this negatively impacts your bounce-rate. Think about your own experience with online marketing. If an advert, social post or piece of content is relevant to you but, when you click the link to find out more, you have been misled or taken to a generic page, you’re likely to leave the site immediately. The same goes for B2B buyers! The more personalized your entire marketing experience — all the way through to your website — the longer visitors will stick around. Link to a personalized landing page, ensure you’re sending potential visitors to relevant content, and ensure your website copy clearly outlines why you can help them. Be sure to use analytics to identify pages with high bounce-rates, implement a plan to improve it and, in turn, optimize your website.
Step-up your CX and boost conversions
On-site personalization can advance your overall customer experience, as well as enhance your website conversion optimization. In fact, Evergage states that some of the top benefits of personalization are customer experience, customer acquisition and increased conversion-rates. By optimizing your website for conversions, and putting customer experience at the heart of your website, you’ll reap the rewards of a high-performing website.
Businesses are seeing a measurable difference in terms of revenue, too — according to Monetate, in-house marketers are seeing a 19% uplift in sales thanks to personalization. By increasing relevance and making their experience easy, your customers feel valued and understood — plus, personalized calls-to-action and greetings help guide your website visitors towards the conversions.
Your website optimization strategy
Personalization is effective, but your website needs to be a well-oiled machine to make an impact. Outlining a clear, detailed plan before embarking on an optimization journey is always a good idea. But, what do you need to include in your strategy to get started?
- Assess your existing site
Start by looking at your website as it stands to see what kind of task you have ahead of you.
- Identify problems from the outset
Be sure to take note of any problems such as broken links and slow-loading images as you go.
- Improve your structure and usability
Notice where your on-site user journey could be simplified and enhanced for your visitors.
- Get to know your audience
Gain insight about your target audience so you can design the optimum experience for them.
- Update meta and alt tags
Meta tags provide data about your site and alt tags make your content more accessible. Don’t dismiss them!
- Undertake keyword research
Using the right keywords on your site and in your content will get you noticed by search engines.
- Design a content marketing strategy
Based on the information you’ve acquired, implement an engaging, bespoke content plan.
- Include the right technology
Having the necessary tools in place from the beginning is crucial — don’t forget to explore some of our favorites.
Website personalization should be a key part of your wider optimization approach. Webeo is an innovative website personalization software that takes B2B websites to the next level! It works by turning static, one-size-fits-all websites into engaging, bespoke online experiences. Utilizing a global leading database of business IP addresses, Webeo tailors your website in real-time to meet the needs of your visitors. Users can alter the imagery, content, language, greetings and calls-to-action displayed — boosting CRO, enhancing customer experience, reducing bounce-rate, increasing time spent on site and ensuring your SEO ranking soars. Discover the power of personalization and book your Webeo demonstration today!