12 Days of Personalization

At Webeo, we all know that Christmas is the time for giving so we’d love to give you our top tips on the different types of personalization that can supercharge your website. The ’12 Days of Christmas’ blog is popular around this time of year, but we promise ours will provide you with the insight you need to ensure you’re a cut above the rest in 2022.

So, introducing (drum roll please) Webeo’s ’12 Days of Personalization!’. We’ll share how you can make small changes to your website to impress your visitors and achieve greater conversion rates and revenue for your business. We’d love to know, which types of personalization you’re currently using on your website, or how would you personalize if you had the right tools to help you? We’ll also be highlighting how easy it is to set up personalized experiences, so there really is no excuse for why your prospects’ journey isn’t personalized, at every touchpoint!

Read on if you want to drive business growth and enhance your website experience…

Day 1 – Industry based personalization

Grabbing your visitor’s attention (the moment they land on your site) is the best way to keep them there. What’s the easiest way to do this? Relevancy.

Personalizing your site to the different industry types that visit, will allow you to instantly connect with your buyer. This is through creating a personalized experience, completely applicable to their sector. Create industry relevant headlines, copy, imagery, content links and even proof points, to ensure you’re creating powerful engagement that increases your conversions.

Worried that you target many different industries, or that setting up an experience for each will take up too much time and resource? You needn’t be! Our software allows you to clone your current webpage and make alterations to specific sections, such as the hero image, or headline.

Make simple and easy to implement changes, such as altering your Homepage to include a relevant image and engaging title for the visiting industry. Identified a visitor in the software sector? Your headline could become ‘Our Services for the Software Industry’, to let your visitor know they’re in the hands of the experts.

3 easy experiences to set up:

1. Inserting a dynamic ‘industry’ tag in the Homepage title (this will pull through your visiting business’ industry, so you don’t need to set up multiple experiences).
2. Select your ICP (Ideal Customer Profile) industries and add relevant client logos to any page.
3. Add and reference case studies detailing how you’ve helped businesses in your visitor’s industry.
   

Day 2 – Company size based personalization

With this type of personalization, you can effortlessly guide your visitors on the right customer journey for them – whether they’re an SME, or an Enterprise organization.

By personalizing your website content with your visitors’ company size in mind, you can present the right headlines, content, product information, case studies and CTAs, to drive them through the funnel faster. You can also use turnover count to determine your sectors, allowing you to choose the best way to categorize the size of your visiting businesses. With size-based terminology utilized within your copy, you can ensure your visitors know that you understand the wants and needs, specific to their business’ size.

Top Tip: Remove the logos of Enterprise organizations when SME businesses visit your site, this way they won’t feel as if they’re a small fish in a sea of big clients.

If you’d like to personalize a page other than your homepage, why not look at your pricing page. By personalizing this to each employee band, you can ensure your visitors are displayed the correct pricing strategy for them. Why not tailor your CTAs too. For example, if you’re targeting Enterprise businesses, you may want to alter your CTAs to say ‘Contact Sales’, or direct them straight to an online sign-up form.

We know our buyers like to get straight to the point, so why not deliver them the information they’re looking for, so they don’t need to ask.

3 easy experiences to set up:

1. Match relevant client logos to the visiting organization size.
2. Swap the products displayed on your product page(s) to match the size of the visiting business.
3. Alter your CTA to match the visiting company’s buying style.
   

Day 3 – Location based personalization

Customizing your website to your buyers’ location is a great way to show which of your products or services are most accessible to them. It can also ensure your visitors feel they are in the right place as soon as they land on your website.

Sometimes, just altering your headlines and copy isn’t enough, your buyers are looking for specifics, and you can easily provide them with content that’s hyper-relevant to them. By adjusting your content to include links to key events in their specific area, or information on the sales team they should reach out to, you can guide them on the right customer journey for their region.

3 easy experiences to set up:

1. Change your product offering to reflect the products and services available in different regions and countries.
2. Alter website copy to reflect your visitors’ local language.
3. Change your CTA so your visitors are put directly in touch with a rep in their area.
   

Day 4 – Channel based personalization

Utilizing a channel-based personalization strategy can help you deliver a seamless buyer journey by creating personalized experiences based on website visits from search, display and other digital campaigns, so your website content reflects your buyer previous interactions with your brand.

Engage visitors with headlines that reference the search terms or referring sites they used to reach your website. You can also alter copy and content that reinforces the key messages they have seen, to drive them deeper into the customer journey.

By utilizing UTM (Urchin Tracking Module) codes, which track the effectiveness of online marketing campaigns, you can link your campaigns to the specific keywords your visitors have been searching for. For example, Webeo allows you to build an audience based on a unique PPC identifier, allowing you to create personalized experiences for this visitor source. By tailoring your content to include the keywords you know your visitors are searching for, along with relevant hero imagery and industry specific copy in your headlines, you can strengthen your marketing campaigns and increase your onsite engagement.

3 easy experiences to set up:

1. Tailor your content to target visitors who visit your site through a specific paid campaign.
2. Change your landing page copy to reflect the key words that users have searched for.
3. Reference the channel your visitors have landed from, such as Google, LinkedIn, or email.
   

Day 5 – SIC based personalization

For a more granular version of our Industry based personalization, try our SIC (Standard Industrial Classification) personalization.

This is a system for classifying industries by a four-digit code. Webeo can utilize SIC code classification to personalize to your chosen audience. So, rather than just personalizing your site to everyone in the ‘Software’ industry, you can be more specific by selecting sectors such as ‘Computer Software’ or ‘Software Publishing’, as highlighted in the image below.

This is a great way to dig deeper than your standard ‘Industry’ based personalization’s, allowing you to personalize at scale, and at speed.

1 key experience to set up:

1. Build your own industry categories to reflect your exact definition of the industries you target.
   

Day 6 – Behavior based personalization

Webeo can identify your visitors’ past behavior on both a business and individual level, enabling you to go deeper than just simply seeing that they’re a repeat visitor. For example, Webeo can identify what page your visitors’ have previously landed on, how many times they have looked at that page and over how many days they re-visited it. This is a great way to identify intent and personalize your website to stay relevant.

Guide your visitors through the funnel faster and increase your conversions, by showing them different content, resources and CTAs based on how they interact and consume information on your site. For example, you could create a campaign for repeat visitors who haven’t been back to your site within a set time. You could then tailor your messaging on you Homepage around ‘You’ve not been here in a while, here’s what we’ve been up to’. Include assets such as product updates, upcoming events, or new content you’ve published.

You can also use behavior-based personalization to identify visit count. This means you can tailor your site to reflect their engagement levels, such as using different CTAs to match their stage in the buyers’ journey. If you know they’ve visited your product page 10 times, you can display ‘Book a demo’ or ‘Contact our Sales team’ CTAs.

3 easy experiences to set up:

1. Identify visitors who have shown intent on a specific page across several days and tailor your Homepage content to include ‘Can I help you with anything?’ messaging.
2. Tailor your Homepage messaging around ‘You’ve not been here in a while, here’s what we’ve what we’ve been up to’, for visitors who haven’t been on your site for a set number of days.
3. Use visitor count to determine which types of CTAs to display.

That wraps up the first 6 types of website personalization you can utilize using Webeo’s software, to drive growth for your business! Remember, personalization is key to engaging your buyers and accelerating them through the sales cycle faster. If uplifting onsite conversions, driving ROI and reducing bounce rates is part of your 2022 marketing strategy, then Webeo’s easy to use website personalization tool is for you.

Keep your eyes peeled for the second half of this blog, coming on December 7^th!

Written by Lauren Lee