Webeo is a revolutionary software, evolving the way businesses maximize their website potential to drive conversions and business revenue from new and returning business opportunities.
Discover a world of personalization possibility! Advance your understanding of personalized marketing and why this inventive new strategy is so beneficial to business success. For beginners and experts alike, we’ll delve into the history of online personalization, what businesses can gain from adopting a bespoke online customer experience and, how ground-breaking technology can help take your business to the next level. Quickly access one of our chapters below or read on for our website personalization overview.
Website personalization is the process of dynamically customizing website content to create a completely bespoke experience for each website visitor. Instead of a one-size-fits-all experience, businesses can improve their online journey and brand engagement by presenting each visitor with a unique experience tailored to their needs and wants.
Advanced technologies can segment your website visitor data in real-time, which allows for user-specific content or products to be displayed depending on the buyer’s behavior, industry or demographics. An effectively personalized website experience greets the visitor – sometimes by name – and shows them only what they want to see, and none of what they don’t.
Imagine offering a website experience that converts every time. An experience so streamlined, website visitors seamlessly enter your sales pipeline engaged and ready to buy. Website personalization can offer that experience.
Web personalization offers businesses many different opportunities. From discovering new data to improving on-page engagement and conversion rates, offering a bespoke experience for your target audience has proven success.
Undertaking a personalization strategy means you’ll gain valuable insight into the audience engaging with your site every day. Advance your understanding by discovering your most visiting industries, and how they interact with online content. Obtain information surrounding website behavior trends and visitor preferences, allowing your team the best chance of optimizing website performance.
Offering business website visitors personalized content creates a powerful user experience, streamlining their online journey by leading them towards tailored calls to action meeting their business requirements and needs. This has been proven to drastically increase your website conversion, producing more high-quality, engaged business opportunities. This also reduces your bounce rate, ensuring as many visitors as possible remain engaged with your site and discover an effective call to action. Those using website personalization have seen a 93% increase in their website conversion rate.
The customized content used to fuel these personalized webpages increases your site ranking on search engine results pages, as your website offers increased relevance to the specific business or industry visiting. This helps your target audience discover your business website with ease, boosting website traffic and brand engagement. Businesses have seen a 47% increase in website traffic when employing a personalized online experience.
Return on investment is vital for success. The increased conversion rate accompanying a personalized website experience provides your business with additional opportunities to close new business. The quality and quantity of leads gained from this customized strategy has improved sales pipeline movement for many businesses; it’s been discovered that customizing your homepage alone can increase sales activity by 10%. Those conducting a fully personalized website experience have seen average order value increase also, promoting a consistent and healthy ROI.
Tailoring your website to visiting businesses can boost your retention efforts. Consistently offering returning clients a unique online experience meeting their needs and queries promotes a high-end, luxury customer experience making every client feel individual and attended to. This improves customer satisfaction, offering increased opportunities to retain clients with upsell or cross-sell contracts.
Many website personalization tools enable invaluable A/B testing capabilities, helping your team find the perfect formula for increased conversion and online success. Choose the optimum copy, images and calls to action, responding to the correct industry or visiting business and run multiple tests to ensure your customized content is both responsive and current, offering a heightened chance of conversion.
Personalizing content is nothing new to many businesses. In fact, 86% of buyers won’t respond to marketing communication unless their name is actively included. If anything, we’ve come to expect personalized communications from businesses, but it hasn’t always been this way.
In the early 1990s, many businesses started using a digital CRM to segment data into “types” such as client, prospect and more. This leads to something very important- personalized emails. This was often done manually and only involved adding the recipient’s name, but none the less, it was the first digital channel to truly adopt a personalized approach in business communications. This is when many buyers began to expect personalization; just as letters are addressed to individuals, digital marketing communications were expected to be equally as targeted.
We then reach 2007 – a pivotal year for personalized marketing due to many varying factors. The iPhone became a popular, mainstream addition to the arsenal of many buyers, triggering the use of mobile internet access and encouraging mobile phone technology to rapidly evolve. This also led to a huge flux in social media usage, as Facebook and Twitter vastly gained popularity and businesses began to regard social network platforms as valuable channels for marketing. 2007 also saw cloud solutions and marketing automation software start to become a viable option for many businesses, offering a new way to store and segment data for powerful, personalized marketing.
Today, buyers expect more than just their name added to an email. Around 1 in 3 buyers do not believe their experiences are personalized enough, and 62% of buyers returning to a vendor want to receive offers based on their previous purchases. The demand for a fully personalized marketing approach in both new business and retention is high, and buyers are keen to work with businesses in order to gain the unique experiences they desire.
Over 50% of buyers are willing to provide personal details in exchange for online experiences tailored to their needs, helping streamline their online journey, proving just how important a personalized experience is for them. Recent studies show that 74% of buyers feel frustrated when a website offers no customized features at all- especially when returning to a website they’ve already purchased from. Further to that, 73% of buyers instantly expect personalized online experiences when browsing, including search bar predictions and recommended content based on their wants and needs. The vitality of engaging your online audience with personalized content has never been more paramount.
However, until recently, offering a truly individual experience for each buyer has been difficult for many businesses. Whilst using cookies can recommend products similar to those previously purchased (read more in Chapter three), software offering website customization to include high-end business personalization (including name and logo) is a fairly recent development, thanks to one key factor- data.
Data is an imperative addition to marketing success – those using it to properly drive marketing campaigns and boost sales pipeline performance are six times more likely to see a profit year on year. The ultimate in personalization, of course, requires accurate data- you can’t populate an email campaign with names if you don’t have them! A lack of complete data sets prevent 71% of B2B marketers from running fully personalized campaigns, so it’s no surprise that 80% of businesses feel driven by data, and deem it vital to success.
To achieve the ultimate in personalized marketing campaigns (especially for advanced website personalization) you’ll need to ensure you have the required data properly segmented and organized. Many tools offer additional functions surrounding data collection and categorization, knowing how important it is to marketing success; all personalized marketing is data-driven marketing. It affects everything.
No one can say what is truly in store for personalization in business outreach, but one thing we can say with relative confidence is that technology is constantly advancing, and soon the impossible may well become part of our everyday lives. Alongside these advancements, the digital footprint we each create will only grow in detail, offering businesses further chances to enhance online personalization. The term “predictive marketing” has been coined to describe the direction personalization continues to tread.
Predictive marketing can use data known about the individual (be it data pertaining to previous behaviors and purchases or to their business and industry) to predict what the visitor wants, needs and is looking for. Looking at office furniture suppliers for example, when previous clients access their site, products of a similar use and price range to their last order will be displayed first, predicting their business requirements. The website provides package deals or ready-made repeat orders for the specific business, whilst the checkout offers a drop-down menu of their regional offices for delivery.
Whilst this sort of personalization relies on some key artificial intelligence advancements, we can see the infant stages on sites like Amazon. The future of personalization is not only exciting, it’s very necessary to meet the ever-growing demands of our buyers.
The demand for personalization rings loud and clear; our buyers prefer a customized website experience, and our business results drastically improve by offering one. This has brought about an evolution of buyer expectations and contributed heavily to website evolution. Let’s discover how websites have changed over the years, and what key ways B2B organizations are customizing their website experience to meet buyer needs, reduce bounce rates and increase conversion.
When the World Wide Web began, things were very different. We needed dial-up to access the online world, meaning all websites had to be very basic in order to load quickly and easily. Websites at this time were very simple, mainly comprised of text and links. There were very little images (usually none) and no rich media. Looking back at old websites now is almost laughable, seeing just how stripped back and bare they used to be.
Websites of today are vastly more exciting, and thanks to advancements in broadband, we can load website content much faster. It’s now seen as distinctively rare and odd for a business not to have a website, as online presence is of such importance to consumers and business buyers alike. 94% of buyer journeys start online, proving just how vital a business website is.
Today’s website focus is less on simple functionality, and more on website style, incorporating rich media and branded imagery to create an exciting experience with clear navigation and a mix of content. However, evolution is constant, and the website world is shifting; the current website experience remains static, and the future is calling.
Personalizing online experiences is the next step. Offering dynamic content to individual visitors, showing them the specific information and products they want to see, without clunky navigation puts the focus purely on user experience. As we now look back on old websites and find it amusing how simple they once were, in five years time, we will look back on the websites of today with a similar view, finding them basic. Website personalization software offers businesses an invaluable opportunity to fast-track their online experience into internet future.
For businesses that target a large number of varying industries or offer a product/solution with multiple use cases different sectors find relevant and beneficial, providing an industry-specific website experience is hugely advantageous. Presenting visitors from specific industries relevant case studies and product information, pertaining to their specific use case on your homepage, helps to increase product value whilst offering a fully tailored website experience.
Personalizing your website in this way also helps establish your brand as industry experts, showing visitors your experience working within their sector, optimizing your product/solution to easily meet their business needs. This attention to industry solutions helps to promote a memorable experience, and also helps to guide users to specifically placed calls to action for heightened conversion.
In the B2B sphere, a bespoke website experience also offers an exceptional account-based marketing approach, with a high-end look and feel. Personalizing your website to key, desirable accounts by featuring their business name and logo, along with visitor-specific messaging and relevant content offers a truly unique experience, perfectly leveraging your product to the needs of your ABM prospects.
Those undertaking an ABM marketing approach are likely to target large value accounts, offering a high order value product. As so many buyers will refer to your website at least once before they contact you, why not completely customize your website experience in line with your other ABM efforts? Website personalization software like Webeo makes this process easy by using advanced technologies and data insights.
This method can also be used to drastically increase customer service and retention efforts. Creating a customized landing page for an individual, high-value client offers them an ongoing, first-class brand experience, ensuring the most relevant information is provided to them at every online interaction.
Customer experience, or CX, outlines the way your brand interacts and serves your client base, and how these clients perceive your brand. A positive customer experience is hugely beneficial to your business, improving retention success, generation revenue through upsell and cross-sell opportunities, whilst growing your brand reputation for increased referrals and word of mouth.
Offering a website journey fully personalized to specific clients produces an outstanding customer experience. You can easily share product updates or additions, recommending similar purchases to previous orders and remind valuable clients of their account manager details and customer support options, ensuring they always receive seamless customer service. Retaining current businesses is 60% easier than selling to new business leads, so making the extra effort for your client base will ensure business longevity.
This highly tailored website journey doesn’t just provide your clients with a luxury, high-end experience, it proves how much you value their business. Ensuring every client feels special and individually catered for isn’t easy, and many businesses fall short. With website personalization, you can offer an elite customer experience, second to none.
CRO (conversion rate optimization) is the process of offering a properly developed website experience that converts an increased number of visitors. The idea of “conversion” can point to whatever action you want that audience to positively respond to, be that inquiring about your product, contacting your support team or signing up to an email list. In essence, if a specific website call to action is successful, you achieve a conversion. If your website aims to generate business interest and from 1000 visitors, you receive 100 inquires, that’s a 10% conversion rate; the higher your conversion rate, the more successful your business website.
Unsurprisingly, the most important conversions are those that drive revenue, offering your sales team new business opportunities or boosting upsell and cross-sell results. To achieve these valuable conversions, you need to properly optimize your website content so it speaks directly to your website visitors, making them feel compelled to act. Tailoring each website experience to your target sectors drastically improves CRO. Not only are you able to offer visitors highly tailored content that instantly meets their business needs and queries, you can fully customize calls to action.
If you’re browsing a website looking for a specific solution (X) to solve a prominent pain-point (Y), seeing a CTA that reads “Struggling with Y? Our X can help!” you would instantly focus on that offer and seek to learn more. Imagine if it went one further and featured your business name and logo! Having the ability to grab website visitor attention with such detailed and prominent messaging has been proven to produce exceptionally high conversion rates; organizations have increased new business opportunities by 150% thanks to website personalization tools such as webeo.
Knowing how these ground-breaking software solutions can benefit our B2B strategies, it’s only natural to ask how this technology works. There are two key ways of running website personalization features, each coming with their own set of advantages and pitfalls. These methods both aim to gather specific data to trigger the customization capabilities, but the way they gather and use visitor data is vastly different.
Many of us are familiar with how retail sites such as Amazon provide product recommendations based on our previous purchases to streamline our website journey and start offering customized shopping experiences. This is done with Cookies – small text files a website inserts on your device, gathering data surrounding your website journey. Cookies can record what pages you look at, what you purchase and any online fields you fill with new data (such as name, address or common searches).
Next time you visit the same site, the Cookies attached to your device use their gathered data to fuel the website with similar content to your previous visit and populates forms with any data you formally entered. This aims to improve your user experience, helping you find what you need quickly whilst shortening the journey to checkout/conversion.
Cookies are also the technology fuelling customized adverts. For example, when you look at kitchenware on Amazon, then later go onto Facebook only to see adverts for similar kitchenware – it’s Cookies fuelling dynamic content, offering an experience relevant to your interests and needs.
IP tracking for personalized content
The other key method of gathering data to fuel online personalization involves IP tracking, which offers B2B organizations some key insights. Every device needs an IP to access the online world, and many businesses use static IP’s, which can be traced back to the specific business. The IP alone can provide the business name and rough location, but when tools blend IP tracking with privately owned, segmented databases, they can produce an invaluable source of data, driving the most effective personalized online campaigns.
The data gained from IP tracking offers a much deeper form of website personalization, allowing business to reference the specific visiting business or industry and re-organize website content to only show relevant details and material. This is the method offering those advanced ABM approaches we mentioned in Chapter two, producing the luxury, attentive feel your high-value website visitors deserve.
IP tracking capabilities can also gain similar data to cookies, understanding what pages and products specific visitors access, providing users with an accurate visitor profile, enabling them to continually choose customization options that offer better rates of conversion. Businesses using this method for webpage personalization currently see a drastically increased order value from those converted on newly optimized pages; those converting on regular, vanilla pages don’t provide the same customer lifetime value.
Both of these options offer users and website visitors alike different experiences and website benefits.
Whilst conducting a personalization strategy offers enormous business benefits and an exciting, high-end approach to an online experience, this new development (like any business venture) can be met with some challenges. Here are some of the most common, and how best to tackle them.
We’ve run through the methods of data collection for personalization, but a common challenge for many is finding a website personalization tool that carries enough data to properly customize each page for the ultimate website experience. Whilst many can promote specific products and page suggestions based on previous behavior and searches, fewer tools can offer users the ability to know the exact business name or industry of visitors.
Let’s say, for example, you wanted to target the global tourism giant Emirates; only a tool that could match Emirates business IP addresses with this specific business name and further business data will offer your team the advanced personalization required to properly target such a dominant, luxury brand.
Gathering a vast amount of business data and ensuring it’s the right quality to provide such a bespoke service is a time-consuming mission without discovering a tool that has the capabilities to provide this service. Be sure to approach software solutions that come equipped with a large business database, meticulously maintained to provide accurate data. This will allow proper audience segmentation, so the optimal website experience is delivered every time.
When targeting specific accounts or industries, you can personalize your webpages to create the most impressive, impactful experiences. This is all very well- but unless the right people visit your site, it’s all been for nothing! When personalizing a website to run a more successful marketing approach, take time to think also about how you’ll drive the desired online traffic to maximize your new website additions.
When mapping out the businesses you wish to target for an ABM approach, think of the full buyer journey, guiding them through your brand introduction and onto your website. Whether you choose to undertake a detailed email campaign or strike up a conversation via LinkedIn, focus your efforts on helping them see the incredible experience your website is waiting to offer them.
When targeting specific industries, spend time researching how these audiences identify problems and start their AIDA journey, so you can better increase their awareness of your brand, driving those all-important website visits to gain the maximum results from your new strategy.
When customizing your website to meet the requirements of your dream clients and target industries, selecting the appropriate content to show them first is paramount to success. You’ll want to ensure the relevant product use case is presented immediately, helping the visitor understand the value you’re offering. Displaying insightful content relevant to their needs, such as case studies for other businesses in their sector is also beneficial. This selection process can take time, but it offers key insight into how much content you currently have to work with, and what you’re lacking. Understanding what web page personalization options are available to you helps frame your bespoke experiences and alerts your team to new pieces of content that need to be created.
If you’re keen to broaden your client base from the logistics industry, but only have one case study applicable to that audience, you may need to create additional assets to fuel that website experience with content logistics visitors would find beneficial. Undergoing online personalization includes running a content audit, allowing you to take stock of what audiences you’re currently fuelling with exciting content, and understanding why you’re struggling to convert others. Know how much content is required for each customization venture, so you can get it created.
This challenge surrounding content creation leads nicely into another- the internal resources needed to create a large amount of specific content in a short space of time. Only 44% of B2B organization can produce a vast amount of in-house content that meets the luxury website experience you wish to create- especially for high-value accounts. And those that do, see a strain on their internal teams, as their workload increases to meet the demand for personalization perfection.
Some solutions offer professional services help, to ensure clients can easily create the personalized webpages they desire without stretching their internal resources. They also gain the additional benefit of working with experts in webpage optimization, so their new online experience is built upon knowledge and experience.
You can also look to your website personalization strategy as progressive; instead of wanting customized pages for 200 key accounts instantly, work to set up a few for key industries, and progressively create further pages as needed to build up your website library.
When managing many customized website pages, keeping them all up to date with industry news and trends can be difficult. Offering a bespoke website experience exudes a notion of high-end and quality that can quickly be torn down by out of date content. The number of different customizations you offer will dictate how much this element of running a website personalization strategy will challenge you- the more you have to consistently manage, the more often assets will become outdated and lack relevance.
Some businesses overcome this challenge by creating evergreen content that will always remain relevant to their target audience or key accounts. They also feature product insight that doesn’t hinge on regular updates, ensuring they don’t need to re-evaluate their online product information with every new update or release. Take stock of what content you use to customize webpages that could lose its relevance or become “old news”, so you can ensure the bespoke experience your dream clients continually gain stands out for all the right reasons, and none of the wrong ones.
When planning to customize your website experience to impress target industries and dream clients, you’ll want to discover the best course of action to take, ensuring you gain exceptional results. We’ve brought together these best practices helping you optimize your website experience for increased conversions and improved business success.
Your website contains a myriad of exciting pages, each offering their own unique customization opportunities to meet visitor needs and interests. Choosing what sections of your website to edit is paramount to creating a bespoke online experience that procures your desired results- so you need to understand the best website elements to adjust.
For example, research proves that editing the top banner on a homepage to carry customization such as business name or industry increases visitor engagement and bringing product information relevant to the visitor onto panels just below the fold drastically increases conversion, as visitors quickly understand the value they can gain from your services. Customizing your product pages to fit visitor use cases, featuring relevant case studies and content assets along with promoting bespoke calls to action seamlessly provides the visitor with what they need, contributing heavily to your online personalization success.
Think about how visiting audiences you wish to capture will navigate across your site and understand what pages they currently engage with to know where best to add customized content for improved results.
Before fuelling your webpages with copy and imagery perfectly suited to your desired visitors, take a moment to deeply understand your product or services use casing- how exactly will each of your target industries use what you offer? How will it affect their every-day processes? What are the strategic and tactical benefits they receive?
All these answers will contain something vital to website personalization success- the ability to grab visitor attention, encouraging them to consider your product/solution as part of their business process. This is especially useful when buyers are conducting research into several options- your website will stand out as the experts, instantly answering the industry/business-specific questions they have without visitors needing to navigate your website for answers.
Those using website personalization software have commented on the conversations they have with newly converted prospects. These businesses are already assumed authoritative experts by their leads- they don’t have to go the extra mile to convince buyers they hold the knowledge needed to meet their business requirements. Understanding every aspect of your product use casing is the secret to offering a truly bespoke and focused online experience.
If your B2B organization offers an e-commerce online experience allowing visitors to purchase products through your website, then offering a customized website experience will bring a vastly positive impact to your results. But to gain the best conversion and online sales success, you need to understand your e-commerce funnel. Knowing how your target industries or key accounts discover your website, search for product information and continue through to check-out offers valuable insight into what customization paths will bring about improvement.
The aim is always to shorten the funnel, helping visitors find what they need almost instantly, preventing them from looking anywhere else or becoming distracted before arriving at the final check-out section. When your team understands which website elements currently distract visitors and what navigation points make discovering the ideal product difficult, they can quickly create visitor experiences that optimize your e-commerce funnel.
By showing relevant products on your homepage, visitors need look to no further. By streamlining checkout processes for valuable accounts, you increase revenue generation and client retention. Aim to ensure visitors have no reasons to not purchase from your website, then you won’t just win their business, you’ll win it repeatedly.
Choosing the best areas of your website to customize is the first step to offering a successful bespoke experience but selecting the right images and content to place there is equally vital. Achieving a totally tailored experience is paramount to success, but to keep it high-end and impressive, you don’t want to overboard the webpage with insincere personalization.
Think about what images will portray your brand message and product use to specific industries, grabbing their attention so they envisage their own team using your product. Relying on stock images isn’t recommended, especially when aiming to conduct an effective ABM approach. Why not contact your valued clients to gain images of your product in use across various sectors, better fuelling your library with effective webpage customization content.
Look also to understand what copy achieves the desired results. What calls to action or email campaigns have seen successful conversions when targeting specific data sets? Do certain channels of marketing convert a “type” of online audience better than others? Analyze your copy success to create a customized experience for each key audience with powerful language, encouraging your dream clients to take action.
The ultimate best practice of all. Website personalization is successful because it so specifically targets a desired online audience. So for true success, you need to make some serious decisions about your audience; which industries do you want to target and why? What key accounts do you consider “dream clients” and wish to work with most? What members of your online audience offer your business maximum value?
This doesn’t just set up what customization campaigns you’ll create, it helps set the framework of your sales funnel and future client base. Most personalization tools offer insight into successfully converting online audience, and which industries offer the best customer lifetime value, helping your team outline ideal audiences. If preferred, some of this data can be gained through an advanced website analytics tool or CRM.
Once selected, you need to segment this audience to properly optimize webpages to perfectly suit visitor needs. If for example, you want to target the retail industry, those owning small independent shops won’t have the same needs or concerns as large enterprise retail chains. Even within a selected data set, there are tiers that better inform your team of which bespoke elements each business wants to see. Incredible business success starts with data- get yours sorted first.
Webeo is a revolutionary software, evolving the way businesses maximize their website potential to drive conversions and business revenue from new and returning business opportunities.
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