The more relevant your landing page is to a visitor, the more likely he is to convert.
This is the exact reason we spend our lives A/B testing headlines, call-to-action forms, and page placements: to be as visually relevant as possible.
(Apologies for the obvious statements, but hang with me here.)
What if you could be even more relevant… in a way that’s faster and gives better results?
According to Insightera, account-based marketing converts four times more traffic than generic marketing towards wider audience bases.
Let’s sit on that for a minute: four times more.
Imagine how thrilled your sales team would be with four times more qualified leads, and how excited your executives would be about a four times increase in their bottom line—all thanks to this seemingly magic marketing tactic.
What is Account-Based Marketing?
It’s sales jargon for personalization.
Creating personalized landing pages creates a user experience that simply can’t be matched by even the best target audience profiles. Think about it. You can personalize landing pages based on virtually anything, including:
- the visitor’s name
- company name
- company size
- departmental budget
- device and browser
- ad copies they clicked on
- their history with your company
This is something Amazon does particularly well.
Go to their home page and you automatically see suggestions based on what you’ve bought from them or looked at on their site. (Their social proof and product ratings don’t hurt either, but that’s another story for another day.)
Amazon shows you they know who you are and what you like, and they don’t waste your time with their never-ending catalog of products, most of which don’t apply to your interests.
Develop Personalized Landing Pages & Sales Funnels
Put yourself in your customer’s shoes for a minute—it doesn’t matter if you’re a B2B or B2C brand, but here we’ll walk through a B2B example.
They’ve already bought your introductory service and are happy with it, so they don’t really need to keep seeing it. They’ll be happier with something that’s new and interesting.
Instead of advertising the same service to them every time they come to your landing page, you can lead them down a new sales funnel.
After all, the sales process doesn’t end when you make one sale. You’ve got to maximize the customer’s lifetime value.
Instead of immediately trying to make a hard sell on another product or service, start offering free pieces of educational content to help them maximize what they’ve already bought.
Once customers have downloaded one or two useful guides, you can start showing them more guides on maximizing their business. (After all, now you know their business type, industry, and company size, so you’ve got all the information you need to give great advice.)
From there, it’s easy to schedule a one-on-one phone call to discuss how they can use more of your services to optimize their business even more.
For B2C e-commerce businesses, you can show complementary accessories to products someone has already purchased or similar products based on their shopping carts and browsing histories.
Tracking Users for Extraordinary Personalization
Crafting personalized landing pages for your customers and prospects is surprisingly similar for B2C and B2B businesses: It all comes down to information collection and user tracking once they start doing things on your website.
The easiest way to track individual users on your website is to have them sign in and create an account, or to put high-value content behind an opt-in form that requests the information you seek.
B2C makes it easier to get full account registration, while B2B businesses will almost always need to rely on gated content.
With this information, you can apply personalization tokens to each user. When they arrive on your site, all the data about their purchases and browsing history on your website stay with them throughout their visit, collecting more information as they go.
This way, you don’t waste their time by suggesting services and products they’ve already bought. Instead, you can showcase supplementary and complementary purchases or free downloads to increase their customer lifetime value and the chance of another conversion.
Setting Up the Personalization
First things first, you need to set up member registration or create reports and other downloads for users.
To make things easier, you might find it worth the investment to use a user analytics tracking vendor that tracks and stores information for individual visitors like SkyGlue, Woopra, Marketo, or Eloqua.
Once you’ve got the user tracking set up, you can start with personalized landing pages. You can personalize based on as much information as possible, but it’s better to keep the required information to a minimum so you don’t scare people off during the sign-up process.
For a B2B company, you might consider:
- Individual’s name
- Email address
- Company name
- Company size
- Department size / budget (only if applicable to your services)
And for a B2C company:
- Individual’s Name
- Email address
- Gender (this can be done via title: Ms., Miss, Mrs., or Mr.)
- Location (mailing or billing address)
B2C companies don’t need to collect any more information than the absolute basics because user behavior will give more than you might expect. Information like age, marriage status, income level, etc., (if relevant) are often easy to gather based on the pages they view and products they buy.
Once you’ve got this information, you can start placing relevant content on the pages they go to and start moving them down your online sales funnels.
A note on HOW: Cookies and IP tracking allow you to track individual user behavior and attach it to the information they give you voluntarily through your online forms . Exactly how to set this up is a little too technical to explain in this post, but your company’s web developer should be able to help you here. If your company doesn’t have to bandwidth to set up the tracking itself, try out a few vendors to see which one works best for your needs. Some places to start (mentioned above) include: Eloqua, Marketo, SkyGlue, and Woopra.
Crafting the Landing Pages
Now that you’ve got your prospect’s data, it’s time to make the landing pages.
If you’re really into it, you can create customized landing page URLs for each prospect, but we’re going to assume you’re busy and don’t have that kind of time on your hands.
Instead, you can create a landing page with fill-in-the-blank elements that can be adjusted based on your prospect’s industry, buying history, and so on. These elements can be paragraphs of content, images, and calls to action.
For example, you could be selling the same coursework tracking software to elementary schools and universities. But the benefits you highlight in working with elementary school students and university students are quite different, so having different text displays and calls to action will prove to be far more effective than generic copy that doesn’t speak specifically to either group.
Here’s another example of top-level personalization to give you an idea:
If you don’t know anything about the visitor, you can at least customize you page with their location to add an instant and relevant touch of personalization.
Personalized Email & Landing Pages For More Conversions
Creating these personalized pages will get you more conversions once people get to your site, but it’s important not to leave the personalization there—extend it to all your marketing efforts to see the full effect. You’ll be shocked at your ability to make up-sells, cross-sells, and increase a customer’s lifetime value.
If anything goes hand-in-hand with personalized landing pages, it’s personalized email marketing. Personalized landing pages and personalized emails are extensions of each other, creating higher relevancy—and therefore greater satisfaction and loyalty.
Without spamming, you can send emails related to a prospect’s company needs and their browsing history. If you’re doing B2B marketing, they’ll be grateful you’re saving them time from finding all the information themselves, and if you’re working in B2C, these emails serve as an unobtrusive reminder of the items your customers want or need.
As you progress with more and more personalization, you’ll discover emails that actually provide a benefit and relevancy to the reader’s situation aren’t the ones market as spam—they’re the ones that get opened.
Within your editorial calendar, start testing email formats that showcase items in abandoned shopping carts, top sellers in a customer’s favorite category, or reminders about a free trial subscription they’ve been considering.
Personalized A/B Testing
Just because you start showing customized landing pages to your prospects and see a huge increase in conversions doesn’t mean you should stop A/B testing.
In fact, it’s proof you should continue doing it. You can design your first versions on a hunch and previous data, but immediately start comparing a version A of one element with a version B and see which one gives you better results.
By creating a personalized experience, you don’t have to stress as much over convincing them to give you their email address; if you show them true value that’s directly relatable to their situation, they’ll be ready and willing to hand it over.
What types of personalization do you use in your marketing techniques? How have they been more effective than marketing towards a general audience?
- Newbie Growth Hacker Series: Calls to Action that Convert [Part 3 of 3] - December 5, 2014
- Newbie Growth Hacker Series: Landing Pages that Convert [Part 2 of 3] - November 17, 2014
- Newbie Growth Hacker Series: Ads that Convert [Part 1 of 3] - October 31, 2014