your website should be as personalized as your email marketing
TRANSCRIPT
![Page 1: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/1.jpg)
Your Website Should BeAs Personalized AsYour Email Marketing
a presentation by
![Page 2: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/2.jpg)
That is to say,the same experience for all visitors.
Which is strange.
WEBSITES OFFER A GENERIC BROWSING EXPERIENCE
![Page 3: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/3.jpg)
email marketing, lead generation, media buying.
Which means you're aware of the importance of personalization.
So why you don't implement itin your most important conversion tool?
YOU PERSONALIZE YOUR:
![Page 4: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/4.jpg)
your most important conversion toolis your website.
IN CASE YOU WERE WONDERING,
![Page 5: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/5.jpg)
has a profound impact on engagement and conversion.
It dramatically increases both.
PERSONALIZATION
![Page 6: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/6.jpg)
remain just that - anonymous.
They don't convert.
95% OF ANONYMOUS WEBSITE VISITORS
Why only 5% of anonymous visitors choose to"introduce" themselves by leaving their details?
![Page 7: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/7.jpg)
Visitors don't find you relevant for them.
No need to be insulted;no one product or service can be relevant for all.
1. IRRELEVANCY
![Page 8: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/8.jpg)
Your paid media strategy was to hook them,no matter what.
That's very shortsighted and will backfire.
2. FALSE PROMISES
![Page 9: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/9.jpg)
At various stages of the funnel, buyers havedifferent needs and willingness to convert.
Misreading the above will lead to almost-certain decline of conversion attempts on your behalf.
3. WRONG END OF THE FUNNEL
![Page 10: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/10.jpg)
No need to re-mention the short attention spanof web users, right?
Clunky navigation, long loading times,unintuitive UX - folks gonna bounce.
4. BAD WEBSITE
![Page 11: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/11.jpg)
No one wants to admit it,but thinking about it logically:
100% of products CANNOT be amazing.
5. LOUSY PRODUCT
![Page 12: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/12.jpg)
but it's important to be aware of them,nonetheless.
THE LAST 2 REASONS ARE OUT OF YOUR CONTROL
![Page 13: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/13.jpg)
Sometimes folks are just not in the mood to convert.
Ton of research is being put intotrying to circumvent the human factor,to no avail.
CLICK HERE
6. NOT IN THE MOOD
CLICK HEREor
![Page 14: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/14.jpg)
The FOMO of the online world.
We all carry the blame for this,even though none of us is ever sellingpersonal information.
7. FEAR OF LEAVING MAIL
![Page 15: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/15.jpg)
From the get-go, so many hurdles to overcomein the path to conversion.
How to expand your relevancy?
How do you customize your offering to resonatewith a larger segment of the audience?
THE PATH TO CONVERSION
![Page 16: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/16.jpg)
PERSONALIZATION.
PERSONALIZATION.PERSONALIZATION.
PERSONALIZAT.PERSONAL
THE ANSWER IS
![Page 17: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/17.jpg)
It is all about figuring out who your audience is,segmenting it to the highest resolution possibleand answering each sub-audience's needs.
PERSONALIZATION IS THE ART OF RELEVANCY
![Page 18: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/18.jpg)
email marketing suffered from terrible open ratesand even worse clickthrough rates.
Thanks to personalization,2016 MailChimp benchmark stats:- Open Rate > 20%- Clickthrough rate is in the high 2s to low 3sIncredible.
BACK IN THE DAY,
![Page 19: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/19.jpg)
Companies have internalized that sendingrandom stuffin the hope that something would stick is ridiculous.
Driving random traffic to your website and providing a generic website experiencein the hope that visitors would convert,is no less ridiculous.
RANDOM = RIDICULOUS
![Page 20: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/20.jpg)
With email, marketers have taught themselvesto be relevant.
Every detail and aspect is tested and considered to improve relevancy.
So,why marketers don't apply the same methodologiesto websites?
RELEVANT = EFFECTIVE
![Page 21: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/21.jpg)
A site that is pulling all the stopsto be as relevant as possible to each and every visitor,anonymous or not.
PERSONALIZED WEBSITE
personalize your website
![Page 22: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/22.jpg)
we aren't personalizing the website itself.
Rather,we personalizethe visitor experience of the website.
BUT,
![Page 23: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/23.jpg)
to make the distinction between:
Personalization Relevancy-Driven Tricks Personalization
BTW,they both work!
THIS WOULD BE A GOOD TIME
![Page 24: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/24.jpg)
is to track your visitors' IPand greet them with the appropriate"Good Morning" or "Good Afternoon".
Another is to distinguish between first-time to returning visitors and pop a "Welcome!"or "Nice to see you again".
It's fun, and visitors will appreciate it; even if for a millisecond.
PERSONALIZATION TRICK
PERSONALIZATION TRICK
![Page 25: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/25.jpg)
goes deeper.
It is:suggesting, recommending, presentingthe most relevant content or offerto match each visitor's specific persona, characteristics, needs or stage in the funnelbased on their data and on-site behavior.
RELEVANCY-DRIVEN PERSONALIZATION
![Page 26: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/26.jpg)
Recommending an insightful articleshould be done at a different pointin the natural browsing flowthan offering a product demo.based on their on-site behavior.
TIMING IS CRUCIAL
![Page 27: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/27.jpg)
provides each and everyvisitor
the most relevantexperience for them.
PERSONALIZED WEBSITE
![Page 28: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/28.jpg)
A B2B purchase carries a much heavier weightthan a B2C purchase.
Thus,a B2B website visitor is of greater importancethan a B2C visitor;
no offence, Cs.
PERSONALIZATION IS MORE CRUCIAL FOR B2B
![Page 29: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/29.jpg)
There's more cash at stake
Need to deal with various decision makers
Need to deal with various stages of the funnel
Need to intersect both
ALSO,
![Page 30: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/30.jpg)
Design wise,elements as headlines, CTA buttons and imagescan be tweaked based on the traffic's source.
Content wise,ideally,the site's entire content should be dynamic.
HOW TO PERSONALIZE YOUR WEBSITE
![Page 31: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/31.jpg)
There are limitations to personalization. We can't, yet, customize the entire site,in real time.
The next best thing, for now?
Matching each visitorwith the most relevant content for them.
PADDLING BACK FROM THE IDEAL TO REALITY
![Page 32: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/32.jpg)
The prevailing solution online is 'popups',offering you to read an article,download a whitepaper or an eBook,register to a webinar.
Popups are also used for ads; that's true.And annoying.
HOW TO MATCH VISITORS WITH CONTENT?
![Page 33: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/33.jpg)
WHAT'S RELEVANT ABOUT POPUPS?
Most of the time,absolutely nothing.
So that's missing the whole personalization point,isn't it?
In one word,yup.
![Page 34: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/34.jpg)
ANONYMOUS VISITORS ARE PEOPLE TOO
The same tactics you useto personalize your email marketing,apply to your website.
Provide a personalized visitor experience,even to anonymous ones.
![Page 35: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/35.jpg)
PERSONALIZED WEBSITE EXPERIENCE
presenting theright content
to theright visitor
at theright time
![Page 36: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/36.jpg)
PERSONALIZED CONTENT RECOMMENDATIONS:
BrightInfo's algorithm learns your existing content,then in real time analyzes visitor behaviorand matches the most relevant contentto each and every visitor.
![Page 37: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/37.jpg)
ALOGORITHM-BASED CONTENT RECOMMENDATIONS
take into accountinformation the visitor arrives with:geography, search query, referring source, IP (ABM)
onsite behavior:pages visited, time on topic, scrolling & movements
engagement:new vs. returning visitor
![Page 38: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/38.jpg)
AND ARE FULLY AUTOMATED
This is personalization per seby person, not by groups or segments.
Machine-learning continuously performscrowd behavior & semantical analysis.
![Page 39: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/39.jpg)
LET'S TALK ABOUT ANONYMOUS VISITORS
Even anonymous visitors "share"a lot of telling information about themselves.
![Page 40: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/40.jpg)
JUST NEED TO KNOW HOW AND WHERE TO COLLECT IT
Google Analytics,or any other marketing automation tool,is a good starting point.
![Page 41: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/41.jpg)
INFORMATION ANONYMOUS VISITORS SHARE:
- What device they are on- What browser, and version, they are using- Their IP- The time of day at their location- Referral source: search, paid media, email, link in a third-party site- Their search query (in some cases)
![Page 42: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/42.jpg)
TAKING ALL THIS INFORMATION INTO ACCOUNT
You can deduce quite a lotabout yournot-so-much-any-longeranonymous visitors.
?
![Page 43: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/43.jpg)
NEXT STEP IS
creating personalized content for your audience.
Because,website personalizationonly works with personalized content.
contnet 1 content 3content 2
![Page 44: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/44.jpg)
CREATE CONTENT TARGETED AT
The various decision makers
The various stages of the buyer journey
The intersections of both
![Page 45: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/45.jpg)
TO MAKE THE MOST OF
Personalized Content Recommendationsyou need a content pool to work from.
No way around it.
![Page 46: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/46.jpg)
THE PURPOSE OF PERSONALIZATION
Personalization facilitaterelevant, meaningful and actionable interactionsbetween a company and its audience,be it anonymous website visitors,prospects, leads or customers;inside or outside the funnel.
Personalization aims to make every interaction count.
![Page 47: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/47.jpg)
THE IMPACT OF PERSONALIZATION
CONVERSIO
N
ENGAGEMENT
![Page 48: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/48.jpg)
LET'S LOOK AT AN EXAMPLE:
I'm on the SMB product page of a marketing automation solution website.I leave the website, but return a couple of days later.
A smart personalization software will do 1+1 and recommend me a case-studyabout a mid-size company that increased their lead generation by 80%,using this product.
This is exactly the content I'm looking for - how a company similar to minebenefitted from this product - and I want to read it.
Assuming the content is gated - as it should be - I'm converting, with a smile.
![Page 49: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/49.jpg)
SO,
Personalizing your website visitor experienceis crucial,especially for B2B,in order to gain targeted, quality leads.
![Page 50: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/50.jpg)
AND,
Personalized Content Recommendationslead todeeper engagement and higher conversion rate.
The End
this whole thing is clickable
![Page 51: Your Website Should Be As Personalized As Your Email Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022050613/589e4b111a28ab1c7f8b545b/html5/thumbnails/51.jpg)
THIS WAS A BRIGHTINFO PRESENTATION
Download Full eBook
Want to learn more about how topersonalize your website?
*No engineers were harmed in the making of this presentation*
written by Assaf Dudai