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What is website personalization?

September 1, 2021 | Teemu Raitaluoto

Website personalization means showing a version of the website to a visitor that takes into account some information about the visitor. Information such as the visitor's company size and industry can be used to show a version of the website that highlights elements that are more relevant to the visitor.

For example, startup companies appreciate software services that offer an easy way to test the product without talking to sales first or requesting pricing. Enterprise companies on the other hand usually want to talk to sales before committing further and wasting time trying out a product that might lack necessary features or integrations.

The main purpose of personalization is to make the website more relevant to the visitor. Visitors want to understand if a service can meet their needs and wants.

How to use personalization in marketing?

1. Identify your visitor 

To personalize a website, you must first identify your visitor to provide some context. Reverse IP lookup can reveal the company of the visitor. Other information such as what is the country of the visitor and what pages have they already visited are also relevant information.

2. Segment the visitor 🍰

Unless you're doing Account-Based Marketing (ABM), you need to categorize the visitor to a suitable segment. Many B2B companies serve multiple customer segments that are come from different industries and company sizes. You can also segment customers based on whether they use a certain technology such as Hubspot or not. You might want to highlight your Hubspot integration to companies that are using Hubspot.

A good segment is any combination of rules that might lead to different customer behavior so that different key selling points are more important. 

3. Create personalized content

To create personalized content for each customer segment, you need to go through your website elements one by one and ask yourself: "How to make this the most relevant to customer from segment X?"

Call-to-actions are a good and simple target for personalization. For startups, you can change button texts that encourage ease-of-service such as "Get started". For enterprises, button texts such as "Request demo" or "Talk to sales" might work better.

"How to make this the most relevant to customer from segment X?"

At Markettailor, we made creating personalized content as easy as humanly possible so that marketers can work without developers.

4. Serve the personalized content in real-time

This bit can get a little technical, but in order to personalize the website successfully, you need to: recognize the user, segment them, and serve them the personalized content faster than they can blink their eyes 👀

5. Measure results and iterate

Successful personalizations are born out of measuring results and iterating much like generic A/B testing. You have a hypothesis of what might work for a particular customer segment, you do some background research, you create the personalizations and marvel at the results.

Personalization can boost conversions across the board up to 300%. It's a tough decision whether to create a new segment or continue iterating with the current segment.

We made finding new segments and writing personalized content as easy as possible to our customers.

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