How Web Personalization Can Drive Better Landing Page Results
When you think about a landing page and how well it performs, your mind probably goes to copy, design, or calls-to-action. You’re not alone.
In fact, there’s a good chance that’s exactly where your competition's mind is going to go, too.
You, like your competition, need to pay attention to those factors because they are important - they will determine how well your landing page converts visitors into users or customers.
If you want to get an edge on your competition, take one step beyond worrying about copy and design - step into the world of behavioral analytics and personalized content.
Leveraging the information you know about your users and web site visitors will let you offer up a customized landing page - one that presents the most relevant information possible.
Personalized Value Proposition
Personalization is one of the oldest tricks in the book. For years, marketers have been using personalization to increase conversion as it relates to direct mail. When you send out a laser-printed sales letter with the prospect’s name in it, it instantly captures his or her attention.
It turns out, personalization works equally as well online.
Imagine for a second that you’re working for a government agency and are looking for social media software. Are you going to be more receptive to a website that offers generic software or a website that offers Social Media software for Government agencies? If you’re like most people, the latter sounds more enticing.
When a user finds a landing page that is personalized to them, it increases the chances of conversion immediately. There are various ways in which you can create landing pages targeted towards people who are using them.
Common methods of targeting for web personalization include geo location, ad content, incoming keywords, and referring websites. Today, more options are available with deep behavior-based targeting that takes into account who the visitor is and what they have done on your website.
Each of these elements can provide marketers with enough information to craft a personalized message.
When you combine personalization with landing pages, you can quickly see a shift in results. Not only are you forcing yourself to track which type of personalization works best, but you’re also reaping brand specific benefits. Here’s how:
- Personalization allows you to build and develop a sense of trust with your leads before they even contact you.
- Personalization allows for your message to be more focused on the clients specific needs and wants. Meaning, if you’re selling software to teachers you can reference students and when selling to lawyers you can reference clients.
- It removes the restrictions associated with using blanket or generic text.
- Behavior-based web personalization increases the chances of developing an enticing and captivating hook that is timely, relevant, and appropriate to your target audience.
Trust me, over time, you will start trying to integrate personalization into most of your marketing efforts. It’s a great way to improve landing pages that are already doing well and is an easy way to improve those that are struggling.
That said, don’t expect personalization to save you if you’re not thinking about the other pieces of the puzzle. At the end of the day, you still need to have a captivating message, a well thought-out design and a great value proposition. Once these pieces are lined up, it’s a clear path for personalization to help you cross the finish line.
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