It’s a common challenge for B2B companies — you target multiple different audiences, how can you ensure your website resonates with each one? How can you catch the attention of each visitor and show each one that your company and products meet their specific needs? If you focus on just one group, you risk being completely irrelevant to the needs of the rest of your visitors. If you try to serve all of them equally, your specific message for each audience could get lost.
Dyn has two major product categories targeted to two different audiences: enterprise and small business/consumer. Enterprise audiences are encouraged to fill out a form on the website to speak with a salesperson, while small business/consumer audiences are able to purchase products directly from the site.
Due to the priorities of the business, Enterprise solutions were given the majority of the real estate in the navigation menu, while Personal and SMB solutions were given a smaller corner (see image below). The e-commerce team feared that small business visitors who came to the site may not see that corner in the navigation and assume that Dyn was not the right fit for them.
The team needed a way to show small businesses and consumers that Dyn was relevant to their needs, but not at the expense of the enterprise business.
Dyn used Evergage’s personalization platform to modify the site’s navigation menu in real time when a small business visitor landed on the site. These visitors now see a slimmed down version of the menu, with small business/consumer products prominently displayed. All the enterprise links are still accessible to these visitors in a new tab in the navigation called “Enterprise.” Meanwhile, the original navigation is still shown to all other visitors that don’t fall into the small business/consumer segment.
With this subtle personalized site navigation experience, Dyn experienced a 20% increase in average order value and a 7% increase in conversion rate for its e-commerce products — with no negative impact to its enterprise solutions.
Dyn’s success underscores a key point. Personalization doesn’t need to be “in your face.” Leveraging in-page edits to subtly modify the navigation for different segments of visitors, the company was able to help each person find the right products to suit their needs.
So the next time your team is trying to prioritize products, categories, use cases, industries, and more in its navigation — or anywhere on your site — consider personalization. Think about how you could personalize the experience for individuals or segments of visitors to show something relevant to each person, instead of showing everyone the same thing.
For some insight into how to incorporate personalization into your next site redesign, read the blog post, “Don’t Wait on Personalization When Redesigning Your Site.” To learn more about how Dyn was able to leverage personalization and A/B testing to improve its navigation menu, check out the full case study.