5 ways to personalise your website.
It is no secret that we at Sterc work with inbound marketing and marketing automation platform HubSpot and are true fans of this platform. Besides having integrated it for several of our clients, we also work with the full HubSpot package ourselves. As a result, we have discovered a number of useful gadgets in recent years that may come in handy for you too!
In this blog, we will focus on personalisation. An important factor within HubSpot that you can make as extensive as you want (and your target audience wants from you). In a previous blog, we talked about how you can personalise different facets within online marketing. In this blog, we take a closer look at personalising your website. Therefore, we will show you the 5 ways to personalise your website and convince your target audience of the strength of your organisation!
Why personalise
Before we get started, it is useful to know why on earth you would personalise your content. To get straight to the point: personalised content performs 212% better than 'normal' content1. How this is possible is very easy to explain. After all, every visitor to your website is unique, with its own needs, questions and problems. Not to mention where each visitor to your website is in their customer journey and your funnel.
Online users even already expect companies to offer personalised content. 41% of consumers do not hesitate for a second to switch to another company if your website is moderately personalised2.
So, in order not to lose important leads, it is extremely important to personalise your website and respond to what the visitor needs. This way, you take each visitor by the hand, guiding them through their customer journey. Ultimately, this will turn your leads into real customers!
So what can you personalise?"
Personalisation of your website therefore has an awful lot of effect on visitors and the way they navigate through your website. Below we show you five different ideas you can use to get started with personalising your website:
1. Text and images
The part your website mainly consists of: content. In principle, you can personalise all content in your website, but personalisation can also be applied in small steps. In HubSpot, personalising content is called 'smart content'. With smart content, each segment of your target audience gets to see different content. Is the contact not yet known at all? Then that visitor will see the standard, generic version of the website.
When personalising content, you can think of making the header image or the first piece of text on the page smart. This way, you immediately grab the visitor when they arrive on the website. Adjust the image to the industry in which someone works, for example. You can also adjust the text to appeal to the specific visitor. Put the first name or company name in here, for example. Or change the text to what the visitor is most interested in (based on behaviour).
2. Products/blog articles
Naturally, besides text and images, you can also change the order of blog articles, or change the order of products to match the visitor's behaviour. This way, you can show recommendations based on a previously visited article. Or let this make it easier for visitors to navigate through the website and quickly get to the answer to their question. This way, you can also lead them to those pages that call for conversion. Increase your conversions faster than ever with this!
3. Logos and cases
When you put the first two points together, you get personalising logos of your customers or displaying matching cases. Grab the data that arises from the visitor's behaviour, or look at the industry the visitor works in. This way, you can show which other clients you have worked for within that same industry. For sure, a visitor can relate to your company a lot faster when he quickly sees that you have worked for similar clients. Trust is quickly created with this!
4. Call to actions
Call to actions are just about the most important elements within your website. This is how you make sure the visitor performs the action you want him to perform. It is therefore important that a CTA appeals to every unique visitor.
Within HubSpot, you can easily create calls to actions and embed them on your website. This allows you to get started with smart CTAs for your online product in no time. HubSpot's research shows that personalised CTAs get 42% more form registrations than generic Call to Actions3. This makes it the ideal way for you to collect even more data.
For example, show a demo or training CTA when people have downloaded something else before. Or when a customer visits your website, instead of showing a demo CTA, show a quote or contact form. This way, you guide every customer through the customer journey, without having to constantly chase this yourself.
5. Chat
Last but not least: chat! Chat is the most approachable way for your audience to connect with you. Within HubSpot, you can set up the chat to be visible only to a certain section of visitors. Or choose to show a different welcome message to your customers.
In addition, of course, you can also fully personalise a chatbot. Besides a different welcome message, a chatbot also allows you to choose that based on certain answers, other questions are asked again. Or allow customers who visit your site to immediately submit a ticket about their question and direct new visitors to forms more quickly.
HubSpot API
In the end, it's all about segmenting all the data coming in. Therefore, make sure that the data coming in is captured in an environment where you can immediately start applying it in practice. Even with "our" MODX CMS, you can now get started with personalisation. Through the HubSpot API, all data of a customer or lead that is in your HubSpot CRM is retrieved, and you can use it to personally greet your website visitors, have all forms automatically populated with available data, create smart content, and much more. The beauty of this is that you can get started with a CMS in which you can manage all the different online products such as website, webshop, intranet web2print and digital signage in all different languages. Our HubSpot API combines the best of both worlds and we'd love to tell you more about that!
Need help personalising your website or want to get started with HubSpot? With our HubSpot API, we are happy to get started implementing HubSpot within your organisation.
1: https://www.hubspot.com/produc...
2: https://blog.hubspot.com/servi...
3: https://blog.hubspot.com/custo...