Landing Page Personalization – How to get more sales with User personalization on Your Landing Pages

Receiving emails with a “Hey beloved customer!” greeting? Nothing can be more generic and impersonal than this kind of introduction. No one wants to deal with a business who’s asking to buy their products when they can’t even make the effort to know the name of their customers.

A similar effect can happen on website landing pages. Normally, businesses use a landing page catering to a broad audience, disregarding the fact they can implement a more personalized content not only on their email marketing initiatives but also on their company websites. Each page can be tailored to target certain individuals or groups for a more focused service delivery.

Why go through the hassle of doing this when you still gain sufficient following and an acceptable hit rate on your website? Are there any benefits to gain from personalizing web landing pages?

Advantages of a Personalized Landing Page

It certainly needs extra effort to create customized landing pages for more focused targets. But if you consider the following benefits you can gain from this endeavor, it might be worth giving it a chance.

Increased hit rate with better engagement

People visit a website, take a peek at what you can offer, and immediately leave if you don’t have what they’re looking for. If your page is designed to capture the attention of your target customer right from the start, you’ll get a higher hit rate which can result in better sales conversion. Integrate a WordPress dynamic content and you got yourself visitors who will keep returning to your site.

Full control

You can use the information you have on your customers the way you want to and lead them to portions or products that can be of use to them. Even if you have different sets of audiences, you can still cater to all of them with multiple landing pages, each filled with content suited to their preferences.

Improved relevance

Instead of letting them go through a generic page, like listening to a boring and monotonous sales pitch, you can quickly redirect them to more relevant content. Using their past purchase histories or other information you’ve obtained regarding their inclinations, you’ll be able to directly lead them to product recommendations most useful to their situation.

Fitting Your Page to Your Audience

Now you know the advantages of tailor-fitting the landing page to your target customers, you can start thinking about how to modify your website for a more personalized presentation. You can start from the most basic information you have about your usual clients and filter your offers to fit their needs.

Start by looking at your email list. See if there’s a way to group them into certain categories reflecting their needs or preferences. If you’re using a tool for your PPC campaign, you can use the built-in filters in there as a way to segment your audience into groups. Accounts created on your website can also be a source of information you can use to tailor-fit your landing page design. The more details about a person available on your database, the better you can identify different personas interested in your offers.

The goal here is to determine the type of people that visit your website. Landing pages should reflect the things a consumer persona is looking for. If you get 3 kinds of people who often visit your site, then you have to create 3 different landing pages to deal with them.

If your target audience belongs to those in the management level, you have to develop a WordPress dynamic content and design suitable to their needs. If you find that your site is frequented by small business owners, you must create a page that will invite them to take action and do business with you. You don’t use one for the other or create a generic, mixed-up page that will have them doubting on whether you really have the things they’re looking for.

These are just some of the simple website personalization examples you can use as a guide in developing a customized landing page. However, not everyone has the luxury to redo everything and start from scratch. With this, we’ve also identified the information you may already have at hand which you can use to tweak small parts on your landing page to make them more personalized.

Information You Can Use to Personalize a Landing Page

Here are some of the details you may have about your viewers which you can use to personalize an already existing landing page.

Name (or company name)

Companies sending spam and junk mails can do this with the little budget they have, so it shouldn’t be a problem for you to find the name of your viewers too.

Company size

If most of your customers are mid-sized companies, might as well use this info to target more organizations at that level. Including a message along the lines of “Mid-sized agencies always choose our solutions”, is enough to tell the world that you specialize in helping these types of companies.

Industry

Adding lines on your landing page that say which business sector you specialize in, whether it’s in the finance, B2B, hospitality, or restaurant service, can help target consumers see the relevance of your offers to their needs.

Title and position

Nothing is more flattering than invoking the job positions of your customers to tell them why people on their level choose to do business with you. Putting in something like “We’re the go-to solution of financial managers” can help capture the attention of these people.

Gender

This is probably the safest information to use and make a website personalization example out of. Selling a razor and identifying its intended use – whether it’s to remove facial hair or to smoothen the legs – makes it easier for customers to know if it’s for them or not.

Age

Having a products list that can be filtered per age is a common practice in many online stores. However, you can take things a step further by having a landing page that says something like “gifts for toddlers” or “gift adults will love”, and then redirecting the user to an already filtered list of items, can help customers save time and also improve website searchability.

Geographic location

Zillow, a real estate website, can automatically filter house listings based on a person’s location preference. You can apply a similar feature on your website by using the WordPress geolocation plugin or the WordPress user location plugin. Use these plugins to automatically present a landing page relevant to the user’s current location.

Browsing history

There are many tools that can help you quickly gather the search history of a consumer. By identifying the portions of your website they visit the most, you can create landing pages that can quickly take them to these parts with less effort.

More modern websites have a ‘recommended for you’ portion on their landing pages, helping users to quickly jump into areas of interest. Masterclass, an instructional website, is doing this using the history of topics you’ve searched for in the past. They provide a landing page that highlights similar lessons you can take, giving you direct access to classes you’re highly interested in.

A more advanced application of personalizing landing pages is by looking into partnerships with other products or services. Squarespace, a website building and hosting company, has partnered with a wedding blog to showcase the wedding templates they have. This has worked well for Squarespace so it’s possible that it might work for you as well. Look for partners that can help you promote your business without interfering with theirs. No one would say no to a win-win solution.

Doing a Test Run

After implementing changes on your landing pages by adding more personalized content, it’s time to put it to the test. Luckily, companies like EasyPURL, ExactTarget, Sailthru, and HubSpot can make things easier for you. You can easily put up your site and do small tweaks using their platforms until you get the consumer response you’re expecting.

Conclusion

Users are now looking for sites with more personalized content, especially now that there are a lot of tools that can help businesses do this for them. Customers are already giving away much information about themselves, both personal and generic, so they’re expecting organizations to return the favor by presenting them with customized and personal responses that suit their preferences. This way, businesses will develop a better connection with both potential customers and loyal patrons.

The post Landing Page Personalization – How to get more sales with User personalization on Your Landing Pages appeared first on Convert King.