Marketers get email marketing. It’s the one marketing activity that is working seamlessly like a well-oiled machine; allowing the mix of metaphors. The reason email marketing works so well is, hands down, the fact that it’s personalized good and proper. The stats for open and clickthrough rates are showing constant increase. So the question that begs to be asked: If you personalized your email marketing - an awesome conversion tool - and the results are amazing, why you don’t personalize your most important conversion tool? In case you were wondering, your most important conversion tool is your website. Take a look at this SlideShare that explains, in detail, how to personalize your website and how to make your content more relevant to your target audience. Did you know? 95% of your anonymous website visitors don’t convert, mostly because you fail to demonstrate your relevancy for them. Jump right in, spiff up your personalization skills and learn how to collect more data on your anonymous website visitors.

1. Your Website Should Be
As Personalized As
Your Email Marketing
a presentation by

2. That is to say,
the same experience for all visitors.
Which is strange.
WEBSITES OFFER A GENERIC BROWSING EXPERIENCE

3. email marketing, lead generation, media buying.
Which means
you're aware of the importance of personalization.
So why you don't implement it
in your most important conversion tool?
YOU PERSONALIZE YOUR:

4. your most important
conversion tool
is your website.
IN CASE YOU WERE WONDERING,

5. has a profound impact
on engagement and conversion.
It dramatically increases both.
PERSONALIZATION

6. remain just that - anonymous.
They don't convert.
95% OF ANONYMOUS WEBSITE VISITORS
Why only 5% of anonymous visitors choose to
"introduce" themselves by leaving their details?

7. Visitors don't find you relevant for them.
No need to be insulted;
no one product or service can be relevant for all.
1. IRRELEVANCY

8. Your paid media strategy was to hook them,
no matter what.
That's very shortsighted and will backfire.
2. FALSE PROMISES

9. At various stages of the funnel, buyers have
different needs and willingness to convert.
Misreading the above will lead to almost-certain
decline of conversion attempts on your behalf.
3. WRONG END OF THE FUNNEL

10. No need to re-mention the short attention span
of web users, right?
Clunky navigation, long loading times,
unintuitive UX - folks gonna bounce.
4. BAD WEBSITE

11. No one wants to admit it,
but thinking about it logically:
100% of products CANNOT be amazing.
5. LOUSY PRODUCT

12. but it's important to be aware of them,
nonetheless.
THE LAST 2 REASONS ARE OUT OF YOUR CONTROL

13. Sometimes folks are just not in the mood to convert.
Ton of research is being put into
trying to circumvent the human factor,
to no avail.
CLICK HERE
6. NOT IN THE MOOD
CLICK HEREor

14. The FOMO of the online world.
We all carry the blame for this,
even though none of us is ever selling
personal information.
7. FEAR OF LEAVING MAIL

15. From the get-go, so many hurdles to overcome
in the path to conversion.
How to expand your relevancy?
How do you customize your offering to resonate
with a larger segment of the audience?
THE PATH TO CONVERSION

16. PERSONALIZATION.
PERSONALIZATION.
PERSONALIZATION.
PERSONALIZAT
.PERSONAL
THE ANSWER IS

17. It is all about figuring out who your audience is,
segmenting it to the highest resolution possible
and answering each sub-audience's needs.
PERSONALIZATION IS THE ART OF RELEVANCY

18. email marketing suffered from terrible open rates
and even worse clickthrough rates.
Thanks to personalization,
2016 MailChimp benchmark stats:
- Open Rate > 20%
- Clickthrough rate is in the high 2s to low 3s
Incredible.
BACK IN THE DAY,

19. Companies have internalized that sending
random stuff
in the hope that something would stick is ridiculous.
Driving random traffic to your website
and providing a generic website experience
in the hope that visitors would convert,
is no less ridiculous.
RANDOM = RIDICULOUS

20. With email, marketers have taught themselves
to be relevant.
Every detail and aspect is tested and considered
to improve relevancy.
So,
why marketers don't apply the same methodologies
to websites?
RELEVANT = EFFECTIVE

21. A site that is
pulling all the stops
to be as relevant as possible
to each and every visitor,
anonymous or not.
PERSONALIZED WEBSITE
personalize your website

22. we aren't personalizing the website itself.
Rather,
we personalize
the visitor experience of the website.
BUT,

23. to make the distinction between:
Personalization Relevancy-Driven
Tricks Personalization
BTW,
they both work!
THIS WOULD BE A GOOD TIME

24. is to track your visitors' IP
and greet them with the appropriate
"Good Morning" or "Good Afternoon".
Another is to distinguish between first-time
to returning visitors and pop a "Welcome!"
or "Nice to see you again".
It's fun, and visitors will appreciate it;
even if for a millisecond.
PERSONALIZATION TRICK
PERSONALIZATION TRICK

25. goes deeper.
It is:
suggesting, recommending, presenting
the most relevant content
or offer
to match each visitor's specific
persona, characteristics, needs or stage in the funnel
based on their data and on-site behavior.
RELEVANCY-DRIVEN PERSONALIZATION

26. Recommending an insightful article
should be done at a different point
in the natural browsing flow
than offering a product demo.
based on their on-site behavior.
TIMING IS CRUCIAL

27. provides each and every
visitor
the most relevant
experience for them.
PERSONALIZED WEBSITE

28. A B2B purchase carries a much heavier weight
than a B2C purchase.
Thus,
a B2B website visitor is of greater importance
than a B2C visitor;
no offence, Cs.
PERSONALIZATION IS MORE CRUCIAL FOR B2B

29. There's more cash at stake
Need to deal with various decision makers
Need to deal with various stages of the funnel
Need to intersect both
ALSO,

30. Design wise,
elements as headlines, CTA buttons and images
can be tweaked based on the traffic's source.
Content wise,
ideally,
the site's entire content should be dynamic.
HOW TO PERSONALIZE YOUR WEBSITE

31. There are limitations to personalization.
We can't, yet, customize the entire site,
in real time.
The next best thing, for now?
Matching each visitor
with the most relevant content for them.
PADDLING BACK FROM THE IDEAL TO REALITY

32. The prevailing solution online is 'popups',
offering you to read an article,
download a whitepaper or an eBook,
register to a webinar.
Popups are also used for ads; that's true.
And annoying.
HOW TO MATCH VISITORS WITH CONTENT?

33. WHAT'S RELEVANT ABOUT POPUPS?
Most of the time,
absolutely nothing.
So that's missing the whole personalization point,
isn't it?
In one word,
yup.

34. ANONYMOUS VISITORS ARE PEOPLE TOO
The same tactics you use
to personalize your email marketing,
apply to your website.
Provide a personalized visitor experience,
even to anonymous ones.

35. PERSONALIZED WEBSITE EXPERIENCE
presenting the
right content
to the
right visitor
at the
right time

36. PERSONALIZED CONTENT RECOMMENDATIONS:
BrightInfo's algorithm learns your existing content,
then in real time analyzes visitor behavior
and matches the most relevant content
to each and every visitor.

37. ALOGORITHM-BASED CONTENT RECOMMENDATIONS
take into account
information the visitor arrives with:
geography, search query, referring source, IP (ABM)
onsite behavior:
pages visited, time on topic, scrolling & movements
engagement:
new vs. returning visitor

38. AND ARE FULLY AUTOMATED
This is personalization per se
by person, not by groups or segments.
Machine-learning
continuously performs
crowd behavior & semantical analysis.

39. LET'S TALK ABOUT ANONYMOUS VISITORS
Even anonymous visitors "share"
a lot of telling information about themselves.

40. JUST NEED TO KNOW HOW AND WHERE TO COLLECT IT
Google Analytics,
or any other marketing automation tool,
is a good starting point.

41. INFORMATION ANONYMOUS VISITORS SHARE:
- What device they are on
- What browser, and version, they are using
- Their IP
- The time of day at their location
- Referral source: search, paid media, email, link in a
third-party site
- Their search query (in some cases)

42. TAKING ALL THIS INFORMATION INTO ACCOUNT
You can deduce quite a lot
about your
not-so-much-any-longer
anonymous visitors.
?

43. NEXT STEP IS
creating personalized content for your audience.
Because,
website personalization
only works with personalized content.
contnet 1
content 3content 2

44. CREATE CONTENT TARGETED AT
The various decision makers
The various stages of the buyer journey
The intersections of both

45. TO MAKE THE MOST OF
Personalized Content Recommendations
you need a content pool to work from.
No way around it.

46. THE PURPOSE OF PERSONALIZATION
Personalization facilitate
relevant, meaningful and actionable interactions
between a company and its audience,
be it anonymous website visitors,
prospects, leads or customers;
inside or outside the funnel.
Personalization aims to make every interaction count.

47. THE IMPACT OF PERSONALIZATION
CONVERSION
ENGAGEMENT

48. LET'S LOOK AT AN EXAMPLE:
I'm on the SMB product page of a marketing automation solution website.
I leave the website, but return a couple of days later.
A smart personalization software will do 1+1 and recommend me a case-study
about a mid-size company that increased their lead generation by 80%,
using this product.
This is exactly the content I'm looking for - how a company similar to mine
benefitted from this product - and I want to read it.
Assuming the content is gated - as it should be - I'm converting,
with a smile.

49. SO,
Personalizing your website visitor experience
is crucial,
especially for B2B,
in order to gain targeted, quality leads.

50. AND,
Personalized Content Recommendations
lead to
deeper engagement and higher conversion rate.
The End
this whole thing is clickable

51. THIS WAS A BRIGHTINFO PRESENTATION
Download Full eBook
Want to learn more about how to
personalize your website?
*No engineers were harmed in the making of this presentation*
written by Assaf Dudai