Personalization is all around you. If you haven’t noticed it, then you either live under a rock or your competitors are silently capitalizing on one of the best conversion secrets of 2017.
According to Dr. Scott Brave (CTO at Baynote), the goal of personalization is to “provide customers with interactive experiences tailored to optimally satisfy their individual needs.”
Personalization can be as simple as knowing where your visitors came from.
For example, Obama did this during his reelection campaign in 2012. Notice, how the landing page speaks to visitors who came from Reddit?
Aside from the large headline, the subtleties like the meme styled image add familiarity to any true “Redditor.”
By adding personalization into your marketing mix, you will be able to increase your conversion rates on leads, sales, and revenue.
And I’m going to show you how 5 different companies in completely different niches used different tactics to increase conversions by as much as 750%.
1. Personalize with geo targeting
Geo targeting is used to dynamically personalize landing pages based on the user’s location.
This can range from using their city name, culturally relevant images, or their local currency to bring a familiar experience to the user.
Geo targeting has become an effective tactic especially for users on mobile devices. With over 52% of searches for local businesses coming from mobile, it’s important to master mobile lead generation to increase your conversion rates.
Hertz increases conversion with geo targeted landing pages
Hertz, a powerhouse in the car rental industry uses personalized landing pages based on the visitor’s country of origin.
The image below is of the Singapore division. Instead of using a generic hero image, they use one that connects with the country’s culture and demographic.
If you visit their Chilean website, you’ll notice that the landing page is completely different.
Beyond images, they personalize the website with the local language and use the city name in their copy.
The offers on this landing page are specific to residents of Chile, which increases relevance, and ultimately their conversion rates.
Making the landing page resonate with the user’s location can do wonders for your marketing. It creates a warm and welcoming atmosphere that a user would expect to see.
Talk to them as if you’re a local.
Neil Patel used geo location on his opt-in page. He originally got the idea from dating websites that are infamous for using people’s location to promote action.
For example, you’ll often see ads like “Find true love in Atlanta, Georgia!”
He spun it in a different way by saying:
“Hey, I’m Neil Patel. I’m determined to make a business in [Geo targeted city] successful. My only question is, will it be yours?”
This landing page has a clear value proposition and automatically connects with the user because their city name is located directly in the copy.
While he doesn’t give an exact conversion rate, he mentions that it converted exceptionally well for his own site and for penny stock trader, Timothy Syke’s website.
In addition to higher conversion rates, this simple one word change in copy increased return visits by 68%.
2. Segment your users down to their dog’s birthday
One of the biggest mistakes I see marketers making is failing to segment their users appropriately. Market segments are groups of leads, customers, and subscribers who share common characteristics.
Segmentation is based on the belief that customers, who share similar characteristics, may also have similar interests and needs.
For example, you might segment a portion of your list by something as simple as age group or job title. You can go deeper by using behavioral data such as key pages visited or user generated data.
And that’s exactly what DoggyLoot did.
DoggyLoot uses user generated content to increase conversions
DoggyLoot, a flash sale site for dog owners, was able to skyrocket their conversion rate with personalized landing pages.
Let me break it down.
a. They collected data.
Segmentation began during the mandatory sign-up process. Instead of hitting new users with a generic form, they asked questions that would allow them to create a personal experience for their customers.
The first question is “How big are your dogs?” and the last question asks for their email address.
After signing up, they continued with more questions such as their dog’s name, breed, size, gender, and even birthday.
This created a customized profile page for subscribers called “My dog’s.”
With the user-generated information, they were able to create a personalized experience and email relevant product suggestions in their email marketing campaigns.
Their efforts in personalization resulted in astronomical increases in click through rates such as:
- 410% increase in email click through rates for large dog owners.
- 750% increase in click through rate for $5 coupons sent wishing the dog a happy birthday.
Secret Escapes increased sales with user search data
Secret Escapes, a tour and travel site, recognized the power of personalization.
Instead of using demographic data, they used behavioral search metrics to personalize their landing pages.
Prior to personalizing the visitor’s experience, logged in users would be shown a random set of listings based on popularity or seasonality.
This was not converting optimally, so they transformed this landing page into groups of vacation listings based on the user’s search history.
For example, people who had previously searched for New York related hotels would see the same listings when they would later log into their account.
Here are the results they got from this experiment.
- Clicks to sale from listing page: +24.4%
- Clicks to purchase page: +30.4%
- Completed purchases: +210%
Grouping users by their job title, role in the company, or behavioral interests can go a long way in user segmentation.
With ecommerce businesses, it is vital that you make data driven decisions. Whether it’s user generated content or search analytics, you can craft a more powerful marketing message and provide relevant product suggestions that will resonate with your users.
3. Personalize landing pages with your PPC ads
When it comes to PPC ads and user specific landing pages, it is paramount that your content matches the intent of the keyword term.
This is a fatal mistake that people make when targeting a plethora of keyword phrases.
While it might seem like a lot of trouble, the difference between a hyper-personalized landing page and a generic one can be costly.
Here’s an example.
UMassOnline, a student recruitment site, used customized landing pages to lower their cost per lead from over $300 to $26 per acquisition.
They originally had one landing page for all programs that looked like this.
They replaced that with multiple program specific landing pages. Here’s an example for their Public Health in Nutrition degree.
By creating better keyword groups and personalizing program specific landing pages, UMassOnline was able to increase their lead volume per month by 88.4%.
Here’s a summary of their results:
- Cost-per-lead dropped from $300 to $26.
- Custom landing pages leads cost stood $22.75
- Generic page’s leads cost stood at $40.37
- Increased conversions 107% — from 9.52% to 19.7%.
With the advent of big data and rapid technological advancements, personalized content and landing pages are becoming increasingly popular and effective.
Creating personalized landing pages is simple. You use information about a visitor and leverage it to turn a higher profit or spur user action.
When it comes to conversion rate optimization, you need to test, test, test…
And then test some more.
Use these successful case studies to start personalizing your landing pages for more conversions and to increase your bottom line – ROI.
Have you tried personalizing your landing pages? Let me know in the comments below.
- 17 Jan, 2017
- Posted by Sam Oh
- 0 Comments