Personalized Landing Pages: A New Way to Increase Conversions by 100% (At The Very Least)

You may certainly think that the figure of 100% was just made up. But it wasn’t. These results were really achieved during a launch of the new website for Sales Benchmark Index, a B2B sales & marketing consultancy service. Before the redesign, they have already attracted over 100,000 visitors monthly, but their conversion rate barely reached 1.5%. Such a rate is considered as low in comparison with an average of 2.35% across all industries. It needed an improvement, so SBI set 3% as their short-term objective.

How was it possible to increase their conversion rate by 100%?

 

The company decided to change the concept of their website and tailor it to the needs of their buyer personas. In other words, they decided to go personalized.

To create the individual user experience for each customer, SBI developed buyer personas and continued to keep updating them every two weeks. After that, they linked specific pieces of content to each persona and figured out how to come up with a relevant solution for each persona through their website. Finally, they built an individualized website that allows people to choose their role and receive the personalized content. This helped, and they easily reached their goal of 3% rate shortly after a launch.

However, this story shows us only one way to personalize your website among many others. SBI’s case study was completed in far 2015, whereas now we have more sophisticated marketing tools to take advantage of and reach a conversion rate of 5%, 7%, amazing 10% or even higher.

It worth noting, SBI personalized their website, not landing page. I’m clarifying this because there is no match for personalized landing pages when it comes to website promotion. Individualized landing pages often outperform 11.45% — the lowest result among the top 10% of companies among all industries.

Why and how website and landing page personalization may work miracles? Let’s review 5 benefits of this practice and explain why such an increase in conversions takes place. So, personalized landing pages:

Search Conversion Rate Distribution

#1 First of All, Respect Your Leads

We often fail to sell our product because we underestimate the power of the subconscious. The best marketers in the world were always good psychologists at the same time — that’s why there was no problem for them to pull the right strings in the customer’s mind without being noticed. One of those strings that can’t be ignored in online marketing is a need for respect.

Your leads not only want to see relevant content, they want to feel relevant and respected by themselves. Personalized landing pages satisfy their need by treating them as an individual, not as just another “lamb in the fold”. There’s how:

  • they include your name or politely ask how is it possible to call you;
  • are focused on the customer’s needs, not the needs of the company;
  • save your time spent on search engines by offering exactly what you want.

A well-built individualized landing page resembles a face-to-face talk between a brand and a customer. If generic display ads are comparable to the public speech of a political leader who stands in front of a megaphone on the square and speaks to masses, these landing pages are perceived more like a cosy talk with your fellow partner. More personal = more convincing.

#2 Eliminate Distractions

Personalized videos, websites, emails, messages in social media, etc. are probably the best ways to turn your prospect into your customer, excepting for one flaw. There is nothing they can do if the prospect gets distracted and moves on to your other page or simply goes away, forgetting about the initial intent. And that’s not your fault: there are too many interesting things on the web to discover.

An individualized landing page eliminates those distractions.

Whereas a regular personalized website page contains a lot of navigation buttons, links to your blog, third-party sources or even paid display ads, a landing page offers highly-targeted and concise content aimed at selling only ONE product or service. The only button on this page is a call-to-action. The prospect has two choices: to click on a CTA button or to close the page. If your personalized message is persuasive enough, he or she would likely go with the first option.

#3 Collect Valuable Information

Still remember the SBI story I told you at the very beginning? The cornerstone of their strategy was the development of buyer personas. Your personalized marketing strategy can be different, but you need to know your potential customer in any way.

To customize their website, SBI run an online survey to understand what’s really important to their prospects. You can do the same thing, but a personalized landing page can serve as a perfect tool to develop your buyer personas itself.

There are 2 ways to do that:

  1. If you already have a basic picture of who will convert and who won’t, build a landing page to sell your product right away. Personalize it drawing on the current needs of your customers and add a conversion form that requires some personal information to be provided. You can use this information to improve the relevance of your content.
  2. And what if you have no idea who are your buyer personas? Run a test landing page with a free offer of a high value. Your prospects can receive something for free but only after they sign up or provide some personal data. Also, a free offer can be designed as a pop-up notification on your regular landing page.

Make More Money Offer

This is a great example of the free offer from Writeworldwide, a community that distributes free and paid materials to improve one’s content writing skills. To engage a potential customer, they give out one educational material in exchange for your email address.

# 4 Give You More Control Over What’s Happening

When all necessary information is in your database, you control almost everything. You can build a dynamic landing page that automatically adjusts content according to the search query. For example, HouseKeep changes the location. This is how their main page looks like:

Book Your First Clean

And this is how it looks like if the prospect requests “cleaning in Leeds”:

Book Your First Clean - Leeds

Apart from the location, it’s possible to customize CTA buttons, value propositions, and other parts of your landing page copy depending on what your prospect is looking for.

#5 Complement Personalized Email Marketing and Chatbot Experiences

According to Aberdeen, you increase an email CTR by 14% and conversion rate by 10% while personalizing your message. Wrapping up everything mentioned above, you may imagine how it would be effective to include a link to a landing page instead of your website to an email. A personalized email with a personalized landing page inside is a laser gun that always shoots straight.

Email marketing is effective, but you can go beyond.

There is a new wave of the web personalization — chatbots. If compare these two marketing mediums, it’s a complete whitewash in favor of chatbots. They can boast of up to 60% CTR, while email’s average is only 21.9%. Moreover, they are based on AI and can automatically deliver personalized content to each user.

Let’s assume you have a brand that produces household equipment. You use a Facebook messenger chatbot to reach out to your prospects. It turns out that one young man is looking for a microwave, while another prospect — a middle-aged woman — is more interested in new washing machines. A chatbot can redirect them to a relevant landing page in a second. An email will never be able to do this.

Another way to boost conversions is to place a chatbot on your landing page. This allows your prospect to ask all questions before purchase in a conversational interface. Admit it, we all prefer asking questions before buying something. It’s important to be sure that we make a right decision. We need to justify our purchase, especially if the product is expensive. A chatbot answers frequent questions and justifies a purchase without involving consultants.

There is how personalized landing pages may benefit your brand — conversions are higher, deals close faster, customers are happy.

Also want to make your customers happier but have no idea what suits your brand better?

Ask our marketing consultants — we help businesses to incorporate best personalization techniques in their marketing strategies: personalized video marketing, landing pages, and chatbots. The next can be yours, all you need is to tell us a bit more about your brand in a single message. (Sent via chatbot, of course!)

Gearing Up for Future: Is Your Marketing Team Ready for the Millennials?

Research and experience clearly indicate that old-fashioned ideas of marketing might not work in an age of social media. The approach towards marketing is going to need tweaking – or maybe even a total overhaul. If you’re preparing to market your offerings to the millennials, the first step is to understand the concept of generational personas. Recognizing these personas have helped marketers to divide their prospect-pool and focus on strategic groups rather than individuals.

Traditionally, a generation is defined by the amount of time between someone’s birth and when they become parents for the first time. For ease of marketing, it’s a good idea to divide the groups of prospects similar in age, behavior, attitudes into orderly groups – classified as generational cohorts. Dividing prospects into generational groupings is a common practice that helps you build sustainable marketing strategies. These categorizations represent the generational differences among your prospects. These minuscule differences impact everyone differently. For instance, the subprime mortgage crisis, had a different impact on someone was born in 1982, than on someone who was born in 1998, a fairly young age. Similarly, movies, educational styles, values, and differences in other environmental forces play a crucial role in shaping up five major generational cohorts:

1. Greatest generation – born at the beginning of the 20th century

2. Silent generation – born 1945 and earlier

3. Baby boomers – born 1946 to 1964

4. Generation X – born 1965 to 1978

5. Millennials – born 1979 to 1999

Why is it important to understand the portrait of a millennial?

The family life, educational and societal experiences for the millennials were startlingly different from what other generations had experienced. Interestingly, the beliefs and attitudes of millennials constructed a common persona that imported and celebrated all the differences, traits and perceived behaviors. For marketing teams, the very first step is to understand the systematic differences of millennials, when compared to other generational cohorts. The strategies that served well for previous generations don’t work with millennials, and it can mean the difference between success and failure of a campaign. Understanding how a common millennial persona is developed is probably the most crucial step for any marketing team looking to target them.

How have times changed?

Remember the 1980s advertisements – with vibrant colors, puffed up hair, and trousers belted higher than usual. Those ads were happy, filled with songs and jingles, portraying a specific culture across television screens and radios. If you think about it, those marketing styles describe the whole generation, exactly as it were at that time. That is how the marketers saw them. On the other hand, the style might appear a little weird to a person born after 1990. That’s an important point right there.

The marketing messages and advertisements from previous generations appeal to people ONLY from that generation. The same tone and style might not appeal to a millennial.

By contrast, the young people today are entirely different from those in the past. This effectively means the Generation X style, with all those colors, and positivity might not work with the millennial living in a contemporary world. The Generation X style was made up of messages highlighting the emotions. Millennials, on the other hand, are moved with storytelling across the digital mediums. There is a clear difference. Modern marketing teams need to focus on these changing dynamics. A new perspective based on data, facts, and experiences of millennials has to start right now. The mindset has to be strikingly different from previous generations.

Diving inside the mind of a millennial!

Millennials are a generation of extreme beliefs. It’s the generation that has no limits to creativity, thinking, and expectations. Technology is almost taken for granted. The only human generation where the mindset is not limited to a certain idea or any societal restrictions. Lamentably, millennials are often wrongly imagined just as a young person – a gross generalization that should be avoided. Millennials are a specific generational cohort which cannot be divided by a fancy demographic segment defined by someone’s age.

“In fact, a millennial will always have the same values and ideas, not restricted by any age range. It’s just the way they’ve been brought up. Thanks to social media, millennials are free, open, well-informed, and a global generation – systematically molded by the education system, media, technology, and communication around them.”

It’s 2018, and the paradigms of marketing have changed. Interestingly, a lot of today’s marketing C-level executives are part of Generation X. That’s why they often struggle to recognize the mindset of millennials. Fact is, there is a definite learning curve when you’re trying to sell to millennials. It requires a rewiring of mind.

Recognizing crucial patterns (the secret message from millennials!)

When creating campaigns for the millennials, it’s important to get involved in their motivations, while acknowledging the styles and daily habits and issues that drive them different. Here are four important patterns for you to consider:

#1 – Making comparisons to arrive at the decision

A product is mostly bought after millennials have talked about it either online, off-line, or both. They’d like to check out a few reviews, might look into popular social noise platforms like Twitter, Facebook, e.g. They might view a couple of YouTube videos about direct competitors. That’s why plain advertising will never be enough to influence the buying behavior of a millennial prospect.  Advertising is just one side of the coin. You need the support of user opinions and word-of-mouth to market and sell your product or service.

#2 – Offering top-notch value is not just an added option

You can never win by bombarding millennials with marketing messages. Being a technology-savvy generation, they’ll just switch over to another marketing channel, or activate ad blocking to insulate and fail your campaign. The age of interruptive advertising is over. For millennials, advertising is another form of content they ‘have to enjoy’ for it to be successful. As an audience, millennials are tough to please. Since they’re not ready to watch a boring message, you need to attract their attention by offering VALUE in each moment. The marketing messages have to be creative, appealing, and always offering value in some form or other.

#3 – Millennials can make you go viral!

Smart marketers do realize the importance of virality. Know that you can count on an army of generous millennials that can be the source of success for most profit-driven marketing campaigns. The only recipe is to offer top-notch value. Don’t waste time and press the right emotional buttons. The viral campaigns can give you global visibility through social networks. Millennials have a deep respect for great communication which promises quality content – video, audio, news, or anything else. As a marketer, you have the unique opportunity to break the stereotypes and use digital mediums to achieve tremendous ROI on your campaigns.

#4 – Context and Timing are everything

The Internet has changed the concept and definition of time. Depending upon the virality something can be short-lived or everlasting. Quality is a BIG factor here. The online reputation, reviews, interactive posts can vanish in a matter of minutes. The millennials have grown up in a world where advertisements and banner disappear forever if you don’t interact or click on them. This is an instant generation (instant delivery, instant messaging, e.g.), and maybe that’s why the impact in the present moment is far more important than what happens five years down the line. There’s a general lack of interest for an action that happens too far in future. The marketing teams should understand the overall context and give their best offer, right now! Put your best foot forward in the next 10 seconds. That’s the only thing that matters!

Concluding thoughts

Millennials have a tremendous market influence & they’re probably the most studied and researched generation ever. With the death of traditional offline marketing channels, millennials are redefining the rules of marketing communication by introducing new triggers for purchasing decisions. For modern marketers, the battlefield is competitive, and adjusting to the prospect demands will be an act of bravery. To understand the new requirements, you need some relevant pointers to create a more significant impact and better numbers. You have to be ready for the change. With that in mind, we conclude the first of the 3 part series on this subject.

In recent years, without any proper research, young millennials are often misunderstood and misrepresented stereotypically. As a marketer though, you need to be more vigilant and understand the actual pain points of the target audience. To have all of your ducks in a row we’re going to talk about the crucial millennial MYTHS in the next post. These are common misconceptions that lead to flop marketing campaigns. Don’t forget to check out the Part 2 of the series.

The real meat is yet to come so stay tuned!!