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August 5, 2015
By Matt Farber
Wouldn’t it be great to have a website that gives you the flexibility to change the content without actually having to change the content? On top of that, what if the website was able to treat each visitor individually rather than collectively? When it really comes down to it, every time a website has a visitor, there is a human on the other end accounting for that visit. A human with thoughts, feelings, struggles, just like everyone else. Wouldn’t it be great to customize each individual's experience to suit their struggles and pain points? Well guess what, this is now possible with the HubSpot COS system. Here are some tips for creating a personalized website experience.
You can now create pages on your website with HubSpot’s COS tool that can be personalized to your contact database. This is a great addition to any company looking to personalize the experience on their webpage. I recommend starting with a homepage that shows the same content for every first time visitor to the site. As contacts are developed and new website visors begin to engage with you on the website by filling out a form for an ebook or requesting a demo, the next time those contacts come back the page will treat them like the unique individual they are. Take a look, it’s only the tip of the iceberg:
If you don’t understand quite yet the power of what this COS system can do. Let’s take a simple website and see how it could serve up content for each visitor. Let’s take Urban Outfitters for example. A company that has multiple products but heavily relies on it’s clothing to drive the business. What if the website knew if a visitor was a male or a female? This knowledge would give them the power to serve either women’s or men’s clothes sales on the first page. An extremely powerful tool that is possible with the HubSpot COS system.
This could arguably be the most powerful tool any marketer has been given, EVER! The homepage example is only beginning of leveraging content to personalize a web experience. Smart content allows marketers to create content for each persona. Pain paints may be different for every persona a business may have. The new COS Smart Content feature gives marketers a tool to create content that can speak to each individual persona’s pain point. You can leverage smart content in landing pages by serving up different copy and images on landing pages to speak to each individual. Remember that your visitors, leads, and customers have different reasons for visiting your site. Make sure to show them different content based on their interests.
You probably already realize that HubSpot has the ability to remember data points about website visitors. Another way to help personalize an experience is by using progressive profiling on forms. You have the ability to change out form fields for previously answered ones. Keep forms short while the data you are collecting grows. This gives you the option to leave someone’s name already filled out which is a nice customizable feature.
Personalizing content for each and every visitor to a website could change the game for any business. It’s how companies can treat visitors, leads, and customers as the human beings they are. Real people, searching for real solutions, being provided an experience unique to them. You think they’ll come back? The chances are much greater, and according to HubSpot, personalized content performs 42% better than non personalized content.
If you could change one thing about your website, what would it be? Perhaps to personalize the content to your visitors?
About the author
Matt Farber was formerly an Inbound Marketing Consultant for SmartBug Media. Using his project management and inbound marketing experience in the B2B sector Matt helps clients build and implement their inbound marketing strategies to grow leads, conversion and revenue. Read more articles by Matt Farber.