Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Website Personalization: When and Where to Use It

By Carly Stec

Website Personalization: When and Where to Use It

It should come as no surprise that where a customer begins and where they ultimately end up are two entirely different places.

At the beginning of the process, they have different needs and interests than when they're closer to making a purchasing decision.

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

 

The HubSpot COS is designed to help businesses connect with visitors, leads, and customers at the right time with a message that carries the most relevance.

Through personalization and smart content, businesses are able to provide prospects and customers with a unique experience based off variables such as life cycle stage or buyer persona.

Ultimately, personalization allows businesses to rely less on assumptions and more on context in order to persuade and convert more leads.

 But when and where does it make the most sense?

Different views for different personas

Depending on your product or service, it’s likely that you work with a few different types of customers.

Your website’s content should be designed to speak to these people specifically, however, even with a narrowed focus, it can still be difficult to convey value to persona A without alienating persona B or vice versa.

Personalization eliminates the need to appeal to everyone by providing you with an opportunity to tailor content to those that matter.

Here’s a great example of persona personalization on Sales Benchmark Index’s homepage:

By allowing the visitor to select an option that best describes their role, they open up the door for a unique contextual experience.

Once they select a roll, their visit will be tailored to their interests each time they return. This prevents them from having to sift through material to extract value, because as a result of personalization, it’s suddenly all about them.

Different experiences for different lifecycle stages

As your visitor evolves from a stranger to a lead to a customer, your website content should evolve with them in order to remain relevant.

As you gather information about them, you can apply it to your site’s content as a way to personalize their experience and keep them engaged.

For example, when a first-time visitor come to our website, they’ll be presented with a default message on our homepage that looks like this:

Once they convert into a lead, the message will evolve into something a little more personal:

This is proof that personalization doesn’t have to remain confined to email. Websites that employ personalization transcend limitations and serve as a valuable tool for marketers to provide the right message, to the right person, at the right time.

Ready to redesign?

There's a lot that goes into making a website great. We get it. That's why we created a free guide to help walk you through it. Simply fill out the form below and it's all yours.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

HubSpot
Marketing Strategy
Published on September 22, 2014

Recent Articles

Track These 5 Inbound Marketing Metrics to See Better Results
October 31, 2022 • 7 min read
Measuring the Invisible: How To Track Your 'Trust Index' [+ Template]
September 7, 2022 • 8 min read
Can HubSpot Help My Retail Business Grow?
July 31, 2022 • 4 min read
Get More Out of HubSpot Reporting With a Third-party Tool
July 9, 2022 • 5 min read
HubSpot Pricing: Your Guide to Everything HubSpot Costs for 2022
April 29, 2022 • 13 min read
4 Keys To An Effective HubSpot Strategy in 2022
April 22, 2022 • 6 min read
Using They Ask, You Answer in Customer Service
April 1, 2022 • 5 min read
Is The HubSpot Free CRM Actually Free?
February 18, 2022 • 6 min read
Ultimate List of HubSpot Pros and Cons
January 8, 2022 • 20 min read
How To Optimize Your Marketing Automation Workflows With HubSpot (Tips)
November 12, 2021 • 11 min read
Top 13 Inbound Marketing & HubSpot Solutions Partner Program Agencies for 2022
October 29, 2021 • 8 min read
HubSpot Sales Hub: 18 Things Every Sales Rep Should Know How to Do (+ Videos)
October 28, 2021 • 5 min read
INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Need a HubSpot Admin? Here’s How to Find and Hire the Right Candidate
October 22, 2021 • 5 min read
How to Get Sales Reps to Use the HubSpot CRM
October 18, 2021 • 4 min read
HubSpot and Data Privacy: How to Collect Contacts the Right Way
October 4, 2021 • 4 min read
INBOUND is Fast Approaching, Google Leads are Syncing, and Workflow Actions are Placeholding [Hubcast 275]
September 23, 2021 • 4 min read
How to Know When You’ve Outgrown HubSpot Sales Hub Starter
September 23, 2021 • 4 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read
CMS Hub Starter, business unit add-on, and Stephanie does email validation on a giant database [Hubcast ep. 274]
August 27, 2021 • 3 min read
How much HubSpot do I need?
August 17, 2021 • 4 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
HubSpot CRM review (updated for 2022)
July 27, 2021 • 8 min read
5 HubSpot Sales Hub Tips for Assignment Selling
July 23, 2021 • 7 min read
Custom email nurture reporting, a map hack, and are pop-up forms a thing of the past? [Hubcast 273]
July 22, 2021 • 3 min read