Personalization is a powerful tool to win over leads and create interesting content for your website. 77% of B2B marketers agree that there are many benefits to B2B website personalization, yet 42% still admit that they struggle to personalize their user’s experience while on their website.
In today’s B2B sales environment, it’s more important than ever to customize content for your company’s ideal prospects and customers. You can’t afford to send the same message to every persona, and it’s equally important to write for your target audience’s level of technical expertise. After all, your prospects and customers are in different stages of their buyer journey and have different needs.
Personalization is key to reaching each of them on their terms. Before diving into B2B website personalization methods, let’s recap this form of personalization and why it’s so important.
What is B2B Website Personalization?
Website personalization is the method of designing your website’s content and messaging to the needs and preferences of each of your website’s visitors. This can be as simple as showing a visitor who is logged in a personalized welcome message or as complex as serving up a unique set of product pages based on a visitor’s preferences or stage in the buying process.
It’s the process of ensuring that each visitor receives the best possible experience on your website, regardless of who they are or where they are in the sales cycle. When done well, website personalization can delight customers and improve their experience on your website.
Just How Beneficial is B2B Website Personalization?
Website personalization is one of the most powerful tools for B2B sales. It allows you to tailor the content and messaging of your website to the needs and preferences of each of your prospects and customers, which in turn creates a better experience for each.
With an improved experience comes an increased likelihood that your visitors will take action on the content you provide, increasing the amount of business you generate.
Some of the most enticing benefits of website personalization include:
- Reduced bounce rates
- Prevents customer churn and increases the average customer lifetime value
- Boosts overall engagement rates
- More effective retargeting
The more you can hyper-personalize the content and message on your website, the more you can engage your visitors and improve your overall bottom line. After all, approximately 70% of B2B buyers say it’s “absolutely critical” or “very important” for brands to provide a personalized experience to their company, with 65% saying they have no problem going elsewhere to receive the experience they expect.
Source: Convince and Convert
5 Simple Ways to Implement B2B Website Personalization
The internet has made it easier than ever to find information, and B2B marketers are capitalizing on this. But the internet is also overwhelming. How can you filter through the noise and make sure you’re reaching people who are interested in what you have to offer?
That’s where personalization tools come in. Here are five ways you can implement B2B website personalization today:
1. Personalized Landing Pages
Personalized landing pages are a form of website personalization that allows you to serve up a unique set of content and messaging to each visitor based on their preferences, behaviors, or where they are in the sales cycle.
The more you can personalize the content and message you send to each visitor, the better the relationship you can build with them.
Personalized landing pages allow you to create dynamic, self-nurturing pages that appear unique to each person that visits your site. That’s because these web pages are built to match the interests and behaviors of each visitor.
B2B buyers are more likely to engage with personalized landing pages because they feel like the content is relevant and tailored to them. With nearly two-thirds of buyers saying that they get “too much material” from marketers and sales reps, the more fluff you can cut, the better.
2. Interactive Chatbots
Interactive chatbots are another form of B2B website personalization that allows you to engage with your visitors in a way that’s tailored to their needs and preferences.
Most commonly used for customer service, these programs generate a unique conversation between you and a visitor to your website. You can use various approaches to building a chatbot for your websites, such as a human-like chatbot, a FAQ bot, or an automated chat.
Source: Chatbot.com
Ideally, you want to build a chatbot that provides a seamless and personalized experience for each visitor.
3. Personalized Content Suggestions
One of the most effective ways to use B2B website personalization is by serving up personalized content suggestions to your visitors.
This can be done in a variety of ways. However, one of the most effective ways to do this is to incorporate an adaptive content hub into your website. These hubs are designed to only show your visitors the content that is most relevant to them based on their browsing history and other factors.
Source: Hushly
4. Geographic-Based Solutions/Offerings
One of the most effective ways to use B2B website personalization is by tailoring your offerings and solutions to account for geographic preferences. This can be far more effective than showing the same offerings to all your visitors regardless of where they are.
For example, offering a set of products and services to visitors on the East Coast may be different than those provided for visitors on the West Coast.
5. Exit-Intent Popups Personalized to Each Viewer
One of the most underutilized ways to use B2B website personalization is through exit-intent popups. These popups appear only when a visitor is about to leave your website. This provides a last-minute opportunity to show your visitors the content or products they might be interested in, and the more tailored you can make these popups, the better.
For example, you can use exit-intent popups to show visitors a product offer, a whitepaper, or a free consultation offer, based on their behavior while on your website.
Start Personalizing Your Website Today with Hushly
We’ve seen a lot of exciting advancements in website personalization over the past few years. However, one of the most underutilized advancements is the ability to use B2B website personalization to provide a custom experience to each visitor.
With Hushly, you can create a unique experience for each visitor to your website with our simple-to-use tools.
Ready to start delivering a personalized experience to each of your visitors? Contact Hushly today for our demo!
