How To: Website Personalization in Minutes, Hours, and Weeks (Part 1)

What is website personalization and why is it so important? Website Personalization is when a visitor receives a customized experience rather than a generic experience that isn’t tailored to them.

Long gone are the days when website personalization was considered a nice-to-have. Nowadays, personalization isn’t just expected—it’s required. In fact, it’s key to differentiating your brand and increasing sales in today’s always-on marketplace.

But marketers continue to grapple with how to really make an impact. Website personalization doesn’t have to be hard. In fact, you can start right now—seriously! (Well, wait until after you read the article.) In this 3-part blog series, we’ll show you concrete, proven, and successful Account-Based Marketing (ABM) tactics and website personalization tools that will help reach your customers on a one-to-one level immediately:

  • In minutes you can: Make minor modifications to your existing site to attract attention
  • In hours you can: Add more context by rearranging content already on the site
  • In days you can: Create a more robust personal experience. (Granted this one does take more time. Unlike the quick fixes in a
    personalization platform, it requires page design and web development resources. But it’s well worth it.)

Ready to get started? Let’s dive in!

Website Personalization in Minutes

Sometimes the hardest part about trying something new is just getting started. You don’t have to look at website personalization as this huge undertaking that’ll take weeks or months to complete. It can take just a few minutes and all you have to do is use what you already have. Take a few baby steps and think about the sense of accomplishment that lies ahead!

1) Personalized Headlines
With just a few minutes of work, you can grab your web visitors’ attention. Take a high-traffic or high-value page (like your homepage or a popular landing page) and rewrite a headline to add context to a visitor from one of your target segments. Let’s look at an example of this type of website personalization.

Before personalization:

After personalization:

Words. That’s all we changed. See? You’re already doing website personalization. And you can do this for multiple industries or even different company sizes. Feel like overachieving? Swap out the image to match the message!

Here are a few other ways you can start right away:

  • Identify an industry and add a tagline such as “Trusted by customer of [insert the industry of your choosing]”
  • Go beyond the headline and personalize the blurbs on the page to sprinkle in the industry or change generic terms to terms of trade for that audience
  • Think about how you might change default messaging for segments outside of industries such as customers, company size or regions.
Read the entire 3-part series:

Former Senior Director, Digital Marketing & Brand, Demandbase

My philosophy is simple: Prospects are people, not wallets. Marketing is about creating meaningful relationships and I develop strategies to bring companies and customers together based on respect, trust, and shared interest. I love a really challenging problem and provide solutions using a combination of intuition and analytics.