Everything you need to know to build a website that converts more than ever before.<\/p>\n","hero_image":{"ID":110782,"id":110782,"title":"optimizing-website-conversions - Hero","filename":"optimizing-website-conversions-Hero.png","filesize":612529,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero.png","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero.png","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-optimizing-website-conversions-hero","status":"inherit","uploaded_to":110777,"date":"2023-10-31 17:34:43","modified":"2023-10-31 17:34:43","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.drift.com\/wp-includes\/images\/media\/default.png","width":1018,"height":1174,"sizes":{"thumbnail":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero.png","medium-width":1018,"medium-height":1174,"medium_large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero.png","medium_large-width":768,"medium_large-height":886,"large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero.png","large-width":1018,"large-height":1174,"1536x1536":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero.png","1536x1536-width":1018,"1536x1536-height":1174,"2048x2048":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero.png","2048x2048-width":1018,"2048x2048-height":1174,"third_width_square":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero-324x324.png","third_width_square-width":324,"third_width_square-height":324,"profile_24":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-Hero-300x300.png","profile_300-width":300,"profile_300-height":300}},"hero_image_retina":false,"hero_background_color":"black bg-dark","button_cta":"Download the guide.","button_link":"#mastering-personalization","page_content":false,"bottom_cta":{"cta_title":"It\u2019s Time to Bring Your Website Back into Fashion","body":"Today\u2019s ideal B2B website isn\u2019t only fast, easy to use, and frictionless \u2014 it\u2019s also one that moves buyer and customer conversations forward. What better way to do that than by allowing your visitors to have human conversations?\r\n\r\nWith Drift's buyer engagement platform, you can modernize your website experience by leveraging AI to listen, understand, and learn from your buyers in order to drive personalized experiences and recommendations at every touchpoint, at scale.","button_link":"#getademo","button_text":"Talk to us.","button_link_two":"#mastering-personalization","button_text_two":"Download the guide."},"social_share_text":"","cta_helper_text":"","secondary_color":"magenta","books_super_index":{"cover":{"ID":110779,"id":110779,"title":"optimizing-website-conversions-INDEX-BLOG","filename":"optimizing-website-conversions-INDEX-BLOG.jpg","filesize":724574,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG.jpg","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG.jpg","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-optimizing-website-conversions-index-blog","status":"inherit","uploaded_to":110777,"date":"2023-10-31 17:33:50","modified":"2023-10-31 17:33:50","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.drift.com\/wp-includes\/images\/media\/default.png","width":2400,"height":1254,"sizes":{"thumbnail":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG.jpg","medium-width":2400,"medium-height":1254,"medium_large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG.jpg","medium_large-width":768,"medium_large-height":401,"large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG.jpg","large-width":2400,"large-height":1254,"1536x1536":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-1536x803.jpg","1536x1536-width":1536,"1536x1536-height":803,"2048x2048":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-2048x1070.jpg","2048x2048-width":2048,"2048x2048-height":1070,"third_width_square":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-324x324.jpg","third_width_square-width":324,"third_width_square-height":324,"profile_24":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-24x24.jpg","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-48x48.jpg","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-96x96.jpg","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-150x150.jpg","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/optimizing-website-conversions-INDEX-BLOG-300x300.jpg","profile_300-width":300,"profile_300-height":300}},"description":"","footer":"How to turn more site visits into revenue through personalization"},"chapters_content":[{"chapter_title":"","chapter_body":[{"acf_fc_layout":"body","body_text":"
There\u2019s a saying that old trends become new trends. (Low-rise jeans, we\u2019re looking at you.)<\/p>\n
But it\u2019s also true that, as we learn and innovate, some things are best left to the annals of history. Think corsets, crinolines, and arsenic dyes.<\/p>\n
And now, with B2B companies, static websites are going irrevocably out of style<\/i>.<\/p>\n
With so much of B2B buying happening across digital channels, today\u2019s buyers have high expectations for the website experience. Thanks to B2C personalization pioneers like Amazon and Netflix, buyers and customers alike expect companies to build streamlined experiences that meet them where they are. In fact, Salesforce<\/span><\/a> found that 78% of B2B buyers expect companies to adapt their experiences to their changing needs and preferences.<\/p>\n But while buyers have clearly shown that they\u2019ve moved on from the generic past, many companies are still stuck in their old ways. In the same Salesforce report, a whopping 85% of B2B buyers stated that customer experiences should be better given all the data that they know today\u2019s companies collect on them.<\/p>\n This disconnect means that B2B companies are often disappointing their website visitors and leaving money on the table for their competitors to profit off of. According to a report by McKinsey<\/span><\/a>, the fastest-growing companies drive 40% more of their revenue from personalization than their slower-growing counterparts.<\/p>\n All of this goes to show that if B2B companies don\u2019t get with the times, then they\u2019ll inevitably be left behind.<\/p>\n Fortunately, it\u2019s never been easier to get started with website personalization. To show you what we mean, we partnered with Intellimize to create this guide on how to develop and implement a successful website personalization strategy that drives conversions and increases revenue.<\/p>\n Ready to throw out the old, and bring in the new? Let\u2019s go \u26a1<\/span><\/p>\n Jump ahead to learn about:<\/p>\n Whether it\u2019s on your website, in your emails, or elsewhere, good personalization always requires data. But, as with all things data-related, there\u2019s a fine line between effective and creepy<\/i>.<\/p>\n Twilio Segment found that only 51% of consumers<\/span><\/a> today trust brands to keep their personal data secure and use it responsibly. And consumers have proven that irresponsible use of data comes at a high price: A SmarterHQ report found that 63% of consumers<\/span><\/a> said they would stop purchasing products and services from companies that take \u201ccreepy\u201d marketing too far.<\/p>\n This is why the key to doing personalization successfully is to find the right balance between personalization and privacy. To help you find that equilibrium, we\u2019ve come up with three rules to always keep in mind:<\/p>\n That\u2019s why it\u2019s important to have real<\/i> conversations with your buyers. Instead of forcing one-sided conversations where you ask a long list of questions, act as a trusted advisor. This means you want to ask genuine questions, take into account the buyer\u2019s inputs, and guide them to the information that will be most useful to them.<\/p>\n By keeping these three rules at the top of your mind, you\u2019ll be able to create a personalized website experience that genuinely helps all your site visitors and keeps them engaged, no matter where they are in the buying journey.<\/p>\n"}]},{"chapter_title":"How to Segment Your Personalization Strategy","chapter_body":[{"acf_fc_layout":"body","body_text":" Every visitor to your website has their own reason for being there. Website personalization is all about adapting your website to match those individual needs for a faster and more relevant browsing experience.<\/p>\n To serve each visitor effectively, you need to have the right data available in order to gain a deep understanding of your buyers.<\/p>\n"},{"acf_fc_layout":"blockquotes","quote":"\u201cWith personalization, you have to make sure you understand: How do [the buyers] talk? How do they want to consume their content? What are those really specific pain points that you're solving for, and what use cases do those apply to?\u201d\r\n","citation":"Carly Botelho, Director of Demand Generation, Intellimize","citation_headshot":{"ID":110785,"id":110785,"title":"Carly B","filename":"Carly-B.jpeg","filesize":116850,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-carly-b","status":"inherit","uploaded_to":110777,"date":"2023-10-31 17:40:08","modified":"2023-10-31 17:40:08","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.drift.com\/wp-includes\/images\/media\/default.png","width":661,"height":661,"sizes":{"thumbnail":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","medium-width":661,"medium-height":661,"medium_large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","medium_large-width":661,"medium_large-height":661,"large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","large-width":661,"large-height":661,"1536x1536":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","1536x1536-width":661,"1536x1536-height":661,"2048x2048":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","2048x2048-width":661,"2048x2048-height":661,"third_width_square":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-324x324.jpeg","third_width_square-width":324,"third_width_square-height":324,"profile_24":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-24x24.jpeg","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-48x48.jpeg","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-96x96.jpeg","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-150x150.jpeg","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-300x300.jpeg","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"body","body_text":" Even with the right data in your pocket though, your website personalization strategy may still fall short if you don\u2019t know how<\/i> to use that data to personalize both efficiently and effectively. And that\u2019s where segmentation comes in.<\/p>\n Segmentation refers to the practice of breaking your audience into specific groups of people who share similar needs and interests, which you can then use to build personalized website experiences at scale. Here are four of the most effective ways to segment your website audience \ud83d\udc47<\/span><\/p>\n"},{"acf_fc_layout":"body","body_text":" It\u2019s a fact that your conversations differ vastly based on who you are talking to. Think about the Slack messages you send to your boss compared to the texts you send to your best friend.<\/p>\n Similarly, if you want to be having the best conversations with your website visitors, you need to recognize who is on the other side of the screen. According to DemandGen<\/span><\/a>, when B2B buyers are making a purchase decision, 63% lean towards companies that provide easy access to relevant content that speaks directly to their company.<\/p>\n Firmographic data, like a company\u2019s industry, company size, and revenue, gives you valuable insight into who your website visitors are so that you can serve up these relevant experiences. By connecting your marketing automation, CRM, and\/or ABM tools to your personalization tools, you can build these experiences based on any firmographic parameters you want to target.<\/p>\n For example, if your data shows that many successful customers are mid-sized manufacturing companies, you\u2019ll want to make sure that you have personalized content and offers for that segment. You might even want to have a personalized home page with messaging that specifically acknowledges their industry\u2019s goals and pain points.<\/p>\n Examples of firmographic personalization on your website:<\/b><\/p>\n Firmographic personalization in action:<\/b><\/p>\n <\/b>Coupa, a spend management platform, wanted to take their website to the next level in order to land and expand more of their target accounts. To accomplish this, they worked with Intellimize<\/span><\/a> to launch a firmographic personalization program that targeted four key verticals.<\/p>\n The team started by combining data from first- and third-party sources to ensure they had a robust set of firmographic information. Once they had their data sources, Coupa began creating industry-specific versions of their home page by personalizing the headline, subheadline, logos, images, and more. From there, they leveraged Intellimize to show multiple copy and image options within each vertical, which allowed them to run 590K versions of their home page simultaneously.<\/p>\n By using Intellimize to scale these uniquely personalized website experiences, Coupa saw a 32% lift in revenue from their home page, with some of their best experiments realizing an over 100% lift.<\/p>\n"},{"acf_fc_layout":"body","body_text":" Unlike firmographic segmentation, behavioral segmentation empowers you to tailor your website experience based on what your site visitors are telling you. This is because behavioral data tells you what a visitor is interested in based on their website activity.<\/p>\n Using behavioral data, you can provide real-time personalization based on actions such as how much time was spent on your site, which links were clicked, and which blog posts were read. In doing this, you\u2019re no longer guessing what your visitors want \u2014 instead, you\u2019re responding to what they\u2019re specifically looking for.<\/p>\n For example, if a visitor reads two blog posts that address the same pain point, you can use that information to trigger an offer that showcases your solution to that problem. And when that same visitor returns, you can highlight that pain point on your landing page or customize your chatbot hook so that it focuses on that pain point.<\/p>\n Research shows that many customers prefer personalized experiences like this. Just take it from McKinsey<\/span><\/a>, who found that, for 66% of first-time buyers, it\u2019s important to them that brands tailor their messaging to their unique needs.<\/p>\n Examples of behavioral personalization on your website:<\/b><\/p>\n Behavioral personalization in action:<\/b><\/p>\n When Zenefits, an HR and payroll management software company, set out to update their lead generation process, they turned to Drift\u2019s chatbots<\/span><\/a> to empower their visitors to tell<\/i> them exactly what they needed.<\/p>\n The team did this by setting up a standardized playbook on their website that asked if visitors would like to learn more about a free payroll offer. If the answer was yes, the bot immediately sent the visitor to a sales development rep (SDR). If the answer was no, then the bot re-routed towards a more educational playbook.<\/p>\n By letting the visitor tell them their pain points upfront, Zenefits was able to immediately respond with a more dynamic and personalized buying conversation. Within six months of using this chat strategy, Zenefits booked 793 meetings, leading to $3.6 million in pipeline and $500K in closed business.<\/p>\n While not as elaborate as firmographic or behavioral data, it\u2019s hard to understate the importance of contextual data in personalization \u2014 and that\u2019s especially true when it comes to where a site visitor is visiting from.<\/p>\n A person\u2019s location can massively<\/i> influence their needs and expectations on your website. For example, if you\u2019re an insurance provider, you need to consider that a company in California will have vastly different insurance requirements than one in Michigan \u2014 and those differences are only amplified if you\u2019re doing business on an international scale.<\/p>\n So, if you have offers that are location-specific, or you have a lot of visitors from a variety of regions and countries, then geographic personalization is critical.<\/p>\n By using geographic data to personalize your website, you can customize your site language, content, and offers to that person\u2019s location. In doing so, you create a website experience that feels familiar to the visitor, speaks to their location-specific needs, and helps drive more conversions.<\/p>\n Examples of geographic personalization on your website:<\/b><\/p>\n Geographic personalization in action:<\/b><\/p>\n Although cybersecurity company Proofpoint had used other chat solutions previously, they were limited in their ability to enable conversations across all of the regions they operated in. Without the ability to customize their chats across regions and time zones, the team found that many of their buyer\u2019s messages were going unanswered.<\/p>\n So, in order to effectively scale their conversations across the globe, Proofpoint deployed Drift\u2019s chatbots<\/span><\/a> across their website to segment their experience based on geographic location. Using Drift, the team was able to customize their conversations by routing in the right regional teams, allowing them to give buyers what they wanted instantly<\/i> instead of hours later.<\/p>\n Thanks in part to the geographic personalization enabled by Drift, Proofpoint saw a 578% year-over-year (YoY) increase in opportunities and a 628% YoY increase in pipeline generated directly from chat.<\/p>\n No book about personalization would be complete without mentioning ABM.<\/p>\n Account-based marketing (ABM)<\/a><\/span> is a strategy where you identify and engage your high-value accounts with dedicated marketing campaigns, be it one-to-one, one-to-few, or one-to-many. Think of it as segmentation on steroids: By focusing your efforts on a specific company (or set of companies), you can deliver highly relevant messaging and content.<\/p>\n While, on paper, ABM sounds like it mostly involves VIP wine tastings and expensive gifts, your website also serves as an important extension of these campaigns. By using ABM personalization on your website, you can create an end-to-end experience that shows your accounts that you have a deep understanding of them and their pain points \u2014 which is what ABM is all about.<\/p>\n \n"},{"acf_fc_layout":"blockquotes","quote":"\u201c[With ABM,] you want to really show that you understand what [the account\u2019s] use cases are by bringing in specific examples that relate directly to them, both on your website and in related content.\u201d ","citation":"Carly Botelho, Director of Demand Generation, Intellimize","citation_headshot":{"ID":110785,"id":110785,"title":"Carly B","filename":"Carly-B.jpeg","filesize":116850,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-carly-b","status":"inherit","uploaded_to":110777,"date":"2023-10-31 17:40:08","modified":"2023-10-31 17:40:08","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.drift.com\/wp-includes\/images\/media\/default.png","width":661,"height":661,"sizes":{"thumbnail":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","medium-width":661,"medium-height":661,"medium_large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","medium_large-width":661,"medium_large-height":661,"large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","large-width":661,"large-height":661,"1536x1536":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","1536x1536-width":661,"1536x1536-height":661,"2048x2048":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","2048x2048-width":661,"2048x2048-height":661,"third_width_square":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-324x324.jpeg","third_width_square-width":324,"third_width_square-height":324,"profile_24":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-24x24.jpeg","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-48x48.jpeg","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-96x96.jpeg","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-150x150.jpeg","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-300x300.jpeg","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"body","body_text":" Though ABM takes up more time and resources than the other forms of segmentation we mentioned, it\u2019s worth the effort. ITSMA<\/span><\/a> reports that 72% of B2B marketers say ABM provides higher return on investment (ROI) than other marketing techniques.<\/p>\n Examples of ABM on your website:<\/b><\/p>\n ABM in action:<\/b><\/p>\n With all the resources that go into an ABM campaign, it\u2019s crucial that you consistently iterate in order to see the best results \u2014 and cloud-based storage company Snowflake knew this.<\/p>\n That\u2019s why Snowflake used Intellimize<\/span><\/a> to optimize their 2,000 one-to-one ABM campaigns. With Intellimize, Snowflake was able to quickly iterate on their personalized landing pages for their ABM program \u2014 each with custom imagery, messaging, and more.<\/p>\n After a year of using Intellimize, the Snowflake team saw a 49% lift in meetings booked through their ABM programming. Not to mention that they also experienced a 60% increase in engagement in just the second quarter of 2022 alone.<\/p>\n As all of these segmentation strategies show, data is indispensable to personalization. But that doesn\u2019t mean that you should base your strategy on numbers alone.<\/p>\n When deciding what forms of segmentation to use, you need to take into account both the data and the actual experience buyers go through when buying your product. So, collect qualitative data in addition to quantitative data. Talk to your customers and internal reps to get feedback on the current website experience and figure out what\u2019s working and what isn\u2019t.<\/p>\n By gathering these insights, you\u2019ll be better equipped to focus on the areas of personalization that will drive the most impact.<\/p>\n"}]},{"chapter_title":"So, How Do You Prioritize Your Personalization?","chapter_body":[{"acf_fc_layout":"body","body_text":" Now that you know what you can personalize on your website, it\u2019s time to decide where to start.<\/p>\n Here\u2019s what you need to consider\ud83d\udc47<\/span><\/p>\n No two businesses are exactly the same \u2014 so, it stands to reason that every business\u2019s goals will be a little different. That\u2019s why, just as with everything you do, you should prioritize personalizing your website in a way that moves you towards your <\/i>goals.<\/p>\n"},{"acf_fc_layout":"blockquotes","quote":"\u201cIf you're starting out [with website personalization], you look at the overall company objective and figure out how to achieve that.\u201d ","citation":"Tracy Sestili, CRO, Intellimize","citation_headshot":false},{"acf_fc_layout":"body","body_text":" Here, it\u2019s important to consider both long-term and short-term goals. Since your bigger goals will take a lot of time and effort to achieve, break them down into smaller personalization goals that you can see the success of quicker. This will allow you to work towards more tangible results.<\/p>\n For example, if you want to go upmarket, you might roll out a personalized home page for your enterprise buyers. Then, you can look at the number of meetings booked or free trial sign-ups from that page to gauge the success of your personalization efforts.<\/p>\n By focusing on these smaller, more specific goals, you can deploy your website personalization more strategically and pave the way towards reaching those big picture goals.<\/p>\n When it comes to your website, not all pages are created equal.<\/p>\n To get the most bang for your buck, look at which pages or offers are generating the most traffic and revenue. Usually, this includes your home page, as well as high-intent pages like your pricing page, contact us page, or demo page. By starting with these pages, you will have the best shot at personalizing the experience for as many people as possible.<\/p>\n"},{"acf_fc_layout":"blockquotes","quote":"\u201cMost people are going to come to your home page, so personalizing there can be a good starting point.\u201d","citation":"Carly Botelho, Director of Demand Generation, Intellimize","citation_headshot":{"ID":110785,"id":110785,"title":"Carly B","filename":"Carly-B.jpeg","filesize":116850,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-carly-b","status":"inherit","uploaded_to":110777,"date":"2023-10-31 17:40:08","modified":"2023-10-31 17:40:08","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.drift.com\/wp-includes\/images\/media\/default.png","width":661,"height":661,"sizes":{"thumbnail":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","medium-width":661,"medium-height":661,"medium_large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","medium_large-width":661,"medium_large-height":661,"large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","large-width":661,"large-height":661,"1536x1536":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","1536x1536-width":661,"1536x1536-height":661,"2048x2048":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B.jpeg","2048x2048-width":661,"2048x2048-height":661,"third_width_square":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-324x324.jpeg","third_width_square-width":324,"third_width_square-height":324,"profile_24":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-24x24.jpeg","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-48x48.jpeg","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-96x96.jpeg","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-150x150.jpeg","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Carly-B-300x300.jpeg","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"body","body_text":" If you have a dedicated landing page for an email or ad campaign, you can also start there to drive even bigger results from those marketing efforts.<\/p>\n While ABM is an undeniably powerful strategy, you don\u2019t need to immediately dive into the deep end with it. Instead, start by personalizing for a bigger audience.<\/p>\n"},{"acf_fc_layout":"blockquotes","quote":"\u201cWe start at what we call a one-to-few level. This allows you to start broad and start with whatever is going to give you your best shot at your right audience.\u201d","citation":"Caitlin Seele, Director of Revenue Marketing, Drift","citation_headshot":{"ID":83404,"id":83404,"title":"caitlin-seele-headshot","filename":"caitlin-seele-headshot.jpeg","filesize":6084,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","alt":"","author":"109","description":"","caption":"","name":"wp-attachment-wp-attachment-caitlin-seele-headshot","status":"inherit","uploaded_to":86303,"date":"2020-11-20 15:24:59","modified":"2021-03-30 22:27:03","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.drift.com\/wp-includes\/images\/media\/default.png","width":200,"height":200,"sizes":{"thumbnail":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","medium-width":200,"medium-height":200,"medium_large":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","medium_large-width":200,"medium_large-height":200,"large":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","large-width":200,"large-height":200,"1536x1536":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","1536x1536-width":200,"1536x1536-height":200,"2048x2048":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","2048x2048-width":200,"2048x2048-height":200,"third_width_square":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","third_width_square-width":200,"third_width_square-height":200,"profile_24":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/11\/caitlin-seele-headshot.jpeg","profile_300-width":200,"profile_300-height":200}}},{"acf_fc_layout":"body","body_text":" For example, you can start by choosing one of your target industries and building a dedicated landing page for them. By personalizing for a larger audience first instead of a single company, you will be able to learn the ropes and get feedback faster, so you can pinpoint which tactics work and which don\u2019t.<\/p>\n Once you find what is resonating on a broader level, you can then start to narrow down to more in-depth, one-to-one personalization.<\/p>\n"}]},{"chapter_title":"How to Measure the Effectiveness of Website Personalization ","chapter_body":[{"acf_fc_layout":"body","body_text":" Simply implementing a personalization strategy isn\u2019t enough. If you really want to reach your goals, you\u2019ll need to continuously check in on your programming to ensure that all systems are a go.<\/p>\n If a strategy isn\u2019t working, you can iterate on it or try something different altogether. And if a strategy is<\/i> working, you can lean into it and drive more value from your efforts.<\/p>\n So, how do you figure out if your website personalization is working as intended? Here\u2019s how:<\/p>\n There are two kinds of metrics that will tell you if your personalization campaigns are working: engagement rates and conversion rates.<\/p>\n In B2B, it can take months to close a single deal. That\u2019s why it\u2019s important to look at a leading indicator, like engagement rates. These indicators can tell you early on if you\u2019re on the right track with your strategy \u2014 before you have any ways to measure your conversions.<\/p>\n To measure engagement rates, set a page-level goal based on how a visitor might interact with your website. Then, use a website analytics tool to track those interactions.<\/p>\n Here are some examples of what to look for:<\/p>\n While high engagement rates are great, what you ultimately want to see is a positive impact on your conversions. But as we said, B2B companies have longer sales cycles, so you\u2019ll want to measure other conversions that will eventually<\/i> lead to closed-won deals, like:<\/p>\n If you\u2019re meeting your conversion rate goals, you\u2019ll know you\u2019re on the right track for meeting your larger business goals. You can also compare your conversion rate across different segments, pages, campaigns, or content to see what\u2019s working best.<\/p>\n Whether you deem your personalization campaign a success or a failure, you shouldn\u2019t stop after just one iteration. Instead, challenge yourself and your program through rounds of A\/B testing.<\/p>\n"},{"acf_fc_layout":"blockquotes","quote":"\u201cA\/B testing helps you quickly determine what messages resonate with a specific audience and see what speaks to them. Then, from there, you can personalize even further based on what you know is working and what's not.\u201d ","citation":"Tracy Sestili, CRO, Intellimize","citation_headshot":false},{"acf_fc_layout":"body","body_text":" With website personalization, A\/B testing should be done widely and continually. Here\u2019s why:<\/p>\n As with everything in personalization, it\u2019s best to test web pages and site elements that tie back to your broader business goals. Here are a few examples of elements you can A\/B test:<\/p>\n From initiating conversations to generating emails and analyzing bucketloads of data, artificial intelligence (AI) is transforming the way B2B professionals work, making them more efficient and effective in nearly everything they do.<\/p>\n And website personalization is no exception. Our 2023 State of Marketing AI report<\/span><\/a>, produced in partnership with Marketing AI Institute, found that more than half of the respondents (55%) see creating personalized consumer experiences at scale as a primary outcome they want to achieve with AI.<\/p>\n And already, AI is showing that it can be a game-changer for website personalization. With its ability to analyze data and make recommendations based off of its interpretations and training, AI can empower companies to implement website personalization campaigns more effectively than ever \u2014 far faster and at a larger scale than a human could do.<\/p>\n There are two key ways AI is helping to drive more effective website personalization: real-time testing and automated conversation channels. Here\u2019s a closer look at how they work \ud83d\udc47<\/span><\/p>\n Although the benefits of A\/B testing and optimizing your website cannot be overstated, there\u2019s also no doubt that it can take up a lot of your time. And that\u2019s where AI can help.<\/p>\n AI website optimization tools like Intellimize’s AI Optimize<\/span><\/a> enable businesses to test thousands of page variations simultaneously. These tools allow you to tailor your website to each individual by quickly and continuously surfacing the best-performing variations in that moment.<\/p>\n"},{"acf_fc_layout":"blockquotes","quote":"\u201cUsing AI, you can have multiple variations of your headlines, images, CTA buttons, logos, etc. and use those different variables so that each person is seeing a personalized experience that will drive their conversion.\u201d","citation":"Carly Botelho, Director of Demand Generation, Intellimize","citation_headshot":false},{"acf_fc_layout":"body","body_text":" Since the AI uses a handful of variables to build unique pages for each site visitor, you\u2019re able to test hundreds \u2014 potentially even thousands \u2014 of different page combinations at the same time. This empowers you to scale up your optimization efforts to a level that a human couldn\u2019t imagine doing.<\/p>\n And because each test builds on what worked before it, you can effectively iterate on your pages in no time. The best part is that it\u2019s all automatic: You don\u2019t have to take the time to come up with a hypothesis, implement the test, and then wait for results. AI immediately puts the best option into action to boost your conversions.<\/p>\n AI-powered website optimization in action:<\/b><\/p>\n With a business model that relied on buyers filling out a form on their website, coworking space provider Industrious understood how critical website optimization was to their success.<\/p>\n Historically, Industrious ran a standard A\/B testing program. However, they were feeling limited by the number of elements that they could test at any given time, and it was slow to show definitive results. Tasked with optimizing their most critical website pages, Industrious used Intellimize<\/span><\/a> to easily set up AI-driven experiments on their home page videos, imagery, and messages \u2014 without any coding.<\/p>\n Within the first 90 days of using Intellimize, Industrious saw an impressive 12% increase in lift on their primary goal, and in just two quarters, they drove $1.6M in value for their business.<\/p>\n While chatbots have been around for some time, they\u2019re just now starting to reach their full potential.<\/p>\n Before, rule-based chatbots were limited to conversations that locked into a single path \u2014 with no room for flexibility.<\/p>\n But now, thanks to AI, it\u2019s possible for chatbots to drive dynamic conversations that pivot paths with every visitor input. For example, Drift\u2019s Bionic Chatbots<\/span><\/a> ingest a company\u2019s existing material to train the AI on brand voice and content. Then, they leverage generative AI to answer any open-text question from a site visitor, while also taking them down the conversation path that recommends the most relevant next steps for them.<\/p>\n This means that, using generative AI, these chatbots can automatically personalize copy, make recommendations, and serve up content based on existing customer data and the visitor\u2019s own responses. This personalization leads to a better customer experience that seamlessly guides people through the buying journey, without having to rely on humans every step of the way.<\/p>\n In addition to driving more personalized conversations, the AI chatbot also stores and analyzes every conversation it has. In doing so, the AI not only learns from every interaction, but it also provides valuable data back to your marketing team on what content and messaging is resonating the most. Armed with that data, your team can now come up with even more creative campaigns that are further personalized to your buyers.<\/p>\n AI chatbots in action:<\/b><\/p>\n Back in 2018, cybersecurity company Tenable largely relied on email marketing to reach their ideal buyers \u2014 however, this approach led to inefficient handoffs and less-than-ideal leads. To reach their goals, the team knew they needed to drive quality engagement, more consistently.<\/p>\n For this reason, Tenable turned to Drift\u2019s AI chatbots<\/span><\/a>. With AI chatbots, Tenable enabled visitors to map out their own conversational journey through open-text responses and get what they need instantly, even when the sales team was offline. Additionally, the AI provided the team with valuable insights into their buyers, allowing them to further personalize their messaging.<\/p>\n After implementing Drift, Tenable saw a 20% conversion rate on their AI leads \u2014 double the goal they originally set. And these successes have only made Tenable more excited for a future filled with more AI-powered conversations through the likes of Bionic Chatbots. As Tenable\u2019s Senior Director of Global Marketing Operations and Campaign Strategy, Matt Mullin, summed up, \u201cDrift is really helping us future-proof our business.\u201d<\/p>\n"}]},{"chapter_title":"How Drift & Intellimize Work Together to Drive Personalized Website Experiences ","chapter_body":[{"acf_fc_layout":"body","body_text":" We\u2019ve spent a lot of time talking the talk. Now, we\u2019re going to show you how we walk the walk \u2014 how our team at Drift uses both Drift and Intellimize to deliver more personalized websites that help us hit our revenue goals.<\/p>\n\n
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Firmographic Segmentation<\/h3>\n
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Behavioral Segmentation<\/h3>\n
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Geographic Segmentation<\/h3>\n
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Account-Based Marketing (ABM)<\/h3>\n
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Don\u2019t Forget to Look Beyond the Hard Data<\/h3>\n
1. Consider Your Business Goals<\/h3>\n
2. Find Your High-Impact Pages<\/h3>\n
3. Start Wide, Then Go Narrow<\/h3>\n
What Should You Measure?<\/h3>\n
Engagement Rates<\/h4>\n
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Conversion Rates<\/h4>\n
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A\/B Testing<\/h3>\n
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Turbocharge Website Optimization with AI<\/h3>\n
Start More Human Conversations with Generative AI<\/h3>\n