4 Powerful Website Personalization Examples That Boost Conversions

ic-card-modal
Card View
ic-list-modal
List View
list-main
example-company-tag
HubSpot
timer
2 min read
Website
b2b

How personalized Calls to Action help Hubspot double conversion

list-main
example-company-tag
Optimizely
timer
2 min read
Website
b2b

How personalized homepage help Optimizely increase conversion by 113%

list-main
example-company-tag
Segment
timer
2 min read
Website
b2b

How Segment personalizes its landing page for each target account

list-main
example-company-tag
Backlinko
timer
2 min read
Website

How Backlinko increased conversion by 785% with personalized lead magnet - content upgrade

List View

How personalized Calls to Action help Hubspot double conversion

Hubspot uses a 6-month testing period to measure the performance of Smart CTA(Call To Action) - CTA that is personalized and tailored to each individual. The result is impressive: compared to typical CTAs, smart CTAs convert 202% better. Based on data from Hubspot, a total of 30,000 CTAs have been monitored and tested during the six months.

How smart CTAs create personalized experience

The main idea of Smart CTA is to personalize the copy and link of CTA based on the various segmentation of visitors.

The visitors can be segmented according to their location, browser language, device, etc. Then a personalized CTA and user experience can be set up for each segment.

For example, a new user may look for marketing knowledge. They may see a CTA to HubSpot Academy for learning inbound marketing, while Hubspot may show the returning visitor the CTA directed to a free tool.

HS-CTA-01

HS-CTA-02

Performance of smart CTA

In this experiment, Hubspot compared smart CTA with multivariate CTA and basic CTA. The CRO of smart CTA is 202% higher. Here multivariate CTA means different variants of CTA created for the same traffic for the A/B test. On the other hand, basic CTA offers the same CTA for each visitor without any segmentation.

The performance of smart CTAs is 202% better.

Hubspot - CTA

You may find details about this case study on Hubspot.






How personalized homepage help Optimizely increase conversion by 113%

Optimizely is a leading brand of A/B test and experimentation platform.

If you're curious about how to personalize your homepage, Optimizely's personalized homepage is definitely a good example for you.

Optimizely started with a pretty average best homepage. Then, in a campaign, they decided to flip the idea of the best homepage for every visitor. Instead, the team made 26 different versions of the homepage tailored to different segments of visitors.

How Optimizely segment the audience

Optimizely's approach to personalization was straightforward: they segmented their visitors based on their previous behavior (what a visitor does) and demographic (who a visitor is). They then sent them a version of their homepage that was uniquely personalized for them.

The following groups of the audience have been specially identified ans used for this campaign:

Special individual target account.

  • Industries with a strong use case of A/B testing and personalization.
  • Users from special locations, such as North America or Europe, or APAC.
  • known customers of Optimizely - determined by cookies
  • Returning visitors with engagement record.

How Optimizely personalize the home page

After segmenting the audience, the homepage is personalized to each segment. For example, traffic from Microsoft will see the homepage directly show:" Hello, Microsoft." Likewise, users of the travel industry visiting the homepage will see: "Let's optimize digital experience for your travelers."

The homepage tailored to Microsoft

Optimizely-microsoft image source

The homepage tailored to travel industry

Optimizely-example-travel image source

How to measure the performance

Importantly, the team closely measure this personalization campaign with an A/B test: 50% of homepage visitors saw the old version, and 50% saw a personalized one.

The campaign was very successful. They saw a 1.5% increase in engagement and a 113% increase in conversions to their Solutions page. They also saw a 117% increase in conversions on their "Test it Out" CTA, the call-to-action button on the homepage that allows users to start the account creation process.






How Segment personalizes its landing page for each target account

Segment is a customer data platform (CDP) that helps businesses collect and unify their customer data and connect their first-party data with hundreds of marketing, analytics, and data warehouse tools.

One remarkable marketing tactic used by Segment is to create personalized pages for each target account. By personalizing every important part of the landing page, Segment can make users on the fence about purchasing come to a decision confidently.

What have been personalized:

All important content of the landing page has been personalized, including use cases, social proofs, CTA, and other relevant information.

Personalized use cases

The most relevant use cases are selected and shown to the target account. They are chosen with a special eye towards the target account's unique needs and challenges and smoothly into its challenges, strategies, and processes.

Segment-use-case

image source

Personalized social proof

Social proof is essential to increasing conversion rates and spreading positive word-of-mouth. To make the most of social proof, Segment explicitly shows the social proof that draws their attention to the target account.

Segment-social-proof

image source

Personalized CTA

The Call-to-action (CTA) is a great place to guide customers, helping them understand their options and what they have to do next.

Segment-cta

image source

Content source: https://www.mutinyhq.com/blog/how-the-fastest-growing-companies-personalize-their-websites-for-abm-part-4-1-1-personalized-sales-outreach/






How Backlinko increased conversion by 785% with personalized lead magnet - content upgrade

Backlinko is an SEO blog launched by Brian Dean in 2010. The site grows rapidly and becomes one most influential sources for backlink building and SEO today.

One unique tactic tested by Backlinko to build an email list is the content upgrade - tailored lead magnet or offer for each blog. The content upgrade helps to boost conversion rate for one blog from .54%. to 4.82%.

How content update offers a personalized experience

At first, Brian implemented content upgrade with his blog: Google’s 200 Ranking Factors: The Complete List. Instead of a general subscription form, He created an offer personalized especially for that blog: a free checklist taping into the 10 most important Google ranking factors.

Before, Backlinko used a general subscription form for each blog:

Backlinko-general offer

image source

The tailed offer for the specific blog at the top of the page:

Backlinko-new lead magnet

image source

The performance of content upgrade

According to Brian, during the test period, the content upgrade delivered 370 conversions out of 4700 unique visitors and increased the conversion by 785%. The performance is very impressive.

Backlinko-CRO

image source


Content source: https://backlinko.com/increase-conversions