10 Powerful Personalization Examples That Boost Conversions

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.

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.

You may find details about this case study on Hubspot.

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

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The homepage tailored to travel industry

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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.

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.

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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.

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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.

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

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:

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

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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.

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

Your Facebook News Feed is a highly personalized, ever-changing collection of photos, videos, updates from your family, friends, and the world. As you browse Facebook, Facebook News Feed will change before your eyes reflect what you'll most likely want to see.

Facebook's News Feed algorithm uses vast amounts of data to determine what you're interested in most and then shows you that information in a highly personalized format.

How data is collected

Facebook uses Machine Learning to process a massive amount of data and predict what content will resonate most with each individual.

According to Facebook News Feed, the following data will be collected and processed:

The publisher or writer you interact with most

People you interact with most are prioritized in your News Feed.

In this way, you can be sure that you see the latest exciting content from your friends, family, and desired sources. In fact, your most important sources are the people who may influence your Twitter feed or Facebook newsfeed the most.

The type of content you interact with most

Facebook News Feeds are fully personalized and prioritize the content on your news feed that you interact with most frequently.

Current popular and trending content

Posts that have gone viral and get the most engagement (likes, reactions, comments, and shares) will likely have an opportunity to appear at the top of your feed.

Easy preferences setting for users

Facebook makes it easy for users to personalize their news feed. You have a variety of controls to customize and tailor your experience.

Various Surveys to value the result of personalization

To make sure the personalization is working and deliver the best result, Facebook conducts various surveys, including one-to-one interviews, in-app reviews and feedback, and surveys of many users every day.

Example of questions

Example of questions

Example of questions

Rocksbox is a jewelry subscription service that offers members carefully curated pieces of luxury jewelry.

The goal of Rocksbox is to create an intimate and engaging shopping experience. Its data-driven approach allows the company to deliver highly personalized experiences to its customers.

How Rocksbox collect data

The journey of a Rocksbox customer begins when the customer completes a personalized Style Survey. The Style Survey is used to segment customers into groups with similar tastes, allowing customers to find beautiful jewelry that would match their unique style.

Example of questions: select preferred product type

Example of questoins: select current trends you are interested in

Once a new subscriber has taken the survey and purchased a subscription, she is encouraged to create a wish list. She can favorite pieces, add them to wish list, and leave direct feedback on previous boxes they've received.

Personalization through multiple channels

Based on various data collected from Style Survey, wish list, and feedback, each member is offered a highly personalized experience through the website, social media, email, and offline channels.

It is a beautiful personalization process. Upon signing up, customers then begin the process of sharing their style information with their stylist.

The process continues as they keep their profile up to date with their favorite brands and products, receive personalized recommendations from their stylist, and allow Rocksbox to send them boxes based on the styles they love.

Alo Moves is a leading online yoga, fitness, and meditation company. They offer an extensive selection of yoga and fitness videos for every level of expertise.

New users begin their Alo Moves's journey with an onboarding survey. It is the perfect opportunity to gather information about a user's preferences, such as level of experience, preferred teaching style, etc. Alo Moves will then use the data to match the best possible instructor for that user.

A new user who clicks the sign-up button will see the welcome page with the title: LET'S FIND WHAT MOVES YOU.

Users need to answer five questions, set their preferences about the classes, teaching styles, and let All Moves understand their experience level.

Example of Questions: select the expereince skills

Example of questions: select the goals

Once you've completed your online survey, Alo Moves will customize its content to match your preferences.

Alo Moves's specific online survey is designed to generate detailed and targeted content that is personalized for each user. It is a powerful tool that generates more revenue, attracts more customers, and improves customer experience.

Aveda is a leading brand of high-performance, plant-based hair and skin care products, with a significant online presence.

To create an excellent personalized shopping experience for customers, Aveda has created a series of interactive quizzes, such as their Hair & Scalp Check.

The quiz encourages users to answer questions about what they want their hair to look like, how they want the hair to feel, and what results they're looking for.

Example question: current hair types of user.

Example question: dream hair style of user

Aveda then match those answers with millions of different possible combinations and create best personalized recommendations.

A quiz is a fun and interactive way to personalize your website and communicate your brand message.

It's a great way to get customers to interact with your products, services or brand values. By asking users questions about their likes and dislikes, you can learn exactly what they want from you and customize that experience.

Booking.com is the market leader in the online travel booking industry and one of the most frequently visited websites globally.

Its powerful algorithms can quickly and accurately match customers with the best hotel or flight available at any given time.

Leverage Geolocation to offer Relevant Recommadation

Booking.com can offer relevant travel recommendations when visitors land on their website for the first time using geo-location.

Based on the visitor's IP address, the site can deliver appropriate recommendations to the user's current location. For example, Booking.com will show a visitor in Auckland the most popular travel destinations in New Zealand.

Real-time Personalized Recommendation Base on Search Information

When a new visitor starts a search on Booking.com, Booking.com will record the search query and other information provided and update primary recommendations across pages.

For example, a user in New Zealand may search for information about Australia. After he finishes the search and clicks the homepage again, Booking.com will change the primary recommendations on the homepage to locations in Australia.

When the user re-visits Booking.com later, popular locations in Australia will still be the primary recommendations.

Amazon is recognized as a gold standard for personalized recommendations.

Amazon builds data profiles of its customers based on search queries, past purchases, and browsing behavior. The data profiles enable the company to communicate with customers directly using personalized emails, tailored product recommendations, and a more effective website experience.

Amazon's product recommendations are so effective that it drives around 35% of its sales.

This company is constantly pushing the boundaries of technology and advancing the art of e-commerce. There are many advancements, such as artificial intelligence, machine learning, and predictive analytics that have been used to customize your shopping experience.

Amazon's machine learning algorithms are trained using behavioral data obtained through millions of interactions with customers. The result? Predictive recommendations that are specific to every individual user, delivering unprecedented customer experience for online retailers.