Читать книгу The Conversion Code - Крис Смит - Страница 27

One of the best features of tools like these that few companies are taking advantage of is personalization.

Personalized CTAs convert 202% better than generic ones,⁸ and 80% of consumers are more likely to make a purchase when a brand offers a personalized experience.⁹

If someone visits a specific page of your site or if they visit a certain number of times or spend enough total time on your site, you can show them individualized content, copy, and CTAs that are hyper-relevant.

As an example, if someone is on the testimonials page of your website, for the third time in the last 30 days, you can have the headline for that page be “Thanks for reading our reviews, again. Don't worry, we read them a lot, too.” or “Fun Fact: People check out our reviews an average of three times before they contact us. This is your third time. No pressure.”

In the same scenario, you can also personalize the live chat message based on the knowledge that they frequently read testimonials. Instead of a generic live chat starter message, we can say, “Thanks for reading our reviews. I always read a lot of reviews before I buy things, too. If you have any questions, let me know! Our goal is to earn a 5-star review from you as well.”

Meanwhile, someone who is higher up in your funnel but has just read several articles in a row on your blog can see a personalized message such as “High five! You just read four articles in a row. Most people who do that also subscribe to our email list (and never unsubscribe). We only send our most popular stuff. You should join, too.”

The possibilities are endless. So, to keep it simple, just decide on (1) what triggers do you want to use and (2) what messages/links/CTAs do you want to display when a visitor activates those triggers?

This behavior-based approach personalizes the experience and makes your messaging more relevant. Don't skip this step if you want to improve your website's lead conversion rate. It can pay dividends day after day as new and returning visitors will constantly be completing the steps needed to trigger the customized content, which gets a higher CTR (click-through rate) than the vanilla equivalent.

Think of your website as a brick-and-mortar retail store. Thousands of people are going to walk in each month. Personalization is the equivalent of having everything your store sells that they would want the most waiting for them at the front door when they arrive. You also want someone to greet them in case they need help finding anything specific or have questions they want to be answered right away.