Guide to creating a B2B website personalization strategy

Website personalization is the practice of tailoring the content and user experience on a website to the individual visitor. By collecting data on the visitor's preferences and behavior on the website, businesses can create personalized experiences that are relevant and engaging for each user. This can help to improve user engagement, conversions, and revenue. In this article, we will discuss the steps involved in creating a website personalization strategy, the benefits of website personalization, and examples of how it can be used to provide a more personalized user experience on a website.

What is website personalization?

Website personalization in B2B refers to the practice of tailoring the content and user experience on a B2B website to the individual visitor. This can be done by collecting data on the visitor's preferences and behavior on the website, and using that data to present them with customized content in real-time.

For example, a B2B website might collect data on the visitor's industry, company size, and past interactions with the website, and use that data to present them with relevant value propositions, product information, case studies, or pricing plans.

Website personalization can be beneficial in B2B by providing a more relevant and personalized user experience, which can help to improve user engagement and conversions. This can be particularly useful for B2B companies that serve a wide range of industries and customer types, as it allows them to tailor their messaging and content to the specific needs of each visitor.

Read more about B2B website personalization here.

Why create a personalization strategy?

Creating a website personalization strategy is important because it allows a business to tailor the content and user experience on their website to the individual visitor and avoid common pitfalls. This can help to improve user engagement, conversions, and revenue.

Without a strategy, a business may not have a clear plan for how to collect and use data to personalize the website, and may not be able to effectively target and engage their audience. A website personalization strategy also helps to ensure that the business is using the right tools and technologies, and is regularly reviewing and updating their personalization efforts to achieve their goals.

Overall, a website personalization strategy is important because it provides a clear plan and framework for implementing personalized experiences on a website, which can help to improve the user experience and achieve business objectives.

B2B companies using website personalization

B2B companies can use website personalization to tailor the content and user experience on their website to the specific needs and interests of their audience. This can be particularly useful for B2B companies that serve a wide range of industries and customer types, as it allows them to provide personalized content and experiences that are relevant to each visitor.

While these are examples of larger companies, we've found that medium-size companies can also gain a lot from personalization. Some examples of B2B companies that are using website personalization include:

1. Salesforce, which uses website personalization to provide personalized product recommendations and tailored messaging to its visitors.

2. HubSpot, which uses website personalization to present visitors with custom calls-to-action and content based on their behavior on the website.

3. LinkedIn, which uses website personalization to provide personalized job recommendations and news articles based on the visitor's interests and connections.

4. Dropbox, which uses website personalization to present visitors with personalized pricing plans based on their company size and needs.

5. Adobe, which uses website personalization to provide personalized product recommendations and content based on the visitor's industry and interests.

6. Zendesk, which uses website personalization to present visitors with custom pricing plans and product information based on their behavior on the website.

7. SAP, which uses website personalization to provide personalized product demonstrations and case studies based on the visitor's industry and company size.

8. Marketo, which uses website personalization to present visitors with tailored calls-to-action and content based on their past interactions with the website.

Overall, website personalization can be a valuable tool for B2B companies, helping them to improve user engagement and conversions by providing a more relevant and personalized user experience on their website.

Step-by-step guide to creating a website personalization strategy

Here are the steps to create a website personalization strategy:

1. Identify the goals of your website personalization efforts. This could be increasing user engagement, conversions, or revenue.

2. Collect data on your website visitors. This can be done through cookies, log files, or by asking users to fill out surveys or provide information when they sign up for an account. AbmaticAican provide a lot of data without businesses having to collect it themselves.

3. Use the collected data to segment your audience into different groups based on their preferences and behavior. For example, you could create segments based on user location, interests, past purchases, or behavior on the website.

4. Develop personalized content and experiences for each segment. This could include personalized product recommendations, targeted messaging, or custom landing pages.

5. Implement personalized experiences on your website. This can be done using personalization software that integrates with your website and allows you to serve up customized content based on user segments.

6. Test and optimize your personalized experiences to ensure they are effective at achieving your goals. This can be done through A/B testing, where you test different versions of personalized content to see which performs best.

7. Monitor and analyze the performance of your website personalization efforts to continuously improve and refine your strategy. This can be done through web analytics tools that track user behavior and engagement on the website.

By implementing a website personalization strategy, you can provide a more personalized and engaging user experience on your website, which can help to improve user engagement, conversions, and revenue.

Data to use for personalization

In B2B (business-to-business), website personalization can be particularly useful for tailoring the user experience to the specific needs and interests of each visitor. For example, a B2B company might use data on the visitor's industry, company size, and past interactions with the website to provide them with personalized product information, case studies, or pricing plans. Read more about firmographic data to use for personalization.

Additionally, B2B companies can use third-party data, such as information from LinkedIn or other professional networks, to gain insights into the visitor's job title, responsibilities, and areas of expertise. This can be used to provide personalized content and experiences that are relevant to their specific role and interests.

Overall, website personalization in B2B can help to improve user engagement and conversions by providing a more relevant and personalized user experience on the website.

Check what data AbmaticAican provide for personalization.

List of used data points for personalization

1. Industry and company size
2. Job title and responsibilities
3. Past interactions with the website, such as product inquiries or requests for information
4. Information from professional networks, such as LinkedIn
5. User preferences, such as preferred contact method and product categories
6. User feedback, such as ratings and reviews of products or services
7. User interactions with personalized content, such as clicks, conversions, and engagement metrics
8. + Any data you have in your CRM

These data points can be used to provide a more tailored user experience on a B2B website, by presenting the visitor with personalized content and experiences that are relevant to their specific needs and interests.

Examples of website personalization

Here are some examples of personalized website elements that can be used to create a tailored user experience:

Personalized images and videos

A website might use data on a visitor's interests and preferences to present them with personalized images and videos throughout the website.

Personalized headlines and titles

A website might use data on a visitor's past interactions with the website to present them with personalized headlines and titles on the homepage and other pages.

Personalized calls-to-action

A website might use data on a visitor's behavior on the website to present them with personalized calls-to-action that are relevant to their interests and needs.

Personalized navigation and menus

A website might use data on a visitor's interests and preferences to present them with personalized navigation and menus that are relevant to their needs.

Personalized product descriptions

A website might use data on a visitor's past purchases and interests to present them with personalized product descriptions on product pages.

By using these personalized website elements, a website can provide a more relevant and personalized user experience for each individual visitor.

Summary

A website personalization strategy involves tailoring the content and user experience on a website to the individual visitor. This can be done by collecting data on the visitor's preferences and behavior on the website, and using that data to present them with customized content.

Creating a website personalization strategy is important because it allows a business to improve user engagement, conversions, and revenue by providing a more relevant and personalized user experience on the website. B2B companies can particularly benefit from website personalization, as it allows them to tailor the user experience to the specific needs and interests of their audience.

Some examples of website personalization include personalized product recommendations, targeted messaging, and custom landing pages.