How Would We Personalize Carto’s Web Experience for Its Leads

Is it really necessary for businesses to personalize their website experiences for anonymous visitors?

In today’s case study, we’ll show you how we would personalize the digital experience on Carto’s website for its leads based on zero-party data it acquires via demo requests, ebook downloads, or any other type of form submissions and first-party data they have.

But first, let's briefly look at what Carto does:

Carto

CARTO is the world’s leading cloud-native Location Intelligence platform, enabling organizations to use spatial data and analysis for

• more efficient delivery routes,

• better behavioral marketing,

• strategic store placements,

• and much more.

Homepage of Carto

The Background of the Personalization Journey

If you're a business, you know that attracting leads and retaining customers is essential to your success. Moreover, as a business, you understand the importance of understanding your leads and what they want.

And if you're looking for ways to improve your lead conversion rates, anonymous visitor personalization may be the answer.

Adding this layer of customer understanding to your website, you can create a more tailored user experience for all of your visitors, regardless of who they are, which will improve engagement and conversion.

The Opportunity

Is it really necessary for businesses to personalize their website experiences for anonymous visitors?

The answer is a resounding yes, and here’s why.

When done correctly, personalization can lead to increased customer engagement and loyalty, as well as higher conversion rates.

And the best part?

It doesn’t require expensive or time-consuming changes to your website – simply using visitor data via form submissions to create targeted dynamic content is often enough.

Adding Personalization to Carto’s Website

Step 1: The Tech Stack

To create personalized experiences for its leads, Carto needs to leverage the zero-party and first-party data they have via form submissions from demo requests, ebook downloads, webinars, etc.

Moreover, in order to create the best possible personalized experience, they’ll source all of the data points made by the same visitor under one customer profile - with the help of Ninetailed's unified customer profile feature.

For this personalized experience, Carto will need the following tech stack:

• Contentful as a headless CMS

• Ninetailed as a personalization solution

• HubSpot as a CRM (to source the contact data)

Step 2: Defining Hypothesis and Methodology

Personalization is key to making sure the visitors (in our case: leads) are shown exactly what they need before buying, which can help increase conversion rates.

Personalization is key to making sure the visitors (in our case: leads) are shown exactly what they need before buying, which can help increase conversion rates.

• industry

• use case

• job role

Carto can show its leads personalized hero images, messages, offers, features, benefits, case studies they're interested in - increasing the likelihood of them clicking through and making a conversion.

The bottom line, to create a personalized web experience, Carto needs to leverage zero-party and first-party they acquired.

Step 3: Defining Personalization Signals

To create a seamless customer experience with a personalized web page, Carto will use the following signals:

• Job Role: This type of firmographic data helps to create more focused and effective personalization campaigns from industry level to department/position level.

• Industry: This type of grouping enables companies to tailor their strategy to the needs of enterprises in a particular sector.

• Use Case: This type of signal enables companies to understand which feature/benefit the customer is interested in.

Step 4: Personalization Journey

To create the personalized web version for Carto, let's define our visitors' hypothetical personalization journey:

1. A visitor lands on Carto’s website

2. Then, the visitor visits a case study and fills out a form to download the case study

3. After that, the visitor receives an email with the case

4. In the following days, the lead visits the website again and sees:

   1. personalized hero section (tailored title, subtitle, and hero image)

   2. personalized features of the product

   3. personalized case studies and white papers

The Result: Before vs. After

So far, we have talked about the hypothesis, methodology, which signals to use, and required technology stack.

Now let's look at the visuals to better understand it.

As we defined earlier, a visitor lands on Carto’s website. Then, the visitor visits a case study and fills out a form to download the case study:

Case Study Download Form

From this case study download, Carto will now:

• what type of use cases the lead is interested in

• job role and industry of the lead

• which industry is the lead is interested in

In our case, the visitor is:

• Job Title → Data Scientist

• Industry → Financial Services

• Use Case → Geomarketing

In the following days, the lead visits the website again and sees

→ a personalized hero section based on industry:

Hero Personalization

Moreover, based on the data (job title, industry, and use case) Carto has, they can personalize

• social proofs

• industry-specific features/benefits

• case studies

• testimonials

• blog posts

for its leads.

The Bottom Line

Although we showcased a very fundamental personalization based on firmographics, there are endless ways of personalization.

Personalization is a continuous journey, which means that once one implementation is completed, companies will return to the beginning of the framework to analyze acquired data, discuss new ideas, hypothesize further improvements, and so on.

Through continuous learning and experimentation, this strategy enables various teams

• content marketing,

• growth,

• product management,

• development

to create meaningful personalization experiences.