How Would We Personalize Routable’s Anonymous Visitors Experience to Turn Them Into Customers
The average website sees 97% to 98% of anonymous visitors
Before jumping to the case study, I have a special announcement for you 🎉
With the start of 2022, we started the Experience Stack Newsletter - a weekly roundup of curated posts and helpful insights about the digital experience:
There’s a lot of noise in the experience space. And the content that is out there usually lacks depth and substance.
For this reason, we decided to start the Experience Stack Newsletter.
Our mission is simple — becoming the best resource for ‘digital experience.’
What to Expect From the Experience Stack Newsletter:
Once a week, you’ll receive:
insights about the topic of the week → in each issue, we’ll be talking about a concept and providing you some resources - in case you want to learn more about the topic.
curated industry blog posts and case studies,
filtered upcoming events & webinars,
podcast episodes (we are also working on Experience Stack Podcast and will be launching it soon 🥳),
ideas from Twitter, Reddit, & LinkedIn,
and many more…
If you’re interested in digital experience and want to read, watch, and listen only to the best content, this newsletter is for you.
Let’s jump to this week’s case study.
In this case study, we’ll show you how we would personalize the digital experience on Routable for its visitors based on zero-party data it acquires via demo requests, ebook downloads, or any other type of form submissions.
But first, let's briefly look at what Routable does:
Routable is a B2B payments-based platform that allows its users to send and receive business-to-business payments.
Their secure payments solution helps businesses’ accounts payable/receivable teams automate bill-pay and invoicing, find errors, request authorization from supervisors, and streamline the company’s cash flow.
The Background of the Personalization Journey
If you're a business, you know that attracting and retaining customers is essential to your success. Moreover, as a business, you understand the importance of understanding your customers and what they want.
And if you're looking for ways to improve your customer retention 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 loyalty.
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 Routable's Website
Step 1: The Tech Stack
To create personalized experiences for anonymous visitors, Routable needs to leverage the zero-party and first-party data they have via form submissions from demo requests, ebook downloads, etc.
Moreover, in order to create the best possible personalized experience, we'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, Routable will need the following tech stack:
HubSpot as a CRM (to source the contact data)
Step 2: Defining Hypothesis and Methodology
Personalization is key to making sure the visitors are shown exactly what they need before buying, which can help increase conversion rates.
We hypothesize that by personalizing the page elements based on the information on CRM, in our case it will be:
Routable can show its visitors 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, Routable 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, we'll use the following signals:
Job Title: 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.
Company Size: Company size allows personalizing the right audience with the right campaigns. Obviously, the impact of a marketing campaign targeting startups will be different from the impact of the same campaign targeting enterprises.
Step 4: Personalization Journey
To create the personalized web version for Routable, let's define our visitors' hypothetical personalization journey:
A visitor lands on Routable’s website
Then, the visitor visits a case study and fills out a form to download the case study
After that, the visitor receives an email with the case
In the following days, the visitor visits the website again and sees:
personalized hero section (tailored title, subtitle, and hero image)
personalized features of the product
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 Routable’s website. Then, the visitor visits a case study and fills out a form to download the case study:
In our case, the visitor is:
Job Title → Chief Financial Officer
Industry → Saas
Company Size → 500+
In the following days, the visitor visits the website again and sees
a personalized hero section based on industry:
personalized features of the product based on job role:
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
to create meaningful personalization experiences.