74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.
This means that nearly three-fourths of your website visitors want personalized experiences. As a marketer, how can you show personalized and relevant information to consumers without knowing much about them?
At Mautic, we created focus items to capitalize on this scenario.
What are focus items?
Focus items are a type of web personalization that enable you to display a message, a form, or a link based on someone’s behavior on your web page. It makes sense to use them to try and convert your visitors into known contacts at the moment when they’re most engaged with your brand.
During these critical digital moments, there is an art to thoughtfully engaging your visitor without overwhelming them. You have to find the balance that’s right for your business. Not every application will be right for everyone, but here are a few best practices for using focus items in the B2B arena:
1. Ask a question
First name, last name, job title, company, company email, and a qualifying question is a lot to ask for in one fell swoop. But asking a one-off qualifying question like, “are you using one of these solutions today?” will let you get a little more information about each potential buyer. Then when they visit your website in the future, you can offer them something based on their answer.
2. Collect data
Data is extremely valuable to marketers. It lets you segment, target, and trigger messaging off a variety of different values, which lets you create more personalized campaigns and communications. Try asking a prospect how many employees they have at their company, or in our case, how many contacts they currently have in their database. These values will only enhance your targeting and personalization capabilities as you grow.
3. Stop people from leaving
Most people call this “exit intent”. When someone tries to leave your page, they get a pop-up that offers them a piece of content or gives them a reason to stay. If you want to try this, I suggest only applying this to a few select pages. Having one of these pop-ups on every page of your site is overkill and makes for a pretty annoying browsing experience.
4. Make an announcement
Say your company just landed a huge round of funding. In the startup world, this is called “crushing it”. You want everyone to know just how much you’re crushing it when they visit your website. So serve them a message that directs them to read the full press release about your highest profile customers and your new Series C round. Announcements like this won’t happen all the time, but certain monumental company events like this call for special treatment.
5. Offer up an asset
Someone comes to your product page and reads it from beginning to end. Whatever you wrote got their attention and they are clearly looking for a solution. But once they get to the bottom of your page, you don’t just want to let them leave. You want to convert this reader into a known contact. So what can you do?
Give them a reason to trust you more. Pick an eBook or a one-pager that is relevant to the content on the page and have it pop up when the reader gets to the bottom. If the person is truly engaged and your content offering is relevant, they’re more likely to hand over their contact info.
Personalized web experiences drive better results
According to Nielsen, 84% of consumers reported always or sometimes taking action based on personal recommendations. 84%! This means that the majority of online consumers are taking recommendations on what they should buy. So why not get in on the action?
Marketers need to start making these subtle recommendations when it makes sense for the consumer. You don’t want to shove a decision in front of someone’s face when they’re not ready to make it. Be thoughtful and opportunistic about when and where you ask for something and your efforts will be rewarded.
For more information on harnessing the power of features like this, check out our marketing automation eBook.