As dramatic as it may sound, generic home pages are dying. Gone are the days when websites welcomed visitors with the same page whether you are a millennial in South East Asia or a retired businessman in Mexico. Just like how old-school drip marketing is being replaced with customised emailers and native apps are getting substituted by new-age progressive web apps, universal home pages are being upgraded to pages that are personalized as per the demographics of the audience, and nothing in the online space is the same anymore!
Ever since we hopped on to the bandwagon of the Internet, digital marketing has taken over the world of branding and advertising. The ease in which you can showcase your company and literarily reach out to the palms of viewers across the world is unfathomable. Keeping this strategy in mind, why would you want to show the same webpage to all your visitors when each one of them has different needs and expectations from your brand? Let’s take a look at the benefits of personalising your homepage and the different ways in which you can wow your website traffic till you ultimately convert them into loyal consumers.
A tailor-made home page will help in generating premium leads as the page will display what you specifically have to offer for each visitor. Attracting potential clients by showcasing types of content they will find engaging is the basis of digital marketing and personalised web pages do exactly that.
Through customised home pages, brands can welcome their online visitors with a personalised message. This triggers a unique user experience as you add a personal element to your page, assuring viewers that you have already hand-picked your services as per their preferences and requirements.
Personalised homepages also add value to your marketing strategy by widening your global reach. Since you can personalise pages based on the location, you can now easily target consumers with what is trending in that particular locality. This makes the content on the homepage more relatable for the visitor and adds to the possibility of them converting to your brand.
Apart from showcasing the brand and attracting target groups, websites also provide business owners with a plethora of other useful information to understand online traffic. From the location of the viewers and the time of peak traffic to the type of content most-consumed on the website, marketers can observe the patterns of activity and use this to their advantage. Let’s understand this concept better with a hypothetical situation. Consider yourself to be the owner of a B2B organisation which provides end-to-end HR services. A potential client has recently visited your website through a Facebook carousel ad and spent seven minutes going through your HR packages. The next time the individual visits your website, they will either have to manually search for the packages they were interested in or bounce back with a last minute change of mind. However, through a personalised homepage, the visitor will be welcomed with a customised message. This message will showcase the services and packages they had clicked through with an effective CTA to either buy the package or know more about it. The unique user experience will draw the user into your website and boost the lead generation of your B2B organisation.
Adobe India is one of the first Indian websites who has upgraded their website with a personalised homepage. Visitors around the world are initially welcomed with a homepage that displays a blurb on their next-gen Creative Cloud segment. There are two CTAs – one for individuals who are interested in the concept and the other one for businesses.
In order to explore the effectiveness of the personalised homepage, we clicked on the “Creativity and Design” tab and ventured into the field of photography by scrolling through the Creative Cloud Photography plan. After spending a good ten minutes on the website and surfing through the various plans available for individuals, businesses, students and universities, we clicked on the Adobe icon in the top left corner to go back to the homepage.
If the Adobe website had a generic homepage, one would expect the same page to show up as discussed above. However, since the website has a personalised home page, we were welcomed with a customised page which helped us continue from where we left. In this case, since we had browsed through the various Creative Cloud Photography plans earlier, we were welcomed with the blurb “Ready to buy?” followed by a CTA which helps us with choosing a plan as per our preferences.
As you can see in the above image, the blurb about the Creative Cloud is still present, but you also have a personalised message on the plans you were interested in earlier.
Personalised home pages work as an excellent marketing strategy for B2C companies and social media platforms as well. In a quest to provide consumers with what they are searching for, personalised home pages read the IP address of the visitors and categorise them as per the location. The visitors are then welcomed with topics and concepts that are trending in their locality or that are the most searched for in the region.
Let’s take the example of Youtube to understand this theory better. Youtube has personalised their homepage as per the location of the visitors and showcases all the trending videos in the region.
As you can see in the image above, Youtube viewers in India are welcomed with a series of trending videos that include snippets from the regional entertainment industry. The ads on the page are also targeted to the audience based on the location of the guest.
The image above is the same homepage viewed from Dubai. As you can notice, the URL entered is the same, but the content on the page is different. In this homepage, the trending videos are based on the popular activities of the region. They also include videos in Arabic – the regional language of Dubai. Additionally, the advertisements on YouTube are entirely different from the ones displayed on the homepage when viewed from India.
Big names in the digital space like Adobe and Youtube are already leveraging the benefits offered by the adaptive nature of personalised homepages. But, what about small-scale businesses and start-ups? The best part about this new-age concept is that you can personalise your homepage one step at a time. It is not a go-big-or-go-home kind of situation.
For example, we, at Social Beat, recently explored the idea of personalised home pages by customising our website as per location. With our headquarters in Chennai and regional offices at Mumbai and Bangalore, we decided to start by customising the address in the “Get in touch” tab as per the location the visitor is at.
As seen above, if you visit our homepage from Chennai, the “Get in touch” tab in the footer will display our Chennai address.
The same homepage displays the Bangalore address when you log in from Bangalore.
There are a wide range of tools available out there to personalise your homepage based on a multitude of integrations like Google Analytics, Hubspot and Wordpress. Let’s take a look at a few of them.
With this tool, your homepage will be personalised based on a variety of factors such as geographic location, data from their social media profile and CRM information, to name a few. You can also opt for a free trial or schedule a demo as per your preferences.
Evergage focuses on enhancing visitor engagement by providing them with a tailor-made user experience. Visitors are welcomed with more relevant offers and appropriate content which is guaranteed to help in lead conversions and customer success stories.
Apart from these tools, you can also check out Bound, Convert and Optimizely that are brilliant in examining your traffic and providing visitors with unmatched customer experience.
Now that you have a better idea about personalised homepages and the vital role they play in visitor engagement and lead generation, its time you upgrade your company’s website with this ground-breaking technology and stay ahead in the ever-lasting race of digital marketing.
Contact us at Social Beat and leverage the multitude of benefits a personalised homepage can bring to your business.
If you are running a business online, you should know by now that generating leads is everything. Lead generation is the single most important aspect of digital marketing that helps your business grow.
If you are looking to capture more targeted leads through digital media, one of the main things that you would need is a well optimised, highly targeted landing page. Still not convinced? Here’s an example!
Conversion Rate Experts, world's leading agency for conversion rate optimisation (CRO), helped Moz, then SEOmoz, generate $1,000,000 million with just one landing page that had an alluring call to action. What's more? This revenue was generated by the fantastic landing page and few emails within four months.
You can read the complete case study here.
One of the takeaways from the above case study is that improved user experience helps in lead generation.
So, are you looking to improve the user experience of your landing pages and, in turn, increase your lead generation? Read on!
Designing and managing the perfect landing page
Consider your landing page as a system that will convince your page visitors to become your customers. A well-designed landing page, by itself, can help increase lead generation and conversion. Here are some tips to create an appealing landing page.
Instead of a typical headline, which screams "buy me," use an enchanting headline that would garner your visitors' attention.
For example, a landing page headline like this – Your One Stop for a Beautiful Kitchen – would interest the visitors a lot more than headlines that talk only about selling.
This is easier said than done. How can you possibly understand someone whom you hardly know? However, understanding your prospective audience and designing the page keeping them in mind is absolutely necessary.
In terms of design, a good idea would be to have a quick A/B testing done and experiment with heat maps on your site. Analyse the results and rework on the design perspective if necessary.
If you are creating a landing page to get your visitors to download your content, one way to do that is to research on what people are searching for in your domain and offer them that. Keeping the target audience in mind, we built a landing page for one of our esteemed clients, Casagrand. Casagrand is one of Chennai’s leading real estate developers with premium projects completed in and around the city. Since their target audience mainly consisted of potential home buyers, we created a handy e-book titled, “Chennai Home Buyers Guide” which consisted of useful tips and suggestions to make the process of buying a home easy and hassle-free. We created a landing page in which visitors had to fill in their details for a free copy of the e-book. This strategy was a win-win for both the customers and our client as the customers walked away with a detailed e-book on buying a home and Casagrand just got a lead of a potential home buyer who is looking for projects to invest in.
You might be tempted to put all the information you have on the landing page. However, you must understand that the landing page design has only one purpose to serve - to get users to click on your call-to-action (CTA).
When you overload the page with too much information, it might have an adverse effect as it might become daunting to someone reading it for the first time. Understand that most users are going to read your landing page content and see the design for the first time. They must be able to grab the information they are looking for from the website. That’s when they will become potential customers for your business.
Furthermore, highlight the major benefits of your service or product on the landing page in a significant and striking manner. This will appeal to visitors and persuade them to become your customers.
Here’s an example of a landing page that is to the point.
This landing page scrolls through six sections with each section describing information that users would like to know. In the image shown above, the section project info has listed all the efficient and important project information in the form of bullets; this would be easy for people to read and understand quickly.
To accomplish a task efficiently, you must use the right tool. As the good old saying goes, “You can use a screwdriver to pound in nails, but it's a lot harder.” You don’t have to do it the hard way always. Understand that sometimes the right way can be easy too.
There are lots of simple landing page creation tools out there, and each one is unique. You must analyse and pick the right tools for you. Some of the tools that we recommend are:
Instapage – it’s a simple, hassle-free landing page tool. It’s a drag-and-drop software tool that has a lot of professional web design templates.
Unbounce – This is another drag-and-drop software tool. It’s quite simple and recommended for beginners.
LeadPages – One of the most well-known landing page creator tools available online is LeadPages. Most top bloggers and businesses use this tool.
“A picture is worth a thousand words” – This good old saying holds good, especially while creating high-converting landing pages.
Imagine reading the below-mentioned blog page with zero visuals! Tough, isn't it? Even a blog needs images and other forms of visual support, so landing pages must definitely be visually intense.
It is always a good idea to use images, videos, 360-degree photos/videos, infographics, maps, etc. Visuals help users to understand your page quicker. Additionally, having an image or video on your landing page leaves a more enduring impression on users’ minds than written content. Check out our blog on the type of content your target audience will find engaging for a detailed understanding of how content marketing can make your brand trend.
Another visual element that matters a lot is the font that you use; use fonts that are catchy and don’t come across as too overpowering.
If you think that you can simply use some opt-in or CTA form and gain leads, you are absolutely wrong. The type of information you put in your CTA form and the way you design it play a major role in increasing conversions. For example, instead of simply asking someone to sign up to your page, you can ask them to sign up to get newsletters or sign up to get daily tips. Also, captions like “connect with us for…” may work well in increasing sign-ups and conversions.
Using real-time customer testimonials is a great way to increase the credibility of your business. Reviews by customers will definitely create a positive image about your business to first-time visitors of your page, and this might, in turn, help in converting them into your customers. It's a proven fact that customer testimonials improve sales. This option could be left out, for the time being, if you are a new business.
Last but not the least, following up with your leads or subscribers is important. Once you have designed a landing page by keeping all these aspects in your mind, you can definitely expect quite a significant number of leads generated from the landing page. Once that happens, the next step is to convert your subscribers into customers. One way of doing that is to call them up on the numbers provided and talk to them about your business. A subtle way is to send them emails.
However, while sending emails, you must not restrict to sending promotional emails or regular newsletters. Alternatively, it is advisable to send your subscribers a series of crafted emails that will appeal to them. At times, include details about deals and offers, but don't make this a practice. For more insights, check out our blog on the different ways email marketing can work for you.
Never be afraid of sending more emails. However, refrain yourself from sending emails that follow a standard template. The more you send personalised or crafty emails, the more are the chances of converting your subscribers into customers.
Managing your business and marketing it digitally consumes equal, or at times, even more, time, money, and energy when compared to its traditional counterpart. By creating an influential and captivating landing page, you are investing in a driving force to convert your visitors to potential clients.