Get your visitors at the decision stage to convert with the help of personalization.
You’re getting a good amount of leads to your website and keeping them engaged. Now you’d like to focus on improving the experience of someone at that final stage. These are your most valuable, it’s the people that made it through, they have shown interest, and invested the time to learn more about you, now you need that close. What can you do now to get them over that line and commit? Find out in this recipe.
What the decision stage means will differ from business to business so how can you set up your targeting right? First of all, to be considered at the bottom of the funnel a visitor must be an identified lead.
Then you can get into further specifics and either target people that have booked a demo or that already received a demo. Did they ask for a quote, and are you waiting for a decision on that quote? Maybe they started a trial of your product? Have multiple people from the same company visited your website? These are all good signs that they are at the decision phase and you can use them to build up your audience.
This is the stage where you need to get as personal and relevant as possible. You could tinker the content and CTAs on your pages or take it a step further with an account-based approach.
Since these visitors are at the decision stage, it is important to highlight how fast they would be able to get started and how easily they can implement your solution. If you have statistics you can share about your success rate or any big brand names, now is a great time.
You can also personalize your call to action to encourage conversions at this stage of the funnel. For instance, you can display buttons that show commitment such as “sign up,” “choose your plan,” “get started,” or “talk to an expert”.
Firmographic personalizations allow you to get account-specific and can be very powerful when used right. Below we’ll give you three different approaches you can take with it.
In the first scenario, let’s assume that you are in touch with the lead (Alice), have built rapport, and are aware of her needs and requirements. You know her role and that she is the decision-maker. You can then go ahead and personalize your headline and subheader to mention things such as her name, job title, or how you can help her. An example could look like “Hey Alice, find out how we help marketers like you to reach more qualified leads!”
In the second scenario, Alice is still your contact person however she is not the (only) decision-maker. This is especially likely when dealing with large enterprises where multiple departments from tech to legal might get involved in a purchase decision. Instead of saying “Hey Alice, choose us!” you can create a page that will help Alice convince her colleagues. For example, it is common for large conferences with steep ticket prices to have a “Convince your boss” page where they list all the benefits, so you don’t have to.
In the third and final scenario, if you don’t have a contact person or know that there are multiple people from the same company visiting your website and evaluating your product, you can personalize for the company itself. Instead of your headline saying “Hey Alice,...” it could say “The perfect billing solution for IBM”.
Below are two example personalizations that Billable has come up with for the decision stage; one where they personalize for their contact person (Claudia) and one where they personalize for the company she works at (Hotels, inc). In the first example, they know that Claudia is a CFO and they know her particular struggles, thus the message is structured accordingly. They have also changed their customer quotes to be from CFOs like her.
In the second example, since they are personalizing for the account, they have placed the name of the company in the header and adjusted the subhead slightly. They have also changed the customer quotes to match their industry.
Do you want to see what this will look like on your website? Book a demo by picking a time slot below.