Recipe
Use personalization to entice your visitors with a low lead score.
The original homepage of Billable has a Book a demo CTA which can work well for visitors with a medium or high lead score. However, in the case of visitors with a low lead score, this can be too much of a commitment, meaning it will not convert that well.
This is why Billable has created a personalization for this audience with more introductory content, like a 2-minute video they can watch instead of a 30-minute demo that requires their participation.
Use personalization to treat your most valuable leads well.
Get your leads with a medium lead score further down the funnel.
Move your awareness stage visitors further down the funnel with personalization.
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