Author: Petya Grozdarska

How To Optimize Sales Funnels and Landing Pages

Posted by in Content Marketing

Human behavior in and outside of Internet is changing every day. A recent research conducted in Canada shows a dramatic drop in the attention span of the average Internet consumer. Humans are now believed to have a shorter attention span than goldfish. You basically have 8 seconds to grab your online visitors’ attention or you lose them forever. Staying relevant in this situation means not only adapting but also using the change as a winning strategy. This is why optimization of funnels and landing pages is an important subject for everyone doing online marketing these days.

The Challenge

There are only so many things that create a first impression the way a strategically designed landing page can. But landing pages are about much more than just creating a simple design and adding an email subscription form or a brightly colored button. They’re about carefully crafting just enough persuasive content to get the customers’ attention while combining it with an unbeatable offer and a “visually digestible” design.

But is it as simple as it sounds? Experience shows that even the most well-crafted landing pages and sales funnels can be optimized. It’s getting more and more difficult to stand out in the ocean of information we are all swamped with every day – articles, ads, banners. This is why content optimization and personalization marketing are getting more and more traction every day. People want to see messages, offers, suggestions tailored exactly for them.

The challenge in optimization

Although the vast proportion of your web visitors will remain anonymous, most businesses are consumed with analyzing the 1-3% that convert to leads via download, sign-up or purchase, ignoring the enormous buying potential of the other 97-99%. Content marketing is used by over 90% of businesses, where the focus is on generating enough engaging content for the audience to help them educate themselves on the brand and its unique offerings. But conventional online and content marketing typically neglects the time between when your audience finds you and the time they become known to you – the entire mid-funnel. And there’s a cost.

This is exactly where the 97-99% of your anonymous visitors get lost. Without giving anonymous visitors the right content at the right time and context, you miss the opportunity to grab mindshare as they conduct their online research and before they contact you.

What Do The Customers And Businesses Want?

What do customers want? Recent studies show that 72% of consumers get frustrated when served with generic content. They expect timely, knowledgeable, personal content. Customers want to see content that corresponds to their interests, location, lifestyle. They want to be offered products and services that answer to their needs.

What about the business? Every company wants to sell the right products and services to the right customers and to maintain a relationship based on trust with their consumers.

Why Personalize?

Adobe’s recent study on digital marketing tactics of US marketers reveals that 33% of participants chose personalization as number one priority, significantly outpacing big data (22%) and social (21%). A study by Econsultancy also supports the trend, showing that more than 9 out of 10 business marketers believe that personalization of the web experience is vital to current and future success. The benefits of personalization are clear. According to HubSpot, calls-to-action targeted to the visitor performed 42% better than generic calls to action.

Employing personalization has brought between 70% and 94% increase in effectiveness of various key metrics: more conversions, decreased bounce rate, increase in average order value (AOV), bump in email revenue, and so on.

Why personalize?

This all shows that personalization is the way to go if you want to increase engagement, conversions, and profit. Optimizing funnels and landing pages with tailored content follows the logical development of the marketing trends.

Talk To Your Customers As If You Knew Them In Person

The main purpose of a sales funnel is to capture the attention and reach your best customers by providing them with the product/service they’re looking for. They buy the products you offer, you gain profit, build your online presence and brand identity, get loyal customers. This is all common sense but do we take into consideration the audience of each piece of content or are we focused on producing more and more content?

Sales funnel

Who are you creating the content for? When creating ad banners, squeeze pages, landing pages (i.e. building your sales funnels), you need to know who your target customers are. Even the best landing page wouldn’t convert if it isn’t aimed at the right people.

This is why using big data and analytics to define your target groups is important. Tools like Adtailor can help you profile your online visitors and show them offers that they would be interested in. Harnessing the power of big data, Adtailor is the world’s first ever audience profiler that can help you display relevant content to your customers.

You can profile your online visitors based on different criteria: location, age, ethnicity, education, health profile, financial status, smoking and drinking habits, household income. You can pick and choose what profiling characteristics work best for you and use the info you have to create buyer personas and define target groups.

Once you have buyer personas and target groups defined, it’s time to tailor your offers and content to fit the different groups’ interests. You can tailor all types of content: ad banners, landing pages, buttons, images, prices, offers, articles.

Then it’s time to monitor performance and optimize even further. When you notice that a certain ad, landing page or offer is performing poorly (not reaching set goals), optimize further by changing different details and tailoring more in depth. Improvement never stops.

Setting Goals When Personalizing Content

In order to track your results, you need to predefine goals that can be measured such as:

  • Getting more leads from the same audience – By offering the most relevant content to your entire audience, you get higher conversion rates and make better use of your resources.
  • Delivering a personal experience – Real-time personalization offers content dynamically to each anonymous visitor based on individual behaviors and characteristics.
  • Understanding your anonymous audience – Between 97% and 99% of all of your online visitors remain anonymous. Just imagine the potential of bringing those customers into the light by engaging them!
  • Optimizing your content across the whole funnel – Matching content to visitors means more of them will actually read your content once they get to your website or blog.
  • Driving better engagement, conversions, and ROI

Landing Page Personalization: How It’s Done (Examples)

Here we offer just a few examples of how you can tailor your landing pages in order to optimize your results:

  • Skin care landing pages – You can offer different products depending on age or different images depending on ethnicity. Another idea that can be implemented is free shipping depending on location.

Generic vs Personalized Image

  • Optimizing dating sites – When working on your dating site pages, you can show different images depending on the customer’s ethnicity and age. Knowing the age of the visitor, you can show them relevant profiles of users (e.g. a 50-year old African American male is offered profiles of African American women between 40 and 55).

Examples of different landing pages for a dating site

  • Financial products landers – Whether you’re selling loans, mortgages or insurance, you can use tailored content to optimize. You can try offering different interest rates and size of credit, depending on household income, health insurance coverage, poverty level, mortgage information.

Different landing pages optimized for financial products offers

  • Fitness and food supplements landers – Some ideas worth putting into practice here are: different fitness programs and advice based on physical activity and obesity level of the customers; cards for different gyms based on location; change of images depending on age and ethnicity.

Examples of landing pages for fitness products

  • Payment page optimization – When your customer is on the last page of their shopping journey, you can offer different pricing depending on income. You can also follow through with optimized images from partial pages, price experiments, seasonal discounts, etc.

What To Look For When Choosing The Best Personalization Solution?

There are different options on the market when it comes to targeting, personalization and content optimization. What to look for when choosing the right personalization tool?

  • Personalization in real time
  • A variety of profiling characteristics
  • Automated solution
  • Easy integration
  • Analytics and insights

Adtailor was created out of a pure business need, focused on the consumers’ interests and desires, harnessing the power of big data to deliver an individual personalized experience to every online visitor. Give it a try!

Personalization: Real-time Optimization, Real-time ROI

The value of real-time content optimization, throughout the whole funnel, is seen immediately. Of course, knowing your customers, their behavior and needs is a necessary homework if you want to use the technology in its full potential.

When talking about metrics, our clients have seen increases in conversion rates anywhere between 2% and 17%, depending on industry and variables used. (In figures: For example, just using 2 out of more than 30 profiling characteristics, Retinolla achieved a stunning 9% overall increase in conversions and a 12% bump in engagement). Sometimes even a 2% increase in conversions can be very substantial for someone who goes after volume. What’s important when using Adtailor is understanding the longevity and sustainability of the results, as well as the ROI.