In our second installment of this six-part series, we will explore the benefit of using a visitor’s behavior to personalize their journey.
Think about it: each visitor who comes to your website has a unique experience. Some may share similar paths, but at some point their journey will differ—especially for return visitors. Return visitors often visit a website and see the standard call to action, “Try Now,” in the top navigation. This call to action is still there even when they have already downloaded the trial. When they visit product pages or support pages they see the same content and assets highlighted in the very same spot they did on their previous visit.
Each time a user visits the site, we have an opportunity to further engage with them, and drive them further down the funnel. This is all done through personalization; delivering the right content at the right time to the right user.
Let’s look at this in action:
Bob comes to the website and, after completing his research, downloads a product trial for Progress Sitefinity CMS. The form submission adds him to an email nurture. Bob receives targeted emails offering new content aligned with trial experience, walking him through the set up and use of the product. Now an active trial user, Bob returns to the website to learn more about the product.
He notices that the page has not changed. He still sees “Try Now” as the main action on the page. He doesn’t need to download the trial again, he needs to find videos to show him how to use certain features of the product and to learn how other customers has used the product. Now he has to continue to dig through the site to find what he is looking for. This is not the best user experience for Bob.
He notices that the page has changed. He now sees videos of key features in action. Additionally, he sees a customer featured, explaining how they use the product. And he even has noticed that “Try Now” has changed to “Contact Sales.” This is a much improved user experience. The information he sees on the site now aligns with his current journey, making it easy for him to continue along his path of evaluating the product.
With the help of a complete digital experience management solution, we can now deliver a more personalized and unique experience to Bob. It increases his engagement, thus driving him to take the next step with us.
Megan Gouveia is a Sr. Digital Marketing Manager at Progress Software. She has spent the past 10+ years managing large-scale website initiatives to improve the overall user experience and increase lead generation. Recently, she has turned her focus to personalization and optimization, delivering data-driven custom experiences for each visitor to the website.
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