Personalize the homepage for each buyer

Your customers are individuals. Leverage Intellimize to tailor their experience so that it feels more personalized to them. Meet your customers where they are and showcase only relevant content that they’d be interested in.

 

Reflect on what you know about your visitors

It’s important to take stock of what you know about your visitors. The more you know about your visitors, the more impactful your ideas are likely to be. Take some time to think about what sources you might have access to that would hold info and insights into your visitors. Examples might include:

  • Whether they’re a new visitor, returning customer, or a VIP customer
  • What they do on your site (the path they take and their behavior)
  • How they came to your site (i.e. track with UTM parameters)

 

Tailor by customer type

Consider generating personalized messaging and/or promos geared towards returning customers, customer loyalty, or high valued customers (e.g. membership program).

Messaging might include:

  • A greeting or welcome message (e.g. “Welcome back!” or “Good to see you!”)
  • Membership-specific verbiage (e.g. “As a loyal member…”)
  • Non-member of membership (e.g. “If you sign up for a membership…”)

Promos may include:

  • Free gift
  • Discounts
  • Free shipping
  • Referral bonus / discount

 

Tailor by actions taken and behavior

Consider leveraging what they purchase:

  • Buy again – Highlight products they’ve purchased before that make sense to buy again (e.g. acne cream, coffee, gift cards, etc.). Consider featuring these items when they’re on sale.
  • Might also like – Recommend products that are similar to or complement previous purchases (e.g. when buying a battery-operated device/toy, recommend the related batteries).
  • Showcase frequented categories – Feature categories that contain products they’ve purchased from before. Perhaps after they’ve made 3 separate purchases from it.
  • Customers also purchase – Suggest products that customers have purchased alongside or after a product this customer purchases.

Consider leveraging what they view:

  • Top sellers – If some of the best-selling items had been previously viewed by the customer, maybe move those items to the front of the list for social reinforcement.
  • Treat yourself – Highlight products they’ve viewed more than once but haven’t purchased yet. If you have a wishlist feature, leverage that too.
  • Pick up where you left off – Show categories that the customer frequently visits, viewed a number of products from, or last visited.

 

Tailor by UTM parameters

Consider tracking which marketing efforts your visitors saw before arriving on your website with UTM parameters and leveraging the same imagery, keywords, phrases, and special offers from the ad to compel visitors to drive engagement.

Unique UTM parameters attached to a given campaign can let you know:

  • What specific campaign the visitor encountered
  • What offer or product was presented
  • What the creative/messaging was
  • What the target audience was

Components of that campaign you might reuse on the homepage:

  • Hero image
  • Phrasing and keywords
  • Tone, intent, special offer
Example: MasterClass.com

In this example, a Facebook video ad features former World Chess Champion Garry Kasparov promoting a class on how to play chess. Clicking the ad opens the website to an image of Garry showcasing the chess class and the 50% off promo.

This is a much cleaner, tailored experience that focuses on my interest in chess, rather than the generic homepage that doesn’t even include the chess class.

Try shorter messaging and different tones

Try testing out different approaches to how you say what you want to say. Your customers might respond better to simpler phrasing or a shift in the tone of your message.

 

Word count: Less is more

That old saying “less is more” is definitely worth considering when optimizing your homepage. If you take a minimalist approach, there will be fewer elements on the page to distract your audience and your customers’ eyes will more easily focus on what’s left.

Whitespace is our friend

Use empty space and images to direct the customer’s attention to your key objectives (e.g. navigation, promos, CTAs, or products). In general, our eyes are naturally drawn to follow patterns and the emptiness can act like roads for our eyes to follow.

Focus on a few objectives

Pick a small number of key objectives and let those items and the supporting images, text, and CTAs be the focus of the page. You might even want to generate several variations that highlight different groups of objectives, depending on what your key goals for the page are.

Example: Microsoft’s homepage on a mobile device

The image on the left is the original version and the image on the right is a mock-up:

While the initial view of the homepage is fairly simple (a single image, a short header, 4 lines of text, and 2 CTAs), a few small tweaks to further simplify the text can have a positive impact.

Overall, the simplified version is cleaner and easier to consume on mobile devices.

  • The overall intent remained the same between the versions
  • Reducing the number of words and rearranging the keywords allows for less text to scan
  • With more vertical space to play with, the image can come down (so that it’s not cropped), allowing customers to see the full range of devices as intended.

 

Try different approaches to your verbiage

Consider how you say it, not necessarily what you say. How you deliver the message can make all the difference in getting a customer on board. Think about how you’d talk to the visitor if you were talking to them in real life. Often your tone will change based on how many times you’ve met the person and what their perceived level of interest is.

Test different ways of saying the same message. For instance:

  • Direct vs. casual
    • Direct: “Buy now”
    • Casual: “Consider these holiday favorites”
  • Just the facts vs. conversational
    • Just the facts: “See results in 48 hours.”
    • Conversational: “If you’re looking to place a safe bet, check out this product. Our customers can’t get over how quickly they see results. In just 48 hours, you’ll feel like a new person!”
  • Features vs. Benefit (i.e. “what we do well” vs. “your problems we can solve”)
    • Features: “Our skincare products are proven twice as effective as our leading competitor.”
    • Benefit: “You deserve beautiful skin. I promise to help you get there.”
  • Scarcity vs. abundance (e.g. “Only 3 spots left”)
    • Scarcity: “Order now! Only 3 items left”, “Only 10 hours left in the sale.”
    • Abundance: “New designs daily, keep checking back and we’re sure you’ll find something you like.”
  • Humor vs. no humor

Showcase what’s important above the fold

The concept of “above the fold” originates with newspapers, where the newspaper was folded and only a portion of the page was visible at first glance. The industry learned that they must present the important, attention-grabbing content on the visible part of the page to gain interest.

This idea is just as important today where all of our content is online and on screens. The new “above the fold” is the visible part of the page you see when you first land on the page.

 

Present what’s important above the fold

Present the most important content above the fold, so the customer is exposed to it without needing to scroll down. This content is often the most impressionable.

What’s important, you ask? That will vary based on what your objectives are for the customer and what resonates with them. Try variations that showcase different types of key content. Possible examples include:

  • Account creation
  • Mailing list signups
  • Best selling products
  • Seasonal content or products
  • Promotional offers (e.g. sales, discounts, free shipping)
  • Recommendations (i.e. “based on your previous purchases, you might like…”)
  • Reminders (i.e. “Treat yourself to one of the items on your wishlist”)

 

Push additional info down below the fold

Leverage your navbar and the area below the fold to highlight additional content, products, and pages that didn’t make the “above the fold” cut.

Consider restructuring the page below the fold

You might try variations with different design structures like collapsible sections, cards with short intros and learn more hyperlinks, or images with mouseover popups to maintain a minimal approach while still guiding your customers towards additional content and products.

Alternatively, remove some of this content altogether

You might even consider removing some of that additional content entirely from the page to achieve a more minimal design. Again, the fewer items the customer has to scan and scroll through, the more focused they’ll be on what’s left.

 

See it in action

In this case, Target focuses on pushing visitors to their seasonal products (Easter). Visitors that land on the homepage are presented with the following above the fold:

  • A hero image/collage that focuses on easter and bunny themed products
  • Messaging to support their objective of driving customers to these products
  • A hero CTA in the center of the page that goes to a curated category page
  • A navbar at the top to sign in, search, or browse specific categories.

As the customer scrolls down, they’re presented with additional seasonal promotional content (which may be above the fold for some viewers), info for contactless shipping options, and then it dives into curated sales and other product categories to browse.

Test ways of guiding visitors from the homepage

Think about where you want your visitors to go from the homepage and test out different ways of organizing the page to effectively guide them to that destination.

 

Try focusing on a guided experience

Consider generating variations that present a simplified version of the homepage with a guided experience. Imagine, for instance, that your homepage was just the title and six image-rich tiles. Each tile thoughtfully groups your products by a common element, which leads customers down a structured path towards products they’re interested in.

For instance, the Dermalogica homepage has a promo section followed by four category tiles above the fold, which represents a different reason customers might have for visiting. Additional options are available in the navbar and below the fold, allowing customers to browse further.

Brainstorm different ways you might try to group your products to meet your customers’ needs and interests. Try different variations with different groupings to see what works best.

Categories

Sometimes products have a commonly known theme that lends well to form natural groups of products. These more obvious categories sort of make themselves. For instance:

  • Games, Movies, Music
  • Dairy, Meats, Vegetables
  • Hammers, Screwdrivers, Saws, Drills
  • Board Games, PC Games, Playstation Games, XBOX Games, Nintendo Games

For instance, a grocery store like Safeway offers products that naturally fit into different food categories that are commonly thought of by most shoppers:

Attributes

You could also explore attributes that your products have in common, but this type of categorization may only be relevant to some products. The color of a car can be a big part of the buyer’s choice, for instance, but the color of chewing gum likely has no relevance to a buyer.

Reflect on your products and decide if there’s a subset of products that share common characteristics that would be important or relevant to your buyers. Examples may include:

  • Colors
  • Genres
  • Customer behavior (e.g. best sellers, most wanted, highest rated, etc.)

For instance, Black Rifle Coffee Company can group their coffee by the type of roast (i.e. light, medium, dark) because this is something most coffee buyers are interested in.

Solutions or intentions

Finally, something you should consider is identifying what your products might solve or what the customer might intend to do with your products. This concept is perhaps the most difficult to brainstorm, but can often lead to real success.

Customers are often looking to buy a product with some use in mind. Perhaps they only know what they want to achieve and aren’t sure how to achieve it. When you present categories based on what the customers’ intent might be, you might open a new avenue to explore.

Some examples might include:

  • Hardware store: In addition to grouping by tool type, you could group by what the tools are used for Woodworking, Decking, Plumbing, Roofing, etc.
  • Toys: Could group by applicable age range or how the toy is used (e.g. field games, tabletop games, pool toys, rainy day activities, etc.)
  • Skincare products: Could group by how the product is applied, the product’s consistency, what part of the body the product is designed for, or what skin condition the product is intended for.

For instance, one way Kate Somerville groups their products is by the condition that the product addresses.

 

Try focusing on search

Putting search front and center can be a good play to run if you have a lot of products, a complicated category tree, or great search functionality. In some cases, changing the homepage to focus solely on search can drive better results than carefully curated category pages.

If you’re considering this approach, here are some suggestions to think about:

  • Make the page as clean as possible to draw visitors’ eyes to the search option.
  • Perhaps you add more context below the fold for customers that are more into browsing.
  • Offer a wide variety of search filters and sorting options to let customers refine results.
Example: Design By Humans

The content above the fold on the homepage offers a large search bar at the top for customers to look for different designs, while still offering browsing options in the navbar cleanly and unobtrusively. Below the fold are additional browsing options by curated categories.

 

Try focusing on browsing

You could showcase products on the homepage to encourage browsing for the casual shopper that isn’t sure what they’re looking for yet. A few options you might highlight products by include:

  • What’s on sale
  • Popular categories
  • Best selling products
  • Categories and products based on the customer’s behavior:
    • Categories the customer previously viewed
    • Products the customer abandoned in the cart
    • Products the customer purchased before
    • Products that are complementary to products they’ve purchased before
Example: Amazon

Amazon provides a mix of browsing options and categories to choose from on their homepage. In this example, you see two different ways to present “best sellers” by category to browse from. Each section presents large images of the products on carousels to flip through.

Try focusing on curated content

Another approach might be to curate some specific content or products and emphasize those items above all other content. You could add additional navigational options in the navbar or below the fold, but the focus would be on the content you’ve hand-picked.

Example: Stacy Adams

In this example, the focus is a large hero image that directs customers to new arrivals.

Form validation to qualify prospects

Form validation can be a good option to leverage if you want to filter out less qualified leads so that more of the prospects converting are highly qualified leads. You can let the less qualified leads filter themselves out by defining certain criteria that you find less desirable, and then let form validation be the gatekeeper.

The criteria you choose to filter out will vary based on your key business goals and decisions. Examples might include: 

  • Email address (excluding personal email addresses)
  • Employee count/company size
  • Position in the company
  • Country or region
 
Example: Segment’s demo form

Segment, for example, requires that you enter a business email address. This might filter out smaller businesses that run their company out of a personal email address.

When you enter an email address on the left CTA, it takes you to a slightly longer form, where the email address is pre-populated.

If a personal email is entered, it prompts to use only a valid business email address:

 

Extend the thank you page experience

The page that appears after a prospect submits a form is often underutilized. You can drive engagement beyond the form fills by seizing the opportunity to do more on your thank you pages. Remember, at this point, the prospect is already invested and ready to commit (if nothing else) their time.

Consider providing recommendations or other relevant options on this page.

 

Options might include

  • An “Add to calendar” button for events, repeat purchases, subscriptions, or delivery dates
  • A “Share” button for different social platforms
    • “I just signed up for this webinar, come join me!”
  • Recommendations based on what the prospect just signed up for
    • “You might also like ____.”
    • “Customers who attended this webinar also enjoyed our book, ___.”
  • Links to relevant content you think the prospect might be interested in
    • “In preparation for this demo, consider reading these blog posts…”
  • A chatbot for additional actions the prospect should or could take

 

Example: Snowflake

In this example, Snowflake’s webinar signup confirmation page includes several options for engagement:

  • Adding the event to your calendar
  • Chatbot with additional offerings
  • Virtual hands-on lab registration
  • Demo signup
  • Ebook

Alternative chatbots

Chatbots are a handy way to gain more insights into your prospects, help direct them towards what they’re looking for, and guide them to your own objectives. If you utilize chatbots, you can leverage Intellimize to enhance your prospect’s experience by swapping out chatbots based on who your prospect is and where they are on their journey with you.

 

Listen for triggers within chats

One thing to consider is leveraging your chatbots as a way to gather more information about who your visitor is so that you can present tailored content and chatbots that are better fits for who they are.

As your prospects engage with your chatbot, you can set different triggers and attributes that Intellimize can listen for and act upon. Any info you might want to use to tailor the user experience can be added as a trigger.

 
Example:

If you don’t know what industry or role the prospect is in yet and they reveal this info within the chatbot, Intellimize can remember that. Future page visits can be restructured with eligible variations for that industry or role.

 

Swap out chatbots to personalize the prospect’s experience

You can set up various chatbots with unique messaging and tone (outside of Intellimize), then set attributes that Intellimize can listen for. Intellimize can swap out chatbots, based on your attributes, to meet the prospect where they are in their journey with you.

 
Funnel position and new vs repeat visitors

When a prospect is first testing the waters with your company, you’ll probably want the chatbot to have a level tone with generic but encouraging messaging. As the prospect moves down the funnel or repeatedly visits the site, you know they’re more interested and invested. The tone may shift to be more aggressive or the messaging can push them to talk to sales or another objective.

 
High-valued targeted prospects

If you have MVP prospects that you’ve reached out to directly or had a great interest in, you might want to set up a specialized chatbot with targeted messaging to further finesse or direct the prospects. Perhaps you offer a phone number, live chat agent, or a discount/special offer.

 
Lower-valued prospects

If you’ve determined that some audiences aren’t the right fit for your business or are lower-value targets, you may want to push that audience to self-serve options or a particular solution.

 
Industry, role, or solution

You might have a different type of messaging or tone per audience group that you want to configure as different chatbots to surface. For instance, a prospect in the aviation industry could get a chatbot that includes aviation lingo or specific context-sensitive dialog trees.

Experiment with images

An image is worth a thousand words, as they say. Sometimes your images can draw prospects in and, combined with the right messaging, encourage them to convert. Try running multiple variants of the images on your pages to see what resonates with your prospects. Intellimize can help uncover the content that has the most impact.

 

Test out different mediums, treatments, and styles

Try different types of imagery to see what your prospects are going to connect with most. Sometimes it’s product images, illustrations, or photographs. Play with how you style those images and how they interact with each other and the other content on the page.

  • Medium – Photographs vs illustrations vs. animations vs. video clips
  • Overlays – Colored vs. partial transparency vs. none
  • Styles – Drop shadow vs. outer glow vs. page edge-to-edge vs. overlapping images
Example: ServiceTitan

ServiceTitan uses a good mix of photos and illustrations for static images and video thumbnails. The combination of different imagery helps the audience get a good sense of their solution in action, without needing a big explanation. The surrounding messaging and or videos let the prospect dive in to learn more.

The 3 examples below showcase different ways they present images.

  • Top left image – An illustration showing their dashboard is the thumbnail for a video.
  • Bottom left image – A photo of someone in the field with overlaid benefits acts as their thumbnail for another video.
  • Right image – An illustration of their mobile software is overlaid on a photo of someone using the software in the field.

 

Test out different subjects and image composition

The context of your page and solutions may inform what kind of subjects you’re able to present in your images. Below are a number of different ideas you could consider trying.

  • Photos of people – Stock photos vs. more natural, less perfect looking individuals
  • Abstract images – Colors vs. shapes vs. artistic
  • Objects – Computers vs. charts vs. screenshots
  • Scenery – Beaches vs. sunsets vs. open field

Another thing to consider is where your subject’s attention is focused. As an audience, we tend to follow the gaze of people we’re looking at — including in photographs. If your images include people, try having the person’s gaze aim towards the product or messaging you’re presenting.

Additional considerations:

  • Do you include just one subject or have multiple subjects in the image?
  • What are their perceived moods? What are they doing in the image?
  • Does the image convey a message or just compliment your text?
Example: LaserAway

On the homepage, two example hero images test a few things at once:

  • Scenery – Beach vs. car
  • Action – Walking vs. driving
  • Subject’s gaze – Looking into the distance vs. looking at the audience

 

Test out different placements for your images

Try out variations where the image is different sizes or in different places on the page. For instance:

  • Large hero
  • Banner image
  • Next to your text
  • Above or below your text
  • Background image (behind text / content)

 

Test out images tailored by geolocation

In some cases, you might be able to leverage the prospect’s location to present different relevant images. This may not apply to you depending on your offerings.

Examples may include:

  • Region-specific imagery for high-value regions or targeted prospects. For instance, if you’re targeting a set of prospects that are based in New York, you might try to include photos of people with New York scenery in the background.
  • If you offer services in specific regions, you could show a service map with eligibility based on the prospect’s location.

Maintain the continuity of your ad messages

Compel visitors from paid ads to convert once they reach your site by using the same imagery, keywords, phrases, and special offers from the ad. Whatever brought the prospect to your site obviously piqued their interest and resonated with them. By repurposing the specific ad content on the page, you may encourage them to stay on the site and drive engagement.

 

Leverage UTM parameters in your ads and email campaigns

Adding unique UTM parameters to the URLs of each ad and email campaign lets you know where your prospect came from and what content they viewed before arriving on your website.

 

Repurpose the content from your ad on the page

You can present the same content from the ad or email on the web page to create a consistent and tailored experience. Components from the ad you might repurpose on the page:

  • Hero image
  • Phrasing and keywords
  • Tone, intent, special offer
Example: MasterClass.com

In this example, a Facebook video ad features former World Chess Champion Garry Kasparov promoting a class on how to play chess. Clicking the ad opens the website to an image of Garry showcasing the chess class and the 50% off promo.

This is a much cleaner, tailored experience that focuses on my interest in chess, rather than the generic homepage that doesn’t even include the chess class.

Make the homepage a dynamic landing page

Imagine a world where every time a prospect landed on your homepage, they were presented with content tailored specifically to their traits and interests. Intellimize can automatically update pages to meet individuals based on who they are and where they are with you in the funnel.

 

Reflect on the kinds of info you have about your prospects

Tailoring a prospect’s experience starts with associating the visitors with some info that you already know or can learn. Intellimize can then modify the page to show your variations based on the criteria/attributes you’ve defined (e.g. by solution, industry, funnel position, or targeted audience).

Deanonymization services

B2B services, like Clearbit, KickFire, and Demandbase, generate business profiles for prospects that visit your site. Using reverse IP lookup, these services provide details about the visitor in the time it takes the webpage to load.

Data you already have (first and third-party data)

Take stock of the first-party data (i.e. insights you’ve learned/collected) and third-party data (i.e. info you’ve acquired from other companies) you have to leverage in customizing the prospect’s experience. Some examples may include:

  • CRM data – Leverage info that you’ve collected in your CRM (e.g. Salesforce) about your prospects to tailor their experience. For instance, the prospect’s industry, role, company name, competitors, and where they are in the funnel.
  • Lead generation services – Products like Marketo let you gather and keep track of key info for each of your known prospects. As additional info is learned, it helps paint a better picture of who this prospect is.
  • UTM parameters – UTM parameters placed in the URL allow you to track where incoming visitors came from. Typically, UTM parameters are often included in links within email campaigns and advertisements. These parameters can then be leveraged to identify/target specific audiences or prospects or maintain a consistent experience.
Your prospects’ behavior

You can learn a lot about who a prospect is by what they view and engage with because that’s what they’re interested in. How a prospect interacts with your site can be matched to different attributes (e.g. industry, role, funnel position).

  • Pages viewed – A common use case is to leverage different solutions pages for your offerings. If a prospect visits a given solutions page, it might define their industry, role, or interest. Alternatively, a prospect that views case studies from three different small businesses is likely a small business themselves.
  • Clicks – Depending on how your site is configured, you might have certain CTAs that can be monitored to give you a better sense of their funnel position or their industry, role, or interests. For instance, if your site has a Pricing Calculator widget and the prospect engaged with it, you’d know they’re lower in the funnel.
  • Repeat visitor – You can watch for how many times a prospect visits the site or a set of pages. Repeat visits often indicate a heightened interest.
Let the prospect tell you

Something to consider is simply asking the prospect more about themself. You could leverage chatbots to ask targeted questions or provide a floating widget, which can be dismissed, with similar types of engagement questions. You might even prompt them with an option that says “Personalize this page for me,” which can be acted upon.

 

Adjust your tone and messaging based on where the prospect is

Always keep the prospect’s journey with you in mind and try to meet them where they are. Think about how you might engage with them based on where they are at that moment, literally and figuratively.

  • Where is this prospect on their journey with me?
  • How can I address or treat them differently now at this stage of their path?
  • What’s worked in the past with prospects at this stage?

Where are they? Every website is unique, so you may have several different points of engagement to consider.

  • Where are they in the funnel?
  • How many times has this prospect visited the website? Or a specific page?
  • What brought them to your site? Email campaign? Paid ad? Targeted Ad? Webinar?

How do you meet them where they are? This depends on your business goals and what you know about them. The idea is to engage with the prospect with the appropriate tone and content based on the stage of their journey. Consider adjusting your tone and messaging based on:

  • Where they are in the funnel (i.e. how invested/ready to convert they are)
  • How many times they’ve visited the site (i.e. their interest level)
  • Repeated actions on the site (e.g. repeated clicking a solutions page or case study)
  • The path that led them to your site (e.g. targeted prospects may get VIP treatment)
  • Company size or employee headcount (i.e. smaller company might be looking for something different than a larger company)

 

Tailor your content based on who and where they are

Whether you’re learning about your prospect on the fly or you already know who this prospect is, leverage what you know to tailor their experience. Always consider how you can leverage your prospect’s data and behavior to enhance and personalize your content to fit them.

Aim to surface what’s relevant and important to them; hide or filter out what’s not. Make their journey with you feel like “it was meant to be” or a “happy coincidence that all the pieces fit together nicely.”

Tailor based on who the prospect is

Leverage your data sources to come up with a picture of who this prospect is. Consider personalizing verbiage based on:

  • Their industry, role, geolocation
    • Try variations that speak to their role (e.g. “UX designers, like yourself…”).
    • Try location-sensitive verbiage if it adds value (e.g. if you sell software, the weather is irrelevant, but for HVAC services the weather is very relevant).
  • The size of their company (i.e. enterprise vs small business)
    • Enterprises may be receptive to just the facts and a professional tone.
    • Small businesses may be receptive to personalized touches with a warm tone.
      Both may share the same preference. Try variations with each to find out.
  • Their behavior (e.g. viewing a solutions page, case study, particular blog, etc.)
Illustrative example: ServiceTitan

ServiceTitan caters to several trade industries. In the image below, their HVAC solutions page could be leveraged to bring the homepage to life as a dynamic landing page whenever Intellimizes recognizes a prospect is in the HVAC industry.

Variations could pull from ideas on this page or similar HVAC themes.

Tailor based on their user journey

Think about how you’d talk to the person if you were talking to them in real life. Often your tone and what you say will change based on how many times you’ve met the person and what their perceived interest level is.

For instance, you wouldn’t just jump into your first conversion with someone acting like you’ve been best friends for years. It’d sound fake and you’d instantly lose some trust.

Similarly, consider crafting variations with a variety of messages and tones for each stage of the funnel and repeat visitors.

  • Funnel position: Adjusts the tone of your verbiage as the prospect’s interest level increases (e.g. neutral at first, leading to more direct “buy now” tones as they move down the funnel).
  • Repeat visitor: Similarly, consider welcoming back returning prospects and transitioning to more engaging tones, while showing them lower funnel CTAs.
Illustrative example: Sumo logic

For upper-funnel prospects, your variations might promote discovery, highlight case studies, and cater to prospects that want to research more. While the following example has a “Start free trial” CTA, the focus is on exploration and learning.

For lower-funnel prospects, you might have variations that show something more concrete, pushing them towards your solution/trial/demo. The following example is more specifically tailored and has three CTAs to try the product, focusing more on engagement, before presenting a case study.
Tailor based on their geolocation

If you have different offerings or messaging that you want to present to prospects based on their region, you could create variations that leverage their geolocation to do this.

Illustrative example: Snowflake demos schedule

Snowflake lets you register for live demos by region (Americas, APAC, and EMEA). You could use the prospect’s geolocation to preselect their region or only show demos for their region (i.e. hide demos for other regions).