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Make the homepage a dynamic landing page

Apr 30, 2021

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).

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