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February 19, 2021
- Yes, this is possible for leads.
- No, this is not something you can personalize.
- Yes, but only if the lead has visited your website “recently” (past 3 months).
- Yes, when the recent conversion was in an email.
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February 19, 2021
- The segment that you are targeting.
- The highest-valued persona.
- Search engines.
- First time visitors.
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February 19, 2021
- Personalization is important for our larger contextual marketing strategy because it allows us to focus on an individual.
- By using personalization, we won’t have to create any new content because the user will always see fresh information.
- Personalization is important for our SEO strategy because it will help our content rank higher in search engine results.
- If we use personalization, we’ll save money on paid advertising.
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February 19, 2021
- Don’t hint at or imply that there is a right or wrong answer
- Coach your users during testing so that they get to the right end goal.
- Use a script to ensure that your questions stay the same.
- Record all tests so that you don’t have to rely on memory.
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February 19, 2021
- Employees only. They understand your content so you won’t have to waste time explaining the content during the usability test.
- Customers only. If you know what they like, you can make the best experience for everyone.
- Non-customers that have visited your website before. This user segment is the most important since they are near the end of their buyer’s journey.
- Both customers and noncustomers. A mix of the two emulates your current website traffic to make a good usability test.
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February 19, 2021
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February 19, 2021
- Visitor
- Lead
- Marketing Qualified Lead
- Sales Qualified Lead
- Customer
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February 19, 2021
- Map out the CTA conversion path for all CTAs on the homepage.
- Determine her method for segmenting the homepage visitors.
- Decide what type of smart content (CTA, form, or text) to add to the homepage.
- Draft the content to be shown to “Copywriter Charles.”
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February 19, 2021
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February 19, 2021
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