In a world where users are constantly visiting websites and using apps, it can be difficult to make your website really stand out. By tailoring landing pages exactly to the user's needs, you increase the likelihood of a conversion. But how do you make sure you provide a tailored experience for each user of your website? You do this through personalization. In this blog you will learn more about personalization and how HubSpot helps you to create a customized user experience.
Personalizing content for the ultimate user experience
Personalizing content plays an important role in retaining and acquiring customers. After all, personalization creates trust and ensures that you are relevant to the user. This often results in higher conversion rates.
In practice, you see this for instance when you have bought clothes online and return to the same website where you made your purchase. The offer on the homepage can then be adjusted with personalization based on previous purchases, to more effectively entice the user to make a new purchase.
Even if a user is not yet a customer, it is for example possible to optimize written-content and Call-to-Actions (CTAs). This ensures that the user is optimally served, taking into account the stage of the buying process they are in.
At the same time, personalization can also increase trust by using known data to address a user personally. For instance, personalization allows you to automatically start a marketing email by addressing someone by their first name, because the first name is already known in the CRM.
Data on customers and leads in the HubSpot CRM
The HubSpot CRM contains all kinds of relevant customer data that you can use to optimally personalize a user's experience on your website. You can for example find exactly what a lead or customer's details are in the CRM and what contact moments there have been. For example, you can see which marketing emails a customer has received and which emails this customer has or has not opened.
One other cool thing you can see is whether a lead has specifically downloaded a content piece via a social media ad, a blog post and/or an email. All this data stored can be used to create a custom user experience. And more importantly: improve conversions!
A personalized website with the CMS Hub
Do you use CMS Hub alongside the HubSpot CRM? Then it's even easier to use data from the CRM to provide a custom experience.
This is because HubSpot offers the ability to use 'personalization tokens' to show personalized content to contacts based on the properties you have documented in your CRM. You use these tokens to personalize your website pages and landing pages within CMS Hub, but you can also use them to optimize your HubSpot emails.
You can easily personalize a landing page or website page within CMS Hub by performing the following steps:
- Step 1: Navigate to the page you want to personalize.
For landing pages, navigate to Marketing > Landing pages in your HubSpot account. For website pages, navigate to Marketing > Website > Website pages. - Step 2: Open the editor and open a rich text module (rich text module).
- Step 3: Place the mouse cursor on the location where you want to insert a personalization token and click on "personalize" within the drop-down menu.
- Step 4: Then click on "Token" and add your desired token along with a default value for the token. Complete the action by clicking on "Insert".
Get started personalizing landing pages with HubSpot!
Wondering how HubSpot CRM and CMS Hub can help you give your website visitors a great experience? Then schedule a free HubSpot demo that will be tailored entirely to your needs.
