For most digital campaigns, the first engagement goal is to earn a “click.” Whether this action is motivated by a banner ad, social media post, or search result, enterprises spend a lot of time thinking about how to “increase click-through” and “drive qualified web traffic.” But what happens when the prospect navigates to your website? Clicks often direct prospects to static and generic informational pages, such as a homepage or product landing page.
In my experience, when Enterprises focus primarily on driving clicks they often miss the mark. The primary focus for Marketing teams should be to serve the most relevant content possible to those who visit their website(s). Creating engaging landing pages that are relevant to the visitor will ultimately make the biggest difference in both conversion rate and lead quality.
When I talk about an “engaging landing page,” I am not referring to one-size-fits-all content paired with catchy calls to action. Ideally, you should show your visitor information that matters to them based on their needs, role, and stage in the funnel. This will get you more than just someone’s contact information — it will also clarify their stage in the buyer journey.
For this reason, a dynamic website is one of the best way to maximize the value of your click-throughs. Not everyone navigates to your website from the same place or for the same reason, so why would you serve them the same content?
Where can dynamic content make the biggest impact in your digital strategy?
When I bring up the concept of personalized websites or web pages, people can be wary. They might imagine “personalization” means an invasive experience — for example, a new visitor’s name at the top of a page or content recommendations that reference past behavior from a partner website. The reality is that most well-executed personalization is far more subtle and effective than these examples.
Here are a few examples of how dynamic websites and landing pages can be used to amplify B2B websites:
- Geographically relevant content: There are many ways to utilize a landing page with location-specific content to amplify your campaigns. If the availability of your products and services differs in different regions, a personalized website will allow you to automatically showcase the items that are available in the visitor’s area. Or, if your call to action involves contacting a local office, you can feature the visitor’s nearest location on the landing page so they don’t have to seek it out themselves. For Enterprises operating in multiple states and countries, this functionality can be highly beneficial both for improving conversions and qualifying leads.
- Recommendations based on past content consumption: If you drop a cookie on a prospect’s first visit to your website, you will be able to track what content they consume. On their next visit, any blogrolls and feature articles on a dynamic website can align with content the visitor previously read. Offering custom curated content to visitors can decrease bounce rate and speed up a prospect’s journey through the funnel.
- Content that aligns with a prospect’s role: By leveraging cookie lookup and profile data, your marketing automation system can often learn information about the prospect visiting your B2B website, including their department, responsibilities, and seniority. This can help you to serve up content that aligns with their priorities; for example, you can show more pages with specific specs and technical details to visitors from IT, while you can offer information about high-level business benefits to C-suite browsers. You can also align messages for different people in the same organization by tracking their IP address, increasing the likelihood of your product or service being considered in a group buying decision.
- Coordinating the website experience with retention campaigns: The more you know about someone, the more personalized you can make their experience. As a result, past customers are often great candidates for up-selling, retention, and future nurture campaigns using dynamic content. You can use personalization to recommend products adjacent a customer’s past purchases, to better align your landing pages with nurture streams, or to make it easier for these visitors to navigate pages of interest based on past behavior. B2B companies dependent on word-of-mouth marketing or return customers can use dynamic content to amplify their customer experience, much like personalized email marketing streams or offers.
The effectiveness of well-executed personalization cannot be understated, especially in large enterprises with many difference verticals, regions, and customer personas. Providing the most relevant possible messaging, links, and conversion opportunities for a particular visitor can make a huge difference in engagement. In other words, a dynamic website can help you turn clicks into bottom line results.
Understanding the “right” and “wrong” way to use dynamic content
Dynamic content isn’t always a winning solution for brands, especially if it is used without a carefully considered strategy. There is some merit to concerns that personalization can be “creepy.” Poorly executed dynamic content can certainly feel invasive — or, worse, limit a visitor’s ability to properly navigate your website by only showing them certain pages.
Dynamic content should not be at the center of your website experience, nor should you force it onto pages where it might not make sense (such as informational product pages). Instead, dynamic content should be utilized in a way that creates continuity for the visitor, contributing to a seamless user experience as they jump between ads, emails, and pages.
Companies who wish to use a dynamic website should test this functionality by including it in various “experiences,” such as changing a search landing page depending on visitor location or customizing an experience from an email nurture click-through. Dynamic content is typically used when communicating with your known audience, so using it to subtly customize re-targeting and nurture campaigns is the best way to get started. Additionally, having a clear process for both testing and measuring the effectiveness of your dynamic content will help you to build a strategy that makes the most of this exciting technology.