What is Website Personalization?
Website personalization in B2B (Business-to-Business) industry refers to customizing a website’s content, design, and user experience to meet the specific needs and preferences of individual B2B visitors.
Ways to Personalize a B2B Website
-
Custom Content & Custom Search
Personalizing a website experience can be started by providing customized content according to the past website interaction, and search history of the user. Different personalized content recommendations can be used to address the audience in different customer journeys.
Website personalization can be also done through custom search. The custom search involves providing advanced filtering options, collecting behavioral analytics, and tailoring search results for returning visitors and first-time visitors.
-
CTAs
Personalized CTAs are a simple yet effective way of personalizing a website. Customize the CTA by considering the visitor’s stage in the buying journey. By presenting a CTA that aligns with their specific needs.
Examples of some of the CTAs: “Schedule a demo”, “Book your appointment”, “Subscribe to niche-specific newsletter”, “Access this eBook for free”
-
Targeted Product Recommendation
B2B websites can use personalized recommendations of products and services by considering the past behavior and search history of the visitor.
Targeted product recommendations include suggesting complementary products, upgrades, services, free demos, new discounted product alerts, etc. based on their interests and specific needs.
-
Account Based Marketing
Account-based marketing refers to identifying and segmenting key accounts or targeting companies that align with the sales goals of b2b companies.
By identifying target accounts, businesses can customize content addressing challenges and pain points, customize landing pages and specific product web pages, as per the interests and needs of targeted accounts
Also read: The Role of Account Based Marketing in B2B Lead Generation
-
Localization and Language Preferences
If B2B websites are serving a global audience, then the businesses will have various opportunities for personalizing a website.
B2B websites can use location-based history and recommend regional products. Change language preferences, localized content, etc.
-
Personalized Landing pages & Logos
Businesses can create personalized landing pages according to the different buyer personas after effective visitor-segmentation based on their preferences.
If B2B businesses are catering to global audience, they can personalize the website experience by designing different logos for each location that represents a geographical area or the country. This builds a personal connection between the brand and the audience.
Benefits of Personalizing a B2B Website
-
Enhanced User Experience and Customer Satisfaction
Customers are aware of what they need and that is the reason they do not engage with brands that provide generalized information.
Personalizing the website content, layout, navigation, and CTAs based on individual visitors will greatly enhance the overall user experience and when a customer feels interacting with the brand is easy and seamless, it leads to customer satisfaction.
-
Shorter Sales Cycle
Personalizing a B2B website means providing necessary and tailored information to the visitors instead of confusing them with generalized information. Providing tailored data to the visitors to make their purchasing journey easy as they have access to the information that aligns with their specific needs.
B2B website personalization understands the expectations and needs of the potential customer and provides hyper-relevant content, recommendations, and product details before they ask. Hence, personalizing a B2B website not only contributes to customer satisfaction but also shortens the sales cycle.
-
Increased Cross-selling & Up-selling Opportunities
B2B website personalization is a powerful strategy to increase cross-sell and upsell opportunities for businesses. Businesses can use visitor’s data such as past purchases, history, needs, and challenges and display customized offers, recommendations, and discounts of new relevant products/services to the visitors
This targeted approach of B2B website personalization leads businesses to increased revenue per customer and overall growth.
-
Fosters Customer Loyalty and Long-term Relationships
When a brand provides customers with whatever they need, addresses their particular challenges and pain points, and provides effective solutions to them, then customers remain associated with the brand for much longer.
B2B website personalization delivers targeted content, support, and resources leading to customer loyalty, strengthening customer relationships for the long term.
-
Increased Lead Conversions and ROI
B2B customers often possess unique needs than B2C customers. It is a lot about the technology used, budget, addressing the pain points of customer businesses, providing a unique approach to their pain points, etc.
B2B website personalization is an effective strategy to convert a potential customer into a lead. A personalized B2B website caters to the unique needs of customers leading to increased sales and conversions.
Conclusion
Earlier B2B website personalization was a cost-bearing solution to businesses but with the advancement of technology, there are several tools available today that cater to various parameters of website personalization.
In the future, B2B businesses will have enormous opportunities to cater to various B2B website personalization needs in real-time, and a B2B customer will expect real-time and quick website personalization.