How to Create Personalized Web Experience With Marketo Engage

On average, businesses who personalize their web experiences see a 19% boost in their sales⁽ⁱ⁾.

Nowadays, having an SEO-optimized website isn’t the ‘be-all and end-all’ for engaging and converting users. You need to make a real connection with each visitor, guiding them through their journey, and helping them make their decisions.

That’s where website personalization comes in! Instead of dishing out a one-size-fits-all experience, it creates unique, personalized journeys for each customer.

For instance, when you start a documentary binge on Netflix, it serves a curated selection of series and movies tailored to your tastes by analyzing your viewing history.

This is web personalization at its finest! It keeps the users engaged, providing relevant recommendations, and boosting conversions.

And, if you’re using Adobe Marketo Engage as your marketing automation platform, you are all equipped to supercharge your website’s personalization game.

Marketo Engage helps you to create custom content for every visitor, even those in the shadows. Its personalization features assist you in creating web experiences that speak to your audience, engaging them with content that hits home.

In this blog post, we’ll dive deep into the personalization features Marketo Engage brings to the table, driving more traffic and boosting conversions. So, let’s get started!

Importance of Website Personalization: A Statistical Overview With Examples

89% of marketers see a positive ROI when they use personalization⁽ⁱⁱ⁾.

Web personalization uses data to deliver personalized content, recommendations, and offers to individual users. It makes visitors feel more positive about your brand, increasing the chances of turning them into customers and boosting your sales.

Let’s look at the advantages of web personalization through some statistics and examples.

Improves User Engagement

80% of customers are more likely to make a purchase when brands offer personalized experiences⁽ⁱⁱⁱ⁾.

For instance, HubSpot Academy, an online learning platform, tailors recommendations for users based on their completed courses, suggesting similar or advanced ones to enhance their skills.

Enhances Customer Satisfaction

91% of customers are more likely to engage with brands that recognize, remember, and provide relevant recommendations. Moreover, businesses that effectively execute these strategies can expect a six times increase in their customer satisfaction rates^(iv).

For instance, Amazon uses browsing & purchasing data to recommend other products that might interest you.

Boosts Conversion Rates

63% of businesses saw an increase in their conversion rates by implementing personalization^(v).

For instance, AirBnB makes choosing your next vacation easy by recommending nearby experiences based on your geolocation.

Fosters Customer Loyalty

49% of consumers have purchased a product they did not initially intend to buy due to personalized recommendations^(vi).

For instance, Starbucks offers personalized rewards and recommendations based on a user’s purchase history. This not only encourages repeat visits but also fosters a strong sense of loyalty among coffee enthusiasts.

For instance, Microsoft is the global leader in brand loyalty, with 76% of households owning Microsoft devices^(vii). Their loyalty program rewards businesses for activities like Bing searches, Microsoft Store shopping, quizzes, surveys, and referrals.

If you’re looking to get started with website personalization and differentiate your brand from competitors, Marketo Engage can be an ideal choice.

Marketo Engage empowers you to harness the power of web personalization to generate more leads, increase customer engagement, and enhance sales revenue.

Let’s take a look at how Marketo Engage can help you personalize your website and drive more conversions.

Creating Personalized Web Experiences With Marketo Engage

Marketo Engage offers a comprehensive set of features and tools, including AI technologies, testing tools, and automation solutions, enabling you to scale your website personalization effectively.

With Marketo Engage, you can deliver customer experiences that are not only personalized but also highly precise.

Here’s how Marketo Engage’s robust features can help you create personalized web experiences.

Visitor Tracking and Profiling

Marketo Engage tracks and records visitor interactions on your website, including pages viewed, downloads, and form submissions. It then compiles this data into detailed visitor profiles.

These profiles provide insights into individual visitor preferences and behaviors. This data is invaluable for tailoring web content and experiences. For example, if a visitor frequently views blog posts about a specific topic, you can use this information to suggest related articles or offer personalized recommendations.

Segmentation

Marketo Engage allows you to segment your audience based on various criteria, such as demographics, behavior, location, and lead score.

Segmentation enables you to deliver content that resonates with specific groups. For instance, if you have an e-commerce site, you can create segments for “Frequent Shoppers,” “New Visitors,” and “Inactive Users.” Each segment can receive content and product recommendations tailored to their interests and behavior. You can also segment the audience based on their geographic locations.

Dynamic Content

Marketo Engage enables you to create dynamic content blocks that change based on visitor attributes or behavior.

Dynamic content ensures that visitors see relevant information. For instance, let’s say you want to personalize your website’s homepage banner for first-time visitors. Consider displaying a welcome banner that introduces them to your website and offers a special discount on their first purchase. You can customize CTAs encouraging them to explore key features, watch an introductory video, or download a whitepaper that introduces them to the benefits of your software.

This personalization technique enhances engagement and encourages conversions.

Custom Data Events

This method allows you to send custom events for tracking and real-time personalization. You can use it to send data from other sources or create your own event based on what visitors do. Each time a custom event happens, it’s only counted once during a visitor’s session.

User Context

Marketo Engage’s JavaScript API, User Context, simplifies advanced web personalization by providing access to user and visitor data across multiple sessions. This data, based on historical user behavior, allows for powerful personalization. Additionally, the API offers custom variables for sending important data and events to the RTP backend, enabling advanced segmentation and personalization.

Analytics and Reporting

Marketo Engage provides detailed analytics on the performance of your web personalization efforts.

These analytics help you measure the impact of personalization, identify areas for improvement, and make data-driven decisions to optimize your web content and experiences continuously.

Conclusion

89% of businesses are actively investing in personalization^(viii).

It’s evident that website personalization is on the rise, gaining increasing importance in the quest to create unique and tailored experiences for users.

With Marketo Engage at your disposal, you have the power to harness this trend and take your website to the next level of personalization.

With triggers and filters in Marketo Engage, you can automatically customize lead- and account-based experiences by delivering the most relevant content to buyers.

Moreover, by leveraging firmographic, behavioral, and geographic data, you can adapt web experiences to engage buyers with content that truly matters to them.

Lastly, the inclusion of built-in A/B testing and other performance metrics ensures that you can quickly optimize your users’ web experiences with the best-performing content.

Ready to Boost Your Conversions With Web Personalization? Talk to Us!

Statistics References:

⁽ⁱ⁾ Instapage
⁽ⁱⁱ⁾ SlideShare
⁽ⁱⁱⁱ⁾ Threekit
^(iv) Coniq
^(v) Statista
^(vi) Automat
^(vii) IT World Canada
^(viii) ASAPP