Personalized Web Content Services for Your Site

MarketingCloudFX can collect data on each site visitor’s demographics, referring site, and previous on-site behavior. It can also track actions in real time, then respond with content that is tailored to be as relevant as possible.

Unlike most personalization services, MarketingCloudFX also allows you to customize your site content based on firmographic data. This means that you can automatically provide the most relevant products and packages to a visitor based on their company’s size, revenue, and location.

Once you have defined your list, you will use MarketingCloudFX’s unique website personalization tools to create different sets of content to display on different landing, squeeze, or resource pages. When a visitor from one of your targeted companies lands on your website, the software will dynamically adjust the content displayed to match your preferences.

For example, a construction company could create two separate versions of its homepage using MarketingCloudFX to target those who would desire its residential services instead of its commercial ones:

With all of the information available to you, the opportunities for personalization are virtually endless. In order to boost your site’s engagement and conversions, we recommend customizing the following elements:

Greetings

By giving your visitors a personalized experience from the second they arrive on your site, you can immediately start helping them find the information they need. Greet first-time visitors with an overview of your site, and returning visitors with links to the products they previously viewed.

Calls to action

Different calls to action are necessary at different stages in the buying process. First-time visitors might be scared off by overt, “Buy now!” messages, while potential customers who have been considering your products for a while probably won’t be motivated to click on a, “Learn more” button.

With timely calls to action, you can speak to visitors based on how long they’ve been familiar with your site, what actions they’ve previously taken, and real time behavior. These targeted messages are much more compelling than generic statements meant to appeal to all visitors.

Special offers

All customers like receiving incentives, but not all customers like the same incentives. By offering customized coupons, discounts, and pricing packages, you can increase the chances that each visitor sees a promotion that is appealing to them.

Suggested content

After reading all of the content on any given page, your site visitors have two options — go to another page, or leave your site entirely. If you don’t provide them with an easy way to get to relevant articles, product pages, or further steps, they’re likely to do the latter.

With MarketingCloudFX, you can use a combination of data points to ensure that each visitor is shown targeted, relevant content. This will increase the time they spend on your site, as well as their chances of eventually becoming a customer.