How to build a personalized conversion funnel for your website

Intro

In this short guide, you’ll discover why the next generation of marketers are using personalized conversion funnels to turn their websites into a marketing channel for generating leads and customers throughout their funnel.

Call-To-Action crafted by the team at CreateTheBridge.com

For starters, unless you’ve been living under rock, it’s pretty obvious marketing online has changed.

And so has the way your leads interact with businesses they buy from. That’s why, it’s vitally important that you keep up with the changes.

In the past, you could get away with publishing a few pages to the web and calling it “your funnel”. Or having a website with basic newsletter subscribe forms as your way to generate leads.

Let’s face it, your leads don’t like being forced into a one-size-fits-all sales process. They want information that's relevant and personalized for them, and they want it as fast as possible.

That’s why now, more than ever, it’s important that your website act as a personalized guide for your visitors.

Your website needs to:
‍
1. Learn who people are and guide them (segment)
2. Collect their contact info for personalized follow up (capture)
3. Deliver the perfect offer for them to purchase (close)
4. Help them when they return to increase retention & upsells (grow)

Ready? Great, let’s dive in!

Debunking an age-old belief

First of all, let’s debunk the age-old belief that asking all new visitors for their email is the best “first action” they should take on your website.

It’s not.

And we’ve got the numbers to prove it.

Generally speaking, based on studies by thebalance.com, sumo.com, and mequoda.com, an average conversion rate for email submissions on a website can be anything from 0.1% to 5%.

From what we’ve seen, by giving visitors the ability to segment themselves and guide themselves to the content and/or offers most relevant to them, marketers have been able to achieve conversion rates ranging between 26% and 58%. And these rates are based on the first action visitors take when they land on the marketers’ websites.

By letting visitors guide themselves to the right lead magnets and content, smart marketers are driving more of the right people to their offers, which results in higher conversion rates, and more leads.

Call-To-Action crafted by the team at MindshareSummit.com

Let’s take a look at the call-to-action template for segmentation that is generating between 26% to 58% conversion rates for these marketers.

CONVERSION FUNNEL STEP

1. Segment

Visitor type:

New visitor who is not in CRM, and has yet to discover what the value your solution provides

Your Goal:

Segment them based on who they are and what problems they need solved.

Your Visitor’s Goal:

Find the information they need to qualify or disqualify your website

Tip:

Guide your visitors to the content or page that’s most relevant to them based on who they are, what problem they are trying to solve, and where they are in the sales funnel

Recommended CTA Types:

Segmentation Hook

Use Template For Free →

Recommended Targeting Conditions:

Target visitors on pages they landed on that don’t indicate who they are and what stage of the funnel they’re at

Examples conditions include:

If page is “website.com”
If page is “website.com/blog”

Once your visitors have been driven to the pages, content or products that are most relevant to them, you have a great opportunity to capture their contact information, and generate a high-quality lead with a relevant offer and/or lead magnet.

You can do this through the forms embedded in your landing pages, or if people have visited content, or another page on your site, you could capture their email using engaging calls-to-action that are relevant to the content they’ve been reading. A CTA that gives them access to the right lead magnet, premium content or the next step in your funnel.

Call-To-Action crafted by the team at LEADintern.com

Let's take a look at when and why you would want to engage visitors with a lead capture call-to-action…

CONVERSION FUNNEL STEP

2. Capture

Visitor type:

Visitor that has visited more than 1 page or landed on a specific page from an organic traffic source (not in CRM)

Your Goal:

Generate a lead (aka email collection)

Your Visitor’s Goal:

Find the information they need to qualify or disqualify your website (and justify paying more attention)

Tip:

Give your visitors a way to get more detailed content relevant to the content they’ve read on your site, current page they’re on, or that’s relevant to them based on how they’ve segmented themselves via your segmentation CTA

Recommended CTA Types:

Email capture hook
Email capture overlay
Email capture embedded CTAs

Use Template For Free →

Recommended Targeting Conditions:

Target visitors on pages they landed on that do indicate who they are, what they’re interested in, and what stage of the funnel they’re at

Examples conditions include:

If page is “website.com/customer-story”
If page is “website.com/blog/post”
If page is “website.com/services/service”

Now, check this out. Here’s the primary way savvy marketers are currently reaping the most benefits from website personalization.

Instead of showing returning leads the same email capture forms every time they visit a website, with ConvertFlow, marketers can show leads targeted calls-to-action based on who these leads are, their visitor history, as well as data that has already been collected on them in the marketer's email marketing apps.

Call-To-Action crafted by the team at ActOnThis.Tv

This means that instead of using a one-size-fits-all marketing funnel, you can now start engaging all leads who have subscribed to your list, or downloaded premium content with personalized calls-to-action that automatically guide them to take the next step, which is in this case, would be making a buying decision.

For example, with these calls-to-action, you can direct visitors to product pages, order pages, to request a sales call, check out special offers, etc.

Here’s an example of a call-to-action template for this step in the funnel.

CONVERSION FUNNEL STEP

3. Close

Visitor type:

Returning leads or leads that progressed through the sales funnel on your site (Contact data is in CRM)

Your Goal:

Acquire a customer

Your Visitor’s Goal:

Learn more about your solution and find the information or get the experience they need to make a buying decision

Tip:

Give these leads a way to get the information or experience they need to take the next step, whether that’s registering for a webinar, a 1-on-1 demo, customer stories, a special offer, or directing to them to a purchase page

Recommended CTA Types:

Hook
Overlay
Embedded CTA

Use Template For Free →

Recommended Targeting Conditions:

Target leads on pages they land on that indicate what they’re interested in

Examples conditions include:

If visitor has tag “lead”
If page is “website.com/customer-story"
If page is “website.com/services/service”
If page is “website.com/features/feature”
If page is “website.com/blog/post”
If page is “website.com/pricing”

Lastly, we all know that marketing doesn’t end after we’ve acquired a new customer. It only shifts to focusing on growing the value of each customer through repeat purchases, retention, upsells and cross-sells.

According to a study by Adobe, repeat customers are responsible for generating 40% of a online store’s revenue.

Just imagine how much extra revenue you could generate by being able to engage existing customers who visit your website with relevant offers, services and products.

Now you can. With ConvertFlow, you can engage each customer coming to your website based on the data you have already gathered on them in your email marketing app, and other business tools.

Here’s an example of a call-to-action for this scenario.

CONVERSION FUNNEL STEP

4. Grow

Visitor type:

Customers who visit your website (Contact data is in your CRM)

Your Goal:

Increase customer value via upsells, repeat purchases, and cross-sells

Your Visitor’s Goal:

Learn more from your company, and how they can receive additional value from your solution

Tip:

Educate these customers, and show them how relevant products and services you offer can help them get more value from your solution

Recommended CTA Types:

Hook
Overlay
Embedded CTA

Use Template For Free →

Recommended Targeting Conditions:

Target visitors on any page they land on that indicates what they're interested in during that visit to your website

Examples conditions include:

If visitor has tag “customer”
If page is “website.com”
If page is “website.com/blog”
If page is “website.com/customer-story"
If page is “website.com/services/service”
If page is “website.com/features/feature”
If page is “website.com/blog/post”
If page is “website.com/pricing”

As you can see, using personalized conversion funnels is one of the best ways to deliver a personalized experience for your visitors, that generates leads and customers for you automatically.

By using the templates above, you can join the next generation of marketers who are personalizing their websites, and creating highly-effective conversion that engage new visitors and customers with the right calls-to-action, at the right time.