Here at VROOM, we are a big fan of Learn Inbound so couldn’t pass up the opportunity to head to another one of their events in The Academy.
Speaking at this event were Cara Harshman (Optimizely), Angie Schottmuller & Kieran Flanagan (VP of Marketing at HubSpot). In other of appearance, their topics included “Demystifying Website Personalisation”, “Growth Marketing” & “Creating Predictable growth”.
Here are the key takeaways from the night:
1. There is no ‘one-size-fits-all’ approach when it comes to websites
It’s hard to cater for everyone when you build a website. People who visit your site are often in different stages of the buying process. Looking at the new versus returning users in your Google Analytics account lets you see what type of customers are coming to your site. It is, therefore, important that each user gets a different experience when they come to the site. For example, content has to be catered for both users. Although personalisation in a B2B context hasn’t quite caught up with what B2C companies are doing, it is still important.
2. Personalisation increases conversions
This was the result of various tests carried out by Optimizely on brands including Brooks Running. According to BillPro, businesses who engage in personalisation record a 19% increase in sales. That was really interesting to VROOM as we have been running campaigns for a couple of months helping a retailer sell this very brand of specialist Running Shoes!
Personalisation engages people and keeps them interested, thus more likely making them convert compared with a generic website.
3. Unique content for each user
In order to provide a truly personalised experience for website visitors, content on that website must be unique for different users. New customers should have content tailored to suit their needs, while returning customers should be shown different content. This is due to new customers may be asking very simple questions about a product/service, while returning customers may be asking more advanced questions.
4. Don’t personalise just because you can
Companies shouldn’t personalise their websites just because they can, they should only do it if it brings value for the user. Personalising your website otherwise may be considered creepy.
5. Never bring an opinion to a data fight
The HiPPO’s (highest-paid person’s) opinion will always win, unless of course there is data. Just because one company has done something and it worked for them, doesn’t mean you have to do it. Data is always key when making decisions.
6. Let your customers achieve their goals
“In order to achieve your goals you must first let your customers achieve theirs” (Schottmuller, 2017).
7. Save YourSelf Time Energy and Money (SYSTEM)
It’s important to have a system in place for your business. Having a system means that everything works as it should, thus saving you time, energy and money. Having a bad system, or no system at all, in place can lead to stress. This all leads to wasted time and energy, as well as more money being spent and may result in an underperforming company.
8. Content needs context
Although content is king, it also needs context. Content has to be created for the end user, not solely for your benefit. Create valuable and relevant content as the context in which a consumer experiences your content for the first time matters. Write what you expect your customer to see when they are on your website. Content heavily centred around products sounds very promotional and doesn’t hold real value.
9. Bots are more effective than email
Powered by AI (Artificial Intelligence), bots are now changing the way that brands do business with their customers. Bots may now be more effective in converting users than email. Afterall, many of us use social media more frequently than we use email. It’s a fact that more than ⅓ of customers would prefer to turn to social media or a brand’s website for support rather than sending an email.
10. Creating predictable growth
There are 2 things to look out for if you want to create predictable growth:
a) Product-channel fit
For HubSpot, Google was the channel they chose to market their product. Using Google enabled them to inform ‘passive’ users about their product, while the HubSpot website targeted users in the ‘buying’ mode
b) Optimising for the value you create
Once your customer is onboard, you need to keep optimising to ensure your product creates value.You need to ask them why are signing up for your product or ask the sales team if they have any issues or any common points of friction.
We found these key insights very interesting. Although we may not use all of them directly here at VROOM, it definitely gave us some food for thought. Already looking forward to the next Learn Inbound in November at the Mansion House where we will be greeted by a full day of speakers.