We live and breathe websites here at Insightera. After all, we personalize them for B2B companies. So when we sought out to do an entire overhaul of our website, personalization was always on our mind. Last week, I went through the 5 key steps to a website redesign. Today, I want to review and revamp those five steps to explain how personalization played a factor in our redesign process.
1. Think BIG (personalized) Picture!
When you focus on the big picture (your product, target market, customer journey), there are so many different directions that you can steer your website redesign. During our market research, we kept in mind that personalization was always an option. When there was a fork in the road where various features needed highlighted to different demographics, boom, the personalization solution. Because of this, we alleviated the pressure to choose general messaging from the onset. Our message could be tailored based on our visitors and we could skip the tedious debate about who is our target market while doing website optimization.
2. Navigation and Sitemap
Navigation is always a key step in the redesign process, one that lays the foundation for the execution of your new site. While generally, navigation isn’t thought of as something to personalize, we really wanted to include a call to action in the navigation that we could both A/B test as well as personalize. We included a “Request Demo” CTA that changes based on the visitor on site. Have a target CTA for any segment? Done.
3. Product Storytelling: Content and Graphics, Personalized
While deciding on how to tell the story of our product, through both content and graphics, we knew there were several places on our site that we wanted to make dynamic. For example, the structure of the site is very fluid and conducive to changing, personalized content. Want to present a case study or a specific feature? The structure allows each section of the website to allow for changes without affecting the general flow of the website.
4. Personalized Calls-to-Action
Personalized Calls-to-Action are the crux of personalization. Whatever the message, being able to dynamically change calls-to-action on the fly has completely changed the way we look at our customer journey. Because we knew that we could personalize each of our CTAs throughout the website, it was more about placement of CTAs, rather than the specific message on that page. We could think about the varying customer journeys that our prospects were taking, without thinking generally by clumping all of our visitors together.
5. Testing 1, 2, 3…
In a previous post on homepage design, I spoke about how the website redesign process is a continual evolution. Because it always is. So when it comes to testing out our content and graphics, we make it our business to test continually, not just in the initial redesign stage. Thankfully, Insightera not only has A/B testing capabilities, but also has Auto-Tune, which will automatically select the best performing campaign to show on site.
As you can see, personalization definitely impacted our redesign process. It allowed us to think more big-picture, rather than focusing on one specific target segment while doing the website overhaul.