Personalization
Show each visitor and subscriber the message, offer and call to action that fits who they are and where they are in the journey.
Personalization changes parts of your website and emails based on who is looking. That can mean a different headline for each persona, a different offer for leads versus customers, or a different call to action depending on lifecycle stage.
It starts with your data. Personalization only works on fields that are filled in, so the first step is checking how many contacts have a persona and lifecycle stage set. From there you pick three to five high-impact spots, like the homepage hero, key landing pages, email calls to action and the chat greeting, and write versions for each group using your persona messaging.
Every spot keeps a strong default version for anyone who doesn't match a rule. Each rule gets tested with test contacts before it goes live, and results are tracked by version in your reporting so you can see what's working.
Signs you need this
- Every visitor sees the same homepage, whether it's their first visit or they've been a customer for years
- Customers keep getting "book a demo" buttons
- One persona converts well and the others barely convert
- Your emails sound like they were written for everyone, so they land with no one
- You've filled in persona and lifecycle stage on your contacts but aren't using them
End results
- A data coverage check for persona and lifecycle stage
- A personalization map showing which pages and emails change, for whom, what changes and the default version
- Smart content live in three to five spots
- Every rule tested with test contacts
- Reporting set up to track results by version
Common questions
What should I personalize first?
Start with spots that get a lot of traffic and have a clear next step, like your homepage hero and main call to action. Showing customers a customer offer instead of a sales pitch is usually the quickest win.
What if most of my contacts don't have a persona set?
Fix the data first. Add persona questions to forms or set it from other fields. Otherwise most people will only see the default version.
How many versions should I make?
Keep it small. Two or three versions per spot plus a default is plenty to start, and each version is something someone has to keep updated.
Can I personalize without HubSpot?
Yes. Many website platforms have personalization features or plugins. If your site can't do it, start with dynamic content in your emails.
Will personalization feel creepy to visitors?
Not when it's done well. Change the message and offer to fit their needs, and avoid calling out personal details they didn't expect you to know.
