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Everything you need to know to personalize landing pages in WordPress

Many online business owners tend to overlook the fact that visitors on their website aren’t too concerned with the landing page itself or what makes up the page. And there’s a decent chance they aren’t even too concentrated on your brand either. Instead, they’re looking for a product that can meet their needs at that very moment, which is why the first couple of seconds when a visitor is on your landing page is probably the most crucial time in the customer journey. Put another way – if you’re able to send the right message or signal to the visitor, then there’s a better chance the visitors will stay on your page. Our aim is to grab their attention and keep it long enough for them to discover other pages on your site and click the call-to-action.

Within the scope of this post, we’ll discover how you can personalize your landing pages in WordPress for increased engagement and conversion rates. We’ll then talk about all the essential elements that go into personalizing WordPress landing pages and how you can easily automate the whole process.

Why you should personalize your WordPress website

Let’s cut to the chase: the visitors on your website have seen it all. They have years and years of being hit with clickbait and ads. As a matter of fact, 81% of users operate on the assumption that businesses will anticipate what they want and provide the appropriate products and services at the right time and place. Your visitors are so sophisticated that they’ll probably scan several search results while they’re looking for what they want and land on 1 or 2 results – and this can happen in a matter of a couple of seconds.

During this time period, your landing page can say a lot about your brand. If you have a generic landing page, then your visitors will be greeted with a general message written by some used WordPress templates. This won’t convey the right message to visitors, and they’ll leave your site as fast as they entered it.

When it comes to ranking search results, Google emphasizes the content of a site’s landing page. Put another way: pages that have the most relevant content get ranked the highest. Offering tailor-made services and products is the way to go to signal to your visitors that you understand them and you’re ready to give them what they’re looking for. Anticipating their needs will likely create a positive psychological effect, which in turn will boost the chances of engagement and conversions.

The first step to personalizing a landing page: good segmentation

Personalization is only effective when done properly. To do this, you’ll need to look around for the ideal marketing tool. If you sidestep this process, then any and all personalization efforts will be in vain, and you’ll end up with a landing page that is less effective than a generic one.

Before setting out on the journey to personalize your landing page in WordPress, you’ll need to first do your homework. A good chunk of this is breaking down your customer base into segments important for your business based on your aims and expectations from customers. In this way, it’s helpful to build a customer profile of the most important types of visitors to your site. To do this, you can do market research, as well as an analysis of the competition and your website funnels. Once you’ve done all this, then you can move onto tweaking and personalizing your landing for each customer segment. The following are a couple of examples of customer segments, so you’ll get a better idea:

  • User phases: Is this a user visiting for the first time? A lead who has returned? Or a regular customer?  
  • Location-specific visitors:

Do visitors from a specific location carry more weight?

  • User stages: Is this a first-time visitor to the site? Or a potential lead who has come back? Perhaps a customer who makes frequent purchases?
  • Visitors based on location:

Are visitors from a particular location more important?

  • Visitors based on source:

Are visitors from a certain source such as a social media platform or website more significant to your business?

  • Directed from certain campaigns:

Do you want to personalize the journey for visitors entering your site via a certain marketing campaign (i.e. using UTM parameters)?

  • In-site activity:

Do you wish to target users who have visited particular pages throughout your website?

  • Visitors behavior on a landing page:

Are visitors who spend a certain amount of time on your page more important than those who are attempting to exit your site?  

  • Purchasing history:

Do you want to appeal to customers who have already bought certain items from your online store?

  • Device usage:

Do you want to personalize your landing page for visitors using a certain device such as a tablet or smartphone?

What to customize on a landing page

Spoiler alert: not all aspects of a landing page need to be personalized! In personalizing your WordPress website, you should focus only on what is relevant to your customers’ needs, particularly as you only have a couple of seconds to grab their attention. Here are some key aspects to take into consideration:

Crucial content (images, texts, videos, among more)

Obviously, you should think about personalizing any elements that a visitor might see right after entering your landing page. This might be a welcome message, an image or content in your hero section or an introductory video.

Products

This is the most important! Listing products on your landing page will allow you to include the items that will fit the needs of your customers. And you have some flexibility with this: you can list either a certain product or a category of products that will be in line with whatever it is that your visitors want. For instance, you’re attempting to build up a relationship with visitors who left their cards abandoned – you can then include items that they’ve left in their cart on your landing page.

Blog posts

Providing important need-to-know information is vital in nurturing new leads. When it comes to personalizing your landing page in WordPress, you can show a list of posts on the page that resonates with what your visitors are looking for. Again, this could be one post or it could be a category of blog posts.  

Other key info

While there are general rules of thumb to follow while creating a landing page, your business might differ somewhat and will have certain needs for content type and page layout. The important thing here is to pinpoint exactly which info resonates the most with your customer and tailor it accordingly.

Hop tips for personalizing a landing page in WordPress 

It’s now time to put the above advice into action by personalizing a fake landing page. We’ll go ahead and show you exactly how to use this using the Growmatik marketing tool to create customer segments and then to personalize our page. Growmatik enables us to do this as it offers a broad range of personalization criteria. And you don’t need to know coding to do this, as Growmatik has its own sophisticated visual editor to execute the personalization rules you’ve created.

Let’s get to it! 

Display personalized greetings with dynamic keywords

Using dynamic keywords to personalize content will enable you to welcome your customers by name. You can go about doing this either on your home or landing page – or even in a popup.

In Growmatik:

  • Go to the automation dashboard, find the customers column and click the + button.
  • Set All customers as the condition.
  • Set the action to Personalize Page and select your landing page.
  • Once the page loads, click the existing text or add a new text element. (learn more)
  • Edit the text and select the First Name dynamic keyword.
  • Click on Save and then Create Rule.

You can also greet your visitors by placing a popup in the corner of your page. You can follow the same steps written above, but instead you’ll set the action as Show Popup and insert dynamic keywords exactly as above.

UTM dynamic keywords to personalize homepages and popups

This is particularly helpful when you’re targeting visitors that have been directed to your page from a certain marketing campaign. As an example, if someone searches “buy sneakers,” they click your ad and go to your landing page. If you use a UTM parameter in your ad, then you can simply add what they had searched for to your landing page’s hero section. This is a great way to signal that your offering is highly relevant to what they’re searching for. In Growmatik:

  • Go to the automation dashboard, find the Guests column and click the + button.
  • Set Source > UTM Parameter > UTM Source as the condition.
  • Set Personalize Page as the action and select your landing page.
  • Set the dynamic keyword of the UTM source in the correct place.
  • Click on Save and then Create Rule.

An alternative way of doing this is to place the greeting message inside the popup in the corner. Follow the same steps mentioned above, except assign Show Popup as the action and insert the dynamic keywords as above.

Use a relevant video or image for each campaign

Promo videos are a great way to familiarize visitors with your site and brand quickly. Ultimately, this will also speed up the process of converting the visitor into a paying customer. The trick here is that the video cannot be generic – otherwise, you’ll quickly lose their interest. In Growmatik:

  • Go to the automation dashboard, find the Guests column and click on the + button.
  • Set the condition as Source > UTM.
  • Set the action as Personalize and select your landing page from the menu.
  • Once the Webpage Personalizer environment opens, place a video element in your hero section.
  • Click on Save and then Create Rule.

Show a personalized produce list on your landing page 

Another great way to personalize a landing page in WordPress is by showing particular products or a category or products related to a visitor’s previous purchasing history. In Growmatik:

  • Go to the automation dashboard, find the Customers column and click on the + button.
  • Set the condition as All Customers.
  • Set the action as Personalize and select your landing page from the menu.
  • Once the Webpage Personalizer environment opens, place a product element to the right section of your page and choose content > related.
  • Click on Save and then Create Rule.

Alternatively, you can remind your visitors that they left items abandoned in their carts from a previous visit. In Growmatik:

  • Go to the automation dashboard, find the Leads column and click on the + button.
  • Set the condition as All leads.
  • Set the action as Personalize and select your landing page from the menu.
  • After the Webpage Personalizer environment opens, place a product element to the right section of your page and choose content > abandoned cart products.
  • Click on Save and then Create Rule.

Use personalized blog posts on a landing page

As we’ve already talked about previously, blog parts are a crucial aspect of the customer journey when visitors are first familiarizing themselves with your product. Any blog posts that offer up valuable info about your niche or industry should be displayed on your landing page. Ideally, you’ll want to what you know about the visitors (their attributes or past reading history) and show blog posts accordingly – or this could even be a category of posts. In Growmatik: 

  • Go to the automation dashboard, find the Leads column and click on the + button.
  • Set the condition as All Leads.
  • Set the action as Personalize and select your landing page from the menu.
  • After the Webpage Personalizer environment opens, place a blog element into the right section of your page and choose content > related.
  • Click on Save & Exit and then Create Rule.

If you want to get more specific, you can assign sources that referred your page visitors such as UTM_source. To do this, in Personalizer, set Content > Category or ID to place more specific blog posts related to which campaign referred your visitor.

Display geolocational popups for visitors

Offering exclusive discounts and coupons is a great way to retain customers. To add to this, you can make the message even more personal by using the information of them visiting your page from a certain location. In Growmatik:

  • Go to the automation dashboard, find the Customers column and click on the + button.
  • Set the condition as All Customers.
  • Set the action as Show Popup.
  • After the popup builder tool opens, select a premade popup template or create a new one. 
  • Insert a text element and include dynamic tags > first name and location inside it.
  • Click on Save & Exit and then Create Rule.

Personalize popups with chronological dynamic keywords

You can even greet customers or leads with a weekday message such as “Happy Friday!” or “Happy Monday!” In Growmatik:  

  • Go to the automation dashboard, find the Customers column and click on the + button.
  • Set the condition as All Leads.
  • Set the action as Show Popup and select your landing page from the menu.
  • Edit the related text element and select the Weekday dynamic keyword.
  • Click on Save & Exit and then Create Rule.

 Incorporate daytime dynamic keywords on your landing page

To make these types of greeting messages even more specific, you can display welcome messages based on the time of day in the visitor’s local time zones. In other words, a visitor from Paris will see a “Good afternoon!” message while a visitor from Washington DC will see a “Good morning!” message. In Growmatik:

  • Go to the automation dashboard, find the Leads column and click on the + button.
  • Set the condition as All Leads.
  • Edit text on the homepage or insert a text element.
  • Add a new dynamic tag for Daytime.
  • Click on Save & Exit and then Create Rule.

Incorporate daytime dynamic keywords on your landing page

To make these types of greeting messages even more specific, you can display welcome messages based on the time of day in the visitor’s local time zones. In other words, a visitor from Paris will see a “Good afternoon!” message while a visitor from Washington DC will see a “Good morning!” message. In Growmatik:

  • Go to the automation dashboard, find the Leads column and click on the + button.
  • Set the condition as All Leads.
  • Edit text on the homepage or insert a text element.
  • Add a new dynamic tag for Daytime.
  • Click on Save & Exit and then Create Rule.

Personalize calls-to-action with geolocation

One fantastic way to personalize your landing page in WordPress is by making small changes to your calls-to-action based on each visitor’s location. For instance, if you discover through your research that your main customer base lives in three different cities, you can personalize your calls-to-action for each location:

Find a store in Budapest

Find a store in Milan

Find a store in Warsaw

 In Growmatik:

  • Go to the automation dashboard, find the Guests column and click on the + button.
  • Set the condition as All guests.
  • Set the action as Personalize and choose your landing page.
  • Once the Webpage Personalizer tool opens, click on the call-to-action button and insert the location name by double-clicking on it and then choosing dynamic tags > location inside it.
  • Click on Save & Exit and then Create Rule.

Use calls-to-action specifically for mobile users

When ranking your site, Google first pays attention to your mobile site, meaning that digital mobile channels are particularly important. To make use of this, you can boost the chances of conversion by inserting products on your landing page that are exclusive to mobile. As an example, this could be a “call now” or “message on WhatsApp” button.

In Growmatik:

  • Go to the automation dashboard, find the Guests column and click on the + button.
  • Set the condition as Device and choose Mobile.
  • Set the action as Personalize and choose your landing page.
  • Once the Webpage Personalizer tool opens, insert a related Button into your top menu. 
  • Click on Save & Exit and then Create Rule.

Final Thoughts 

When done right, personalization can work magic for any marketing campaign and across any channel. Visitors will feel important and special whenever they see personalized messages or content that is relevant to them. This impression will make it more likely that they will be transformed into paying and loyal customers.

Again, for it to be effective, personalization must be done properly. The goal here is first to find the most important customer segments to target and then learn how you can best personalize their customer journey throughout your site. Remember that you have room to experiment through A/B testing in ads or perhaps even on landing pages, so you know what works best for you and your visitors.

Author: Maziar Firuzmand from Growmatik.

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