Use Case Spotlight: Web Conversion

Corporate websites have evolved from the early days of static pages, long forms gating content to capture personal data, and serving up the same experience to every single visitor. Whether a visitor is looking for information on your products or services, interested in company information and news, or perhaps looking to apply for a job, modern B2B websites aim to provide a personalized experience for each visitor, designed to quickly address the reason they are there. The goal should be to enable and accelerate self-nurture and convert from an anonymous visitor to a known human, with relevant contact information, so both marketing and sales can be even more personalized with their future outreach.

Engaging Target Audiences to Accelerate Their Journey With Your Brand

B2B companies recognize their target audiences expect a more personalized and contextually relevant research, education, and buying experience. They have been trained by B2C brands such as Netflix, Amazon, and Spotify and expect that kind of experience in every interaction, even from B2B brands. The challenge, however, is that providing a personalized content experience is difficult without the right technology. It’s nearly impossible to identify target buyers and accounts and serve the right content to each, at scale. Additionally, your web technology should deliver content via personalized recommendations engines which lead to faster conversions. In other words, website technology should enable the buyers to buy when they are ready.

PathFactory helps organizations increase meaningful engagement through delivery of contextually relevant content recommendations and experiences. There are several benefits, including:

• Activating segmentation by industry, funnel stage, buyer persona, and more
• Aligning content to trending topics or new announcements
• Converting unknown visitors to known engagers with tracking, AI, and analytics
• Eliminating the content scavenger hunt and reducing clicks-to-content

KPIs such as a lift in content consumption based on: number of assets read, the total time spent, the journey through the content, the engagement on topics of interest, and number of repeat sessions are important metrics of measurement for marketers to track when delivering personalized content experiences. Adapting your web conversion experience is one way you can increase engagement with your target audiences and enable them to take action more quickly.

“This is advancing our marketing strategies and ecosystems by decades. We’re no longer delivering a static experience.”

— Doug Calvelage, Director, Global Demand and Digital Marketing, Blackboard

Scale Conversions with AI

Leverage PathFactory’s AI-powered content recommendation engine to deliver targeted content to both known and unknown visitors. When people arrive at your site, you can serve content based on a variety of factors, even if they are there for the first time. Using related, recommended, or trending topics, your content is adjusted to the specific visitor and changes as you learn more about them. Our customers appreciate having multiple options – from manually curating content, using AI to deliver smart content, or taking a hybrid approach with their assets. This flexibility provides the ability to easily scale successful campaigns and create new ones.

Web Conversions in Action

Whether you’re just getting started optimizing your website or looking to scale and grow your current success, PathFactory can help companies at every stage of web transformation. If you are looking to create targeted landing pages, curate an on-demand research centre, or revamp your form and gating strategy for high-value assets, learn more about how our customers are seeing their buyers increase engagement with their content, spend more time on their site, and convert at a higher rate.

Whether you’re just getting started or leveling-up your current approach to optimizing web conversion, it’s important to acknowledge that every company is at a different stage in their strategy. In the section below, learn about the three maturity stages and their accompanying tactics so that you can find out where your company fits in.

Experimental: —
“We’re doing a few things to help with our web conversion, but we have a lot of work ahead of us to find out what works best.”

• My company has gathered basic site tracking data and identified metrics of measurement. We know to move to the next level we’ll have to give our website a facelift.
• Many of our visitors are ‘unknowns’. The only information we know about our audience is what they provide to us via forms on landing pages.
• We have few or no insights about our website audience. We use general personas that apply to large groups of people or accounts.

If this sounds like you, try:

• Empowering your audience to self-serve on your website content. Link to other pieces of content or resources on your website to encourage bingeing and content discoverability.
• Create curated product or solution pages that align to how your buyers buy. If you sell to various industries or personas, create web pages with relevant content for each of those cohorts.
• Explore third-party tools meant to optimize the use of your existing content assets and understand content engagement across channels.
• Run a web page content audit to identify your best content, gaps, and content redundancy.

Operational —
“We’re using a few third-party tools to help us understand how and why our customers convert, but we’re still missing a few things.”

• We have a list of target accounts, and we automatically serve up key content for them as they interact on the website. We micro-personalize the journey for individual buyers, buyer committees or accounts.
• We track content ROI across our online channels at a basic level.
• We’ve ungated some of our content to allow visitors to binge on assets while still capturing account and engagement metrics.

If this sounds like you, try

• Building content tracks for top tier ABM accounts to display purpose-built or relevant assets.
• Using analytics to understand the content types and assets that are your highest performers. Use these insights to inform your content marketing strategy.
• Allowing your visitors to self-select content based on variables like their industry, funnel stage, buyer persona, and more.
• Measuring web page performance with engagement and time metrics, not just page views.

Amplified —
“Our web conversion strategy is a well-oiled machine and we’re harnessing the power of content and using it to create deep insights about our customers and track ROI. What’s next?”

• AI-generated content recommendations are used to target both known and unknown visitors to our website. Content pools are well stocked and organized so content can appear as personalized as possible.
• We auto-generate targeted content recommendations for each individual visitor or potential buying committee member.
• We track content ROI with content attribution & engagement data for users, topics, funnel stages, accounts, and more.

If this sounds like you, try:

• Planning your yearly content strategy using a Content Intelligence dashboard to influence your company’s budget and content pillars.
• Delivering contextually-relevant content recommendations and experiences.
• Auto-elevating content that’s already effective via a recommendations engine.
• Scaling content recommendations with automation and visitor-directed features (like a Guide or Concierge.)

If reading this got your wheels spinning and you’d like to explore other ways content intelligence can help inform your web conversion strategy, we’ve got you covered. We have a collection of guides, blog posts, and ebooks that will help you level-up your knowledge, regardless of what stage your company is at.