Personalize one page for a known audience

Make an existing page speak to a need someone has already shared with you. You'll change its headline, supporting message, and button text for one audience. Everyone else keeps the original page, and a conversion goal helps you see what people do next.

Our example business, WorkForge (opens in a new tab), could tailor its homepage for visitors who answered "Coordinate my team" in a survey. You can use an on-site answer even when the visitor hasn't shared their email address.

1. Pick your page and audience

Choose a real page on your website and an existing question or segment that identifies the people you want to speak to. For this example, use the Coordinate my team answer from your welcome survey, or a segment whose rules you've checked.

You'll need RightMessage installed on your website and access to campaigns and conversion goals. Website personalization and conversion goals require Scale or Pro. The optional A/B comparison requires Pro.

If your segment uses data from an email platform or CRM, the browser needs to be identified first. Connecting the integration alone isn't enough.

Write the changes you'd like that audience to see. WorkForge could use:

• A headline saying "Give every team handoff a clear owner".
• A supporting paragraph saying "Agree who owns the next step before work moves between people".
• Button text that describes the existing destination in terms of team work.

Keep the button destination, form, price, and offer terms unchanged. Compare your copy with the real page it links to. Don't add a testimonial or performance claim without evidence.

Visitors with another answer, no answer, or missing provider data should keep the original content. So should visitors on other pages. You don't need an Everyone variant for that.

2. Create the campaign

A campaign holds the page changes and the rules for who sees them.

1. Open Campaigns and choose New campaign.
2. Enter WorkForge team page in Campaign name.
3. In Which page should it personalize?, enter your actual page URL.
4. Under Create a variant for these segment groups, select your survey's group.
5. Deselect every answer except Coordinate my team. Check that the preview lists one variant.
6. Choose Create campaign. The visual editor opens after the draft saves.
7. Choose Leave editor, open the campaign, and keep its status switch off while you build.
8. In Experiences, choose Open in visual editor to return to the page.

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New personalization campaign with page URL and optional segment-based variantsOriginalOriginal

Select your intended segment rather than leaving the group selection empty. An empty selection creates an Everyone variant. Creating a personalization campaign covers the other campaign options.

3. Change the message

1. Select the team audience in the editor, rather than Default. Check that its rule uses the right survey group and Coordinate my team answer.
2. In Personalize mode, click the headline on the page.
3. Under General, find Content, choose Replace all, and enter your new headline.
4. Open Target and choose CSS Selector. Keep the selector from the element you clicked, and check that it identifies only the intended headline.
5. Open Pages and restrict this change to your domain and exact page path.
6. Repeat for the supporting paragraph and main button text. Keep the button's URL and target unchanged, and set the page restriction for each change.
7. Select Default to compare the original page. Use Show original on an action to compare its source content.

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Visual website personalization editor with segment targeting rules and editable page headlinesOriginalOriginal

The starting URL doesn't limit every change to that page. Each action needs its own page restriction. Keep CSS Selector for this guide, because Smart Match hides the Pages tab.

Any additional audience rules must all match. Check the saved actions for wrong-page, hidden-element, or missing-element warnings before continuing. Also check separate mobile elements, such as a mobile version of the main button.

4. Track the next step

Choose what you'd like visitors to do after reading the page. If your form sends people to a unique confirmation page after a successful request, use that real page for a conversion goal.

1. Open Conversion Goals and start a new goal.
2. Under What should count as a conversion?, choose Page view.
3. Under Which pages?, select your domain and Path is, then enter the confirmation page's path without UTM parameters.
4. Set Goal name to something that describes the visit, such as Walkthrough confirmation page visited.
5. Under Measure it in these campaigns, select your campaign and choose Create goal.
6. Return to the campaign's Conversion Goals tab and check that the goal is attached with Tracking on.
7. If other goals are attached, use Make primary for this goal and check Judge this campaign on.

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New conversion goal form with page-view rules and a historical match previewOriginalOriginal

Check that a successful submission reaches the page and a failed submission doesn't. The goal records a visit, so someone who opens a public confirmation URL directly can count too. The historical match preview helps you check your rule. It doesn't add past conversions.

If you don't have a suitable confirmation page, use a supported Click or Form submission goal instead. Name the action it records. A click on a demo button isn't a booked demo.

Open Split Tests and review the holdback setting. New campaigns start with testing enabled and a 10% holdback, so some matching visitors can see the original page. Comparing personalization with a holdback explains the options.

5. Preview it on your site

Use the built-in preview to try the draft on your real page before publishing.

1. Choose Preview on your site in the bottom bar. Use Choose preview URL to start on the page you're changing.
2. Preview the team audience and the original page on desktop and mobile.
3. Check text wrapping, button wording, destinations, and the form's validation and confirmation page. Use test submissions you've approved.
4. Use the debugger docked at the bottom to inspect the audience match and any holdback assignment.

Then try the survey normally, without forcing a segment. Check the team answer, another answer, no answer, and a returning visit. Visit an unrelated page too, so you can confirm the changes stay on the intended page.

If the answer comes from your CRM, test the real identification path. When a matching visitor sees the original content, check the debugger for holdback before changing your audience rules. Testing your changes covers these checks in detail.

Keep any check you can't complete marked as unverified. Don't publish just to get a screenshot of an inactive campaign.

6. Publish

Once you're happy with the page and its matching rules, activate the campaign in the draft. Choose Publish and review all pending changes, including other campaigns, widgets, and System Flows.

Visit the published page without forced segments and repeat the matching and original-page checks. Confirm that the goal is published, attached, and records the intended next step. Seeing the new headline and completing the form are separate checks.

When your audience sees the matching message, everyone else keeps the original, and your goal records the action you chose, it's working. Next, use the campaign's Results tab to see how it's doing. Wait for real visits and conversions before drawing conclusions about whether the new copy helps.