A simple strategy for targeting people based on where they are in the sales cycle
The RightMessage website is using RightMessage to personalize the content, call to actions and copy to targets various people in our sales funnel.
This article will break down each step in the process so you can see how the RightMessage website is personalized to target each segment in our main sales funnel.
The RightMessage sales funnel explained
Visitors to the RightMessage website could be one of the below:
anonymous (people that are neither a subscriber or customer)
subscribers (people that are on our email list, but not yet a customer)
subscribers that are not yet a customer, but have requested a video demo
customers that have purchased RightMessage
Utilizing the RightMessage personalization tools we adjust specific elements on the website to move the visitor from joining our email list and requesting a demo, through to becoming a customer and using the RightMessage service for their website.
For anonymous visitors, the main goal is for the visitor to join our email list and request a demo video. We do this with the addition of a hello bar at the top of the page, links and CTA’s in the website navigation, and CTA buttons throughout the site that link to our ‘request a demo’ page.
However, if the visitor has already booked a demo, elements on the website are personalized to direct the visitor towards our pricing plans. The elements that display for an anonymous visitor to request a demo, are adjusted or hidden to lead the visitor to the RightMessage pricing page and sign up for an account.
If the visitor becomes a customer, the menu and CTA items on the page are further personalized to remove the demo and pricing, and instead prompt the visitor to log into their RightMessage account and learn how to use the RightMessage service.
Setting up a simple sales funnel to target people at various stages in the sales process
The steps covered to set up personalizations based on where a visitor is in your sales funnel are below:
Integrate with an Email Marketing Service
Create a Segment Group for your customer lifecycle using the ‘Lifecycle’ segment ‘recipe’.
Create a Campaign using one of the pre-built Campaign Recipes.
Use the RightMessage Campaign Editor to personalize the text and links for CTA buttons, and hide opt in elements from visitors already subscribed.
Test the personalizations.
Integrate RightMessage with an email marketing service
In order for RightMessage to detect where in your sales cycle a visitor may be, the first step is to connect RightMessage with one of the integrated Email Marketing services (Drip, ConvertKit, Active Campaign or Infusionsoft).
User Guides: Integrate RightMessage With Your Email Service Provider
Note: For the purposes of this walkthrough, we will be integrating with the Drip email marketing service
Create a segment group for your customer lifecycle
The next step is to set up a segment group that will group together the different stages of the customer lifecycle.
The segments set up for the RightMessage campaign are:
- Anonymous - a visitor to the RightMessage site that we know nothing about (yet).
- Subscriber - a visitor that is currently subscribed to our email list
- Requested Video Demo - a visitor subscribed to our email list that has also requested a video demonstration of RightMessage
- Customer - a visitor subscribed to our email list that has set up a RightMessage account
In your RightMessage dashboard for the website you are personalizing, click ‘Segments’ in the admin bar.
In the left sidebar, click the ‘+ Create a new segment group’ button to create a new segment group.
Select ‘Customer Lifecycle Stages’ as the type of segment your new segment group will be used for.
Select ‘Customer Lifecycle Stages’ from the drop down provided
Click the segment name to edit the name.
Use the drop downs and fields to set up the conditions for the segment.
Click the yellow ‘Create Segment Group’ button.
The new segment group will be saved and automatically appear in the left sidebar.
To make sure your new segment is saved, click the ‘Publish’ button in the top right corner of the screen.
Create a new campaign
In order to use RightMessage to personalize a website to adjust the CTA buttons and hide opt in elements for the different customer lifecycle stages, you will need to create a ‘campaign’.
Click ‘Dashboard’ in the RightMessage admin bar to navigate back to the main dashboard area.
If you have not created a campaign before, click the yellow ‘Create A Campaign’ button.
If you are creating an additional campaign, click the ‘+ start a new campaign’ button at the top left of the screen.
For a campaign to personalize the website based on where a visitor is in your sales cycle, click the ‘Display CTAs based on who someone is and where they are in your funnel’ option.
Click the grey ‘Already set up a segment group of lifecycle stages’ button.
Select the Segment Group that was set up in the previous step.
Click the yellow ‘Set Up Campaign’ button.
RightMessage will automatically create the new campaign and will redirect you to the campaign editing area for you to begin personalizing the elements of your website for each segment.
Personalize the CTA buttons for different segments
The RightMessage Campaign editor makes it very easy to change elements on your website for different segments.
The first step is to select the segment you want to personalize for. Use the toggle beside the segment name to select the segment.
To change the text and destination of a CTA Button, use the pink highlight lines to select the button element.
Click on the element and click to ‘Start Personalizing This Link’.
The personalization editing tool will display on the screen containing the options available for personalizing the button element, such as the text, the visibility of the element and URL the button will link to.
To change the text of the button, click on the arrow icon beside the ‘Text’ option and add the new button text to the area provided.
Toggle the arrow to reveal the text editing area
Add new CTA text for the button
The button text will change on the website preview
To change the button text for other segments, click the toggle the segment and select another segment. The personalization editing tool will reset the text area for you to add different CTA text.
Personalize the website navigation button
Continue to change other CTA based buttons on the website for the different segments.
The CTA button in the RightMessage website navigation is adjusted for the ‘Requested Video Demo’ segment to prompt subscribers to set up their RightMessage account.
Hiding elements on the website
To hide the element for a different segment, use the segment toggle to select the segment you want to switch to.
In the below example, we will be hiding the purple ‘Hello Bar’ from the ‘Requested Video Demo’ and ‘Customer’ Segment.
Use the pink highlight lines to target the element. Click on the element and select to ‘Start Personalizing This…’
In the personalization editing tool, click the toggle arrow beside the ‘Visibility’ option, and select ‘Hide’ from the available drop down options.
For the ‘Customer’ segment, the ‘log in’ menu item will be hidden and the menu CTA is adjusted to show the log in text and link to the RightMessage login area.
To ensure your the personalization(s) for the selected segment(s) are saved, click the ‘Publish’ button in the top right corner of the screen.