Personalizing your website to increase trial signups for your SaaS company
If you are offering a free trial for your product(s), you can capitalize on the traffic that comes to your website via paid or affiliate traffic or link referrals, both on your website or on a third-party website.
You do not need to necessarily need to integrate RightMessage with the integrated email marketing tools available. What would make the most sense, is to focus your attention on the new visitors that come to your website.
Using RightMessage you can personalize the experience for your new visitors and increase the odds that your visitors will sign up for a free trial period you have on offer.
Setting up a campaign to personalize the new visitor experience in RightMessage
In this article we will break down each step in the process, so you can use the same strategy for your own website if you are looking to increase trial signups.
The steps to set up personalizations based on a product a customer may be interested in trialing are below:
Create a Segment Group for your offer types
Add each product offer as its own segment within the segment group
Use the different non-email marketing conditions to categorise your visitors into the different product segments.
Create A Custom Campaign
Personalize elements on the website for your new visitors
Assign a goal to the campaign to track the conversions
Create a segment group with conditions to test what product a visitor may be interested in trialing.
The first step is to set up a segment group that will test what product a visitor to your website is interested in.
The different ways to group the different anonymous visitors on your site are:
Referred by a third-party domain
A third-party website has linked to you in their content
The visitor has viewed a landing page or other specific URL when they came to your website
The visitor clicked on an advert or link that contains either UTM parameters, or another type of custom parameter (Facebook ad, affiliate link, cold referral link).
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 ‘Other’ as the type of segment your new segment group will be used for.
Click the yellow ‘Create Segment Group’ button.
The new segment group will be saved and automatically appear in the left sidebar.
To change the name of the segment group, click on the segment group name in the main segment editing screen.
Edit the existing name or add a new name in the field provided and click the yellow ‘Save’ button once done.
Create a segment for each product/offer type
Within your segment group you can add a segment for each product type your service is designed for.
Click the ‘+ Add a new segment’ button on the right side of the main segment creation area to add a new segment to the segment group selected.
A new segment box will appear in the main segment editing area.
Add a name for the segment in the field provided (in this case the name of the product type), and click the yellow ‘save’ button.
Click ‘+Add a new segment’
Add a name for the segment
Click ‘Save’ to save the segment name.
Add a condition for each segment
There are four other options you can use to segment your website visitors that are not dependent on you having an email list.
1. Targeting visitors who have been referred by a specific domain or URL.
If you are doing any guest posting, or have backlinks in third-party websites, you can use the ‘Referred By’ conditions in your segments with an assumption that anyone coming from the specific domain or URL listed in the condition is within that segment.
2. Targeting visitors by the pages they have viewed - path or landing page.
You may have a landing page or content on your site that cover a specific topic relevant to a segment. The ‘Pages Viewed’ conditions can be added to target website visitors that have landed on those areas first, and then later navigated to the page(s) you are personalizing.
3. Adding UTM campaign parameters to your social media advertising.
If you are running ads on Facebook and are targeting a specific campaign, ‘UTM’ parameters in the URL can be used in UTM parameter conditions for your segment(s).
4. Adding custom query parameters to URL's you send in emails or social media posts.
For a cold outreach campaign where you contacting people directly in an email, you can include custom query parameters at the end of the URL and apply ‘Query Parameter’ conditions to your segment(s)
When you share the link, the query parameters detected at the end of the link will add the visitor to that segment.
Publish the segment group additions to RightMessage
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 for different product type segments set up, we 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 home page, click the ‘Create a custom campaign’ option.
Add a name for the campaign, and select the segment group created in the previous step.
Click the yellow ‘Save’ 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 home registration page for each segment.
Personalize the website home page
The campaign editing area in RightMessage is used to personalize various elements on a website page(s). The personalizations you add will show to your website traffic based on the segments and conditions you defined in the segment group.
Below are some of the basic changes you can make easily and quickly when personalizing your website:
Change text of a headline, tagline, call to action button or paragraph element
Change testimonials and/or social proof so it is relevant to the audience of the business type.
Swap any relevant images
Adjust the phrasing of any listed features and benefits
To start personalizing an element for your campaign, hover over the website and use the pink outline feature to locate the element you want to personalize.
The outline feature will specify the type of element you are hovering over - such as a link, headline, paragraph, list item, image or other type of element.
Click on the highlighted element you want to personalize. A box will show under the element with an option to personalize the element or cancel the selection.
Click the option to ‘Start Personalizing This …’
The personalization editing tool will display on the screen containing the options available for personalizing the element.
Note: the options shown in the personalization editing tool will change based on the element selected.
The ‘Modify’ settings tab in the personalization editing area will provide options to make changes to the text, the visibility of the element and adjust the styling of the element.
Enter the changes you want to show for the segment selected.
In the below example, we are going to show a custom headline for any traffic that has met the conditions added to the ‘AWS’ segment.
To change the headline for a different segment, click the toggle arrow beside the selected segment name.
Select the segment name you want to switch to.
The personalization editing tool will display the original state of the element you are personalizing.
Enter an alternative headline you want to show for the different segment selected.
In the below example, we are adding a different headline for any traffic that has met the conditions added to the ‘Azure’ segment.
To personalize different elements on the home page, close the personalization editing tool by clicking on the ‘X’ icon in the top right of the editing tool.
Use the pink highlight feature to select the next element to adjust. Click on the highlighted element you want to personalize. A box will show under the element with an option to personalize the element or cancel the selection.
Click the option to ‘Start Personalizing This …’
The personalization editing tool will display on the screen once more.
In the below example, we are adding a different sub-headline for any traffic that has met the conditions added to the ‘Azure’ segment.
To ensure your the personalizations for the selected segment are saved, click the ‘Publish’ button in the top right corner of the screen.
Testing the personalizations
To see the changes on your website home page, open a private/incognito window and paste in the URL link with any parameters for one of your product type segments, or navigate to your website via the referring link.
Tip: You may need to clear your browser caching if the personalization not loading.
Assign a goal to the campaign
To track the conversion across the different products, Goals in RightMessage will collect data you can evaluate. Tracking and optimizing your campaigns can help you make smart decisions on how to adjust or further personalize the page to increase signups to the trial period.
Goals can be configured to track when visitors click a button, view a page or submit a form.
Click on the ‘RightMessage’ icon to navigate back to the main dashboard area. Click the ‘Set up goal tracking’ button to add the goal to the campaign.
In the pop up screen, click to ‘Define A New Goal’.
In the Goal creation box, add a name for the goal and click ‘Save’.
RightMessage will automatically create the new goal and will redirect you to the personalization area for you to begin selecting the events you want to track in your goal.
To track the conversion for the trial offer, we are going to set up a goal to track when a visitor has clicked the ‘Tri It Free’ buttons.
To add a new conversion event to track, click the toggle arrow icon beside ‘Set Up Conversion Events’. Select the ‘Clicks A Certain Link’ option displayed in the drop down.
Use the highlight feature to locate a link. The grey highlight will change to pink when you hover over a link element.
Click on the element to add the clickable link to the goal.
Repeat the above to assign multiple clickable areas to the goal.
To make sure your new goal is saved, click the‘Publish’ button in the top right corner of the screen.
To navigate back to the main campaign dashboard, click on the ‘RightMessage’ icon to navigate back to the main dashboard area.
RightMessage is now tracking the conversions for the campaign where a visitor clicks on the clickable links on the home page
Once data is collected, you will be able to see the conversion breakdown across all of the product types you have added to the segment group and personalized for.