Using personalization to increase the opportunity for converting visitors into customers | RightMessage

Using personalization to increase the opportunity for converting visitors into customers

If you are looking to convert your website visitors into customers, you may want to consider offering a free incentive, such as a series of free guides your visitors can download without asking for any commitment.

You can use the pages that host the guids as a method of segmenting your website visitors so as they move through the rest of the website, the message of the original page they landed on is maintained.

Using RightMessage, you can personalize your headlines, supporting copy, testimonials and image, for visitors who have come via the guide URL’s.


Example - Signable

A live example is a platform for collecting electronic signatures, Signable.

Visitors to the website are able to access free ‘Industry Guides’. Each guide provides visitors with the benefits of using Signable for collecting electronic signatures.


An example of a guide page for the ‘Law’ industry.


Each industry guide has a unique URL.

In RightMessage we can use the URL’s as a condition to segment the visitor traffic to the website and target each segment with custom personalizations.

Personalizations you may want to use include adjusting the content of headlines and any supporting copy, swapping out any images, social proof or testimonials that will reflect the audience of the visitor who has clicked on a specific industry guide.

Setting up a campaign for multiple landing pages

In this article we will break down each step in the process, so you can use the same steps for your own landing page campaigns.

Note: You can use the same process for other campaigns on your site where you have multiple options a visitor could choose from, such as a shop page itemising different courses and digital or physical products.

The steps to set up personalizations based on an affiliate campaign promoting an online summit are below:

  • Create a Segment Group for your different industry types

  • Add each industry type as it’s own segment within the segment group

  • Use the ‘Pages Viewed - Landing Page’ condition to target the unique URL of each industry guide.

  • Create A Custom Campaign

  • Personalize elements on the website based on the different industry segments.

  • Add a Goal to track the page views of the trial sign up page.

  • Test the personalizations.

Create a segment group for your industry guides

The first step is to set up a segment group that will group together the different industry types that have a respective guide.

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.

Click the yellow ‘save’ button to save the new name.


Create a segment for each industry guide

Within your segment group you can add a segment for each industry guide available on the page

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 industry name), and click the yellow ‘save’ button.


  1. Click ‘Add A New Segment’.

  2. Add a name for the segment.

  3. Click ‘Save’ to save the new segment.

Add a ‘pages viewed - landing page’ condition to each segment

Each industry guide will have a unique URL in their clickable link.

We can set up a condition for the industry segment to check the ‘URL’ of the page for a specific value.

Use the drop down in the segment box to add a new condition. Select the ‘Landing Page’ option under ‘Pages Viewed’.


Fill out the required field(s) for the condition chosen.

For Landing Page’ condition, we want to configure the condition to check if the ‘URL’ equals a specific ‘value’.

In the case of the industry guide, the value needs to equal the page slug for the condition of that segment to return true.


Repeat the above process for adding other industry segments, with its own condition to check the landing page URL value.


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 the website for the different industry segments you have set up, 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, 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 for each segment.


Personalize the website for different industry segments

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 visitors industry.

  • 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 landed on the guide for the ‘Law’ industry.


To change the element 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 been visited the ‘Events’ industry guide.


Repeat the above process for the different elements you want to personalize, toggling between the different segments to change the element for each industry.

Using the RightMessage navigate mode to personalize the ‘Trial’ sign up page

To personalize the trial page for our segments, we will need to navigate to the page and repeat the above process to personalize elements on the page for the different segments.

In the right of the campaign personalization area, above the website preview pane, click the ‘Navigate Mode’ bar to toggle the navigate mode on.

Toggling navigate mode to ‘On’ will remove the personalization outlines on the website preview pane. You will be able to click links, buttons and menu items to navigate to other areas of the website you are personalizing.


The ‘Sign Up’ button on the Signable site is now clickable in navigate mode.


Once you have navigated to the page you wish to personalize, toggle the ‘Navigate Mode’ bar ‘Off’ to reactivate personalization editing mode.


To change the element for a different segment, click the toggle arrow beside the selected segment name.

Select the segment name you want to switch to.


To personalizing an element on the trial page for your campaign, hover over the website and use the pink outline feature to locate the element you want to personalize.

Click on the highlighted element you want to personalize and select to ‘Start Personalizing This …’


The personalization editing tool will display on the screen containing the same options available for personalizing the element.

In the below example, we are going to show a custom headline for the ‘Law’ industry traffic that has clicked through to the trial sign up page.


Repeat the above process for personalizing the headline for the different industries, toggling between the different segments.

Publish

To ensure your the personalizations for the selected segment are saved, click the ‘Publish’ button in the top right corner of the screen.



Create a conversion goal for the campaign

To track the conversion across the different industries, Goals in RightMessage will collect data you can evaluate. Tracking and optimizing the Industries campaign can help you make smart decisions on how to adjust or further personalize the page to increase signups.

Goals can be configured to track when visitors click a button, view a page or submit a form.

Adding a goal to the campaign will help in two ways

  • You will see what the conversion rate is for personalized vs unpersonalized traffic.

  • You will also see how the different industries convert relative to each other. The goal will display a conversion rate for your different segments in the campaign. You can then use the data for your marketing efforts.

In your RightMessage dashboard, click ‘Goals’ in the admin bar.


If you have not created a goal before, click the ‘Create A Goal’ button on the page. Alternatively, click the ‘+ Create a new goal’ button in the top left of the screen.


Add a name for the goal, and click the yellow ‘Save’ button.


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 sign up page, we are going to set up a goal to track when a visitor has viewed the signup page.

Paste the link of the ‘sign up’ page into the URL field in the goal editing screen and click enter to load the page.

To add a new conversion event to track, click the toggle arrow icon beside ‘Set Up Conversion Events’. Select the ‘Views This Page’ option displayed in the drop down.




To make sure your new goal is saved, click the colored ‘Publish’ button in the top right corner of the screen.


Assign the goal to the campaign

To assign the goal to the campaign we have created, we will need to edit the campaign and add the goal to the campaign settings.

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 next screen, click the button for the existing goal.


RightMessage will assign the goal to the campaign automatically. Click the yellow ‘Close’ button to return to the main RightMessage dashboard.


RightMessage is now tracking the conversions for the campaign where a visitor clicks through to the ‘Trial’ signup  page.

Once data is collected, you will be able to see the conversion breakdown across all of the industries you have added to the segment group and personalized for.


Testing the personalizations

To see the changes on your summit registration page, open a private/incognito window and paste in the URL for one of the industry guides.

Tip: You may need to clear your browser caching if the personalization not loading.