By Amy Chick


Grow Your Business By Getting Personal With Your Website Visitors

Tuesday, December 9, 2014

When you personalize your website, it can make a huge difference in the success of your business. No one wants to be treated like a number, or just another visitor to your site.

Each visitor should feel like the experience was built specifically for them — this is how you create attachment to your brand, and how you can increase the chances that when your prospects are ready to buy, they hire you instead of someone else.

Think about what happens when a new person visits your website. Do they immediately find content that reflects their current relationship with you, and where they stand in your marketing funnel? If they end up on your Services page — or worse, your Home Page — their experience may feel canned, because each visitor is exposed to the same content. The value of landing pages is well-known, and if you’re not already using them, you should start.

You can customize your visitor experience further using the Shortcuts module in Freedom. The module allows you to create custom links and forward visitors to specific content. Here’s how you can use this tool to customize the visitor experience even further:

1. Customize the alias.

Let’s say you use Twitter as one of your marketing channels. Twitter chats are a great way to engage new followers and establish your web development expertise. If you have a landing page designed specifically for visitors who find your website from Twitter, you’re off to a great start.

You can forward multiple shortcuts to the same page — for example, your Twitter landing page — and customize the short link. So if you participate in multiple Twitter chats on a weekly basis, you may want to create a custom link for each chat hashtag. Here’s what that could look like:

By doing this, you’re likely to see more visitors click through to your landing page because the experience feels personalized.

2. Split test the destination.

When it comes to marketing, you should always be testing. If your shortcuts have a high clickthrough rate but your landing page conversion rate is lower than you expect, testing will help you determine what content your visitors respond to. You can link your shortcut to multiple versions of your landing page, and the tool will automatically rotate the destination of each visitor. This way, you can easily see which version of your landing page gets you the best results.

3. Take it offline.

You can use your shortcuts for offline marketing as well with the QR code function in the Shortcuts module. If you attend a web development conference, get creative and print custom business cards with a QR code on the back. Your QR code should link to a shortcut that you create specifically for the conference, which will direct to a custom landing page. Watch how many visitors actively engage with you after experiencing this custom interaction.

If you use printed collateral like flyers and postcards, you can apply the QR code function here as well.

Want to give the Shortcuts module a try? You can get started by downloading a free license — it only takes a few minutes.


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