A Visitor to a Lawyer Agency Lead Generation Page is Recognized by Personyze as being:
Interested in Tort Law
Without personalization, the visitor would see the same generic law agency landing page as anyone else, and whether it was relevant to them would be anyone’s guess.
With Personyze, their interest is known from the moment they land, and Smith & Lauren gets a head start on engagement with these vital, high-value leads. They personalize their landing page by:
Adding the interest to the main menu, in this case Tort Law
Inserting a relevant header image
Changing the text and recommendations to include Tort and related services
Presenting a form to schedule a Tort Law consultation
Landing Page Optimization
Smith & Lauren have a relatively small number of high-value leads, so they want to optimize from the moment a visitor lands, and continue to engage them in every way possible. Since most of their traffic is through Google and LinkedIn Ads which are interest-specific, they use Personyze to identify visitors arriving via those ads and push relevant services on the landing page. Their primary goals are:
Niche marketing for specific interests, creating dynamic versions of their landing pages, to increase engagement and ultimately conversion of high-value leads.
Funnel their traffic through ad campaigns and landing pages that allow them to know the visitor’s interest, from the moment they land.
How Does it Work?
In this case, segmenting visitors is relatively simple. Each interest-specific campaign in Google or LinkedIn has a UTM or similar code, any of which Personyze can use for segmentation. To segment visitors from the moment they arrive, Smith & Lauren used Personyze to:
Target based on the UTM code of both Google and LinkedIn ads
Also used the URL parameter to target those who arrive via custom links URLs sent in emails or LinkedIn messages, containing parameters that identify their interest.
Past visitor behaviors on the site can also be remembered and used to establish this interest, as well.
Going Beyond the Personalized Landing Page
Here are a few ways that Smith & Lauren can add to their personalization strategy, to create even further engagement and conversion:
In addition to the form being offered, they could also create a chat box to offer users the ability to ask immediate questions.
Create an exit popup form, to try one last time to get the visitor’s email before they leave, for re-marketing emails.