Your leads and customers are comprised of multiple buyer personas, personalities, and interests -- so why should your website just have a single message? The fact is, a personalized experience can help convert leads and increase the likelihood that leads convert to customers. 

According to a study by Janrain, 74% of online customers get frustrated with websites when the content has nothing to do with their interests. That's why we introduced Smart Content to help you easily personalize your entire website to different visitors and provide a remarkable experience along with relevant content.

In this post, I'll walk through 5 tips for using Smart Content to personalize your landing pages and increase the relevance of how your website interacts with leads and prospects. 

Before getting started

  • Smart Content is available within any of the Rich Text modules within HubSpot's Content Optimization System. Any of the content within the module can be personalized (more on that below) based on the criteria you set.
  • To utilize Smart Content, you must be a HubSpot Professional or HubSpot Enterprise customer. Find out more about Smart Content and how personalization works here.

1) Show relevant value to every potential customer

The content you show to visitors should largely depend on where they are in the buyer's journey. Showing a prospect that has not seen your software information on how to login is overwhelming, and showing a customer case studies that are from an irrelevant market will not be helpful based on their lifecycle stage. After all, the more relevant the content and overall value proposition is to their needs, the more likely the visitor will convert.

To get started, click the "Make Smart" button in the upper right of any Rich Text module in your landing page.


Then, you can choose to personzalize the module by the lifecycle stage option as shown below:


Let's walk through this concept to fully explain how your messaging may differ per lifecycle stage. For example, let's say you have a software business that sells scheduling and time management solutions to independent contractors. Using Smart Content and the lifecycle stage option, you could personalize a landing page to show messaging for each stage, such as:

  • Lead: "Make more money by using your time more efficiently"
  • Marketing Qualified Lead: "Over 5,000 contractors saved 8 hours per week using our software" 
  • Customer: "Login now to schedule your next client meeting"

These examples are high-level, but highlight the stark difference of personalized messaging that should be provided to contacts along each stage of your buyer's journey.

2) Customize the page by device

Mobile is an important part of the buyer's journey. A lead can now seamlessly move between a smartphone, tablet, and back to their laptop or desktop - and a single poor experience during a visit across devices could mean the difference between a customer, and the prospect not returning to your website. 

Because of this, your landing pages should be ready to provide a unique experience for any visitor from any device. Here are some ideas on how you can personalize your landing pages for each device:

  • Show lightweight content on mobile and tablet pages. 64% of mobile visitors expect a page to load in four seconds or less, so it may be worth considering removing large videos, images, or bandwidth-hogging assets on mobile versions of your landing pages. Instead, consider providing a CTA to an offer where the resource can be sent to the visitor via email and viewed at a later time.
  • If your landing page has a significant amount of copy, consider reducing some of the copy to the most relevant sections by lifecycle stage. 

3) Match the landing page to a paid search campaign

Based on your marketing you can match a campaign, or whole referral source to a unique version of a landing page. This can have tremendous value for matching keywords and terms within the paid search campaign to the copy used directly within the page. In addition, you can show these visitors a unique offer without creating duplicate versions of the page.

Using our example software company above, let's say you have an ad that reads, "Time Management Software for Independent Contractors. Save 10% by purchasing today!" In this example, the visitor could see unique content for the discount you offered within the ad, and specific keywords within the headline to grab their attention and make them more likely to convert.


4) Display content in the visitors native language

If your company and product is global, it's important to consider your audience and buyers from other countries. For example, if you are located in the United States and your entire site is in English, but you have strong interest in your product from visitors in Germany, consider creative a native version of your homepage and landing pages. 


Extending this example, you could create a version of your landing page for all of the major countries that are important to your business. You can also group these countries into one Smart Content rule so multiple countries see the same page using the native language and content for that specific audience.

5) List-based personalization

Anytime you have a larger event, whether that means a product launch, trade show, or press announcement you can create a unique list within HubSpot for all campaign-related activities including nurturing using the Workflows App, Email, and social campaigns using the Social Inbox App. But if you have an important list, and you want to exclusively show relevant content to this group you can easily do so using Smart Content.

For example, using Smart Contact in conjunction with a company event you could:

  • Show a special offer to attendees, or registrants from the event. If you offer a software discount at the event, and these visitors then come to your landing page they could be shown the discount promised during the event. 

You can make this example even more powerful, but using Smart Content in conjunction with personalization tokens available in HubSpot to personalize the on-page content as well. For example, if your contact list includes visitors first names you could easily change the headline within your page to something like: "Great to see you at the event, Mark. We're glad you could join us". When used together in a way that provides a compelling and delightful experience, these personalization options can lead to increased time spent on your site and lead-to-conversion rates.

These are just a few ideas and tips on how to utilize Smart Content on your landing pages to increase the relevance of your marketing. For more information on using Smart Content take a look at this article in the user guide.

Originally published Nov 10, 2014 11:00:00 AM, updated September 17 2020