In the last few years, website personalization has become a hot topic in digital marketing.

Google search traffic for the term over time:

website personalization

But only recently has it become a priority for B2B marketers. And with all the new technology available, it’s a lot easier to implement, execute and test personalization campaigns.

For the B2B marketers just getting started with website personalization, we’ve put together 5 tips that can help guide your strategy.

Don’t Try To Do It All At Once

If you’re just getting started with personalization, you might want to consider creating a project plan that works in phases. Phase 1 might simply be personalizing website copy. As you understand which pages perform best, you can iterate and expand your program in Phase 2.

Audit Your Website Content

Do an inventory of the content that’s already on your website. A lot of times, you hear you need to create a set of new content, but what you really need is better site organization.

Identify Quick Wins

If you want to start personalizing content right away, you can begin with tweaking calls-to-actions and website headlines to appeal to certain segments—popular segments for B2B companies include industry, company size and revenue. Focus on entry pages, like your homepage or landing pages, for the greatest impact.

Measure the Right Metrics

Go beyond traditional measurements such as clicks and page views by looking at each key segment separately, measuring how they are behaving on your website.

Optimize, Optimize, Optimize

Optimization is a critical component of your website personalization strategy. Conduct A/B tests to see what taglines, calls-to-actions perform the best for each of your target segments.

If you’d like to learn more about personalizing your B2B website, here is a helpful whitepaper from our Account-Based Marketing resource library.