Oh Behave!

Before getting started: The stuff covered in this chapter builds on what you built in previous chapters (we recommend starting there if you haven't done it already).

As your visitors move through their evaluation process, their needs fundamentally change. Someone visiting your site for the first time needs to understand what problem you are solving and how you solve it. If you successfully capture their interest, they progress to needing to choose the best way to solve the problem.

To most effectively convert your visitors into customers, you need to tailor your messaging and resources to the buyer’s changing needs. For example, at the awareness stage, you might focus on introducing your product or service and generating interest, while at the decision stage, you might focus on helping the potential customer make a purchase.

Build your behavioral audience

In general, you can consider pages like pricing, plan details, sign up forms, product pages and bottom of funnel content as higher intent signals. Another great way to get a sense for pages correlated with buying stage is to use the data explorer to find your highest converting pages. Select the “Visited URL” attribute and sort the table by CVR to see the pages most and least associated with conversions.

Create your segments

Once you’ve created your audiences, let’s put them to action! You can select these new audiences as attributes in the Segment Creator. Don’t be alarmed by small sample sizes - since you just defined these audiences they are now starting to tag visitors into stages and collect data. The audience size will grow over time and traffic estimates should become stable in the next month.

🔥 Hot tip: More data sources, more coverage

As you are building your segment, consider augmenting your behavioral audience with additional attributes. For example, maybe you have ad groups targeting buyer stage and you can add UTM parameters. Maybe you have CRM stages you can add to the definition, as well. Remember to use “or” logic between the conditions to maximize your reach!

Launch experiences

We’ve got 2 types of experiences for you to launch on 2 segments — a classic 2x2. Launch personalized page content and a component (side pop or banner) for 2 different funnel stage segments.

🔥 Hot tip: Talk to your sales and lifecycle marketing teams

Chat with your sales team to understand how their conversations change as the buyer progresses through the funnel. Talk to your lifecycle marketing teams to learn how nurture programs change and what assets resonate the most at various stages.

Check out stage of funnel playbooks from other ground breakers.

See how Thomas from Brex personalizes CTAs by buying stage.

This article has 15+ tactics you can try to personalize by stage of funnel.

We will let these suckers collect some data and check back in on how they are doing in the next few weeks. In the meantime, let’s keep building.

You've only got one more lesson before you complete the Website Personalization Playmaker! Keep going and finish strong!