Website

Personalize website by stage of funnel

When to consider this playbook

If you have a long purchase cycle where your prospects are visiting your site multiple times, you should personalize your website to prospective buyers so they receive relevant content and messaging at each stage of the marketing or purchase funnel.

Data available to you

Salesforce and Segment data are natively integrated into Mutiny, which gives you access to any first party data that you have on your leads and opportunities. Any field from the Salesforce Contacts, Leads, Accounts, and Opportunity tables can be accessed within Mutiny. This data will allow you to determine how much engagement the lead has had with your website and content.

How to personalize

Messaging

We recommend tailoring your homepage hero or the information above the fold to the visitor’s purchase stage. 

In the Awareness stage, buyers want to understand what you do and should experience a "hook" to want to engage in a conversation. Using a clear value proposition and relevant social proof can often do the trick. 

In the Consideration or Evaluation stage, buyers dig deeper into how your product compares to competitors, what implementation will be like, or how you affect their broader team’s workflow and KPIs. Making content available about how different stakeholders can use your product or highlighting a competitor comparison can be valuable here. 

In the Decision phase, ROI information or calculators could be really useful as the prospect seeks budget approval. 

For example, your headline can say

  • "Acme, Meet Mode" for the Awareness stage

  • "Learn why Mode is the market-leader in analytics" for the Consideration stage

  • "An analytics platform your whole team will love" for the Evaluation stage. The rest of the text can include information or a link to the appropriate place on your site. 

  • "Mode delivers the fastest ROI of any analytics platform" for the Decision stage. 

You can also contextualize your CTA to the stage of funnel, for example:

  • "Read Case Study" for the Awareness stage 

  • "Learn More" for the Consideration stage 

  • "Request Demo" for the Evaluation stage 

  • "Sign Up" for the Decision stage.

If you are not sure how prospects' needs change, talk to one of your sales reps about what they cover on an initial discovery call vs. demo vs. subsequent conversations as they tailor each conversation to the relevant purchase stage.  

See it in action

Mode is an analytics platform designed to help data scientists answer open-ended questions about their business. They introduce their product to the prospect with an open-ended question relevant to their business that Mode allows them to answer.

The CTA is "Schedule Consultation" which is a great way to share valuable information with the prospect without putting pressure on them to buy now.

Below is a live example of how Mode personalizes their website based on the visitor's marketing funnel stage. They show an introductory experience to visitors in awareness stage, while visitors in evaluation stage see content about how Mode plugs into their tech stack.

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