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It’s the final month of the year and we are back again, discussing our favourite topic, personalization. This week we’ve gone back through the Webeo archives and uncovered the most useful insights for you to take into 2025 with you.
We’re not trying to reinvent the wheel when we talk about personalization. We’re trying to remind B2B marketers of what can be achieved when they make personalization a priority.
So here is your sign, loud and clear. In 2025, don’t make website personalization a nice to have. Your website is a crucially important part of your customer journey and there is overwhelming proof that creating targeted and personalized digital experiences for your prospects has an almost immediate effect on the success of your website conversion.
The problem with your website
Back in May, Rachel Holmes, Webeo’s Business Development Director had this to say…
“Ultimately the goal of your site is to turn visitors into leads and leads into customers. The problem is the average B2B website converts only 1% of traffic. Meaning 99% of the traffic we’ve spent time and money getting to the site is not converting. We all want more leads right, so what should we do to improve conversion?”
You see, personalization helps to solve an intrinsic problem we have with B2B websites. That they just do not perform well enough. B2B marketers spend a sizable amount of time and resource driving valuable prospects to their website, and when it’s time for their website to do the heavy lifting, they are often let down by subpar conversion rates.
Website personalization offers a way to make actionable and conversion-driven changes to your website, without relying on a huge relaunch or redesign.
“Putting it simply, all decision makers are busy and time poor. Plus they don’t have the inclination to search through your B2B website to see if you provide the service they are looking for. They want you to spell it out to them, make it easy. Show them social proof that you work with their peers (and competitors) so they know you understand the ins and outs of their type of business.”
A report from Adobe found that personalized website content can increase user engagement by 6x, leading to more time spent on the site and increasing the likelihood of conversion.
Personalization is expected
Our 2024 Website Personalization Report included some eye-opening stats…
A recent report by McKinsey found that 71% of consumers expect companies to deliver personalized interactions, and 76% even feel frustrated when businesses fail to do so. As a consequence, 69% of business leaders are increasing their investment in personalization, and 98% of B2B marketers say that effective personalization improves customer relationships and increases prospect conversions.
Here are the facts, we know that website personalization is increasingly expected from B2B prospects, plus it improves the user experience and drives more conversions. Chances are you practice personalization across other parts of your marketing execution. From targeted ads to personalized email content, so why is your website not given the same treatment?
The benefits of B2B website personalization include higher conversion rates across all marketing channels that lead back to the main website, with Webeo customers seeing an average 187% uplift in conversion.
Switching from ABM to ABX
In September, we shared our ABM to ABX eBook …
The CMO magazine described ABM as “the chef making personalized meals for each friend at a dinner party” and ABX as the person “curating the entire dining experience, including ambiance, décor, music, and transportation.”
Essentially, ABM is used to acquire high-value dream accounts in a targeted, personalized, account-based way. Whereas, ABX aims to nurture and engage these accounts across the entire customer lifecycle.
Website personalization plays a key role in ABM and ABX campaigns. However, B2b websites often use various stages of the purchase funnel to serve different purposes. Understanding what visitors see on your website at each stage of their journey helps create an account-based experience for your top prospects.
Begin your CRO journey
We talk about conversion rate optimization (CRO) a lot, but it can be daunting knowing how to get started. We published a practical guide to CRO for SMBs earlier this year to get you started…
CRO is about playing the long game. But there is always a prize at the end of the road: Maximizing your conversions and driving sustainable growth for your SMB.
CRO is an invaluable tool for small businesses without big marketing budgets. It gives you the opportunity to pause, assess and refine parts of your website so it can work more effectively. From lead nurturing and sales enablement, to measuring results and website personalization, CRO comes in many different forms. All of which will help you learn more about your customer journey and improve conversions in the process.
If you take anything into 2025 with you, let it be this…
- The average B2B website only converts 1% of traffic. Meaning 99% of the visitors you’ve worked hard to get to your website will not convert.
- 98% of B2B marketers say that effective personalization improves customer relationships and increases prospect conversions.
- If ABM is the chef making personalized meals for each friend at a dinner party. ABX is the person curating the entire dining experience, including ambiance, décor, music, and transportation.
- CRO is about playing the long game. But there is always a prize at the end of the road: Maximizing your conversions and driving sustainable growth for your SMB.
Regardless of your budget and targets in 2025, make space for website personalization and CRO in your plan. It will help create better experiences, improve the results of your marketing campaigns, and drive more website conversions. If you want to chat – book a demo directly with our team here.
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