How to personalize your content journey and increase conversions

Today, many consumers expect a buying experience that’s right for them. They want to visit your website, find relevant content and come with the best deals – They don’t want extra content that is irrelevant to them.

Personalizing your content journey now is one of the most effective ways to increase conversions.

For example, one study found that 92% of marketers consider personalization very valuable, while 49% of companies consider personalization a top priority.

In another study by Econsultancy, 94% of companies used personalization increased conversion rates. Clearly, personalization is becoming increasingly important, and marketers need to start personalizing their content journey, or if they’ve already started, continue to improve their personalization tactics.

In this guide, I’ll show you five steps to personalize the content journey within your campaigns and improve conversions.

Create buyer persona

When you think Personalize your content For visitors, one of the best and most practical ways is to do so for a few groups of people. This is your audience/buyer.

Your buyer persona is a document containing as much detailed information as possible about your ideal customer . This helps you identify the right content at each stage of the funnel by addressing a specific lead’s pain points and promoting the offers that are most relevant to that prospect.

As for your buyer persona, it’s a good idea to gather as many insights as possible to make sure you know enough to personalize the content for every detail. These include:

  • Demographics: name, age, gender and location (especially important for people targeting different locations)
  • Income
  • Pain points/needs
  • Hobbies and hobbies
  • Favorite Marketing Channels

If you advertise different products on your website, the profile of an ideal customer for one product may differ from that of another. All you have to do is create a few ideal buyer personas for each of your product categories. Once you have these personalities in hand, it will be much easier to create content for each individual buyer during the different stages of the sales funnel.

This is an example of a buyer persona from Persona Institute Buyers .

Buyer Persona Example

Use personality to create valuable content

After creating a buyer persona, your next task is to create a sales funnel for each individual. How do you run these sales funnels? You do so through relevant content at each stage.

When these parts of generated content , they are made with your buyer in mind. While all pieces of content will show up on your site, you can segment your visitors to fit whatever your buyer personality is. And so you can send the right content to them at the appropriate stage of your sales funnel.

However, you’ll need to plan content for multiple channels – from your website and blog to the emails you send them to the social media updates you post.

Personalize your website content journey

While it hasn’t gone mainstream yet, providing personalized content on your website is one of the most effective uses of personalization.

For example, a really interesting case study from Oktopost a cloud software company, showed that by recommending relevant content to each visitor, they saw 31 % increase in Lead Conversion Rate:

Oktopost example

But to personalize website content, you need assistive technology.

And here is where the solution like CliClap appear in the image.

It uses ML (Machine Learning) to predict and apply the next best action to each of your website visitors. Its uniqueness is that, for each visitor, the platform builds content journeys, optimized for engagement and conversions, hands-free.

As a result, you can capture more and more qualified leads into your sales funnel.

Likewise, if they download a PDF from your site, you can even track how they interact with that resource – and find ways to personalize that content further to increase engagement and Interactive.

track PDF engagement

Because your marketing campaigns across a variety of channels drive users to your website with the goal of converting them into customers, it’s a good idea to tailor the content they see based on who they are, where they come from, and who they are. where (i.e. traffic source) and their previous behavior, if that knowledge is available makes sense.

For users coming from other marketing channels and direct visitors, you can customize your content based on their behavior. As a result, each visitor will see pieces of content that are relevant to them.

On another note, your landing pages are an important avenue for applying personalization techniques. The best practice for your marketing campaigns is to refer users to campaign-related landing pages. Through it, you can capture their insights for future nurturing.

After a visitor submits their details via your landing page, you can present more content on your website related to the landing page product or offer.

So if a potential customer submits their information on a landing page at the top of the sales funnel, the suggested content should move them to the next stage instead of trying to sell your product.

With a personalized website content journey, potential customers will move deeper into your sales funnel by having the right content at the right time. Ultimately, this leads to higher conversion rates, more time spent on the site, lower bounce rates, etc.

Send email drip campaigns based on subscriber interests

One of the biggest and most popular means of personalization is your email campaigns. Simply put, if you still haven’t implemented personalization in your emails, you are far ahead of your competitors.

For starters, emails with a personalized subject line are Likely to be opened 26 More% versus non-personalized subject lines.

Personalization Increases Open Rates

Emails with personalized subject lines are 26 % more likely to be opened than non-personalized subject lines. Click to Tweet

This points to the fact that personalized email is very important to open your emails and increase engagement. What are some functions and benefits of personalized email in your sales funnel?

  • Leading nurturing
  • Branding
  • Abandoned trolley recovery
  • Introducing new customers
  • Sell ​​more to existing customers
  • Send promotions

Without personalization, these are virtually impossible to achieve. To turn a cold lead into a qualified lead, you need to send pieces of content that make them aware of their problems and how your product can solve them.

See this example from Paper Style :

Email Personalization Example

The choice a visitor makes here determines the emails they will receive. By doing this little bit of personalization, Paper Style had a 244% increase in open rate, a 161% increase in clicks and 330 Increase in revenue on each mailing.

Even after a prospect becomes a customer, you still need to continue emailing them during the referral process and selling more products to them in the future.

Fortunately, you can automate your personalized emails with your email service provider. This allows you to send emails to your leads and customers based on their behavior and the actions they take – and fortunately, most email marketing tools today offer this type of email marketing. this automation.

Did they read your email about a product? Do they click through to the blog page? Do they conduct product page checks? You can then send them an offer about that product.

Meanwhile, you can create different drip campaigns for different situations. Then add or remove your subscribers from these campaigns based on your criteria. An automated email tool that you can use is ConvertKit . It offers powerful automation and is easy to use, even for beginners.

convertkit example

Personalize content based on user demographics and other factors

While you can personalize your website content for each individual visitor, personalization based on certain user demographics for a group of users is also effective. Plus, other factors influence a visitor’s choice and will come into play in the personalization process.

Some common demographics that you can use to personalize your pages are:


If you offer services across cities or countries, you can personalize your content based on the location of your visitors. In some cases, offers may be available in specific locations, and they appear only to people from those places.

For example, here’s what the MobileMonkey website uses to advertise their offers, depending on where you’re visiting:

Time to visit

During different times of the year, many factors influence people’s needs and shopping patterns. Some common stages to consider are:

  • The seasons
  • Month
  • Holiday
  • Time of day

With these considerations in mind, your website may change to reflect the needs of your visitors, depending on the time and date of their visit; for example, show certain deals for Christmas, or even change the offers you show based on both location and time of visit.

Benefits they are looking for

Are your visitors looking for the cheapest product or package they can find? Or is quality their most important need? Or do they have a passion for a brand?

You can personalize your website based on these and many more benefits to show the right content to potential customers.


With the growth of martech, potential customers become very picky. In other words, potential customers want experiences tailored to their needs.

Considering how important proven content is in the conversion process, personalizing your content journey can provide a dramatic increase in conversions and help you sell more.


By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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