Last updated on January 22nd, 2025 at 04:21 am
We are all used to algorithms that cater to our particular tastes.
YouTube, Netflix, Amazon, you name it, everything is increasingly tailored to us as individuals instead of being generic.
This is something that businesses need to keep in mind when they are designing their sales funnels.
Customers want messaging that is relevant to them and quickly lose interest if they see generic messaging that doesn’t resonate with them.
In fact, according to McKinsey’s research, 71% of consumers expect personalization and 76% of consumers find it frustrating when brands show or recommend them things that are not relevant to them.
So how can you implement personalization in your business?
One of the ways to do that is to personalize your landing pages.
What is Personalization?
Personalization is an umbrella term that refers to various practices that involve tailoring your:
- Content
- Marketing
- Sales copy
… to individual customers or to specific customer segments.
This includes things like personalized landing pages, email list segmentation and marketing automation, dynamic content, e-commerce personalization based on the person’s browsing and purchase history, etc.
Should You Personalize Your Landing Pages?
We don’t recommend personalizing landing pages right from the get-go. Why?
Because personalization is an advanced conversion rate optimization method that should be implemented once you have all the basics in place.
If you are just starting out then it’s probably better to focus on validating your idea, putting a lead generation funnel in place, and building out your Value Ladder.
It’s also generally advisable to target a small sub-niche within your niche, then gradually expand from there.
For example, if you have a product or service that offers a solution to a problem that YouTubers are struggling with, don’t target “YouTubers”.
Instead, target a subset of them such as “fitness YouTubers”, or even a subset of that such as “calisthenics YouTubers”.
When you are targeting a small sub-niche, you don’t really need personalization because it’s easy to manually tailor everything to your target audience.
Finally, it’s common for entrepreneurs to start with one idea, then pivot to something else entirely. Some pivot several times until they find something that works.
If you haven’t yet found a product-market fit, focusing on personalization might prove to be a huge waste of time because you may have to scrap the whole product idea altogether and go back to the drawing board.
So when should you start personalizing your content, marketing, and sales copy?
You should do that once you:
- Have validated your idea
- Have built your sales funnel
- Are generating revenue and making a profit
At that point, it makes sense to begin expanding to other sub-niches and then to other niches. Personalization can help you do that more effectively!
Now let’s take a look at the three ways to create personalized landing pages:
#1 Create a Separate Lead Generation Funnel for Each Customer Segment
The best way to generate leads online is to create a lead generation funnel.
Here’s a quick overview of the process:
- You create a lead magnet
- You create a landing page for that lead magnet
- You drive traffic to that landing page
Let’s take a closer look at each of these three steps:
Create a Lead Magnet
A lead magnet is a freebie that you offer to potential customers in exchange for their email address.
It can be anything that they can either download to their device or access online:
- An eBook
- A webinar
- A video course
- An email course
- A video masterclass
…etc.
What’s important is that:
- Your lead magnet offers a solution to a problem that the potential customer is struggling with.
- That problem is either the same one or related to the one that your paid product or service addresses.
Keep in mind that your lead magnet will serve not only as a bait that attracts potential customers but also as the foundation of your entire sales funnel. So don’t neglect it just because it’s free!
Create a Landing Page for That Lead Magnet
Once you have your lead magnet, you should create a landing page for it.
We don’t recommend building it from scratch if you don’t have any previous experience designing landing pages. It’s better to use a landing page template instead.
Our software, ClickFunnels, includes a library of proven, high-converting landing page templates for pretty much every use case imaginable.
All you need to do is pick one of them and then customize it using our visual page builder. It’s that easy!
Start Driving Traffic to That Landing Page
Once you have your lead magnet landing page, it’s time to start driving traffic to it.
We recommend starting with paid ads because paid traffic is targeted, predictable, and scalable.
All major social media platforms allow you to run ads on them:
- YouTube
- TikTok
Pick the platform that makes the most sense for your business, create an ad campaign designed to promote your lead magnet, and then start running it with a small daily budget.
Once you figure out how to run ads profitably, you can begin scaling your campaign by gradually increasing your daily ad budget.
Also, make sure to optimize your lead generation funnel for conversions:
Rinse and Repeat!
The easiest way to personalize your landing pages is to create a separate lead generation funnel for each segment.
Say, if you have a fitness business that targets people of both sexes, you could create one lead generation funnel for men and another lead generation funnel for women.
In a situation like this where you have customer segments that are completely distinct, it might make sense to build not just a separate lead generation funnel but also a separate email list for each segment.
Meanwhile, if there’s an overlap between customer segments, then it probably makes more sense to have separate lead generation funnels but only one email list, then use email segmentation and marketing automation to tailor your email content to each segment.
#2 Build a Survey Funnel That Allows You to Tailor Your Landing Pages to Each Customer Segment
Another way to personalize your landing pages is to create a survey funnel.
A survey funnel is a funnel that allows you to direct different people to different sales funnels from a single starting point.
It looks like this:
Page 1: A survey
Page 2: A squeeze page based on the survey results
Page 3: A thank you page based on the survey results
So you drive traffic to the survey page, then direct people to different lead generation funnels based on their survey answers.
We recommend this survey structure:
- Self-identifying question (general). Ask them who they are.
- Self-identifying question (subject-based). Ask them about the situation they are in.
- Self-declared level of skill. Ask them what is their skill level.
- Self-declared biggest challenge. Ask them what they are struggling with.
- Educate and clarify. Ask them what they are struggling with on a personal level.
- Random curiosity-based question. Ask them something that you are curious to learn about them.
The first question is called the “bucket question” because it determines which sales funnel that person will be directed to.
That being said, you can create more complex survey funnels where you use several data points for more granular personalization.
In fact, survey funnels are great for businesses that not only serve several distinct customer segments but also address several different problems with their products and services.
Say, if you have a fitness business that targets both sexes but is solely focused on helping people lose weight, then you probably don’t need a survey funnel.
In that case, simply creating two separate lead generation funnels, one for men and one for women, is probably a better solution.
However, if your business not only targets both sexes but also has a range of products and services that address different problems (e.g. losing weight, building muscle, prehab/rehab, etc.), you might want to create a survey funnel.
That will allow you to first establish the person’s sex, then learn what they are struggling with, then direct them to a landing page with a lead magnet that is relevant to that particular problem,
Say, once you know that someone is a man who wants to lose weight, you can direct him to a landing page with a lead magnet designed to help men lose weight.
In a situation like that it makes sense to build two email lists, one for men and one for women, then use email segmentation to segment these lists based on people’s fitness goals. Why?
Because customer segments based on sex are distinct, while the sub-segments based on fitness goals are likely to overlap (e.g. someone who lost weight might decide to gain muscle) so it makes sense to keep the latter on the same email list.
Also, something to keep in mind about survey funnels is that they typically generate fewer but higher-quality leads because the survey serves as a barrier.
This can be either a positive or a negative depending on whether you are optimizing for lead quantity or lead quality.
#3 Use Dynamic Content to Personalize Your Landing Pages
Dynamic content is web content that automatically changes based on the traffic source, user preferences, user behavior, etc.
You can use dynamic content to personalize your landing pages so that the same landing page would display different content based on whatever criteria are important to you.
If you want to drive traffic to a single landing page as opposed to several different landing pages but are concerned that a survey funnel might create too much friction, it might be worth considering going the dynamic content route instead.
However, it’s worth noting that of the three ways to personalize landing pages that we have discussed in this article, this one is the most advanced in terms of the technical skills required to implement it.
While it might make sense for established medium-to-large companies, it’s probably overkill for most small businesses, especially ones that are just starting out.
Build Landing Pages That CONVERT With ClickFunnels!
ClickFunnels has everything you need to create landing pages that convert:
- Proven landing page templates
- Visual editor that you can use to customize those templates
- A/B testing functionality that you can use to optimize your landing pages
What’s best is that we have a free trial which means that you can check out our software without any risk!