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How to Use HubSpot’s One-Click Personalization to Increase Conversions

By December 17, 2015May 13th, 2019

the-thinker.jpgHubSpot recently added Smart Content Insights to make the personalization process much easier. Now you can use Smart Content Insights to drive conversions across all your content from your website and landing pages, to your blog and emails.

What are Smart Content Insights?

Smart Content Insights are recommendations that use information from your own Contacts database to help you best personalize your content.

These insights will be especially helpful for making every ounce of your website more perfectly tailored to individual visitors. Gone are the days of one-size-fits-all, and smart content is now the marketing industry’s high standard.

When you hover over a rich text box or custom HTML content, you’ll now see a pop-up box that will show you exactly how you can optimize that content to your audience. This can be based on referral, country, or lifecycle stage:

smart-content-insights-lifecycle.jpgHow to use Smart Content Insights to increase conversions

Here are 3 examples of how you can use Smart Content Insights. We’re experimenting with these every day.

Events like webinars, seminars and conferences always seem to attract a wide and diverse audience. Smart Content Insights can help you improve your landing pages for these events by giving you a breakdown of your traffic sources by lifecycle stage. Then, as pictured above, you simply click “Make smart by lifecycle” to create content for each of your lifecycle stages.

Traffic to your content offers can be localized by country, allowing you to translate, or at least localize, your content for that market.

smart-content-insights-country.jpg

Taking this simple step can help international visitors relate more to your content and brand.

Even your homepage can use some Smart Content Insights. For example, we are creating a new website (to be release Jan 1, 2016) for our agency, and want to pay attention to the lifecycle stage of visitors to the home page – which we can do directly from smart content insights. We want to drive MQLs to become SQLs, so instead of showing the default content on the home page, we can change it to customer testimonial and case studies.

It’s easy to get started with Smart Content today!

Implementing personalization doesn’t have to be daunting. Using data provided by Smart Content Insights makes it really easy – but it still requires creating the content for the audience or persona that you’re customizing for.

To get started, look at your 5 top content offers and any critical points along the path where leads can turn into SQLs, such as your home page. Use Smart Content Insights to sort by lifecycle stage, and then create some content for the new offer, or the new paragraphs – whatever you want to personalize.

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Larry Levenson

Larry is passionate about inbound marketing and is a HubSpot Certified Trainer. He's learned the "secrets" of leveraging HubSpot to make marketing hyper-effective and customizes that information to help our clients meet their goals. Larry lives in Prescott, AZ, and when not at work, he is hiking or hanging out with teenagers as a volunteer with Boys to Men USA.