Advertising audience data has exploded in the past decade with Facebook claiming to have 98 data points on users and Google having its own massive data collection. MarTech platforms have skyrocketed too, which now comprises more than 7,000 technologies.
With all this data collection and sophisticated software, advertisers have moved away from generic ads that target broad audiences. Today digital marketers leverage audience data to create 1:1 personalized ads that micro-target audiences. With hyper-targeted ads, advertisers have been able to maximize clicks.
Meanwhile, demand generation and growth marketing have evolved from being generic mass outreaches to becoming 1:1 personalized touches aimed at higher conversions. Account-based marketing micro-targets prospects with highly personalized touches across multiple channels based on audience data.
Online users expect a personalized experience, and digital marketers like you should be able to provide it for them.
The desperate need for personalized experiences
You’re already using the mountain of data to maximize clicks by creating targeted ads. Your CTR may be increasing and you might pay less for your clicks. But then you send the traffic to generic landing pages. And on average, less than 4% of your clicks convert and drive real value for you. This increases your cost per acquisition and makes your advertising channel less profitable.
As a savvy digital marketer, you understand the necessity to message and audience-match post-click experiences for your ads. But your current setup doesn’t allow you to create, personalize, and optimize post-click experiences as quickly as you do ads. The process takes too long or results in poorly designed landing pages that aren’t optimized for conversions. You require a process to set up post-click page experiences quickly, test them, create more granular experiences, and apply the same iterative experimentation approach that you use for optimizing your ads.
Now you have it.
What is the Instapage Personalization solution?
It enables advertisers and marketers to maximize conversions with 1:1 personalized post-click experiences. With this announcement, Instapage is the first and only MarTech/AdTech company to bring together scalable creation, optimization, and personalization into a single, conversion-focused platform:
The new offering enables marketers to:
- Create any number of unique page experiences for a landing page
- Attach experiences to specific audiences (currently based on UTM parameters)
- Serve the right experience in real-time to the right audience
- Automatically fall back to a default experience for audiences not attached to any experience
- Add or delete experiences from a page in real-time
- Create variations for a page experience to split test within a certain audience
- Identify high-performing audiences by tracking metrics at audience level
Personalization solidifies Instapage as a key part of the advertising funnel that handles the post-click stage to optimize conversions. Armed with this new advertising funnel, PPC marketers can have their ads and post-click experiences work in complete sync to optimize conversions and maximize advertising ROI.
The new solution is part of the Advertising Conversion Cloud, the Instapage Enterprise offering designed for marketing teams and agencies with large-scale advertising and growth programs. PPC and growth marketers that target varied audiences through highly personalized campaigns can benefit most from Personalization.
With Personalization, marketers can create and optimize unique experiences for each target audience of a landing page, in minutes and at scale, thereby enabling 1:1 personalization.
How does the Instapage Personalization solution work?
The new solution is all about experiences. To provide unique experiences, you identify the UTM parameters, i.e., the tracking code within Instapage.
When you sign into the app, clicking any of the pages will bring you to the default experience for that page. For example, clicking Journey Page:
…Takes you into the builder to customize the page any way you like. So, if you were customizing the San Francisco landing page in the builder with the Golden Gate Bridge, that is your default experience. In the margin, you see an expanded list of settings for the default experience — items for URL, Integrations, Conversion Goals, SEO, Social Info, Scripts & GDPR:
Creating new experiences
Clicking the blue “New Experience” button opens the module here to name it. For this example, we used London:
(Creating a new experience effectively duplicates the default experience (and all corresponding settings.)
Then, clicking “Edit Design” takes you to the builder where you can customize the new experience. Now, you see both experiences in the margin:
Now that you have a new experience, it’s time to determine the audience that sees it. Under the London Journey experience, clicking “Audiences” brings you to this view:
In addition to the five most common parameters, you have the option to create custom parameters, too. Once you set and save the audience parameters, only people who match the parameters you identify, will see the new experience.
A few notes about UTM parameters:
- You don’t have to use all five parameters
- If a prospect does not match the parameters, that individual will see the default experience
- The parameters don’t have to be in order; as long as prospects match the parameters, they will see the experience you identify
What Verizon says about personalization
For Verizon, personalization is game-changing:
Advertising targeting technology has significantly advanced, but conversion rates have stagnated. Instapage has truly maximized our digital advertising performance by enabling us to offer matching, personalized post-click experiences for every ad and audience. Now we can scale the post-click campaigns as efficiently and effectively as we scale the ads themselves.
Features and benefits of Personalization
Feature #1: Create multiple page experiences for a single landing page
Benefit: Marketers often need to send multiple audiences to the same landing page. Personalization allows them to create multiple experiences for the same link, that can be attached to different audiences and served in real-time.
Feature #2: Add new experiences to a live page
Benefit: Marketers often start with broader audiences and then split out audience sub-segments iteratively. Personalization allows marketers to add unique experiences for new audiences to an existing page. Simply identify the new sub-segment with a new set of UTM parameters, create a new experience, and attach it to the audience. Visitors in that segment will start seeing the experience in real-time. Your other experiences will be untouched.
Feature #3: Delete experiences from a live page
Benefit: As marketers iterate and experiment with granular post-click experiences, they may determine two or more audiences to be similar and decide to merge them. Personalization allows them to delete experiences and direct previously split audiences to a single experience.
Feature #4: Add any number of variations to an experience
Benefit: A/B split testing different experiences is critical to optimize experiences for conversions. Personalization allows marketers to create variations for each experience and run experiments to determine the best-performing variation.
Feature #5: Experiences inherit page setup
Feature #6: Experience analytics
Benefit: Track performance for each experience and its variations to optimize conversions for each target audience.
Feature #7: Perform page setup outside the builder (decoupling builder & setup, decoupling publishing & setup)
Benefit: Building a page experience takes a team. Designers do wireframe and designing, copywriters add copy, operations manager sets up integrations and tracking, SEO manager sets up SEO and so on. The Instapage platform streamlines the process by providing workflows for each team member to perform their job without stepping on each other.
Feature #8: AMP experiences
Benefit: Create multiple, unique AMP experiences for your mobile audiences.
Pain points and how Personalization solves them
Pain point #1
“Our team needs to create unique experiences for each target audience. It’s almost impossible, too time-consuming, and resource-intensive.”
How the solution solves it
With the Instapage platform, you can quickly create multiple experiences for the same link, that can be attached to different audiences and served in real-time.
Pain point #2
“We would like to dynamically offer a different post-click page experience for our different audiences.”
How the solution solves it
With Personalization you can create multiple experiences for the same page, that can be attached to different audiences and served in real-time.
Pain point #3
“We run a large scale advertising program and constantly optimize our ads but send the traffic to generic pages. We’d like to pair the ads with matching post-click experiences and tweak them as we tweak our ads.”
How the solution solves it
For the first time with the Instapage platform, marketers can create, optimize, and personalize post-click experiences as easily as they do ads.
Don’t be satisfied with average conversion rates
Get up to 6x the average conversion rates with the Instapage Personalization solution and post-click optimization. Your prospects, customers, and bottom line will all thank you.