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 landing pages for your ads. But your current setup doesn’t allow you to create, personalize, and optimize landing pages 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 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 landing pages. With this announcement, Instapage is the first and only MarTech/AdTech company to bring together automation, 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 stage to optimize conversions. Armed with this new advertising funnel, PPC marketers can have their ads and landing pages 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 Instapage Personalization work?
The new personalization solution is all about experiences. To provide unique experiences, you identify the UTM parameters, i.e., the tracking code within Instapage. But first, you need to create a new experience.
Creating new experiences
From the Personalization tab, clicking the blue “New Experience” button opens the slideout here to name it. Creating a new experience effectively duplicates the default experience and all corresponding settings:
Now, you see both the default and new personalized experience in the list:
From here, clicking any experience in the list will open a slideout where you can preview, comment, or edit the design of the experience. Page editing still takes place in the builder, but this new slideout features Integrations, GDPR, SEO, Social Info, and URL Settings:
Creating audiences
With the new experience, clicking “Publish Experience” brings you to the audience settings so you can identify your UTM parameters:
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
Automatic Parameters
If you prefer not to identify specific parameters using the UTM builder above, you can opt for Automatic Parameters instead.
With this release, Instapage will automatically default to creating and appending routing parameters to custom audience experience URLs for publishing, with the option to switch to the manual parameter input method. Automatic Parameters will increase accuracy and efficiency by eliminating the need for users to log in to their ad platform or refer to a tracking spreadsheet, find UTM or custom parameters linked to a specific audience segment, and manually copy each field into Instapage for publishing:
What Verizon says about personalization
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 landing pages for every ad and audience. Now we can scale the post-click campaigns as efficiently and effectively as we scale the ads themselves.
Darren Lepke, Marketing Director of Verizon Digital Media Services
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 landing pages, 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
Benefit: Now users can set up various configurations for a page like SEO, social, custom JavaScript/HTML, GDPR, integrations, and conversion tracking once and have all experiences and variations automatically inherit these settings. This speeds up the process of creating experiences.
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 landing page 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 landing pages 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 landing pages as easily as they do ads.
Pain point #4
There is no dedicated workflow to personalize landing pages in the Instapage app.
How the solution solves it
A dedicated tab in the left margin makes Personalization easy to access. You don’t have to leave the page to preview the experience or manage settings. Everything is done through the slideout in a streamlined workflow, so there is no need to navigate away to personalize your experiences.
Don’t be satisfied with average conversion rates
Get up to 4x the average conversion rates with the Instapage Personalization solution and landing page automation. Your prospects, customers, and bottom line will all thank you.