No longer does personalization merely mean adding a first name into an email salutation. In the current marketplace, for digital marketing to encourage a user to convert, the digital equivalent of attention must be paid to the user’s landing page interests, activities, and needs. This is where AI segmentation helps marketers create hyper-personalized landing pages en masse. In other words, with AI-generated insights, even those with a large audience can personalize the landing pages for the large audience subsegments.
Table of Contents
The Shift from General to Targeted Experiences
Landing pages used to be less personalized. There was a more general approach taken in the hopes that if a marketer made one page appealing enough to the general public, it would work. And it did sort of but not enough to drive success in today’s marketplace. But now that it’s possible to personalize and seek segmentation for landing pages, the crafting process has changed. Before, people could create landing pages based on segments of focus groups. Now, people can create them for individuals. With AI segmentation, however, it’s better. They can be created for one person, yes, but they can simultaneously be created for thousands or even millions to receive the same personalized experience at once.
AI slices and dices its users in myriad fashions from their historical interaction with a brand to more demographic and browsing indicators, even to predictive information about what they might do in the future. From this segmentation, AI can render landing pages that fit an individual’s exact specifications and issues and are more likely to be engaged with and completed. Create AI landing pages that align with whether a user is a new visitor, a returning customer, or someone who abandoned the shopping cart AI segments for better landing pages based on such familiarity.
Real-Time Adaptation Based on User Behavior
While there are many benefits to AI segmentation, perhaps the most powerful is that it can change in real-time. Where static landing pages maintain the same opportunities for each view the same pictures, same copy, and same CTA for every viewer AI can actively change the landing page’s suggestions, images, offers, and even CTAs based on how someone scrolls or what they click. For example, if someone remains on a product category page for a long time, hovering and scrolling over one specific item, AI can reformat the landing page to provide similar items, an offer for a percentage-off promo code, or customer reviews about that item/category.
This real-time shifting is necessary for conversion because it reduces friction in the process. When someone lands on a page that has what they want or that AI has revealed that they’ve selected, or that AI has encouraged them to recognize what they’ve selected, it makes that landing page more legitimate, trustworthy, and customized. The more customized an experience becomes, the more likely someone is to take that next step to buy something, to subscribe to an email list, or to fill out a contact form.
Leveraging Predictive Analytics for Future Engagement
Whereas AI segmentation does not just assess what users are doing at the moment, it also employs predictive tendencies to determine what a user may do next. By looking at historical user actions and spotting patterns, AI knows which types of content, payment plans, or products a user is more likely to respond to at that time. Therefore, the AI segmentation process provides landing pages that assist them in the moment, but simultaneously paves a road to where they need to go next, hopefully, conversion.
For example, if someone has been looking at reviews of products, AI may assume they’re on the fence about purchasing and send them to a landing page that provides a coupon code or a video review to spur action. With successful predictive tendencies based on data, AI can provide more forward-thinking landing pages that give users the impression that their needs are being anticipated in real-time, as opposed to just reactionary.
Scaling Personalization Across Multiple Segments
Ultimately, AI segmentation is truly impactful because it holds the power to create personalized experiences on a large scale with multifarious audiences. For instance, traditional efforts to market would depend on the need for resources dedicated to creating the personalized experience for every different faction; marketers would need to investigate the use of landing pages and optimize each manually to appeal to different sectors, demographic data, specific nuances, and subsequent habits. This becomes a challenge even for a single campaign that attempts to appeal to a large, heterogeneous audience. Thus, for many companies, it’s impossible to provide the personalized experiences that consumers expect.
Yet now, this hyper-personalized landing page task is for everyone and with AI, it’s not necessary. The time spent to create even one optimized page for one type of audience is no longer needed. Instead, marketers can easily extend themselves to larger audiences with more diversity. AI can assess users and group them into hundreds, if not thousands of segments, each segment with its unique persona, interests, needs, and engagement techniques whether that be through interests, buying patterns, geographical segments, and more. AI can change the copy, design, and offers in seconds with segments galore.
Not only does AI give you this experience, but it also removes the necessity for you to create separate landing pages in the first place. Time managed and efficiency improved by not having to section so many different options when AI can create personalized landing pages at the touch of a button for as many visitors as you have. Once again, AI does the legwork for you and generates content that resonates with every segment without you constantly available or on call to constantly revise and recreate.
The magic behind AI is that it can always change for a constantly changing audience. Specific geo-targeted locations, specific age ranges, and specific levels of user engagement can all be accounted for when AI-informed landing pages compile the most relevant information for each and every one of them. For example, if a campaign aims to promote a particular product with a significant age range, the AI will inevitably adjust the copy, images, and even promotions to fit what it’s learned about those expectations. Likewise, those who interact with information regarding a certain product group will receive more niche-specific promotions, recommendations, or reviews about that group. Everyone feels like they have personalized service.
But beyond the ability to scale personalized landing pages, AI also ensures that they are performance optimized. As AI understands how each sub-segment interacts with the landing page, it tracks performance and adjusts in the moment. Adjustments may be to headlines or where a CTA is located, or audience properties that certain individuals enjoy more attention, revealed through engagement. Ultimately, AI learns and is better able to hone in on segmentation over time, making the personalization deeper and generating higher rates of performance.
This type of continuous adjustment is one of the strongest advantages of AI-prompted personalization. The more AI understands, the more the possibilities for personalized landing pages. Whether someone buys or doesn’t buy from the experience, data is revealed that opens pathways for further adjustments in the future. As AI learns by processing in real-time at warp speed, marketers do not have to worry about investing further time or resources into continual precision since this transformation and precision will happen naturally in real-time.
Ultimately, the advantage of AI means that even company-wide efforts can be applied to a tailored experience for the consumer base but on a grander scale without the limitations of human error or manual constraints. For instance, landing page segmentation and personalization generated automatically means that efforts no longer exist in a vacuum and instead, companies can cater to even more massive audiences with deeper rates of engagement and conversion, saving time, money, and energy better spent on more rudimentary personal generation endeavors. The sky’s the limit with AI.
Enhancing Conversion Rates with Hyper-Personalization
Ultimately, since the goal of hyper-personalized landing pages is to increase conversion rates, when AI can segment users and create dynamically generated content, it also means that businesses can tailor the message even better so that visitors are more likely to do what they came to the site to do make a purchase, finish a signup, or hit a CTA. AI segmentation enhances the customer experience via content and imagery that’s relevant to what users are searching for and need so that it’s always easy for them to get what they want.
In addition, the mere opportunity to personalize fosters visitor trust and loyalty. If people feel like their needs and desires are being met, never mind if they haven’t explicitly related them, they are more likely to not only engage with the content and convert but also come back in the future. AI gives companies the power to learn from customer actions over time, continuously optimizing landing pages to ensure that customer experiences are never stale.
The Future of Hyper-Personalized Landing Pages
Yet as AI technology only gets better, the likelihood of hyper-personalization of landing pages will only increase. The potential for this type of AI in the future goes beyond what segmentation and content adjustment could do today. Instead, with leaps and bounds in machine learning techniques, AI could have access to information from additional data sources, too. Eventually, for example, access to activities across social media, purchase data across platforms, and previous engagement on websites in addition to real-time situational awareness will render more extensive profiles of users than it does even today. Accessing this type of data will mean that the landing page won’t only be personalized about what someone needed or wanted in the past, but it will be able to predict what someone needs or wants the most at that second with the most updated information.
In just a few years, AI will also be able to create even further personalized landing pages by tracking behavior across platforms. For example, an AI may understand that a person not only visited a store during a live shopping event, but also stopped by its Facebook, checked out its Company Name log on LinkedIn, and provided a review to Trustpilot. It will have access to personal information across those various platforms relating to leisure, employment, and general inquiries, what groups they’re a part of, who they follow, and how recently they’ve engaged with certain platforms as well as their buying habits from live shopping events to create an incredibly comprehensive view of who they are. Such personalization of profiles isn’t just possible, it’s likely.
Moreover, AI will also have access to real-time contextual data which can help further customize landing pages. For example, if someone is accessing the site at 8 PM after work, the AI will identify that and thank them for stopping by and provide access/reducing features for after-work activities (such as happy hour) while downplaying services more accessible during the day (like lunch). If someone from Michigan visits the store and it’s currently 0 degrees outside, the AI can promote t-shirts over shorts or ice cream options. Such granular, real-time contextual information will not only better greet each and every visitor, but it will make everyone feel as if this personalized landing page is for them and only them.
To marketers, the ever-improving capabilities of AI only render more tools at their disposal to reach their audiences in more significant, impactful fashions. AI segmentation for personalization is not merely a theoretically possible option or a luxury that allows for a more customized user experience; it’s an impactful, effective step toward increased conversion rates and strong customer retention. When marketers adjust copy, images, layouts, and calls to action based on the needs of and specific experiences for the individual user, they create an experience that’s far more useful and engaging that makes the user have to buy now, sign up now, submit that form now because their needs are met in real time.
In addition, as AI learns how to best customize over time, companies can do this at scale much better. AI processes enormous amounts of data and can create customized landing pages without having to constantly revamp those pages or fall back on A/B testing to see what’s working. These insights allow marketing teams to focus on the larger aspects of their campaign endeavors while leaving the minutia like customizing every opportunity for engagement to AI.
There’s no doubt that with increasing competition in the digital landscape, the ability to provide personalized experiences at scale can help any business rise above the rest. Therefore, those who adopt AI-powered landing pages will have a competitive advantage, getting ahead with access to what users desire the most simple, tailored, and engaging experiences. The evolution of AI technology isn’t just transforming the personalization experience, but also the customer experience, which fosters stronger relationships, increased loyalty, and longer-lasting successful companies.
