Putting your content to work – Increasing online conversion with no-touch personalization
After almost four years of publishing articles, I’ve accumulated quite a library of content at AmeriFirst Home Mortgage. Whether it’s one article per day or five, the accumulated efforts total approximately 2,400 articles, 3,000 total website pages, almost two dozen eBooks and more than 300 videos. Suffice it to say – AmeriFirst has a lot of content.
The bottom line for the website however, is that the user experience needs to be a positive one. For us at AmeriFirst, that means we want our potential home buyers to find useful information in a digestible format. With so much information at the ready, it’s a bit of an overload experience for some.
With this problem in mind, we decided to explore a new tools. At the suggestion of Ryan Wright at ClearPivot, and the common friend of Jeanne Hopkins at Continuum Managed IT Services, I looked into the company BrightInfo.
Boaz Grinvald and his team created BrightInfo with the goal of getting more website visitors to engage with a site and take the next step toward becoming a customer. This may sound like an ambiguous mission statement, so I’ll break it down. We wanted to offer viewers a tool that showed them relevant, deeper content in order to make their experience of navigating our website more useful, therefore more enjoyable.
When a viewer is just browsing, they have not yet raised their digital hand to say, “Hi I’m Dan and I’m looking for information about widgets.” Instead, they’re window shopping, hoping to find anonymous information. Until this viewer gives a company a little bit of information – like an email address – that business is serving up a generic experience, which may miss the point of why that person is at the site in the first place.
In marketing, we’re getting very good at segmenting an audience once we know them. Conversely, that anonymous visitor is left out in the cold, so to speak. We wanted to take that visitor and offer them helpful information in a non-intrusive manner.
This is what a conversion assist tool like BrightInfo is doing for us. Rather than a visitor browsing with no real road map, and us sitting at the office hoping they’ll find that very popular article or buyer’s guide, we can now serve up relevant and personal suggestions with BrightInfo.
How it works
BrightInfo works without touch. I actually put it up and didn’t get a chance to dive in for the first 60 days or so. When I looked at the metrics in my HubSpot system I was pleasantly surprised – loads of new qualified leads and I had really just installed BrightInfo and let it run.
To use BrightInfo, you sign up online and place the Java Script you get onto your website or blog (or both) page templates. BrightInfo processes your pages and lets you know when it is ready. Once it is ready, you can try it up in Test Mode (just you and your team see the recommendations) while the other visitors remain unaffected until you turn on the switch.
Once you do turn it on, BrightInfo tracks your online audience and profiles each individual visitor by their interest in your business. BrightInfo looks at contextual hints (what the visitor is reading, search engine keywords, past visits content, etc.) and behavioral hints (time on page, behavior of other similar visitors, etc.) to determine automatically in real time what is the most relevant and engaging content to offer that visitors from the content you have on your site.
BrightInfo can engage with your browsing audience when they are browsing your website or blog. It can also engage with the new and anonymous visitors that are leaving your site by showing them relevant next steps before they drop off.
The result of it all is increased content consumption, lower bounce and abandonment and an increase in conversion.
How we are using it at AmeriFirst
At Amerifirst, we are helping website-browsing visitors with next-step content recommendations to increase engagement and conversion. In addition, we recommend blog visitors relevant content from our website as a way to move them forward in their engagement from top-of-the-funnel content to bottom-of-the-funnel content. Lastly, we use BrightInfo to engage with visitors heading off of our domain with last-minute, relevant next steps.
Results: more leads, more content consumption
Just by placing BrightInfo on our website and blog we see, on average, an increase of 12 percent in marketing content consumption and a 24 percent increase in online forms and leads generated. The BrightInfo lead quality is in line with the other leads we get from the site, so all is good on that front, too.
Platform agnostic: BrightInfo is an overlay solution that can be easily added to any website (We use HubSpot COS and Marketing Automation).
Unique analytics: BrightInfo shows content recommendations next to our “native’ Web pages and so it’s a good basis for comparison to see which content is popular through BrightInfo when served dynamically versus which content is popular on the “native” pages.
Happier audience: We heard from some of our visitors that the BrightInfo recommendations saved them time and aggravation looking for what they needed. It simply served it to them automatically.
As inbound marketing professionals, we work hard to provide the basics for our audience: we build content, we take pride in it and we hope our audience will benefit from it.
BrightInfo is the glue that ties it all together for each individual user, making sure your audience will use your content and helping them take the leap of faith to contact your brand and get to know it better.