Survey Your Web Visitors and Personalize by Response

Jenny MillerGrowth Manager

What you’ll learnWhat you’ll needTHE PROBLEMTHE HYPOTHESISTHE SOLUTION

Identify the personas in your ICP and what’s important to them

Create a survey that asks visitors to identify their persona

Build web experiences that speak to each persona’s challenges and how your solution solves them

THE IMPACTNext Playbook

What you’ll learn

How to create a survey that allows visitors to self-identify to see an experience personalized to their use case

What you’ll need

A list of your target personas and an understanding of what problems your solution solves for them
A personalization platform that lets you survey visitors and use their response as a data source

THE PROBLEM

DocSend, a document sharing and tracking platform, solves a diverse set of problems depending on their persona. They needed to find a way to understand which persona was on their site so they could show each how the DocSend platform solves their unique challenges.

THE HYPOTHESIS

Jenny felt that if she could create personalized website experiences that catered to each persona’s specific needs and pain points, she could increase the conversion rate on her website.

Her biggest challenge was identifying each visitor’s persona, but she came up with an elegantly simple solution: ask them!

THE SOLUTION

Identify the personas in your ICP and what’s important to them

Who does your product help? If you’re going to build personalized journeys for specific personas, you need to know who you’re speaking to. Create a list of the top personas and write out the biggest problems your product solves for them.

Don’t forget to 80/20 here. Your product likely caters to many different personas and use cases. To get started, choose the top 4-6 to build out custom journeys.

Create a survey that asks visitors to identify their persona

Using Mutiny, Jenny created a survey side pop that asks visitors to self-identify their persona. Mutiny stores their response, letting Jenny create custom segments for each persona response.

Build web experiences that speak to each persona’s challenges and how your solution solves them

Now that she had the persona identified, Jenny needed to serve her visitors content that made them feel DocSend was built to solve their challenges and pain points. She focused on the jobs each persona hires DocSend to solve for them, the biggest challenges they encounter in their role and how using DocSend can solve them.

Using Mutiny’s no-code visual editor she was able to easily change headlines, hero images, social proof, and CTA’s based on what would resonate best with that persona.

THE IMPACT

Initially, Jenny had concerns that introducing a pop up on the site might hurt conversion rate, but hoped that the benefit of the personalized web experiences would outweigh any negative impact.

To be cautious, she experimented by testing the survey out with 50% of her website traffic. To her delightful surprise, the experiment group that saw the survey and personalized web experiences drove +29% conversions compared to the control group!

She quickly promoted the survey experience, so all visitors would see the personalized experiences. It turns out one little question can make a whole lot of difference.